The International Communications Market Report
Source: data.gov.uk (2019-08-28)

This annual report provides comparative international data on the communications sector. The aim of the report is to benchmark the UK communications sector against a range of comparator countries in order to assess how the UK is performing in an international context. The report compares the availability, take-up and use of services in the UK and 17 comparator countries - France, Germany, Italy, the US, Japan, Australia, Spain, the Netherlands, Sweden, Poland, Singapore, South Korea, Brazil, Russia, India, China and Nigeria, although we focus on a smaller subset of comparator countries for some of our analysis.
This report is intended to be used in a number of ways: to benchmark the UK’s communications sector, to learn from market and regulatory developments in other countries, and to provide the context for Ofcom’s regulatory initiatives. It also contributes to the richness of the information we draw upon, better enabling us to understand how our actions and priorities can influence outcomes for citizens and consumers, and for communications markets generally.

The sectors covered include television and radio broadcasting; internet on-demand content; telecommunications and (since 2012) the postal market.

The final edition of the ICMR was in 2017.

International Communications
Market Report 2015

Research Document
Publication date:
10 December 2015

2
About this document

This report provides comparative international data on the communications sector. The aim
of the report is to benchmark the UK communications sector against a range of comparator
countries in order to assess how the UK is performing in an international context. The report
compares the availability, take-up and use of services in the UK and 17 comparator
countries - France, Germany, Italy, the US, Japan, Australia, Spain, the Netherlands,
Sweden, Poland, Singapore, South Korea, Brazil, Russia, India, China and Nigeria, although
we focus on a smaller subset of comparator countries for some of our analysis.
This report is intended to be used in a number of ways: to benchmark the UK’s
communications sector, to learn from market and regulatory developments in other
countries, and to provide the context for Ofcom’s regulatory initiatives. It also contributes to
the richness of the information we draw upon, enabling us to better understand how our
actions and priorities can influence outcomes for citizens and consumers, and for
communications markets more generally.

3
Contents

The UK in context
17
1

Comparative international pricing
103
2

Television and audio-visual
137
3

Radio and audio
177
4

Telecoms and networks
203
5

Internet and online content
273
6

Post
317
7

Appendix A – Consumer research methodology
351
Appendix B – TV viewing analysis methodology
355
Appendix C – Comparative international pricing methodology
359
Glossary and Table of Figures
379

4
Introduction
This is the tenth year in which Ofcom has published comparative international data on the
communications sector. The aim of the report is to benchmark the UK communications
sector against a range of comparator countries in order to assess how the UK is performing
in an international context.
We are publishing this report as part of our commitment to carry out and publish market and
consumer research, including media literacy, as outlined in our 2015/16 Annual Plan1. This
report complements other research published by Ofcom and forms part of the
Communications Market Report series, which includes the UK Communications Market
Report and specific reports for Northern Ireland, Scotland and Wales (all published in August
2015).2
The information set out in this report does not represent any proposal or conclusion by
Ofcom in respect of the current or future definition of markets and/or the assessment of
licence applications or significant market power or dominant market position for the purposes
of the Communications Act 2003, the Competition Act 1998 or other relevant legislation.
Data and methodologies
This report draws on a combination of consumer research data commissioned by Ofcom,
data already held by Ofcom, and data sourced from desk or custom research or from third
parties, as well as discussions with industry bodies, operators, regulators and
commentators.
Consultancy firm IHS provided data that are drawn on mainly for the TV and audio-visual
and Telecoms and networks chapters. IHS has attempted to verify sources and provide
market estimates where data are incomplete. Telecoms pricing consultancy Teligen built a
bespoke model to enable our analysis of comparative international pricing, and populated it
with specifically-sourced tariff data (collected in July 2015).
Among others, we would like to thank the following for their contributions to the data
presented in this report: comScore, Deloitte, Ecommerce Europe, Eurodata TV Worldwide,
The European Commission, IHS, Kantar Media, PACT, Populus, PricewaterhouseCoopers,
The Reuters Institute, Teligen, the World Advertising Research Centre, Wik Consult,
WorldDAB and YouGov.
The consumer research undertaken by Ofcom for this report was conducted online with
9,040 consumers in nine countries: the UK, France, Germany, Italy, the US, Japan,
Australia, Spain and Sweden. Because the research was undertaken online, samples, and
therefore results, may differ from other consumer research conducted by Ofcom, including
that published in the Communications Market Report 2015, which included face-to-face and
telephone interviews. Further information on our online market research methodology is
presented in Appendix A.
Comparisons between data in this report and in its predecessors will not always be possible,
due to changes in definitions and re-statements over time, the methods of collecting data
and the availability of new data sources. For reasons of sampling and definitions, some UK

1 http://www.ofcom.org.uk/content/about/annual-reports-plans/ann-plans/Annual_Plan_Statement.pdf
2 http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-
reports/cmr15/

5
data published in this report may not be directly comparable with data published in other
Ofcom reports, such as the UK Communications Market Report. We have highlighted
incomparability in a number of key instances in this report.
This report is wide in scope, and because of the reliance on third-party data we cannot
always fully guarantee the accuracy of data. We have carried out comprehensive checks as
far as is reasonably possible and have acted to ensure that the data in this report are
comprehensive and the most accurate currently available.
Data in this report generally cover the 2014 calendar year, although other data – notably
from Ofcom’s consumer research – are more recent. We show trends using a five-year
historical time series wherever possible.
All currency conversions use the average market exchange rate across 2014, as provided by
the International Monetary Fund (IMF).3 We have opted to convert data from every year at
this fixed rate, so that currency fluctuations do not obscure market trends. The exception to
this methodology is in the international price benchmarking analysis, where we have used
purchasing power parity-adjusted exchange rates (more detail can be found in Appendix C).
All figures in this report are nominal unless otherwise stated.
Structure of the report
The report is divided into seven chapters:

The UK in context provides a broad overview by looking at comparative
international communications markets from an industry and a consumer perspective,
with an overview of the main regulatory developments in the past year. We also
present findings from our consumer research across nine comparator countries,
including a look at main sources used for news, online interaction with public
services, use of mobile payments and satisfaction and reasons for choosing 4G
mobile telecom services.

Comparative international pricing compares the typical prices people pay, across
the UK and five other comparator countries, for a range of ‘baskets’ of
communications services.

Television and audio-visual considers developments in broadcast and audio-visual
services, and includes analysis of the industries and consumer experience in our
comparator countries. This section examines patterns of digital television take-up,
including the adoption of high-definition television services, digital video recorders,
and internet-connected televisions, and looks at the consumption of audio-visual
content online.

Radio and audio compares and summarises key data, including revenue figures, for
the radio and audio markets across the UK and our comparator countries. We also
include some of the findings from our consumer research on the take-up of digital
radio sets and the use of audio services online and via mobile devices.

Internet and online content considers how people have adopted the internet to
communicate and consume content, and how this differs across our comparator
countries. The section takes a high-level look at aspects of internet use, in terms of

3 http://www.imf.org/external/index.htm

6
platforms and devices, as well as content and consumption. We also look at intenet
advertising markets and e-commerce.

Telecoms and networks examines the major trends in the telecommunications
markets, from an industry and operator perspective, in our comparator countries. We
also consider the availability and use of telecoms services in the 18 comparator
countries. We provide an overview of the industry as a whole, and individual markets
in more depth, including analysis of fixed voice, fixed-broadband, mobile voice and
data services.

Post considers key data for the postal services markets in the UK and our
comparator countries, including trends in addressed mail volume and revenue. We
also examine consumer trends in sending and receiving mail, and consumers’
perceived reliance on post as a method of communicating.
We include a list of key points for each chapter; these serve as summaries of the main
findings.

7
Key points: The UK in context

The communications sector’s total global revenues in 2014 were £1,190bn,
growing by 1.5% year on year (incorporating the telecoms, television, postal
and radio sectors). Global television industries had the largest increase in revenue
in 2014, up by £12bn (5%), to £244bn. Telecommunications revenue, although the
largest by a considerable margin, registered slow growth of 0.5% to reach £846bn.

UK communications sector revenues were the fifth highest of our comparator
countries and the second highest in Europe. In 2014, as in recent years, the three
largest communications markets by revenue were in the US (£316bn), China
(£135bn) and Japan (£110bn). Outside the top three, the total UK revenue of £48bn
was second only to Germany (£55bn).

The UK generated £748 per head across our communications industries in
2014, the highest of the EU5. This figure was £244 lower than the US, which once
again had the highest revenue per head of our comparator countries at £992 per
person.

Global advertising expenditure grew to £283bn in 2014, driven by growth in
internet and television adverting revenues. Between 2010 and 2014 expenditure on
internet advertising grew at a compound annual rate of 17.9%, to stand at £80bn in
2014. Television advertising revenue growth in the year to 2014 was 5.3%, and it
remains the largest advertising medium by revenue, at £99bn in 2014.

4G mobile population coverage (from at least one operator) increased in most
comparator countries in 2014, with China having the largest year-on-year increase,
rising from 1% to 73%. The UK had 84% 4G mobile population coverage at year-end
2014, an increase of 21 percentage points.

The UK had the highest proportion of total mobile connections that were 4G, of
the EU5 countries in 2014, at 28%. Among all our comparator countries, South
Korea had the highest proportion of mobile connections that were 4G, at 63% of
connections, followed by the US (40%), and Australia and Singapore (both 39%).

In most comparator countries ‘quicker download speed’ was the main reason
given by respondents for choosing 4G. In the UK 35% of people either with, or
likely to purchase, a 4G service chose it because of quicker download speeds.

Around two-thirds (67%) of UK respondents use a smartphone. This is in line
with France, Germany and Australia. Spain and Italy had the highest smartphone
take-up, at 83% and 79% of respondents respectively, and the US reported the
lowest take-up of our comparator countries, at 57%.

UK smartphone owners are the most likely in the EU5 to use their smartphone
to pay a bill; 29% claim to have done so. They are also the most likely in the EU5
to have transferred money on their smartphones (31%).

Spain (45%) and the UK (42%) have the highest levels of ownership of
connected TVs (either smart TV sets, or sets connected to the internet via another
device, such as a set-top box, video games console, or other internet-enabled
device).

8

Nearly two-thirds (66%) of people in the UK had used an online service to
watch TV or films within the past week (increasing to 81% in the past month); the
highest proportion across all of the countries surveyed.


Around four in ten (44%) UK respondents had used a catch-up service from a
free-to-air broadcaster within the past week, the greatest proportion of any
country surveyed.


The growth in use of video-on-demand services corresponds with a claimed
decrease in viewing traditional TV as well as in watching DVDs and Blu-ray.
The decrease in DVD/Blu-ray viewing is particularly striking; between 28% and 42%
of respondents who view TV in the countries surveyed said they were watching
DVDs/Blu-rays less than in the previous year. This figure stood at 32% in the UK.

Across most of the European countries in our research, around eight in ten
online respondents say they use the internet to read news online. This is lower
in the UK (73%), the US (68%) and Australia (69%). In Italy 87% say they use the
internet to read news, the highest among all our comparator countries.

In the UK, social media was a source of news for 36% of respondents in 2015,
up from 23% in 2014. In Germany (25%) and Japan (21%) levels remain lower.
Respondents in Australia are the most likely to use social media for news (51%).

Search engines are used most regularly by respondents in Italy (92%), and
least regularly by those in the US (73%). Four in five (82%) people in the UK say
they use a search engine at least weekly. Around six in ten respondents in most
countries say that, of the websites returned by a search engine, some are likely to be
accurate and some are not: a media-literate response. Around a quarter of people in
the UK, Germany and the US think that if a search engine has listed a website then it
will have accurate information, rising to 35% in Italy and Spain.

Levels of concern about providing personal data are relatively high, with half or
more respondents in each country agreeing that they are worried about unwarranted
use of their personal data, with the exception of Sweden, where levels of concern are
lower (42%). This figure stood at 51% in the UK.

9
Key points: comparative international
pricing

In order to compare the prices available to consumers in different countries we
examine the cost of different 'baskets' of communications services. These are
based on tariffs available from the largest communications providers in each
comparator country.

These baskets have been compiled to be representative of five different
household types. These range from a household with basic needs to one with
sophisticated requirements.

We consider that this basket-based approach is the best way of comparing
prices. This enables us to compare prices and identify trends in complex markets
where consumers often buy services in bundles, where services are often discounted
and where installation and hardware are often included as part of the service.

Overall, UK communications service prices compare favourably to those in the
rest of the EU5 countries and the US. The UK ranked second in the overall pricing
rank (combining stand-alone, bundled and ‘lowest available’ prices) in 2015, behind
France. This was a fall of one place compared to 2014.

The UK’s average performance across all baskets and metrics was unchanged
since 2014. While the UK’s overall rank fell in 2015, its average rank across all of the
baskets and metrics used in the analysis was unchanged. In contrast, France’s
average rank improved, resulting in it overtaking the UK in terms of its overall rank.

The UK was cheapest in terms of stand-alone pricing (i.e. when services are
not purchased in a bundle). The UK had the lowest ‘weighted average’ stand-alone
prices for three of the five household usage profiles included in the analysis in 2015.

The cheapest stand-alone fixed broadband and mobile phone prices were both
found in the UK in 2015. UK fixed broadband prices fell slightly during the year, and
the UK had the cheapest mobile prices in 2015, despite prices having increased.

France overtook the UK in terms of lowest bundled service pricing in 2015.
France had the lowest ‘weighted average’ bundled service prices for three of our
household usage profiles, with the UK having the ‘lowest available’ price for one
household.

In almost all cases, it was cheaper to purchase a bundle where the household
required fixed broadband. In the UK, the average saving associated with buying a
bundle rather than stand-alone services was 18% across the three households that
include fixed broadband; the third-lowest proportion among our six countries.

The UK performed less well in terms of fixed voice prices. The cheapest
available landline services for our households’ requirements were the most
expensive among the six countries included in the analysis in 2015, following an
increase in prices during the year.

The UK improved its ranking in terms of the 'lowest available' prices in 2015.
During the year, the UK overtook Italy to rank second after France, which offered the
‘lowest available’ prices for two of the five household usage profiles used in the
analysis in 2015 (as did the UK).

10
Key points: TV and audio-visual

Global TV revenues (including broadcast advertising, channel subscription and
public licence fees only) increased by 5% in 2014 to reach £244bn. Subscription
revenues continue to be the key driver of this growth, rising by 5.4% to reach
£125bn, just over half of total revenue. Advertising revenue grew 5.3% (or £5bn)
while income from public funding grew at a more modest 1.7% in 2014.


The total year-on-year growth of the European comparator countries was 2.3%
in 2014, resulting in revenues of £58.3bn. This was the lowest growth of the four
regions included in our analysis, with the BRIC nations (and Nigeria) increasing by
11.3%, the US by 4.1% and the Asia-Pacific countries by 3.3% in 2014.


TV revenues in the UK increased by 4.0% year on year; from £13.4bn in 2013 to
£14bn in 2014. Following three consecutive years of decline, Spain recorded the
largest annual growth in TV revenues among the European comparator countries in
2014 (9.1%), driven by stronger TV advertising revenues.


Revenues from both short and long-form online TV and video in the UK
continued to grow, up by £278m to £908m in 2014. However, the US remains the
largest online TV and video market among our comparator countries; between 2009
and 2014, online TV and video revenue grew from £1.3bn to £6.8bn.


In 2014, the UK, Italy, Japan, Australia and Singapore had 100% digital
television take-up on main TV sets, with digital take-up exceeding 60% of TV
homes in every comparator country for the first time.


In the UK, digital satellite (including Freesat) was the country’s most popular
viewing platform on primary sets in 2014, (at 45% of TV households) followed by
digital terrestrial at 33%.


IPTV was the most popular TV platform in France and South Korea in 2014,
with take-up of 41% and 30% respectively. The proportion of UK TV homes with
IPTV as their main platform increased by 3pp in 2014 to 8%.


Nearly three-fifths (59%) of TV homes in the UK had a pay-TV service in 2014.
The strongest growth in pay-TV take-up was in the developing markets, with 66% of
TV households in the BRIC countries having a subscription in 2014, compared to
48% in 2009.


Across the comparator countries, audiences watched an average of 3 hours 43
minutes of broadcast TV per person per day in 2014. Seven of the 15 comparator
countries had a year-on-year decline in daily TV viewing minutes per head. The UK
had the largest proportional decline, down by 4.9% (11 minutes) to 3 hours 40
minutes. Some of the UK decline may be explained by: increased viewing of online
TV content on tablets and smartphones, an increase in SVoD viewing, falling
unemployment and the effect of the weather.4

4 For an in-depth look at the recent decline in TV set viewing in the UK see section 1.4 Changes in TV
viewing habits in Ofcom’s Communications Market Report 2015:
http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr15/CMR_UK_2015.pdf

11
Key points: radio and audio

Worldwide radio revenue grew by 3.9% in 2014 to reach £28.1bn. Revenues
have increased each year since 2010. The 18 comparator countries that we study in
this report account for the majority of worldwide radio revenue (£22.9bn), which
increased by 3.5% in 2014.

Revenue growth was due to an increase in all three types of revenue.5 The
largest absolute increase in revenue was in the US, where advertising and
subscription revenues contributed to a combined growth of £412.3m. In the UK,
revenue grew by £42.3m, a 3.6% year-on-year growth. This was due to an increase
in national advertising revenue as well as BBC expenditure on radio.

The only two of our comparator countries where revenue declined were Japan
and Italy. In Japan, there was a decline of £17.1m, a 2.4% proportional decrease on
the 2013 figure, while in Italy revenue decreased by £5.5m, a 1.5% decrease year on
year. These declines were mainly due to decreases in advertising revenue.

Public radio licence fees contributed the largest proportion of revenues in
Germany, Sweden and the UK. Germany had the highest public funding ratio, with
79% of revenue coming from public radio licence fees. Sweden followed closely with
78%, and in the UK 60% of radio revenues came from public radio licence fees.

Digital radio set take-up in the UK was the highest of all surveyed comparator
countries in 2015, at 50% of radio listeners. This is a rise of 9 percentage points
from 2014. DAB coverage is also highest in the UK, reaching 96% of households.

The UK had one of the largest proportions of digital broadcast stations among
the comparator countries. The 283 digital radio stations in the UK in 2014
represent 33% of all radio stations. Of all the comparator countries in 2014, this
proportion is second only to Germany (37%).

FM-only radios are the most common type of set owned by radio listeners in all
of our comparator countries. Take-up of FM-only radios was highest in Italy and
Spain (84%). The UK had the lowest take-up of FM-only radio sets (60%), although
most radio sets with DAB or internet connectivity include an FM tuner.

In 2014, the proportion of households listening to radio on a weekly basis was
lowest in Nigeria (20%) and Japan (38%), and highest in China (98%), Sweden
and Poland (both at 94%). The lowest reach of radio in Europe was in Germany
(68%), while in the UK the reach of radio was 90% of households in 2014.

A quarter (25%) of mobile phone users in the UK use their device to listen to
music on a weekly basis. This is second only to the US, where a third (33%) of
mobile phone users listen to music on their devices.

Between 2013 and 2015 there was an increase in the use of streaming audio
services among mobile phone owners, with around three in ten mobile phone
owners using their device in this way in Italy (33%) and the US (31%).

5 Radio advertising, public licence fees and satellite radio subscriptions

12
Key points: telecoms and networks

Total comparator country retail telecoms revenues increased by 0.7% in 2014.
These revenues (which include those generated by fixed voice, fixed broadband,
mobile voice and mobile data services) increased by £4bn to £589bn during the year,
mainly as a result of increasing use of fixed broadband and mobile data services.

The UK had the highest number of fixed voice connections per 100 people of
all the comparator countries at the end of 2014. During the year, the number of
UK connections per 100 people increased by one, to 61. This represented the
highest penetration among our 18 countries and the largest increase during the year.

The UK had the highest proportion of fixed broadband lines that were
superfast products among the EU5 countries at the end of 2014. Over a third of
UK fixed broadband connections (35%) had an advertised speed ≥30Mbit/s at the
end of 2014, the eighth-highest proportion among our comparator countries and
higher than in any of the other EU5 countries.

The Netherlands had the highest fixed broadband penetration among our
comparator countries at the end of 2014, with 41 fixed broadband connections per
100 population at the end of 2014. By comparison, the UK had 37 connections per
100 population, the fifth highest number among all 18 of our comparator countries.

The Netherlands also had the highest proportion of fixed voice connections
provided over managed VoIP in 2014. Managed VoIP connections made up over
three-quarters (76%) of total voice connections in the Netherlands at the end of the
year. In the UK managed VoIP accounted for 14% of all fixed voice connections, the
second-lowest proportion among our EU5 countries.

A quarter of UK adults said that they used over-the-top VoIP at least once a
week in 2015. The UK had the second highest level of regular over-the-top (OTT)
VoIP use among our comparator countries after Italy, with 25% of respondents
saying that they used any OTT VoIP service at least one a week. Twenty-one per
cent of UK consumers said that they used OTT video VoIP at least once a week,
while 18% said they used OTT voice VoIP services regularly.

Total comparator country mobile internet revenues increased by 6.6% in 2014.
Mobile internet revenues (which exclude messaging revenues) continued to grow in
2014, increasing by £11bn to £173bn. This was largely the result of increasing mobile
data volumes, which grew by 76% to 16 exabytes during the year.

Take-up of mobile internet (excluding messaging) services was highest in
Singapore in 2014. There were 183 mobile internet connections per 100 people
(including dedicated mobile internet connections and access on mobile handsets) in
Singapore at the end of 2014. By comparison, the UK had 87 connections per 100
people in 2014, the eighth highest proportion among our comparator countries.

More than eight in ten UK fixed broadband users were satisfied with their
service in 2015. In the UK, 82% of users were satisfied with their overall fixed
broadband service, the highest proportion among our comparator countries. UK
satisfaction levels with download speeds (77%), upload speeds (76%) and
connection speed/quality with multiple devices (75%) were also the highest among
our comparator countries.

13
Key points: internet and online content

The UK and China have the greatest share of all advertising expenditure on the
internet; 43% of all spending on advertising was online in 2014. However, year-
on-year growth was higher in China (9%) than in the UK (3%).

Mobile internet advertising spend was greatest in the UK, at almost £25 per
head, followed by £23.69 in the US and £17.66 in Australia. All comparator countries
experienced year-on-year growth in mobile internet advertising spend, in contrast to
fixed spend which declined in the US, Japan, Australia and Spain.

The UK had the highest per-capita spend on e-commerce in 2014, at £1591 per
head. E-commerce expenditure per head in the UK was over 50% higher than in the
US, the next highest-valued market, which had an average spend of £918 per head.

Over a third of smartphone users in the UK shop online once a week or more.
In the UK, over a third (34%) of smartphone owners claimed to use their device to
shop online, at least weekly or more often. Online shopping with a smartphone at
least weekly was most common in the US, where 38% claimed to do this.

Social networking, instant messaging and gaming apps are the most
commonly downloaded apps on iPhone and Google Play, across comparator
countries. On iPhone, WhatsApp Messenger was the most downloaded app in
Spain, Singapore, Brazil, India and Nigeria. On Google Play, Facebook was the most
downloaded app in the UK, France, Germany, Australia, Poland and Nigeria. On both
iPhone and Google Play, at least one gaming app featured in 12 countries’ top five
most downloaded apps.

UK tablet users spend nearly 32 hours per month browsing. In the UK, tablet
users spent an average of nearly 32 hours browsing the internet in August 2015. This
was slightly exceeded by US tablet users, who spent over 23 minutes longer
browsing in the same month.

Laptop and desktop active audiences are getting older in the comparator
countries. In the majority of comparator countries analysed, the proportion of laptop
and desktop users aged over 55 increased from 2014 to 2015. The highest
proportion of over-55 laptop and desktop users was in Australia, at 30%, and in the
UK over-55s accounted for a quarter of users.

US internet users spend the most time browsing online on a laptop or desktop,
at 34 hours per month, followed by the UK, at 33 hours per month. The least
time spent browsing was in Japan, at 18 hours per month.

Google is the most popular search engine across all of the comparator
countries. In 2014, Google was the most popular search engine across all
comparator countries except Japan. As Yahoo! Search’s active reach in Japan
declined substantially year on year to August 2015, Google became the most popular
search engine.

14
Key points: post

Letter mail volumes across our comparator countries have declined by 10.2%
since 2010. Volumes have fallen from a total of 309.7 billion items in 2010 to 278.2
billion items in 2014. Year on year, total volumes fell by 2.5%. The rate of decline
was faster among our European comparators (4.0%).

Year on year, letter mail revenues across all our comparators increased by
0.7%. Revenue across all our comparator countries increased from £71.6bn in 2013
to £72.1bn in 2014. Revenue grew across all our country groups, with the exception
of the European comparators, where it fell by 2.3%.

Volume decline year on year in the UK was among the lowest of our
comparators. Mail volume in the UK fell by 1.5% in 2014, the slowest rate of decline
among our European comparators.

The UK was the only country among our European comparators in which
revenue did not decline in 2014. Letter revenue in the UK grew slightly in 2014,
increasing by 0.4% year on year. Losses in revenue for our European comparators
were more pronounced, particularly in Italy and Spain, where declines in volume
contributed to revenue losses of 8.2% and 6.8% respectively.

The UK is among the cheapest countries in Europe in which to send a medium-
sized letter. It costs 63p to send a First Class medium-sized (C5 size, 100g or less)
letter in the UK. The only European country in which this is cheaper is Poland (45p).
With the exception of Spain, it costs over £1 to send a medium-sized letter in all of
our other European comparators.

Seven in ten (72%) of the online population in the UK had sent an item of post
in the past month. Only in France and in Germany, where nearly eight in ten had
sent at least one item, were people more likely to have sent something by post in the
past month.

The average number of items of post sent per month has remained broadly
stable in the UK and has increased in France, Italy and the US. The average
number of items sent per month in 2015 in the UK was 4.2, broadly similar to the
average of 3.9 for the previous year. This is lower than in 2013, when the average
number of items sent was 4.7.

People in the UK are more likely than those in any of the other countries we
surveyed to send invitations, cards and postcards. One-third of those in the UK
who had sent any item of post in the past month had sent an invitation, card or
postcard in this period, higher than any of the other countries that we researched.

People in the US reported receiving the most parcels in the past week. Among
people who had received a parcel in the past week, those in the US reported
receiving the most parcels (3.6 on average). The average for the UK was 1.9 parcels.

15
Key summary metrics: 2014 data

UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
TV industry revenue (£bn)
14.0
8.4
20.4
6.1
102.9
19.1
4.1
3.1
2.5
1.8
2.1
0.6
5.5
11.4
3.6
5.1
21.9
0.6
Revenue change (%, YOY)
4.0
0.4
2.9
-2.3
4.1
3.1
-0.3
9.1
-2.2
1.9
5.1
0.6
7.2
12.2
7.4
14.7
10.7
14.8
TV industry revenue per capita (£)
216.4
130.4
247.4
100.2
322.6
150.2
174.3
65.9
146.5
184.3
55.7
101.9
111.7
56.5
25.1
4.0
16.0
3.2
Largest TV platform
Dsat
IPTV
Dsat
DTT
Dcab
Dcab
DTT
DTT
Dcab
Acab
Dsat
DTT
IPTV
Dsat
Dsat
Dsat
Dcab
Dsat
Largest TV platform (% of homes)
45
41
43
73
43
50
67
69
47
26
50
37
30
52
36
42
43
69
TV viewing (min/day)
220.0
221.0
221.0
262.0
282.0
264.0
204.0
239.0
200.0
153.0
260.0
n/a
196.0
224.0
239.0
n/a
157.0
n/a
DTV take-up (%)
100
95
72
100
96
100
100
99
87
74
86
100
76
72
65
70
84
84
Pay TV take-up (%)
59
77
55
30
87
69
32
29
99
83
83
63
97
33
66
85
62
22
Radio industry revenue (£bn)
1.2
1.1
3.0
0.4
12.5
0.7
0.6
0.3
0.3
0.3
0.1
0.1
0.2
0.3
0.3
0.2
1.3
0.1
Revenue change (%, YOY)
3.6%
1.9%
3.4%
-1.5%
3.4%
-2.4%
3.1%
1.9%
1.3%
5.7%
0.4%
4.0%
2.8%
4.3%
7.0%
14.0%
9.8%
4.5%
Radio industry revenue per capita (£)
18.7
16.7
36.4
5.9
39.3
5.5
26.3
7.4
16.0
29.4
2.7
16.0
3.1
1.6
2.0
0.2
1.0
0.3
% income from public licence fees
60.0%
38.9%
79.3%
23.5%
n/a
5.2%
n/a
n/a
30.6%
78.1%
6.5%
n/a
22.3%
n/a
n/a
n/a
n/a
n/a
Online universe (m)
39.8
37.0
51.2
26.5
204.0
73.7
16.0
21.5
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
Fixed broadband connections per 100 HH
89
92
72
55
77
93
75
75
90
69
59
121
107
35
48
6
n/a
0
Internet access via a smartphone/ mobile
phone (%)
61
59
62
82
53
60
64
83
n/a
69
n/a
n/a
n/a
n/a
n/a
n/a
79
n/a
Telecoms service revenues (£bn)
28.7
19.5
24.5
15.8
171.5
79.5
15.1
13.8
6.8
4.2
6.2
3.2
19.7
29.6
18.9
15.4
110.4
6.2
Monthly telecoms revenues per capita (£)
37.2
25.4
24.8
21.5
45.0
52.0
53.5
24.4
33.7
36.1
13.5
49.1
33.3
12.3
11.0
1.0
6.7
2.9
Fixed voice connections per 100
population (inc. managed VoIP)
60.8
60.5
44.8
36.7
41.0
44.5
38.0
40.4
41.5
39.2
16.2
36.2
53.9
22.5
26.6
2.1
19.2
0.1
Monthly outbound fixed minutes per capita
131.0
119.0
156.1
76.9
111.7
82.7
120.8
78.9
90.1
100.0
22.7
79.8
99.3
67.0
81.0
4.2
8.2
0.1
population
87.4
66.7
63.9
70.6
103.9
124.1
114.4
76.8
69.2
116.3
116.9
182.8
108.6
78.1
65.5
5.5
40.7
42.8
Monthly outbound mobile minutes per
capita
178.0
191.3
112.5
226.3
315.3
131.6
161.0
140.9
128.5
230.9
180.1
257.2
208.8
181.2
308.6
132.8
178.8
62.1
Fixed broadband connections per 100
population
36.8
40.5
35.3
22.9
30.1
38.6
29.2
27.7
40.9
33.6
21.4
33.0
39.2
10.5
19.1
1.4
18.4
0.0
4G as % of all mobile connections
28.2
13.8
11.5
4.3
39.5
36.8
38.9
12.6
18.9
27.5
7.4
39.3
62.9
2.4
4.7
0.0
7.5
0.2
Domestic addressed mail revenues (£bn)
4.3
6.7
6.9
2.6
28.9
10.5
1.2
1.1
2.0
1.0
0.7
0.1
1.6
2.1
0.6
0.4
1.6
n/a
Mail revenues per capita (£)
66.0
103.9
83.3
42.0
90.6
82.3
52.3
22.7
118.6
104.6
17.2
21.6
33.2
10.3
3.9
0.3
1.2
n/a
Domestic mail volumes (bn items)
12.7
13.6
15.7
3.8
150.2
18.1
4.3
3.6
3.5
2.4
1.8
0.6
4.3
8.3
3.1
5.6
26.7
n/a
Standard (C5) domestic stamp price (£)
0.63
1.53
1.17
1.94
0.98
0.80
0.77
0.74
1.67
1.24
0.45
0.29
n/a
0.48
0.79
0.25
0.59
n/a
Post
TV and audio-visual
Radio and
audio
Internet
Telecoms and networks

17

The International
Communications Market 2015

1

The UK in context
1

18
Contents

Section

Page
The UK communications industry in context
19
1.1
1.1.1
Introduction
19
1.1.2
Putting the UK communications industry into context
19
1.1.3
Communications sector revenues
20
The UK consumer in context
27
1.2
1.2.1
Introduction
27
1.2.2
Take-up and use of communications services, devices and media
activities
27
Pricing of communications services
36
1.3
1.3.1
Introduction
36
1.3.2
Stand-alone service pricing
36
1.3.3
Bundled services pricing
37
1.3.4
Summary of international pricing
40
Changing viewing habits
42
1.4
1.4.1
Introduction
42
1.4.2
Use of the internet to view TV or films online
46
Smartphone societies
54
1.5
1.5.1
Introduction
54
1.5.2
4G availability and take-up
55
1.5.3
Reasons for choosing 4G, and satisfaction with the service
57
1.5.4
Smartphone take-up
60
1.5.5
Everyday smartphone use
62
1.5.6
Smartphone activities
66
News consumption – the international context
73
1.6
1.6.1
Introduction
73
1.6.2
Digital news consumption – a comparative study
73
1.6.3
Main sources for news
78
Media literacy – the international context
83
1.7
1.7.1
Introduction
83
1.7.2
Online access, awareness and concerns
83
International regulatory context and models
87
1.8
1.8.1
Introduction
87
1.8.2
Key developments in the European regulatory and legislative framework
87
1.8.3
Helping communications markets work for consumers
90
1.8.4
Promoting effective and sustainable competition
92
1.8.5
Providing appropriate assurances to audiences on standards
95
1.8.6
Radio spectrum: Promoting the efficient use of public assets
99

19
The UK communications industry in
1.1
context
1.1.1 Introduction
This chapter of the report provides a broad overview that places the UK communications
sector in a global context.

The UK communications industry in context (Section 1.1): We compare the size
of the UK communications sector to that of other countries, and look at relevant top-
line revenues across our comparator countries.

The UK consumer in context (Section 1.2): We compare take-up and use of
different services and devices at a broad level across our comparator countries.

Pricing of communications services (Section 1.3): In this section we compare
communications service prices in six of our comparator countries and look at how
consumers in different countries choose to purchase communications services. We
also examine consumer research on bundling of communications services among
our comparator countries.

Changing viewing habits (Section 1.4) In the light of the development of the range
of audio-visual services available, we explore claimed changes in viewing habits in
our comparator countries.

Smartphone societies (Section 1.5): We compare 4G connections, in terms of
coverage, take-up and consumer satisfaction, in our comparator countries. We also
draw on consumer research and selected third-party sources to compare and
contrast how some of our comparator countries are embracing smartphone
technology, both inside and outside the home.

News consumption: the international context (Section 1.6): We examine the
consumption of digital news, and present findings from Ofcom’s consumer research,
looking at which platform people say they use as their main source for different types
of news.

Media literacy (Section 1.7): In this section we examine some of the issues arising
from internet users’ access to, awareness of and concerns about today’s evolving
media environment.

International regulatory context and models (Section 1.8): We highlight recent
international developments in communications regulation, to provide regulatory
context to some of the topics in the report.
1.1.2 Putting the UK communications industry into context
In this section we discuss the revenue and expenditure associated with the communications
sectors, in the UK and globally. Given the complexity and scale of the ‘communications
industries’, there are many potential definitions of the ‘communications sector’. It could, for
example, include consumer electronics, network equipment, music, the film industry, online,
software, games, newspapers, magazine and books, in addition to telecoms and
broadcasting.

20
We focus primarily on the telecoms, television, radio and postal industries, to reflect Ofcom’s
regulatory remit.
The key findings include:

The communications sector’s total global revenues in 2014 were £1,190bn,
growing by 1.5% year on year (incorporating the telecoms, television, postal
and radio sectors). Global television industries had the largest increase in revenue
in 2014, up by £12bn (5%), to £244bn. Telecommunications revenues, although the
largest by a considerable margin, registered slow growth of 0.5% to reach £846bn.

UK communications sector revenues were the fifth highest of our comparator
countries and the second highest in Europe. In 2014, as in recent years, the three
largest communications markets by revenue were in the US (£316bn), China
(£135bn) and Japan (£110bn). Outside the top three, total UK revenue of £48bn was
second only to Germany (£55bn).

The UK generated £748 per head across our communications industries in
2014, the highest of the EU5. This figure was £244 lower than the US, which once
again had the highest revenue per head of our comparator countries at £992 per
person.

Global advertising expenditure grew to £283bn in 2014 driven by growth in
internet and television adverting revenues. Over the five year period 2010 to 2014
expenditure on internet advertising grew at a compound annual rate of 17.9%, to
stand at £80bn in 2014. Television advertising revenue growth in 2014 was 5.3% and
it remains the largest advertising medium by revenue, at £99bn in 2014.
1.1.3 Communications sector revenues
The communications sector (as defined in this report) generated £1,190bn in revenue
in 2014, an increase of 1.5% in the year to 2014
Globally, communications services generated £1,190bn in revenues in 2014 (Figure 1.1).
Revenues increased by an average of 2.3% per year between 2010 and 2014, the main
drivers of this growth being the broadcast television sector and telecommunications sectors.
Between 2010 and 2014, telecoms revenue grew by an average of 1.9% per year,
generating £846bn worldwide in 2014. Television revenues grew fastest during this period,
up by an average of 4.3% p.a. to £244bn, and revenue growth in 2014 was above the five-
year average at 5.0%, representing an increase of £12bn (compared to 2013). Radio
revenues increased by 3.9% in 2014 to £28bn.Total postal revenues in the countries we
measured were relatively stable (up by 0.7% year on year) at £72bn.

21

Global communications revenues
Figure 1.1

Source: Data derived from various sources: PwC Global Entertainment and Media Outlook 2015-2019
@ www.pwc.com/outlook for television and radio revenues (both include advertising, licence fees and
subscription services only), Wik Consult / Ofcom estimates for postal revenues which refers to letter
mail only. IHS / industry data / Ofcom for telecoms revenues, which refer to retail revenues for fixed
voice, broadband and mobile services. Interpretation and manipulation of data are solely Ofcom's
responsibility. All figures are nominal.
Note: Postal revenues are for our 17 comparator countries and include letters only.
UK telecoms revenues are the second highest in Europe and the fifth highest among
all our comparator countries
In 2014, as in recent years, the three largest communications markets by revenue were in
the US (£316bn), China (£135bn) and Japan (£110bn). At £172bn, the revenues of the US
telecoms industry alone were greater than the combined industries’ revenues in any other
country (Figure 1.2). The US also commanded the largest revenue among our comparator
countries in the other sectors we consider in this report - television (£103bn), post (£29bn)
and radio (£13bn).
In the tier below the top three, total revenue across the four industry sectors in the UK was
£48bn in 2014. This was second only to Germany (£55bn) and was ahead of Brazil (£43bn).
UK television revenues, at £14bn, were second only to Germany at £20bn (both of these
countries have a television licensing system that supports public service broadcasting). UK
telecoms revenues were the largest among our European comparator counties, generating
£29bn in 2014. This made the UK’s telecoms sector the second largest outside the US,
Japan and China, after Brazil’s (which generated £30bn during the year).
785
798
825
841
846
206
216
226
233
244
73
75
73
72
72
25
26
26
27
28
1,089
1,114
1,150
1,173
1,190
0
200
400
600
800
1,000
1,200
1,400
2010
2011
2012
2013
2014
Radio
Post
Television
Telecoms
3.9%
2.9%
0.7%
-0.1%
5.0%
4.3%
0.5%
1.9%
1.5%
2.3%
CAGR
2010 -
2014
Year-
on-year
growth
Revenue (£bn)
Total

22

Communications sector revenues, by country: 2014
Figure 1.2

Source: Data derived from various sources: PwC Global Entertainment and Media Outlook 2015-2019
@ www.pwc.com/outlook for radio revenues (include advertising, licence fees and satellite
subscription services only), Wik Consult / Ofcom estimates for postal revenues (letters only), IHS /
industry data / Ofcom for television and telecoms revenues (telecoms revenues refer to retail
revenues). Interpretation and manipulation of data are solely Ofcom's responsibility. All figures are
nominal
Note: Postal revenue data are not available for Nigeria.

UK communications revenue per head was the highest of the EU5 countries in 2014
The UK generated £748 in communications service revenues per person in 2014, the
highest average spend across the EU5 (Figure 1.3). This figure was £244 (25%) lower than
the US, which continued to have the highest revenues per head of our comparator countries
at £992 per person. Although telecoms revenue was the highest of the four sectors in the
US, it was television revenue which differentiated this market from the others. Television
revenue per head was almost 50% higher than the UK, and 30% higher than Germany which
had the second highest television revenue per head, at £247. Australia (£894) and Japan
(£863) had the second and third highest overall revenue per head, both driven primarily by
higher telecoms revenue.
2
Communications sector revenues by country: 2014
6
15
19
30
20
3
6
4
7
14
15
16
25
19
29
1
5
4
11
6
1
2
2
2
3
4
6
20
8
14
1
2
2
1
1
2
1
1
3
7
7
4
1
0
3
1
1
7
21
23
43
27
4
9
7
12
18
21
25
55
36
48
0
10
20
30
40
50
60
NGA
IND
RUS
BRA
KOR
SGP
POL
SWE
NED
ESP
AUS
ITA
GER
FRA
UK
Telecoms
Television
Post
Radio
Total
110
79
172
22
19
103
10
29
13
135
110
316
0
50
100
150
200
250
300
350
CHN
JPN
USA
Telecoms
Television
Post
Radio
Revenue (£bn)
Revenue (£bn)

23

Communications sector revenue per head: 2014
Figure 1.3

Source: Data derived from various sources: PwC Global Entertainment and Media Outlook 2015-2019
@ www.pwc.com/outlook for radio revenues (include advertising, licence fees and satellite
subscription services only), Wik Consult / Ofcom estimates for postal revenues (letters only). IHS /
industry data / Ofcom for television and telecoms revenues (telecoms revenues refer to retail
revenues). Interpretation and manipulation of data are solely Ofcom's responsibility. All figures are
nominal.
Note: Postal revenue data are not available for Nigeria.
Figure 1.4 uses OECD purchasing power parity data to adjust absolute revenue per capita,
taking account of varying price levels across countries in order to provide a view of revenue
in relation to consumer spending power in each country. After adjustment, the revenue per
head in the US increases to £1,159, and Japan (£1,018) and South Korea (£788) overtake
Australia as the countries with the second and third highest revenues per head countries
respectively, reflecting the higher general cost of goods and services in Australia. The UK
revenue per capita remains the fifth highest of our comparator countries.

35
81
132
144
399
590
162
434
404
293
641
625
540
258
298
304
447
25
57
112
102
56
184
147
66
174
150
323
100
247
130
216
4
10
33
22
17
105
121
23
52
82
91
42
83
104
66
1
2
2
3
16
10
29
16
7
26
6
39
6
36
17
19
39
99
17
163
213
547
729
245
752
688
389
894
863
992
406
665
555
748
0
200
400
600
800
1,000
NGA
CHN
IND
RUS
BRA
KOR
SGP
POL
SWE
NED
ESP
AUS
JPN
USA
ITA
GER
FRA
UK
Telecoms
Television
Post
Radio
Revenue (£)

24

Communications revenues per head, adjusted for comparative price
Figure 1.4
levels: 2014

Source: Data derived from various sources: Ofcom analysis based on data from PwC’s Global
Entertainment and Media Outlook 2015-2019 @ www.pwc.com/outlook for radio revenues (include
advertising, licence fees and satellite subscription services only), Wik Consult / Ofcom estimates for
postal revenues (letters only). IHS / industry data / Ofcom for television and telecoms revenues
(telecoms revenues refer to retail revenues). Interpretation and manipulation of data are solely
Ofcom's responsibility. Figures adjusted using data from http://stats.oecd.org. comparative price
levels (CPL) to adjust for purchasing power parity (PPP). CPLs are ratios of PPP for consumption
expenditure to exchange rates. They measure differences in price levels between countries by
indicating the number of units of a common currency required to buy the same volume of products in
each country All figures are nominal.No PPP data was available for Nigeria.
Subscription revenues continue to grow in the global television industry
Figure 1.5 shows the proportions of global television and radio revenues that came from
advertising, public licence fees and subscriptions in 2014. Of the £244bn that the television
industry generated in 2014, subscription revenues contributed the largest, and fastest-
growing, proportion of total revenue, at £125bn. Year-on-year growth was 5.4%, in line with
the compound annual growth rate (CAGR) of 5.3% p.a. across the five year period.
Broadcast television advertising revenues grew at a rate of 5.3% year on year, ahead of the
five-year CAGR of 3.8%. Public funding remained relatively flat at £21bn.
In the radio industry, satellite subscription has seen the fastest growth, both year on year
and across the period 2010 to 2014, albeit from the smallest base. Among our comparator
countries, subscription services are currently available in the US, from satellite radio
broadcaster Sirius XM Radio. Subscription remains the smallest of our measured revenue
streams for the radio industry, at just over £2bn, half as much as public funding (just under
£5bn) and just over a tenth of the size of advertising revenue, which stood at £21bn in 2014.
159
50
313
241
575
325
388
430
380
541
737
630
299
332
324
447
31
16
59
93
161
112
164
156
86
147
177
377
116
275
138
216
2
1
9
17
48
34
94
129
29
44
97
106
49
93
110
66
2
0
5
3
4
20
26
17
9
22
7
46
7
40
18
19
195
67
386
355
788
491
672
732
504
753
1,018
1,159
470
740
590
748
0
200
400
600
800
1,000
1,200
CHN
IND
RUS
BRA
KOR
POL
SWE
NED
ESP
AUS
JPN
USA
ITA
GER
FRA
UK
Telecoms
Television
Post
Radio
Revenue (£)

25

Sources of global revenue for radio and television industries: 2014
Figure 1.5

Source: All data derived from PwC Global Entertainment and Media Outlook: 2015-2019 at
www.pwc.com/outlook. Notes: Ofcom is responsible for all growth calculations displayed. All figures
are nominal.
Global advertising expenditure grew by 6% to £283bn in 2014
In 2014 global advertising expenditure grew by 6% (£16bn) to reach £283bn, driven by
growth in internet and television adverting revenues. Over the five-year period 2010 to 2014
expenditure on internet advertising grew fastest among the media depicted in Figure 1.6, at
a compound annual rate of 17.9%, to stand at £80bn in 2014. Outdoor and cinema
advertising both experienced growth rates above 4% per annum over the five-year period
with television falling just short, at 3.8%. Television advertising revenue growth in 2014 was
considerably higher than the five-year average, reaching 5.3%, and it remains the largest
advertising medium by revenue, with a total of £99bn for the year. Newspaper and consumer
magazine advertising revenue (excluding their online advertising revenues, which are
included here in the internet total) continued to experience a steady decline.
In 2014, internet advertising contributed 28% of all advertising expenditure by the media
shown in Figure 1.6, up from 18% in 2010. Combined newspaper and consumer magazines’
share dropped from 29% to 21%. All other media shares remained constant, with television
the largest at 35%.
99
21
125
Broadcast television
advertising
Television public
licence fee
Television
subscriptions
21
5
2
Radio advertising
Radio public licence
fee
Satellite Radio
subscriptions
5.3%
3.8%
1.7%
1.4%
5.4%
5.3%
3.8%
2.6%
2.8%
1.2%
7.4%
9.8%
Year-
on-year
growth
CAGR
2010-
2014
Revenue (£bn)

26

Global advertising expenditure, by medium: 2014
Figure 1.6

Source: Data derived from PwC Global Entertainment and Media Outlook: 2015-2019 @
www.pwc.com/outlook. Notes: Ofcom is responsible for all growth calculations displayed. All figures
are nominal.

48
47
45
43
42
21
20
20
19
18
85
88
92
94
99
19
19
19
20
20
19
19
20
21
22
42
51
59
69
80
234
246
256
267
283
0
50
100
150
200
250
300
2010
2011
2012
2013
2014
Internet
Outdoor
Cinema
Radio
Television
Consumer
Magazines
Newspapers
CAGR
2010-
2014
Year-
on-year
growth
Revenue (£bn)
16.5%
17.9%
5.5%
4.5%
3.3%
4.5%
3.6%
2.3%
5.3%
3.8%
-4.2%
-3.2%
-3.1%
-3.3%
6.0%
4.9%
Total

27
The UK consumer in context
1.2
1.2.1 Introduction
In this section we examine take-up and use of communication devices and services. We
focus primarily on the UK, but also on the other countries where we carried out consumer
research in September-October 2015 (France, Germany, Italy, the US, Japan, Australia,
Spain and Sweden). The key findings are:

The UK had the highest per-capita fixed voice take-up among our comparator
countries at the end of 2014. During the year, the number of UK fixed voice
connections per 100 people increased by one, to 61. This represented both the
highest penetration among our comparator countries and the largest increase during
the year.

The UK had the fifth highest number of fixed broadband connections per 100
people at the end of 2014. UK fixed broadband lines increased by seven
connections per 100 people in the five years to 2014 to reach 37 lines, behind Japan
(at 39 connections), France (40 connections), the Netherlands (41 connections) and
South Korea (39 connections).

The UK had the highest proportion of fixed broadband lines with a headline
speed of 30Mbit/s or higher, among the EU5 countries in 2014. At the end of
2014, 35% of UK fixed broadband connections had headline speeds of 30Mbit/s or
higher. This was a greater proportion than the other EU5 comparator countries, but a
lesser proportion than some smaller EU countries: the proportion in the Netherlands
was 46% and in Sweden it was 42%.

Growth in smartphone ownership continued in 2015. Of our comparator countries
Spain reported the highest take-up at 83%, an increase of 6pp on 2014. The UK was
slightly below the average at 67%, an increase of 4pp on the previous year.

Overall, watching television remains the most popular communications activity
undertaken on a weekly basis in each comparator country. However,
respondents to our online surveys in Italy, Spain and Sweden were just as likely to
say they used a mobile phone every week as to say they watched television every
week.

1.2.2 Take-up and use of communications services, devices and media
activities
Fixed voice connections per 100 people continue to fall across most comparator
countries, but remain stable in the UK
Of our comparator countries, only the UK experienced an increase in the number of fixed
lines per 100 people (including PSTN lines and managed VoIP connections) in the five years
to 2014, up two connection per 100 people to 61 (Figure 1.7). This increase may be partly
due to strong demand for ADSL and fibre-to-the-cabinet (FTTC) broadband services, both of
which require a fixed exchange line in the UK. This increase places the UK as having the
highest number of fixed voice connections per 100 population out of all our comparator
countries.

28
Outside the UK, the fall in per-capita fixed-line take-up is partly due to the growing use of
mobile phones in most countries, alongside increasing use of text-based forms of
communication, such as email, mobile messaging and instant messaging services, including
those provided by social networking sites. In contrast to fixed, mobile take-up increased in all
comparator countries between 2009 and 2014. Spain was the exception, down two
connections per 100 people over the period. The number of mobile connections per 100
people in the UK remained mostly stable in the five years to 2014.

Fixed voice and mobile connections per 100 population: 2014
Figure 1.7

Source: IHS / industry data / Ofcom
Japan had the greatest increase in the number of fixed broadband connections per
100 people over the last five years
Across the ten comparator countries shown in Figure 1.8 below, the Netherlands had the
highest fixed broadband take-up at the end of 2014, at 41 connections per 100 people,
followed by France at 40 connections per 100 people. Japan, which had the largest increase
in fixed broadband connection per 100 people in the five years to 2014, was third with 39
connections per 100 people, followed by the UK with 37. Among the seven European
countries included in the analysis, Italy had the lowest fixed broadband take-up (23
connections per 100 population) in 2014, and the lowest rate of growth in the preceding five-
year period along with Sweden (both up by two connections). Spain followed with 28
connections per 100 people.
61
60
45
37
41
45
38
40
42
39
130 125
137
154
111 122 131
108
151
134
0
50
100
150
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
Fixed voice
(inc. managed VoIP)
Mobile
+2
-5
-3
-4
-9
-1
-10
-2
-2
-14
0
+26
+5
+4
+19 +31 +16
-2
+9
+25
Connections per 100 population
Change since
2009:

29

Fixed broadband connections per 100 population: 2014
Figure 1.8
Source: IHS / industry data / Ofcom.
Note: Broadband connections include some SME business connections
The UK has the highest proportion of fixed broadband connections with headline
speeds of 30Mbit/s or higher, among the EU5 countries
In 2009, less than 1% of UK residential broadband connections had a headline speed of
30Mbit/s or more, but by 2014 35% fell into this category (Figure 1.9). Included in these were
connections with a headline speed ≥100Mbit/s, which accounted for 5% of all residential
connections6.
The UK had the highest proportion of connections with a headline speed of 30Mbit/s or
higher of the EU5 at the end of 2014, although it ranked eighth among the 18 comparator
countries included in the analysis. South Korea, Singapore and Japan (where FTTP services
are widely available) had the three highest proportions overall, with 89%, 83% and 81% of
their respective fixed broadband bases having headline speeds ≥30Mbit/s. In all comparator
countries except Nigeria, the proportion of fixed broadband connections with a headline
speed of ‘up to’ 30Mbit/s or higher increased in the five years to 2014.

6 Some SME connections that use residential packages may be included in the residential
connections figure as it is difficult to differentiate between true residential connections and SMEs
using residential packages.
Change
since
2009:
37
40
35
23
30
39
29
28
41
34
0
10
20
30
40
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
Connections per 100 population
+7
+9
+5
+2
+4
+13
+5
+7
+4
+2

30

Fixed broadband connections, by headline speed: 2009 and 2014
Figure 1.9

Source: IHS/ Ofcom/ operator data
0
0
23
1
14
4
28
1
10
1
55
9
21
6
66
39
61
75
73
8
44
56
57
81
20
35
10
20
17
68
0
30
0
5
0
16
0
3
0
13
0
5
0
7
0
5
0
0
0
11
0
20
40
60
80
100
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
UK
FRA
GER
ITA
ESP
34
3
2
0
30
1
27
1
14
1
66
5
0
0
1
0
27
6
74
2
46
26
42
16
43
23
29
43
70
1
71
0
40
29
25
17
25
54
31
37
43
34
4
25
30
16
29
11
0
59
0
22
0
18
0
30
0
8
22
0
42
0
27
0
3
0
59
0
1
0
16
0
34
5
0
40
0
62
0
20
40
60
80
100
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
USA
JPN
AUS
NED
SWE
POL
SGP
KOR
<=2Mbit/s
>2Mbit/s and <=8Mbit/s
>8Mbit/s and <30Mbit/s
>=30Mbit/s and <100Mbit/s
>=100Mbit/s
Proportion of connections (%)
68
33
9
1
81
46
14
3
100
93
27
40
55
17
17
35
67
47
0
4
4
16
36
33
2
16
19
35
0
4
9
0
46
0
3
0
14
0
0
2
0
4
0
0
2
0
0
0
20
40
60
80
100
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
BRA
RUS
IND
CHN
NGA

31
Digital television take-up in Germany is catching up with other countries
Digital take-up remains relatively low in Germany and Sweden compared to other European
comparator countries, as a result of the continuing availability of analogue cable services in
both countries. Over the last five years Germany has seen the greater change of the two.
The proportion of television homes that were digital television homes in Germany in 2014
stood at 72%, 25 percentage points higher than in 2009 and two percentage points below
Sweden in 2014.
The UK reached 100% digital TV homes per 100 TV households in October 2012 when the
last analogue signals were switched off.

DTV homes per 100 TV households: 2014
Figure 1.10
Source: IHS / industry data / Ofcom
Ownership of smartphones continues to grow in most comparator countries
As part of our consumer research we asked respondents about their ownership and personal
use of a range of communication and media devices.7
Growth in smartphone ownership continued in 2015. Of our comparator countries, Spain
reported the highest take-up at 83%, an increase of 6pp on 2014. UK smartphone take-up
stood at 67%, an increase of 4pp on the previous year. Two countries reported the same
levels of take-up as last year; 77% of respondents in Japan and 69% in Australia claimed to
use a smartphone. The US had the lowest take-up of smartphones (57%).
Reported ownership of tablets continues to increase in all the comparator countries.
According to our survey results, 54% of the UK online population claim to have a tablet
computer in their home. Take-up of tablets was highest in Spain (65%) and Italy (63%) and
lowest in Japan, where 31% of the online population claimed to have a tablet in their home.
Laptops remain the most popular communication/media device in the home in all countries,
with the exception of Japan, where reported laptop ownership was 63%. Smartphones were
the most popular device in Japan (with 77% take-up). In all the other countries we surveyed,
at least 70% of respondents claimed to have a laptop in their home; the highest take-up was

7 The research was carried out online in September-October 2015, which means that results are
derived from a different sample, time period and questions from other Ofcom consumer research.
Direct comparisons cannot therefore be made between the various surveys.
100
95
72
100
96
100
100
99
87
74
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
Change since
2009 :
DTV homes per 100 TV households
11
12
25
14
11
8
17
10
27
6

32
in the UK and Italy, both at 81%. After Japan, the US had the second lowest take-up of
laptops (71%) among the countries surveyed.
People in the UK reported the highest take-up of digital radio sets by a considerable margin;
almost four in ten (37%) respondents claimed to have a digital radio in their home.8 Take-up
in Australia was the next highest (18%). Among the reasons for high take-up in the UK may
be the support that UK broadcasters have shown for the technology; in September 2015
there were 25 UK-wide DAB radio stations broadcasting in the UK (including 11 from the
BBC) and 214 local commercial stations, 74 of which were not available on analogue radio.
DAB coverage is also highest in the UK, reaching 96% of households.9

Ownership and personal use of devices
Figure 1.11

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004 Q3a. Which of the following devices do you have in your home?
(tablet, laptop, desktop computer, digital radio, DVR, HDTV, smart TV, 3D TV) Q.4a Which of the
following devices do you personally use? (smartphone)

8 Our results show lower take-up of DAB radio sets than reported by the UK’s radio listening
measurement body, RAJAR, which reported that 53.7% of the UK population had a DAB radio in their
home in Q3 2015. This is due to methodological differences; our research was designed to compare
communications use and attitudes between different countries and not provide a definitive measure of
take-up in any one country.
9 http://stakeholders.ofcom.org.uk/market-data-research/other/radio-research/digital-radio-
reports/digital-radio-2015/
67
54
81
53
37
66
48
78
64
8
70
43
78
65
12
79
63
81
67
15
57
42
71
66
6
77
31
63
54
4
69
52
78
63
18
83
65
79
72
12
74
50
74
56
6
0
20
40
60
80
100
Smartphone
Tablet
Laptop / Netbook
Desktop
Digital radio
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion of respondents (%)

33
Claimed ownership of audio-visual technologies in the UK is among the highest of our
comparator countries
Claimed take-up of DVRs in the UK and the US was 33%, the highest among our
comparator countries.10 The UK also reported the highest ownership of HD-capable
television sets (76%).11 At 42%, claimed ownership of connected TVs in the UK was the
second highest of our comparator countries, after Spain (45%).12

Claimed ownership of audio-visual devices (DVR, HDTV and connected
Figure 1.12
TV)

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.3a Which of the following devices do you have in your home? (DVR, HD-capable TV, connected
TV)
A greater proportion of UK respondents view catch-up services than in any other
comparator country
Figure 1.13 illustrates claimed viewing of a variety of online television and film services
within the week prior to the survey response. In our survey 66% of respondents in the UK
claimed to have viewed an online television or film service during this time. This was the
highest of all our comparator countries.
The UK figure was driven primarily by catch-up services provided by both free-to-air
broadcasters (44%) and pay-TV providers (29%). At 38%, the US reported the highest

10 This figure is lower than published data from Ofcom’s Technology Tracker in the CMR 2015 which
covered Q1 2015. Ofcom’s Technology Tracker measures DVR take-up by a series of questions
relating to ownership of specific branded set-top boxes. A shorter, non-branded, question is used in
the ICMR research for the purposes of international comparison.
11 Claimed ownership of an HD-ready television set should not be interpreted as having the means of
viewing HDTV, which requires an HDTV set, the ability to receive an HD signal via an inbuilt tuner or
set-top box, and access to HD transmissions, whether via subscription or free to air. For details on HD
platforms and take-up please see the TV and Audio-Visual chapter.
12 This figure is lower than published data from Ofcom’s Communications Market Report (CMR) 2015.
CMR 2015 figures related to Q1 2015 and were based on known penetration of set-top boxes and
smart TV sales (media consultancy 3 Reasons). ICMR 2015 used surveys that measured claims of
ownership of connected TVs (smart TV sets and TVs connected to the internet via another device,
e.g. set-top box, video games console), for the purposes of international comparison.
33
76
42
16
52
30
28
62
36
30
69
41
33
71
32
24
35
17
27
74
39
23
74
45
29
59
40
0
20
40
60
80
100
DVR
HD TV set
Connected TV
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion of respondents(%)

34
proportion claiming to have watched non-broadcaster subscription video-on-demand
(“SVoD”) services (such as Netflix and Amazon Prime Video) within the last week. This
figure was considerably higher than in the UK (26%) which ranked second of our comparator
countries.
Downloading to own or rent was considerably more popular in Italy and Spain than in any
other countries in our research; 23% and 26% of respondents respectively claimed to have
done this in the past week.

Online television and film services used in the past week
Figure 1.13

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.21 When did you last use the following online services to watch TV programmes or films? Answer:
Within the last week
Watching television remains the most popular, regularly-undertaken communications
activity in the majority of comparator countries
Figure 1.14 sets out the proportion of the online population regularly engaging (i.e. weekly)
in a selection of media and communications activities. Watching television remains the most
popular activity overall.
However, in Italy, Spain and Sweden, respondents were just as likely to say they used a
mobile phone at least once a week as to say they watched television at least once a week.
Using a mobile handset to access the internet was also significantly higher in Italy (51%) and
Spain (49%) than in our other comparator countries. The UK recorded the third-lowest
weekly internet access via a mobile handset, at 30%, and the second highest-use of the
internet via fixed broadband at 79%, behind France (84%).
66
44
29
26
15
50
29
12
13
10
45
20
10
16
10
61
28
22
18
23
57
22
16
38
19
43
17
8
9
11
57
32
13
22
16
61
28
17
15
26
52
30
11
10
13
0
20
40
60
80
100
Any Online TV or
Film service
Free to access
broadcaster catch
up service
Pay TV provider
catch up service
Non-broadcaster
subscription VOD
service
Download to
own/rent TV or film
service
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion of respondents (%)

35

Regular use of selected communications services / media
Figure 1.14
Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.6 Which of the following do you regularly do (at least once a week)?

87
64
49
41
32
87
70
33
45
37
91
78
33
60
42
88
72
52
48
24
83
60
21
48
25
85
36
39
25
17
87
62
34
43
22
91
71
56
50
16
86
62
37
57
15
0
20
40
60
80
100
Watch TV
Listen to the radio
Read national
newspapers
Read local
newspapers
Send letter / parcel
items through the
post
63
79
79
30
32
68
85
84
33
27
78
86
76
32
28
60
89
68
51
44
43
70
64
21
25
36
79
56
16
22
50
83
73
33
29
70
91
76
49
43
34
88
71
32
16
0
20
40
60
80
100
Use a home fixed
line phone
Use a mobile
phone/ smart
phone
Use the internet
through fixed
broadband
Use internet
access via a
mobile handset
Listen to music on
a portable media
player
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion of respondents (%)

36
Pricing of communications services
1.3
1.3.1 Introduction
In this section we provide high-level comparisons of UK communications service prices with
those in five other comparator countries (France, Germany, Italy, Spain and the US) and
look at how consumers in different countries purchase communications services. More
information on service pricing can be found in Chapter 2 of this report. A detailed description
of the methodology used to compile the analysis can also be found in Appendix C.
Overall, UK communications service prices compare favourably to those in the other
comparator countries. In 2015 the UK ranked second in the overall pricing rank (combining
‘weighted average’ stand-alone and bundled as well as ‘lowest available’ prices), behind
France. This was a fall of one place since 2014; although the average of the UK’s rankings,
across all households and metrics, was unchanged since last year. France’s overall average
of rankings improved, resulting in it overtaking the UK, to reach first place overall.
1.3.2 Stand-alone service pricing
The UK had the cheapest ‘lowest available’ mobile phone and fixed broadband prices
but the most expensive ‘lowest available’ fixed voice prices
The analysis presented in Chapter 2 of this report compares stand-alone and bundled
service prices for fixed and mobile telecoms and pay-TV services, using five representative
baskets of services. These baskets are designed to reflect the usage habits of five ‘typical’
household profiles13. Figure 1.15 looks at the total ‘lowest available’ stand-alone price that
fulfils these households’ service requirements, calculated using a pricing model containing
the residential tariffs offered by the largest providers in each country in July 2015. This
model is provided by pricing consultancy Teligen.
To make comparison easier, we have created an index for each service, where the price in
the UK is 100. As such, a value of less than 100 means that the ‘lowest available’ price is
lower than that in the UK, while a value over 100 means that ‘lowest available’ price is more
expensive than in the UK. However, it is important to note that there are a number of
limitations to our analysis of stand-alone communications service prices, including:

take-up of bundled services is high in most countries (see Figure 1.16 below), so
stand-alone prices are not directly relevant to many consumers;

providers increasingly offer only bundled services and have withdrawn stand-alone
services, so in many countries the analysis is based on only a few available stand-
alone prices;

our analysis is based on prices offered by the largest providers, so it may exclude
smaller operators that are seeking to gain market share by offering low prices.
Figure 1.15 shows that the UK had the cheapest ‘lowest available’ stand-alone mobile phone
and fixed broadband prices among the six countries in 2015. The ‘lowest available’ stand-
alone mobile prices in the UK were 14% lower than in the next cheapest country (France),
while the US had the highest prices, partly because mobile users in the US have to pay for

13 These five households consist of the “Basic needs”, “Late adopters”, “Mobile power user”,
“Connected family” and “Sophisticated couple” households. For further definitions please see Figure
10.4 in Annex C.

37
incoming as well as outgoing calls. Similarly, fixed broadband prices in the UK were 38%
lower than in Germany, the next cheapest country, while Spain had the most expensive
‘lowest available’ stand-alone fixed broadband prices, more than twice those in the UK.
In contrast, the UK had the highest ‘lowest available’ stand-alone fixed voice prices among
the six countries included in our analysis in 2015, 5% higher than in France (the country with
the second highest prices). However, it should be noted that the UK figure refers only to BT’s
services, as BT was the only provider, out of those included in the Teligen pricing model, to
offer stand-alone fixed voice tariffs on its website in July 2015.14 The cheapest ‘lowest
available’ fixed voice prices in 2015 were found in Germany and the US, both of which were
almost a third cheaper than in the UK.
Our analysis found that, excluding the TV licence fee, the UK had the third highest ‘lowest
available’ price for pay-TV services, after the US and Spain (Italy had the cheapest ‘lowest
available’ pay-TV services). It should be noted that, it is difficult to compare pay-TV service
prices due to differences (between countries and within each country) in the volume and
quality of content included in subscriptions.

Comparison of ‘lowest available’ stand-alone pricing
Figure 1.15

Source: Ofcom, using data supplied by Teligen
Note: Pay-TV excludes the TV licence fee.
1.3.3 Bundled services pricing
In the UK, 83% of respondents buy more than one communications service from the
same provider
Ofcom consumer research asked people in nine countries whether they bought more than
one service from the same provider as part of a bundle (Figure 1.16). The benefits of
bundling communications services include the convenience of receiving a single bill for
multiple services, as well as the fact that bundle prices are typically lower than those
available when purchasing the same services on a stand-alone basis. It should be noted
that, as this research was conducted online, it is possible that the results will not reflect
purchasing habits among the wider population of each country.
Over half of all consumers in each of the comparator countries purchased more than one
communications service from the same provider. Among the EU5 countries, at least eight in
ten respondents said they purchased two or more communications services as part of a
bundle. This proportion was highest in Spain, at 90%, closely followed by France (89%). In

14 The Teligen model only includes tariffs that are offered on the respective providers’ websites.
100
100
100
100
96
117
172
78
65
163
161
74
81
148
171
56
74
179
270
146
65
215
224
169
0
100
200
300
Fixed voice
Mobile phone
Fixed broadband
Pay-TV
UK
FRA
GER
ITA
ESP
USA
Index (UK = 100)

38
the UK, 83% of respondents bought two or more communications services as part of a
bundle. Japan had the lowest proportion of respondents who bought bundled
communications services, at 55%, followed by Sweden (60%).
In the UK, the most frequently-cited bundle was a dual-play combination of fixed voice and
fixed broadband services, which 31% of respondents said that they purchased. This was the
second highest proportion for this bundle type, after Germany at 41%. The second most
popular combination in the UK was that of fixed phone, fixed broadband and pay-TV (at
24%), significantly higher than in any of the other countries.

Proportion of consumers buying more than one communications
Figure 1.16
service from the same provider

Source: Ofcom consumer research September - October 2015
Base: All respondents with more than one service, UK=952, FRA=932, GER=945, ITA=935,
USA=829, JPN=831, AUS=907, ESP=928, SWE=924
Q.5 Do you receive a package or bundle of two or more of these services from the same supplier?
We now take a closer look at ‘lowest available’ prices (including bundles) for two of the five
household types that are included in the analysis in the international price benchmarking
section of this report (Chapter 2). We have chosen to include these two households as they
allow us to compare pricing for households with comparatively high and low use of
communications services:

The ‘connected family’ household, comprising two parents and two teenage
children, each with their own mobile handset but with different mobile usage profiles,
(the adults using more voice and the children more SMS messages and data). The
household is a heavy user of the fixed-line phone and the internet, and subscribes to
an entry-level HD pay-TV service with a DVR.

The ‘basic needs’ household, consisting of a retired low-income couple who have a
fixed line and each of whom has a mobile phone which they use to make 50 minutes
of calls per month, but do not send any SMS messages or use mobile data services.
They watch free-to-air multichannel digital television, which is available in all of our
comparator countries.
The UK had the cheapest ‘lowest available’ pricing for the ‘connected family’
household in 2015
In July 2015 the UK had the cheapest ‘lowest available’ price for the ‘connected family’
household, at £82 per month, £11 per month (11%) down compared to 2014. Italy and Spain
Proportion of respondents (%)
31
22
41
22
13
19
27
10
9
24
3
3
1
11
1
4
4
4
2
1
2
1
1
4
1
3
6
2
1
1
3
10
2
3
24
8
6
5
8
22
5
22
32
27
48
43
28
26
40
39
83
89
81
80
68
55
69
90
60
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Other combinations
Fixed phone, fixed broadband &
mobile phone
Fixed phone, fixed broadband,
pay-TV & mobile phone
Fixed phone, fixed broadband,
mobile phone & mobile broadband
Fixed phone, fixed broadband &
pay-TV
Fixed phone & fixed broadband

39
also experienced a decrease in the ‘lowest available’ prices for the ‘connected family’
household, down 18% (to £101) and 7% (to £122) respectively. France experienced the
largest increase in the ‘connected family’ household’s ‘lowest available’ price in 2015, up by
21% to £94, while the US had the most expensive ‘lowest available’ price for the household
in 2015, at £243 per month (an increase of 4%).

‘Lowest available’ (including bundles) pricing for the ‘connected family’
Figure 1.17
household

Source: Ofcom, using data supplied by Teligen
Note: Excludes the TV licence fee
The ‘lowest available’ price for the ‘basic needs’ household in the UK increased by 8%
in 2015
There was less variation in the ‘lowest available’ prices for the ‘basic needs’ household
between the comparator countries, largely because it requires fewer services and has lower
fixed and mobile voice use than the ‘connected family’ household. The UK had the third-
cheapest ‘lowest available’ price for the ‘basic needs’ household in July 2015, at £33 per
month; a £3 per month (8%) increase compared to 2014. Germany had the cheapest ‘lowest
available’ price for the ‘basic needs’ household in 2015, at £30. In contrast, Spain and the
US had the highest prices (at £41 and £45 respectively), but they were also the only two of
our comparator countries where prices did not increase in 2015. Italy experienced the largest
increase in the ‘lowest available’ prices for the ‘basic needs’ household in 2015, up by 22%.
It should be noted that low levels of service use (such as those required by the ‘basic needs’
household usage profile) are likely to be more prevalent among lower-income households
that may qualify to receive social tariffs such as BT Basic in the UK, which are not included
in this analysis.
93
78
134
123
132
234
82
94
153
101
122
243
0
50
100
150
200
250
UK
FRA
GER
ITA
ESP
USA
2014
2015
Price (£/month)

40

‘Lowest available’ (including bundles) pricing for the ‘basic needs’
Figure 1.18
household

Source: Ofcom, using data supplied by Teligen
Note: Excludes the TV licence fee
1.3.4 Summary of international pricing
The UK had the lowest ‘weighted average’ stand-alone prices for three of the five
households in 2015
As well as looking at the ‘lowest available’ pricing in our six comparator countries, the
international price benchmarking chapter of this report (Chapter 2) looks at ‘weighted
average’ stand-alone prices (that is, the sum of the weighted averages of the ‘lowest
available’ stand-alone prices offered by the providers of each service, weighted by their
market shares) and ‘weighted average’ bundled prices (the weighted average of providers’
‘lowest available’ bundle prices, including stand-alone services where the bundle does not
include all of the services required by a household, weighted by their fixed broadband
market shares). Further analysis can be found in Chapter 2 of this report which includes
analysis of the five household baskets.
The UK communications service prices compare well across all three of these metrics. The
UK had the lowest ‘weighted average’ stand-alone prices for three of the five household
baskets, the lowest ‘weighted average’ bundled price for one household, and the ‘lowest
available’ prices for two households in 2015 (Figure 1.19). France had the lowest ‘weighted
average’ bundled service prices in all the households except the ‘connected family
household’, where the UK had lower prices (weighted average bundle prices are not
included for the ‘mobile power user’ household, because this household only uses mobile
voice and data services, which are seldom provided as a bundle, and because the average
is calculated using providers’ fixed broadband market shares, which are not relevant to it).
Notably, all three metrics showed that the UK had the lowest prices for the ‘connected family’
household. More generally, the UK was one of the two cheapest countries in terms of all
metrics for all of the household usage profiles included in the analysis, apart from the ‘lowest
available’ prices for the ’basic needs’ and ‘sophisticated couple’ households (the lowest and
highest usage household profiles respectively) and the ‘weighted average’ bundled service
prices for the ‘sophisticated couple’ household.
31
30
29
29
41
46
33
31
30
35
41
45
0
10
20
30
40
50
UK
FRA
GER
ITA
ESP
USA
2014
2015
Price (£/month)

41

Comparison of international pricing: 2015
Figure 1.19

Source: Ofcom, using data supplied by Teligen
Note: Green circle indicates the lowest pricing across all six countries included in this analysis
The UK ranked second in price across the five household types used in our analysis,
even though its average rank across all of the baskets and metrics was unchanged
Figure 1.20 below shows an overall pricing rank for our comparator countries, which
combines their ‘weighted average’ stand-alone and bundled as well as ‘lowest available’
(including bundles) pricing rankings, across all five of the household usage profiles shown in
Figure 1.19. The UK ranked second among our comparator countries in terms of prices in
2015, a drop of one place compared to 2014. The UK’s average ranking across all
households and metrics was unchanged during the year, however, France’s average ranking
improved during the year, mainly as a result of better comparative performance in its
‘weighted average’ bundle prices, causing it to overtake the UK to reach first place. The US
ranked bottom in both 2014 and 2015.

Average overall rank based on ‘weighted average’ stand-alone and
Figure 1.20
bundled and ‘lowest available’ prices across all five households (Lower is
better)

Source: Ofcom, using data supplied by Teligen
‘Basic needs’
household
‘Late adopters’
household
‘Mobile power
user’
household
‘Connected family’
household
‘Sophisticated
couple’ household
Price
(£ per
month)
Average
stand-
alone
Average
bundled
Lowest
available
Average
stand-
alone
Average
bundled
Lowest
available
Average
stand-
alone
Lowest
available
Average
stand-
alone
Average
bundled
Lowest
available
Average
stand-
alone
Average
bundled
Lowest
available
UK
41
39
33
58
43
36
103
87
146
97
82
188
159
154
FRA
45
35
31
74
40
37
102
74
169
102
94
182
130
114
GER
46
44
30
81
54
42
155
110
234
168
153
229
176
161
ITA
49
48
35
86
57
50
111
101
226
112
101
215
153
149
ESP
50
57
41
104
64
57
155
133
274
154
122
261
206
200
US
82
84
45
126
112
99
188
160
303
279
243
288
328
248
Rank Country
Average rank
2014
Average rank
2015
1
FRA
2.0
1.5
2
UK
1.8
1.8
3
ITA
2.9
3.3
4
GER
3.9
4.1
5
ESP
4.5
4.4
6
USA
5.9
6.0

42
Changing viewing habits
1.4
1.4.1 Introduction
Developments in the range of audio-visual services available, together with growth in
ownership and use of connected devices, mean that many people now have access to
audio-visual content across a range of screens.
In this section we draw on consumer research and other sources to explore changes in
audio-visual viewing habits. The key findings include:

Spain (45%) and the UK (42%) had the highest levels of ownership of
connected TVs (either smart TV sets, or sets connected to the internet via another
device, such as a set-top box, video games console or other internet-enabled
device).

Catch-up TV was most popular among UK consumers with connected TVs; in
the UK, catch-up TV was the type of internet-delivered content most likely to be
watched on a connected TV, with 70% of those accessing the internet via a
connected TV citing it. This is higher than all other comparator countries.

UK tablet owners who access the internet on a tablet are more likely than those
in any other comparator country to watch catch-up TV on a tablet; 40% of UK
respondents in our research claimed to do this, compared to 33% for Sweden (the
second highest). Tablet owners in the US are more likely than tablet owners in other
comparator countries to view video-on-demand/ streamed films on a tablet (39%).


Nearly two-thirds (66%) of people in the UK had used an online service to
watch TV or films in the last week (increasing to 81% in the past month); the
highest proportion across all of the countries surveyed.


Around four in ten (44%) UK respondents had used a catch-up service from a
free-to-air broadcaster within the past week, the greatest proportion of any
country surveyed.


The growth in use of video-on-demand (VoD) services corresponds with a
claimed decrease in viewing traditional TV as well as in watching DVDs and
Blu-ray. The decrease in DVD/Blu-ray viewing is particularly striking; between 28%
and 42% of respondents who view TV in the countries surveyed said they were
watching these less than in the previous year. This figure stood at 32% in the UK.

43
Smart TV: definition
‘Smart TV’ refers to a stand-alone television set with inbuilt internet functionality. Users can
either connect a broadband router directly into the TV or to connect wirelessly. Smart TVs
are produced by consumer electronics manufacturers including Samsung, Sony, Panasonic
and LG. The definition does not include television sets connected to the internet via an
external device such as a set-top box, a games console or a laptop/PC.
Connected TV: definition
The term ‘connected TV’ covers any television set connected to the internet either directly
(such as a smart TV) or via another device such as a set-top box, video games console or
other internet-enabled devices. The set-top box might be provided with platforms such as
Sky On Demand, Virgin TiVo, BT TV or TalkTalk. Games consoles include Microsoft’s Xbox
One, Sony’s Playstation 4 and the Nintendo Wii. Other internet-enabled devices include
Google’s Chromecast and Amazon’s Fire devices.
Consumers in Spain and the UK more likely to have a TV set connected to the internet
As Figure 1.21 shows, consumers in Spain (45%) and the UK (42%) had the highest levels
of ownership of connected TV sets. Those in Spain are heavier-than-average VoD users
which may explain their high ownership of connected TV sets.
The remaining European countries in Ofcom’s consumer research recorded take-up of
around 40% of households, with the exception of Germany (36%) and France (30%).
Consumers in the US recorded a 32% household figure for ownership of a TV connecting to
the internet, while penetration in Japan was at 17%.

Household ownership of connected TV sets
Figure 1.21

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.3a Which of the following devices do you have in your home?
Catch-up TV most popular among UK consumers with connected TVs
Figure 1.22 shows the types of content watched by respondents who access the internet on
a connected TV. In the UK, catch-up TV was the type of internet-delivered content most
likely to be watched on a connected TV, with over two-thirds (70%) of those accessing the
internet via a connected TV citing it. This is higher than for all other comparator countries.
42
30
36
41
32
17
39
45
40
0
20
40
60
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion of all respondents (%)

44
In the US, video-on-demand/ streamed films were the most popular type of content viewed
on a connected TV (70%), driven by the popularity of SVoD services such as Netflix. The UK
and Sweden followed, with 54% of those accessing the internet via a connected TV in each
of these countries watching video on demand/ streaming.

Types of audio-visual content watched on a connected TV set
Figure 1.22

Source: Ofcom consumer research September – October 2015
Base: All respondents who access the internet on a connected TV, UK=235, FRA=122, GER=176,
ITA=185, USA=195, JAP=98*, AUS=191, ESP=194, SWE=213. *Caution: bases under 100.
Q.9c What sorts of video content do you watch on each of your devices over the internet?
UK consumers are using their tablets to watch catch-up TV
Figure 1.23 shows the types of audio-visual (AV) content watched by tablet owners who
access the internet on a tablet, across the comparator countries in Ofcom’s research. In all
countries, the predominant type of AV content watched on a tablet was video clips (e.g. via
YouTube), with over 45% of those who accessed the internet via a tablet in each country
watching this type of content on their device.
The UK had the highest level of use of tablets for the purposes of viewing catch-up TV
(40%), likely driven by the popularity of free catch-up services from the public service
broadcasters (PSBs) such as BBC iPlayer, ITV Hub and All 4, which offer consumers a large
amount of originated content. The US had the highest level (39%) of use of a tablet for SVoD
and online film streaming, 13 percentage points higher than for tablet owners in the UK
(26%).
Among the European countries in our research, there was little variation in the incidence of
watching live TV broadcast over the internet via a tablet (at around 26%). This was lower in
the US (19%), Japan (15%) and Australia (14%).
Proportion of respondents who access the internet on a connected TV (%)
48
70
54
44
41
54
49
53
43
51
49
43
53
54
51
60
43
50
70
51
32
24
25
33
39
51
50
48
53
63
44
55
37
45
54
36
0
20
40
60
80
100
Live TV broadcast over
the internet
Catch-up TV
Video-on-demand or
internet streamed films
Watching video clips
(e.g. via YouTube)
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE

45

Types of audio-visual content watched on a tablet
Figure 1.23

Source: Ofcom consumer research September – October 2015
Base: All tablet owners who access the internet on a tablet, UK=398, FRA=335, GER=318, ITA=460,
USA=319, JAP=234, AUS=370, ESP=435, SWE=343
Q.9c What sorts of video content do you watch on each of your devices over the internet?
Figure 1.24 summarises the proportion of all respondents in each country who claim to
watch different types of video content on connected TVs and on tablets.

Types of AV content watched on connected TVs and tablets
Figure 1.24

Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.9c What sorts of video content do you watch on each of your devices over the internet?

Proportion of respondents who access the internet on a tablet (%)
27
40
26
55
25
25
16
46
26
29
26
59
26
30
28
63
19
21
39
49
15
21
26
58
14
25
19
53
26
24
22
58
28
33
27
55
0
20
40
60
80
Live TV broadcast over
the internet
Catch-up TV
Video-on-demand or
internet streamed films
Watching video clips
(e.g. via YouTube)
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Live TV
broadcast
over the
internet
Catch-up
TV
Video-on-
demand or
internet
streamed
films
Watching
video
clips
(e.g. via
YouTube)
Live TV
broadcast
over the
internet
Catch-up
TV
Video-on-
demand or
internet
streamed
films
Watching
video
clips
(e.g. via
YouTube)
On a connected TV
(Proportion of all respondents - %)
On a tablet
(Proportion of all respondents - %)
UK
11
16
12
10
11
16
10
22
FRA
5
7
6
6
8
8
5
15
GER
7
9
8
7
8
9
8
18
ITA
10
10
9
11
12
14
13
29
USA
8
9
13
9
6
6
12
15
JPN
3
2
2
3
3
5
6
13
AUS
7
10
10
9
5
9
7
20
ESP
10
12
8
11
11
11
10
25
SWE
8
9
11
8
10
11
9
19

46
1.4.2 Use of the internet to view TV or films online
Two-thirds of internet users in the UK watch TV or films online on a weekly basis
Figure 1.25 shows the recent use of online services to access audio-visual content, across
our surveyed countries. More internet users in the UK (88%) had used at least one such
service in the past 12 months than in any other country included in our research.
The UK also led the way in the number of respondents who had used any online TV service
within the past week, at 66%, with Italy, Spain, the US and Australia following closely behind.

Use of any online services to watch TV or films
Figure 1.25

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.21 When did you last use the following online services to watch TV programmes or films?
Catch-up services provided by free-to-air broadcasters are the most commonly-used
services for accessing TV programmes or films online
Catch-up services provided by free-to-air broadcasters (such as BBC iPlayer in the UK and
RAI Replay in Italy) are the most commonly-used services to access TV programmes or
films online, across all of the surveyed countries apart from the US.
Eighty-two per cent of respondents in the UK had used a catch-up service from a free-to-air
broadcaster within the past year, the highest proportion of any country surveyed. At 31%,
Japan saw the lowest penetration of such services in the past year, followed by the US at
48%.
The proportion of respondents who had used such services within the past week was also
highest in the UK, at 44%.

Proportion of respondents (%)
66
50
45
61
57
43
57
61
52
15
16
14
16
9
11
12
15
16
7
10
13
8
7
7
9
9
11
88
76
71
85
73
61
78
85
79
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Year
Month
Week
Within the last:

47

Use of free-to-air broadcaster catch-up TV services
Figure 1.26

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.21 When did you last use the following online services to watch TV programmes or films?
Catch-up and on-demand services from pay-TV providers are most popular in the UK,
Italy and Spain
Pay-TV providers (such as Sky across Europe and HBO in the US) provide various ways to
access their content at the time of a viewer’s choosing.
At 56% and 53% respectively, the UK and Italy saw the highest proportion of respondents
using such a service in the year prior to being asked, followed by Spain at 46%. Just as with
catch-up services from the free-to-air broadcasters, Japan saw the smallest claimed usage
figures among the countries surveyed at 18% in the year prior to being asked.
Proportion of respondents (%)
44
29
20
28
22
17
32
28
30
26
24
16
24
16
8
19
24
20
13
15
18
17
13
5
14
15
15
82
67
54
70
48
31
64
67
65
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Year
Month
Week
Within the last:

48

Use of catch-up or on-demand services through a pay-TV provider
Figure 1.27

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.21 When did you last use the following online services to watch TV programmes or films?
Over half of respondents in the US have accessed content via a SVoD service in the
past year
In the past year, more people had accessed TV or films online via a SVoD service in the US
(56%) than had done so using a free-to-air catch up service (48%), the only country in our
research where this was the case. After the US, where use of online SVoD was greatest, the
UK had the next-highest proportion of respondents using an online SVoD service in the past
year, at 47%.
It is worth noting that the 37% of consumers who had accessed SVoD content in the past 12
months in Italy and in Spain had done so mostly without Netflix, which launched in both
countries during the research fieldwork period. Both countries already had popular SVoD
services such as Italy’s TIMvision and Spain’s Wuaki.tv.
Proportion of respondents (%)
29
12
10
22
16
8
13
17
11
17
13
9
16
12
5
11
14
8
10
12
10
14
12
5
12
14
10
56
37
29
53
40
18
36
46
30
0
20
40
60
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Year
Month
Week
Within the last:

49

Use of non-broadcaster SVoD services
Figure 1.28

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.21 When did you last use the following online services to watch TV programmes or films?
The US leads the way in the number of SVoD subscriptions
The US continues to lead the way in SVoD take-up in absolute terms, with an estimated 47
million subscriptions by the end of 2014, representing a 10 million increase year-on-year.
There were nearly 5 million SVoD subscriptions in the UK by the end of 2014,15 while
subscription numbers in Sweden almost doubled between 2013 and 2014, to 1.2 million –
the second largest number of subscriptions among the European comparator countries.
It is worth noting that the subscription numbers listed below appear low when compared with
the claimed usage shown in Figure 1.28. Reasons for this could include strong growth in
take-up through 2015, the fact our respondents are all internet users and that multiple users
often have profiles within individual SVoD accounts.

15 Further analysis of SVoD subscriber numbers in the UK can be found on page 54 of the 2015 CMR;
http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr15/CMR_UK_2015.pdf
Proportion of respondents (%)
26
13
16
18
38
9
22
15
10
13
8
7
11
11
5
9
12
8
8
6
8
8
7
4
6
10
10
47
27
30
37
56
19
37
37
27
0
20
40
60
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Year
Month
Week
Within the last:

50

SVoD subscription numbers, by country: 2013 and 2014
Figure 1.29

Source: IHS/ industry data/ Ofcom. Note: Poland and Russia are not charted here as their respective
subscriber numbers were less than 0.1m in both years. No data were available for Singapore, India or
Nigeria.
Recently released films/ movies are the content watched most by SVoD users
Although there has been a large investment in original content by SVoD providers in the past
few years (such as Netflix’s Narcos and Amazon’s Transparent) consumers are more likely
to cite the wide range of new and back-catalogue film services as their most-watched
content from their SVoD provider.
SVoD subscribers in the US are more likely than subscribers in any other country in our
research to watch programmes made by the provider (44%), which is unsurprising, as the
majority of this original content is made in the US.
4.1
0.4
0.5
0
0.1
0.1
0.1
0.2
0.6
0.1
2.4
4.5
5.0
1.1
0.9
0.1
0.7
0.1
0.3
0.9
1.2
0.1
3.3
5.5
0
1
2
3
4
5
6
UK
FRA
GER
ITA
JPN
AUS
ESP
NED
SWE
KOR
BRA
CHN
2013
2014
Subscriptions (m)
37
47
0
10
20
30
40
50
USA
Subscriptions (m)

51

Types of content accessed via SVoD services
Figure 1.30

Source: Ofcom consumer research September – October 2015
Base: All respondents who use a VoD subscription service, UK=483, FRA=272, GER=320, ITA=371,
USA=580, JPN=198, AUS=371, ESP=371, SWE=287
Q.22c Which of the following types of programmes do you or your family watch on Netflix / Amazon
Prime / Wuaki / Other subscription service? *US – made in other countries
In most of the surveyed countries, consumers claimed to watch less traditional TV
(i.e. at the time of broadcast) than at the same point last year
Figure 1.31 illustrates the claimed changes in traditional TV viewing, across all surveyed
countries, compared to a year ago. In eight of the nine countries, more people than a year
ago claimed to be watching less television at the time of broadcast.16
The change in behaviour was particularly stark in the UK (22% doing less compared to 11%
doing more), and in Japan (27% vs. 8%), Australia (22% vs. 11%) and Sweden (24% vs.
12%).

16 Analysis of actual TV viewing minutes across the comparator countries can be found in Chapter 3
of the web version, available at http://stakeholders.ofcom.org.uk/market-data-research/market-
data/communications-market-reports/cmr15/international.
Proportion of respondents who use a VoD subscription service (%)
61
54
53
50
32
12
63
43
27
44
20
16
60
62
40
57
30
13
58
45
32
34
18
13
69
52
59
32
44
20
48
67
44
41
16
5
65
57
44
52
38
17
65
42
38
46
17
11
48
47
39
58
37
14
0
20
40
60
80
Recently released
films/movies
Back-catalogue
films/movies
Programmes/series
made in own country
Programmes/series
made in the US*
Original programmes
made by the service
provider
Children's
programmes
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE

52

Claimed changes in watching TV programmes at the time of broadcast
Figure 1.31

Source: Ofcom consumer research September – October 2015
Base: All respondents who watch TV content, UK=970, FRA=960, GER=965, ITA=967, USA=960,
JPN=905, AUS=962, ESP=986, SWE=962
Q.22b For each of the following activities, please say if you are doing this more, the same amount or
less compared to a year ago?
DVD and Blu-ray consumption declines steeply
Looking at the activities that TV viewers are doing more or less of, compared to last year, the
most striking is the claimed change in watching DVDs and Blu-ray. This is probably likely
driven by the increased take-up and use of on-demand services, outlined above. The
proportion of respondents in each surveyed country claiming to do less of this varied from
28% in Japan to 42% in Sweden, while the US had the highest proportion of people claiming
to be doing this more (13%).
At 42%, Sweden had the highest proportion of TV viewers watching fewer DVDs and Blu-
rays in 2015 than in 2014, with 32% of respondents in the UK claiming the same behavioural
shift.
Proportion of respondents who watch TV content (%)
24
18
22
27
19
21
14
16
22
12
15
11
8
18
23
12
13
11
-30
-20
-10
0
10
20
30
SWE
ESP
AUS
JPN
USA
ITA
GER
FRA
UK
Doing less
Doing more

53

Claimed changes in watching DVDs/Blu-ray
Figure 1.32

Source: Ofcom consumer research September – October 2015
Base: All respondents who watch TV content, UK=970, FRA=960, GER=965, ITA=967, USA=960,
JPN=905, AUS=962, ESP=986, SWE=962
Q.22b For each of the following activities, please say if you are doing this more, the same amount or
less compared to a year ago?
Proportion (%) of respondents who watch TV content
42
38
38
28
30
40
30
35
32
5
8
10
9
13
11
9
8
8
-50
-40
-30
-20
-10
0
10
20
SWE
ESP
AUS
JPN
USA
ITA
GER
FRA
UK
Doing less
Doing more

54
Smartphone societies
1.5
1.5.1 Introduction
Global smartphone sales now comfortably pass one billion handsets per year. They have
become an integral part of life for large swathes of the world’s population, particularly in
more developed societies.
In many of our comparator countries mobile data network availability is almost universal,
there are now more mobile connections than there are people, and the number of fixed lines
is dropping. The technologies used to deliver mobile data have also improved, with 4G
mobile networks available in all of our comparator countries.
In this section we compare 4G mobile connections in terms of coverage, take-up and
consumer satisfaction in our comparator countries, using industry data as well as consumer
research carried out in September-October 2015 to do so. This section also explores the
take-up of smartphones and how this most convenient device is changing the way societies
communicate, entertain and inform themselves.
We draw on consumer research from Ofcom and the Deloitte Global Mobile Consumer
Survey in order to see how smartphones are influencing lives - from first thing in the morning
to the end of the day. We also take a look at smartphone etiquette in different cultures, how
we are integrating the device with personal finance, and the popularity of apps round the
world.
A smartphone is a mobile phone with advanced features. In general it has WiFi and
mobile connectivity, web-browsing capabilities, a high-resolution colour touchscreen display
and runs on an operating system capable of supporting a variety of applications. Most
smartphones run on one of the following operating systems: Android, iOS, Windows Phone
or Blackberry OS
The key findings include:

4G mobile population coverage (from at least one operator) increased in most
comparator countries in 2014, with China seeing the largest year-on-year increase,
rising from 1% to 73%. The UK had 84% 4G mobile population coverage at year-end
2014 a year on year increase of 21pp.

The UK had the highest proportion of total mobile connections that were 4G of
the EU5 in 2014, at 28%. Among all our comparator countries, South Korea had the
highest proportion of mobile connections that were 4G, at 63% of connections,
followed by the US (40%), and Australia and Singapore (each 39%).

According to our consumer research, the most likely reasons given by
respondents for choosing a 4G service were download and streaming speeds.
In the UK 35% of people either with, or likely to purchase, a 4G service chose it
because of quicker download speeds.

Respondents with 4G services in the UK had the highest satisfaction with price
paid for the mobile services among our comparator countries, at 81%. In the
other comparator countries, between 61% and 76% of 4G users were satisfied with
price paid, with Sweden the exception at 46%.

55

UK smartphone owners are the most likely in the EU5 to use their smartphone
to pay a bill; 29% claim to have done so. They are also the most likely in the EU5
to have transferred money on their smartphones, with 31% claiming to have done so.

Fourteen per cent of UK smartphone owners claim to have ever used their
smartphone to make an in-store payment. In Italy the figure was 23% (the highest
reported use in the EU5), and in Australia, the highest of all our comparator
countries, it was 33%.

Almost a third (30%) of UK smartphone owners claim to be using their devices
at work on a regular basis.17 In France and Italy the figure was even higher, at 38%
and 33% respectively.
1.5.2 4G availability and take-up
The 4G mobile communications standard
4G stands for 4th generation, and relates to the fourth-generation mobile communications
standard. It allows internet access at higher speeds than previous standards. Most modern
smartphones are able to use 4G services as well as being compatible with the previous
standards (2G and 3G).
The first commercial 4G service was launched in the UK in October 2012 by EE, after it
secured a licence modification that allowed it to use its existing 1800MHz spectrum for 4G.
The auction for 4G spectrum concluded in February 2013, with EE, Telefonica (O2),
Vodafone, Three and Niche Spectrum Ventures Ltd (a BT Group subsidiary) being awarded
licences. Vodafone and Telefonica launched their 4G services in August 2013, with Three
following in December 2013.
4G mobile coverage increased in most comparator countries in 2014
The availability of mobile 4G services tended to be higher in more developed countries with
high proportions of the population living in urban areas, such as South Korea, Singapore, the
Netherlands and Sweden, at the end of 2014. The higher the proportion of the population
located in urban areas of a country, the easier it is to deploy mobile services, as less
infrastructure and investment is needed.
4G population coverage growth in Europe and Australia exceeded that in the majority of the
other comparator countries, despite these countries’ later roll-out of 4G networks. The UK
had the fourth-highest gain between 2013 and 2014 (up 21pp to 84%). According to IHS, the
UK ranked ninth of our 18 comparator countries and second among the EU5 countries for
4G population coverage at the end of the year (Figure 1.33).
South Korea had 100% 4G coverage on the basis of population by the end of 2012, in part
as a result of early 4G roll-out and a relatively high degree of population concentration in
urban areas. In 2013 Singapore was reported as having 98% coverage, increasing to 99% in
the year to 2014.
The lowest 4G coverage at the end of 2014 was in India, Nigeria and Brazil. This is to be
expected, in part due to late commercial deployment of 4G, lower levels of economic
prosperity and more rural populations. As shown in Figure 1.33, 4G coverage increased
significantly in the majority of our comparator countries in 2014, with the largest change
being in China (a 72pp increase to 73% population coverage). This change was due to

17 i.e. “Very often” or “often”

56
aggressive 4G network expansion in 2014, with over 700,000 base stations added across
China.

4G population coverage (%) by country: 2013-2014
Figure 1.33

Source: IHS
Among the EU5 countries, the UK had the highest proportion of mobile connections
that were 4G at the end of 2014
All our comparator countries experienced an increase in the proportion of mobile
connections that were 4G in the five years to 2014.
Take-up of 4G was highest in more technologically developed countries such as South
Korea and the US, where services are more established (having launched in 2010/11).
Among all our comparator countries, South Korea had the highest proportion of mobile
connections that were 4G, with 63% of connections, mainly due to heavy government and
operator investment in 4G infrastructure, and the relatively early commercial launch of
services in 2011. The US also had a higher proportion of 4G connections than most
comparator countries, at 40%. Among the EU5 countries, the UK had the highest proportion
of mobile connections that were 4G at the end of 2014 (28%), twice as many as France,
which was the second highest (at 14%).
Over half of the mobile connections in Russia, India, China and Nigeria were 2G at the end
of 2014, and 4G take-up was low among these countries (highest in China, at 8% of mobile
connections).
63
68
81
39
97
82
85
47
90
99
66
98
100
32
36
1
1
9
84
75
92
77
98
99
87
76
100
99
80
99
100
42
51
2
73
11
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
0
25
50
75
100
2013
2014
Population coverage (%)
Percentage point
change
21
7
11
38
1
17
2
29
9
0
14
1
0
10
15
1
72
2

57

Mobile connections, by technology: 2009 and 2014
Figure 1.34

Source: IHS/Ofcom/operator data
Notes: Notes: 1) 2G – Second-generation digital cellular networks which superseded initial analogue
services. Most use the Global Standard for Mobile (GSM) standard, but second generation cellular
networks also include TDMA, early CDMA networks that do not meet the standard required to be
considered 3G, and PCS in Japan. 2G networks focus on the delivery of voice, but later versions offer
packet data through for example GPRS. We consider the evolution of GSM to Edge capability to be a
second generation network technology. 2) 3G - A wireless mobile technology which must allow for
data transfer speeds up to 2Mbps. W-CDMA, CDMA 2000 1xEV-DO and any of the HSPA family
(including HSPA, HSDPA and HSUPA) are considered 3G. IHS does not consider CDMA 2000 1x
networks as 3G since the maximum data transfer speed is 144Kbps. Later revisions of the EDGE
technology do fulfil this specification, but most EDGE networks are not considered 3G since most
EDGE deployments are earlier revisions. 3) 4G - The fourth generation network technology deployed
by cellular operators. We limit our definition to those networks using one of the LTE (Long Term
Evolution) standards such as FDD-LTE (frequency division duplexing LTE) or TD-LTE (time division
LTE) , We do not include HSPA+ networks -- which we consider to be a 3G technology.
1.5.3 Reasons for choosing 4G, and satisfaction with the service
In the majority of countries the comparatively fast download speeds of 4G are the
main draw for consumers
“Quicker download speeds” was the most commonly selected reason for choosing 4G
among respondents who either had, or were likely to get, a 4G service (Figure 1.35).
Sweden and Australia were the exceptions, where the most popular reason for choosing 4G
was that the operator automatically provided the service to them (at 44% of respondents in
66
3
71
46
73
34
64
36
59
16
9
0
53
8
56
10
77
39
53
20
52
23
54
4
27
6
98
47
97
83
100
90
99
55
99
69
34
68
29
40
27
54
36
60
41
44
91
63
47
53
44
77
23
42
47
53
48
70
46
57
73
31
2
51
3
12
10
1
38
1
31
28
14
12
4
40
37
39
13
19
27
7
39
63
2
5
8
0
20
40
60
80
100
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
Proportion of mobile connections (%)
2G
3G
4G
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA

58
both countries). In the UK, a similar proportion of respondents chose 4G for its quicker
download speeds as they did because it was automatically provided to them by the operator
(both at 35%), with 33% choosing the reasons: “more reliable data connection” and
“improved data coverage”. Respondents in the UK were just as likely to choose 4G to take
advantage of the latest handsets as they were to keep up with technology developments
(both 26%).

Reasons for choosing 4G
Figure 1.35
Source: Ofcom consumer research September - October 2015
Base: All respondents who have or are likely to get 4G/LTE contract, UK=455, FRA=442, GER=298,
ITA=551, USA=532, JPN=326, AUS=513, ESP=563, SWE=520
Q.23 You said that you have/ are likely to get a 4G service [in the next 12 months]. Which of the
following are reasons why you got/ are likely to get a 4G contract?]
Note: Sweden cannot be tested for significance against last year as 2015 was the first year the
country has been included in the consumer research
Respondents with 4G services are more likely than those without 4G to stream or
download video on their mobile phone
In all of our comparator countries, 4G users were significantly more likely than non-4G users
to use a mobile phone to stream/download video18 (Figure 1.36). In the UK, 48% of 4G users
claimed to download or stream video content at least once a week compared to 23% of non-
4G users. It is likely that this is related to the higher streaming and download speeds that are
available with 4G technology.

18 It should be noted, however, that early adopters of 4G are more likely to be heavy users of mobile
data services.
35
33
31
33
26
26
35
38
31
21
39
22
24
37
44
43
36
29
32
19
31
49
43
40
36
29
20
30
36
39
34
34
26
24
38
48
23
35
8
31
9
31
36
32
24
29
24
20
44
45
32
46
38
39
20
38
27
21
22
29
19
15
44
0
10
20
30
40
50
60
Quicker
download
speeds
More reliable
data connection
Quicker
streaming
speeds
Improved data
coverage
To take
advantage of
newest phones
To keep up with
technology
developments
It was provided
automatically by
the operator
without me doing
anything
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion (%) of respondents who have or are likely to get 4G
Direction of arrow indicates a statistically significant difference compared to last year

59

Proportion of respondents video streaming/ downloading on a mobile
Figure 1.36
phone at least weekly, 4G and non-4G users

Source: Ofcom consumer research September - October 2015
Base: All respondents who don’t use 4G/ do use 4G on their phone, UK=631/284, FRA=607/274,
GER=742/189, ITA=671/274, USA=427/357, JPN=595/235, AUS=482/342, ESP=615/308,
SWE=527/391.
Q.22 Which of the following statements best describes your awareness and use of 4G? Q.27 How
often, if at all, do you use your main mobile phone to do each of the following?
Respondents with 4G services in the UK had the highest satisfaction with price paid
for the mobile services among our comparator countries, at 81%
In the majority of our comparator countries, over eight in ten 4G users were satisfied with the
overall 4G mobile phone service, only Sweden had lower satisfaction levels (at 70%). In the
UK, 87% of respondents said they were satisfied with the overall service, the third-highest
satisfaction level among our comparator countries. Respondents in Italy and the US had
higher overall satisfaction levels, at 90% and 93% respectively.
The UK had the highest satisfaction with the price paid among our comparator countries (at
81%). In the other comparator countries, over 60% of 4G users were satisfied with price
paid, with Sweden the exception at 46%.
There was less variation in satisfaction with the reliability and speed of internet connection
among our comparator countries, with around seven in ten respondents in most of the
comparator countries saying they were satisfied. Only Italy and the US had higher
satisfaction levels (over eight in ten respondents in both).
23
16
13
39
27
15
20
40
12
48
34
39
56
50
31
40
55
32
0
20
40
60
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
non-4G
4G
Direction of arrow indicates significant difference between 4G and non-4G users
Proportion (%) of respondents

60

Satisfaction with 4G mobile phone services
Figure 1.37
Source: Ofcom consumer research September - October 2015
Base: All respondents on a 4G network, UK=114, FRA=162, GER=95*, ITA=165, USA=131,
AUS=184, ESP=185, SWE=192. *Caution: bases under 100.
Note: Japan was excluded as the base was too low (77), Japan’s results were: overall services - 79%,
price paid – 32%, ability to access network/ reliability of internet connection – 68%, speed of internet
connection – 64%. These should be taken as indicative only.
Q.25 To what extent are you satisfied or dissatisfied with the following aspects of your mobile phone
service?
1.5.4 Smartphone take-up
Background
To understand smartphone take-up and use it is important to look at the context of each
nation in order to understand the different landscapes in terms of availability of both mobile
data technology and alternative technologies. There are now 87 mobile data connections per
100 people in the UK, the highest of the EU5 countries.
The mobile data network is most commonly accessed using a smartphone. Mobile-enabled
tablets, USB modems and enabled laptops can access the network, but in each of our
comparator countries, 77% of connections or more were via handsets.
4G is the latest and fastest mobile data transfer technology available on a large scale. In all
of our comparator countries it is available to 75% of the population or more. The proportion
of total consumers with a 4G mobile connection varies widely between comparator countries;
from 4% in Italy to 40% in the US.
With higher numbers of data connections, almost universal 4G availability, and high take-up
of 4G services, the US and Japan consume the most mobile data per head of our
comparator countries; more than double that of any of the other nations.
Italy, Australia and Spain have fewer than 30 fixed broadband connections per 100 people
and 40 or fewer fixed voice connections per 100 people, possibly increasing the importance
of smartphones among these countries’ populations.
87
81
77
77
85
66
73
78
84
68
72
75
90
75
83
84
93
76
84
83
83
70
73
73
85
61
75
73
70
46
70
72
0
20
40
60
80
100
Overall service
Price paid
Ability to access network/
Reliability of internet
connection
Speed of internet
connection
UK
FRA
GER
ITA
USA
AUS
ESP
SWE
Proportion (%) of 4G respondents

61

Contextual data in our comparator countries
Figure 1.38

Source: IHS
In our online survey, 67% of UK respondents claimed to use a smartphone. This was in line
with France, Germany and Australia. Spain and Italy had the highest smartphone take-up, at
83% and 79% of respondents respectively, and the US reported the lowest take-up of our
comparator countries, at 57%.
Japan reported only 4% take-up of non-smart mobile phones; this country has a relatively
long history of feature phones that incorporate many of the attributes of a smartphone. Apart
from Japan, Spain seems to be upgrading most quickly to smartphones as, along with its
high smartphone take-up, it was the only other nation to report less than 20% take-up of
non-smart mobile phones.

Mobile and smartphone take-up
Figure 1.39

Source: Ofcom consumer research September – October 2015
Q.4a Which of the following devices do you personally use?
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Mobile data connections per 100
population
87
67
64
71
104
124
114
77
Proportion of mobile data connections via
handsets (%)
91
90
84
85
92
90
77
95
4G Availability (% population coverage of
at least one operator)
84
75
92
77
98
99
87
76
4G as % of all mobile connections
28
14
12
4
40
37
39
13
Average mobile data volumes per person
(Mbyte)
362
397
398
684
1771
1495
481
370
Fixed broadband connections per 100
population
37
40
35
23
30
39
29
28
Fixed voice connections per 100
population (incl managed VoIP)
61
60
45
37
41
45
38
40
24
27
26
24
24
4
22
16
67
66
70
79
57
77
69
83
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Mobile Phone (not smart)
Smartphone
Proportion (%) of respondents

62
1.5.5 Everyday smartphone use
Ofcom research conducted in October 2015 found that smartphones were the most
commonly used portable device for accessing the internet. Spain (77%) and Italy (75%) led
among our comparator countries, having the largest proportion of respondents claiming to
use a smartphone to access the internet. The UK figure stood at 57% in 2015.
Figure 1.40 below includes mobiles and smartphones in order to indicate how many people
are using any handset to access the internet. Use of smartphones to access the internet
increased in all comparator countries with the exception of Japan, which returned identical
results year on year and showed the greatest use of ‘non-smart’ phones. This may be
because many handsets in Japan are classified as ‘feature phones’. These are handsets
which incorporate more functionality than a ‘non-smart’ phone but do not fulfil all the criteria
we use to define a smartphone.

Use of smartphones and mobile phones to access the internet
Figure 1.40

Source: Ofcom consumer research October 2014 & September – October 2015
Base 2014: All respondents, UK=1011, FRA=1027, GER=1006, ITA=1006, USA=1000, JPN=1003,
AUS=1000, ESP=1002.
Base 2015: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002
Q.7a Which of the following devices do you use to access the internet?
More than half (55%) of UK smartphone owners check their smartphones within 15
minutes of waking up
Figure 1.41 shows the cumulative proportion of respondents who claim to check their
smartphones within a certain period after waking up. In Japan, for example, 25% of
respondents claimed to check their smartphone immediately and 93% within an hour of
waking up, with an average time of 20 minutes.
Smartphone owners in Japan and Italy are typically the quickest to check at the start of the
day (averaging 20 and 22 minutes respectively). The comparator country with respondents
that were ‘slowest’ at checking their phones in the morning was France, averaging 54
minutes, with only 21% of respondents checking it within 5 minutes of waking. In the UK,
35% of respondents checked their phone within 5 minutes of waking up, and over half (55%)
within 15 minutes, with an average time of 30 minutes.
The curve flattens across all nations over the course of the morning. Across all comparator
countries, over 90% of respondents have checked their phone within three hours of waking.
53
57
44
54
51
59
71
75
44
49
45
45
57
59
70
77
2
4
5
5
3
3
6
6
4
4
17
17
6
6
6
6
0
20
40
60
80
100
2014 2015 2014 2015 2014 2015 2014 2015 2014 2015 2014 2015 2014 2015 2014 2015
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Smartphone
Mobile Phone
Proportion (%) of respondents

63

Checking smartphone at the start of the day
Figure 1.41

Source: Deloitte Global Mobile Consumer Survey 2015
Q- Typically how long is the interval between you waking up and looking at your phone for the first
time (not including turning off your phone's alarm clock)?
Base: All adults who own a smartphone, UK=3039, FRA=1407, GER=1491, ITA=1589, USA=1458,
JPN=952, AUS=1582, ESP=1755
Note: Respondents who answered “don’t know” have been excluded from this analysis
In the UK text messaging is the service that the highest proportion of people look at
first in the morning
The application that respondents check first after waking varies considerably by country. In
the UK, France, the US and Australia, text messages were the most popular choice,
selected by between 27% (Australia) and 38% (France) of respondents. In Japan and Spain
the proportion of respondents who chose text messaging was 3% and 6% respectively.
Thirty per cent of UK respondents looked at text messaging first, followed by email (26%)
and social networks (13%). Email was the only service chosen by a substantial proportion of
respondents in all nations, lowest in Italy at 16%. It was the first choice in Japan, and the
second most popular choice in every other nation - possibly because it is a long-established
communications service.
In Spain 42% of respondents chose instant messaging, the highest proportion of any service
across the comparator countries. This may be due to the high penetration of smartphones,
allowing greater access to low-cost and free messaging services in a country which has
consistently reported below-average use of text messaging in the past. Desk research
indicates that mobile operators in Spain promote offers based on inclusive minutes and data.
Unlike the UK, inclusive SMS messages are rarely mentioned in promotional material.
Instant messaging was also popular in Germany (31%) and Italy (30%) but was cited by no
more than 6% in any of the remaining comparator countries.
A combination of text messaging, email, social networks and instant messaging accounted
for between 65% and 76% of respondents’ choices in all countries except Japan, where the
combined total was 51%.
0
20
40
60
80
100
Immediately
Within 5 minutes
Within 15 minutes
Within 30 minutes
Within an hour
Within three hours
Longer than three
hours
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Cumulative smartphone owners (%)
Mean average
(minutes)
30
54
40
22
26
20
35
26

64

First application accessed in the morning
Figure 1.42

Source: Deloitte Global Mobile Consumer Survey 2015
Q- Typically what is the first thing you access on your phone every day?
Base: All adults who own a smartphone, UK=3039, FRA=1407, GER=1491, ITA=1589, USA=1458,
JPN=952, AUS=1582, ESP=1755
Note: Respondents who answered “don’t know” have been excluded from this analysis
Twenty-eight per cent of UK smartphone owners check their phone less than ten
times a day, while 7% check it more than 100 times
Seven per cent of UK smartphone owners claimed to check their smartphone over 100 times
a day, the fourth highest of our eight comparator nations. Despite being one of the quicker
nations to engage with their smartphone in the morning (Figure 1.41), respondents in Japan
eased off over the course of the day, with only 10% of respondents checking their phones
more than 50 times. Respondents in the US and Spain reported the greatest levels of
engagement, with 25% and 22% checking more than 50 times a day respectively. The US
had the highest proportion (11%) of users claiming to check their smartphones more than
100 times a day.
30
38
11
14
28
3
27
6
26
22
18
16
24
31
21
17
13
6
5
12
13
12
16
11
6
6
31
30
3
5
5
42
5
6
10
4
10
11
8
5
5
3
6
4
2
11
3
3
2
2
6
6
3
2
7
5
2
2
2
2
8
3
10
9
15
11
10
12
14
10
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Other
Games
Voice mails
Surf the internet (for other
information)
The news
The weather
Instant messaging
Social networks
E-mails
Text messages
Smartphone owners (%)

65

Frequency of checking smartphone
Figure 1.43

Source: Deloitte Global Mobile Consumer Survey 2015
Q- How many times would you estimate you look at your phone in a day?
Base: All adults who own a smartphone, UK=3039, FRA=1407, GER=1491, ITA=1589, USA=1458,
JPN=952, AUS=1582, ESP=1755
Note: Respondents who answered “don’t know” have been excluded from this analysis
Respondents in the UK stopped checking their phone an average of 46 minutes
before preparing to sleep
Figure 1.44 demonstrates the period of time between interacting with a smartphone and
preparing to sleep. We saw in Figure 1.41 that on average, respondents in France were the
last to check their smartphones in the morning; they were also the first to put them away at
night. Only 36% of respondents in France stopped checking their smartphones within the 15
minute period before preparing to sleep (with an average time of 56 minutes overall),
compared to 45% in the UK (average of 46 minutes) and 55% in Japan (average of 30
minutes).
In Italy and Japan 37% of respondents checked their smartphones within 5 minutes before
preparing to sleep; second only to Spain (41%). In the UK this figure was 28%.
7
5
5
8
11
4
6
9
11
8
10
12
14
6
9
14
22
18
21
23
22
21
18
25
31
34
33
33
29
37
29
34
28
33
30
23
23
30
36
18
1
1
2
1
2
1
2
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Never
Under 10 times
Between 11 and 25
times
Between 26 and 50
times
Between 51 and
100 times
Over 100 times
Smartphone owners (%)

66

Checking smartphones at the end of the day
Figure 1.44

Source: Deloitte Global Mobile Consumer Survey 2015
Q- At the end of the day, typically how long is the interval between you looking at your phone for the
last time and preparing to sleep (not including setting the phone's alarm clock)?
Base: All adults who own a smartphone, UK=3039, FRA=1407, GER=1491, ITA=1589, USA=1458,
JPN=952, AUS=1582, ESP=1755
Note: Respondents who answered “don’t know” have been excluded from this analysis
1.5.6 Smartphone activities
In the UK text messaging is the most popular text-based communication service
Despite a growing number of alternative services, text messaging remains popular in the UK,
France, the US and Australia. Around 90% of smartphone owners in these countries claimed
to have used it in the seven days prior to the survey, a higher proportion than for voice calls
across the same countries. At 29%, Spain had the lowest use. Conversely, instant
messaging was most popular in Spain, with 82% of smartphone owners claiming to have
used it in the seven days prior to the survey. Japan, which also reported low levels of SMS
text messaging (41%), reported the highest level of emailing on smartphones; 74% of
respondents had used this communication method in the seven days before the survey.
Interestingly, MMS messaging was most popular in France, the US and Australia (52%, 47%
and 33% respectively), the same three nations which reported the lowest use of instant
messaging apps.
In Germany and Spain instant messaging was more popular than voice calling, as was
emailing in Japan. Voice calling was the second most popular selection across all the
comparator countries except Italy (where it was first), and Germany, where it was third, after
text messaging and instant messaging.
0
20
40
60
80
100
Immediately
Within 5 minutes
Within 15 minutes
Within 30 minutes
Within an hour
Within three hours
Longer than three
hours
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Cumulative smartphone owners (%)
Mean average
(minutes)
46
56
50
30
40
30
49
34

67

Regular smartphone communication methods
Figure 1.45
Source: Deloitte Global Mobile Consumer Survey 2015
Q- In the last seven days, in which, if any, of the following ways did you use your phone to
communicate with others?
Base: All adults who own a smartphone, UK=3039, FRA=1407, GER=1491, ITA=1589, USA=1458,
JPN=952, AUS=1582, ESP=1755
Figure 1.46 shows a range of smartphone content and media-based activities undertaken in
general, and specifically outside the home ordered by their popularity in the UK. The only
activity for which UK respondents had higher take-up than other comparator countries was
using catch-up television services, possibly a result of the popularity of the free catch-up
services offered by public service broadcasters.
Reading the news was the most popular activity among UK respondents, with 42% claiming
to do this. Watching short videos was also popular: half of all respondents in Italy and Spain
claimed to do this, the same proportion as for reading the news. The US reported
significantly higher levels of take-up for streaming music, listening to online radio and
streaming films and TV series. Online radio and audio streaming in the US may be driven in
part by Pandora, a long established internet radio / streaming service which has 79 million
active users19. As we see elsewhere in the report, take-up of subscription video-on-demand
services is highest in the US20.
With regard to activities undertaken outside the home, reading the news remained the most
popular, followed by listening activities rather than watching activities. There is an inverse
correlation between data requirements and participation outside the home, possibly driven
by the quality and availability of data coverage and concerns around mobile data costs.

19 http://services.corporate-ir.net/SEC.Enhanced/SecCapsule.aspx?c=227956&fid=10233283
Active users number includes those in Canada and Australia, as well as the US
20 See Chapter 3 of the complete web version, available at: http://stakeholders.ofcom.org.uk/market-
data-research/market-data/communications-market-reports/cmr15/international
75
89
46
60
51
14
19
12
83
91
29
55
37
10
52
10
62
64
68
56
39
17
12
8
78
75
74
60
61
26
29
15
80
88
40
67
60
15
47
17
70
41
51
74
29
20
7
5
79
90
42
55
52
15
33
11
79
29
82
56
58
23
13
9
0
20
40
60
80
100
Voice calls
(receiving or
making a
standard
phone call)
Text
messages
(SMS)
Instant
messaging
app
Emails
Social
networks
Voice calls
using the
internet
(VoIP)
Picture or
video
messages
(MMS)
Video calls
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Smartphone owners (%)

68

News and entertainment, use in general and outside the home
Figure 1.46

Source: Deloitte Global Mobile Consumer Survey 2015
Q- For which, if any, of the following do you typically use your phone for?
Q- And for which, if any, of the following do you typically use your phone for while out and about?
Base: All adults who own a smartphone, UK=3039, FRA=1407, GER=1491, ITA=1589, USA=1458,
JPN=952, AUS=1582, ESP=1755
UK smartphone owners are the most likely in the EU5 to use their smartphone to pay
a bill
UK smartphone owners were the most likely of those in the EU5 countries to use their
smartphone to pay a bill: 29% claimed to have done so. They were also the most likely in the
EU5 to have transferred money on their smartphones (at 31%). This figure was highest in
Australia, where 44% had used their smartphone to pay a bill and 48% had used it to
transfer money.
In the UK 14% of smartphone owners claimed to have ever used their smartphone to make
an in-store payment. Australian smartphone owners were more than twice as likely to have
done this; 33% claimed to have done so at least once. Italy had the highest reported
incidence of the EU5 countries, at 23%.
42
37
14
14
13
9
6
6
42
34
17
11
15
6
4
10
54
39
13
11
18
6
5
4
53
50
19
16
19
7
5
7
38
46
24
16
30
7
19
8
58
44
9
20
12
4
5
8
35
36
12
9
12
6
5
3
50
51
17
18
23
6
5
7
28
13
7
5
6
3
2
2
25
14
10
4
7
1
1
3
44
16
7
4
9
2
1
1
43
30
11
7
11
3
2
3
23
20
14
6
17
2
6
3
46
18
4
12
6
1
2
3
24
18
7
3
7
2
2
1
40
30
11
9
16
2
2
3
0
10
20
30
40
50
60
Read the news
Watch short
videos
Stream music
Watch video
news stories on
news apps
Listen to online
radio
Watch TV
programmes
via catch-up
services
Stream films
and/or TV
series
Watch live TV
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Smartphone owners (%)
Solid area depicts out of home use. Shaded area depicts total use

69

Smartphone use and financial activities
Figure 1.47

Source: Deloitte Global Mobile Consumer Survey 2015
Q- How frequently, if at all, do you use your phone to do at least one of these things? Chart shows net
of ‘ever’
Base: All adults who own a smartphone, UK=3039, FRA=1407, GER=1491, ITA=1589, USA=1458,
JPN=952, AUS=1582, ESP=1755
Almost a third (30%) of UK respondents use their smartphones at work on a regular
basis
Figure 1.48 illustrates smartphone users’ behaviours in a variety of situations, showing the
proportion of smartphone owners who claimed to use their smartphone ‘very often’ or ‘almost
always’ in a specific situation.
Almost a third (30%) of UK respondents claimed to use their smartphones at work on a
regular basis. In France and the US this figure was even higher, at 38% and 37%
respectively.
In social situations with friends or family, a clear pattern emerges. In each of these situations
respondents in the US and Italy were the most likely to claim that they used their
smartphones ‘very often’ or ‘almost always’. Respondents in Japan were the least likely to
do so.
18
22
19
53
33
44
48
63
22
13
13
36
22
42
32
58
23
22
22
44
13
20
19
40
10
11
9
49
14
29
31
48
0
20
40
60
80
Make an in-store payment
Pay a bill
Transfer money to another
individual
in the country / in a different
country
Check bank balances
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Smartphone owners (%)

70

Using a smartphone (very often/almost always) while doing other
Figure 1.48
activities
Source: Deloitte Global Mobile Consumer Survey 2015
Q- How often, if at all, do you use your mobile phone while doing the following?
Chart shows answers ‘almost always’ and ‘very often’
Base: All adults who have a smartphone
Twenty-nine per cent of UK smartphone owners download at least one app per month
In all of our comparator countries at least 20% of respondents said they downloaded one or
more apps in a typical month. In the US this figure was 40%. Across the UK, Italy, Japan and
Spain around three in ten downloaded at least one app in a typical month, falling to just over
one in five in Germany and France. Italy and the US reported the greatest proportion of
heavy users, with 8% claiming to download five or more apps in a typical month. In France,
Australia and Germany about one in ten respondents claimed to have never downloaded an
app.
0
10
20
30
40
While driving
When crossing the road
When in a business
meeting
When eating in a restaurant
with my family or friends
When eating at home
with my family or friends
When talking to family or
friends
When meeting my friends
on a night out
When spending time
with my family or friends
While walking
While watching TV / a film
While at work
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Smartphone owners (%)

71

Number of apps downloaded per month
Figure 1.49
Source: Deloitte Global Mobile Consumer Survey 2015
Q- How many apps do you download on your phone in a typical month?
Base: All adults who have a smartphone
Social networking and instant messaging apps are top downloads for both Google
Play and iPhone users
The social networking app Facebook appeared in the top five apps downloaded on Google
Play, in all countries except Japan. The same was true of Facebook’s messaging app,
Messenger. WhatsApp was in the top five most commonly-downloaded apps in all the EU5
countries. Antivirus security apps were popular in Germany, Italy and the US, and the
Google Photo app featured in five of the eight comparator nations, including the UK.
Gaming apps were very popular in Japan: four of the five most commonly-downloaded apps
downloaded from Google Play were gaming apps.

Most commonly downloaded apps on Google Play, by country
Figure 1.50

Source: App Annie Top App Charts Aug 31, 2015.
Translation Notes: 1. イルーナ戦記オンライン2. 戦艦帝国-200艘の実在戦艦を集めろ3. 連打英雄—指
1本で楽しめる爽快バトルゲーム4. Yahoo!ブラウザ
5
4
5
8
8
4
5
6
2
1
1
2
3
1
1
2
4
3
3
5
5
4
3
4
8
5
7
10
10
8
8
9
10
8
8
9
14
14
10
9
45
42
48
34
39
38
46
38
7
12
10
6
6
5
11
4
18
25
18
27
15
26
16
28
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Don't know
Never downloaded an
app
None in the last month
One
Two
Three
Four
Five or more
Smartphone owners (%)
1
2
3
4
5
UK
Facebook
Heroes of the Alpha
Arena
WhatsApp
Messenger
Messenger
Google Photos
FRA
Facebook
Messenger
Snapchat
Google Photos
WhatsApp
Messenger
GER
WhatsApp
Messenger
Facebook
360 Security
Messenger
Heroes X Mortals:
Kriegsarena
ITA
WhatsApp
Messenger
Facebook
Messenger
360 Security
COOKING MAMA
USA
Messenger
Google Photos
Facebook
360 Security
Pandora Radio
JPN
RPG Iruna Senki
online 1
Collect the real
battleship empire2
Battered hero –
battle game3
Yahoo! Browser 4
Clash of Kings
AUS
Facebook
Messenger
Google Photos
Golden Lion Slots
Instagram
ESP
WhatsApp
Messenger
Facebook
Messenger
Google Photos
64 Games

72
The popularity of social networking and instant messaging apps was mirrored among iPhone
users. In all the comparator countries except Japan, the top five most commonly-
downloaded apps included at least one social networking or instant messaging app, and in
most cases both.
At least one gaming app featured in the top five most popular apps in all eight countries. A
greater enthusiasm for gaming apps on iPhone might be inferred from the popularity of apps
such as Happy Wheels and The Walking Dead: Road to Survival. However, as data on the
most commonly downloaded apps are collated on a daily basis, the popularity of certain
gaming apps may be attributable to daily trends.

Most commonly downloaded apps on iPhone, by country
Figure 1.51

Source: App Annie Top App Charts Aug 31, 2015.
Translation notes: 1. 戦の海賊
1
2
3
4
5
UK
Happy Wheels
WhatsApp
Messenger
The Walking Dead:
Road to Survival
Messenger
Facebook
FRA
The Walking Dead:
Road to Survival
Happy Wheels
WhatsApp
Messenger
Messenger
iMusic Pro
GER
Happy Wheels
WhatsApp
Messenger
The Walking Dead:
Road to Survival
iMusic Pro
Messenger
ITA
Happy Wheels
WhatsApp
Messenger
Messenger
Layout from
Instagram
Jusapp – Prank
Calls
USA
Happy Wheels
The Walking Dead:
Road to Survival
Messenger
Facebook
Instagram
JPN
Happy Wheels
Pokemon Shuffle
Mobile
Pirates of war1
SUUMO
LINE
AUS
Happy Wheels
Messenger
Layout from
Instagram
Facebook
Instagram
ESP
WhatsApp
Messenger
Layout from
Instagram
Messenger
Instagram
Facebook

73
News consumption – the international
1.6
context
1.6.1 Introduction
This section examines the consumption of news. First, we look at digital news consumption,
and present a summary of the key findings from the Reuters Institute Digital News Report,
published in June 2015. Second, we present findings from Ofcom’s new research across a
number of countries, and look at which platforms people say they use as their main source
of different types of news, and the devices they use for accessing online news. The key
findings include:

When asked how they get to their online news, people in the UK and Denmark
are more likely to go straight to an online news brand, while those in Italy, Japan
and Spain are most likely to use search as their means of finding news content.
Social media is used as a gateway to news by at least a third of online news users in
Italy, the US, Spain and Denmark.

Around a third of respondents in the UK (33%) and Japan (36%) only use one
source for online news; in both these countries few people use four or more
sources (8% and 12% respectively).

In the UK, social media was a source of news for 36% of respondents in 2015,
up from 23% in 2014. In Germany (25%) and Japan (21%) levels remain lower.
Respondents in Australia are the most likely to use social media for news (51%).

Across most of the European countries in our research, around eight in ten
online respondents say they use the internet to read news online. This is lower
in the UK (73%), the US (68%) and Australia (69%). In Italy 87% say they use the
internet to read news, the highest of all our comparator countries.

In the UK, TV is the main source of international news for 43% of respondents,
and the internet for 30%, and there is a similar pattern in France and Germany.
Respondents in Italy are more likely to nominate the internet (42%) than TV (36%),
as is also the case in Japan (43% and 29% respectively).
1.6.2 Digital news consumption – a comparative study
This section provides a summary of the key findings from the Reuters Institute Digital News
Report, published in June 2015.21 Ofcom, along with a variety of partners, provided support
for this project. The research provides comparisons between the UK, the US, France,
Germany, Spain, Italy, Ireland, Denmark, Finland, urban Brazil, Japan, and Australia. To
maintain consistency with Ofcom’s data, this summary does not include data relating to
urban Brazil or Finland.
The report shows how news is perceived quite differently across countries, and how
consumption habits differ in terms of how news is accessed, particularly in relation to social
media.

21 Available at: http://www.digitalnewsreport.org/

74
The survey was completed by an online panel of 2149 UK news users for YouGov in
January/February 2015. Online surveys were also conducted in the other countries, with
samples ranging from 1501 (Ireland) to 2295 (the US). In this section, we refer to these
people as ‘online users of news’, which means they have online access and said they had
used any form of (offline or online) news in the previous month.22
Online users of news in Australia and Germany are most likely to be interested in
international news
Figure 1.52 sets out the relative levels of interest that online users of news have in various
types of news, in the countries under comparison. Respondents were asked to choose their
five most important types of news.
Levels of interest in politics are lower in the UK (41%) than in many other European
countries (50% in Germany and 46% in France, Spain, Italy and Denmark). In the US, 47%
of online news users say they are interested in politics, compared to 32% in Ireland. Those
in Australia are the least likely to show interest in politics, with 28% nominating it.
Respondents in the UK are more likely than those in most other countries to be interested in
news about their country, with 72% nominating this, compared to a lower proportion of
respondents in most other countries: 55% in Japan, 57% in the US and 59% in Ireland.
Respondents in the US are the most likely to be interested in local news about their town or
city, with just over half (52%) nominating this. Around four in ten people in most other
countries indicate interest in local news, although this is lower in Spain (34%), France (33%)
and Japan (22%).
In terms of international news, online news users in Australia are the most interested, with
75% nominating this, and 70% of those in Germany. Levels of interest are much lower in
other countries including the UK (51%), Italy (49%), the US (46%) and Japan (46%).
Finally, entertainment and celebrity news is particularly popular in Japan (29%), but also in
Ireland (21%), Australia (20%), Italy and the UK (both at 16%).

22 For further methodological details please see http://www.digitalnewsreport.org/survey/2015/survey-
methodology-2015/.

75

Levels of interest in types of news
Figure 1.52

Source: Reuters Institute / YouGov research Jan/Feb 2015
Q2: Which of the following types of news is most important to you? Choose up to five.
Base: total sample in each country: UK 2149; Germany 1969; Spain 2026; Italy 2006; France 1991;
Ireland 1501; Denmark 2019; Japan 2017; Australia 2042
When asked how they get to their online news, respondents in the UK and Denmark
are the most likely to go directly to a news brand
The ways in which people get their online news is becoming increasingly complex and multi-
faceted. There are a variety of means, ranging from going direct to a news brand to going
through search engines, social media, email and online alerts and notifications.
Respondents in the UK and Denmark are most likely to nominate going direct to a news
brand (52% and 54% respectively), while those in Japan (15%), Italy (20%) and Germany
(26%) are the least likely to do this.
People in Italy (66%), Japan (54%), and Spain (54%) are the most likely to use search as
their means of finding their news content, compared to 29% in Denmark and 32% in the UK.
Social media is most likely to be used to find news stories by respondents in Australia (41%),
Denmark (38%) and the US (35%), and email is particularly likely in the same countries – the
US (25%), Denmark (24%) and Australia (20%). Levels of using email for news are
particularly low in the UK (10%) and Ireland (9%).
UK
FRA
GER
ITA
US
JPN
AUS
IRE
ESP
DEN
News about the
country
72%
65%
67%
56%
57%
55%
62%
59%
63%
64%
International
news
51%
59%
70%
49%
46%
46%
75%
64%
53%
66%
Local news about
my town or city
44%
33%
41%
44%
52%
22%
41%
42%
34%
38%
News about my
region
37%
40%
54%
35%
28%
26%
29%
29%
41%
25%
Business and
financial news
20%
14%
12%
15%
19%
25%
28%
27%
15%
26%
News about the
economy
37%
32%
29%
30%
41%
45%
35%
42%
40%
34%
Entertainment
and celebrity
news
16%
9%
13%
16%
13%
29%
20%
21%
7%
9%
Fun/weird news
14%
12%
12%
19%
17%
18%
15%
18%
16%
18%
Health news
27%
27%
22%
33%
28%
31%
26%
30%
32%
25%
Education news
12%
14%
12%
14%
15%
11%
11%
13%
25%
12%
Arts and culture
news
11%
15%
8%
26%
10%
18%
11%
13%
21%
15%
Sports news
30%
21%
28%
30%
21%
32%
29%
33%
30%
28%
News about the
country’s politics
41%
46%
50%
46%
47%
47%
28%
32%
46%
46%
Science and
technology news
24%
23%
25%
35%
28%
26%
28%
27%
31%
33%

76

Starting points for online news consumption, by country
Figure 1.53

Source: Reuters Institute / YouGov research Jan/Feb 2015
Source: Reuters Institute / YouGov research Jan/Feb 2015
Q10: Thinking about how you got news online in the last week, which were the ways in which you
came across news stories? Please select all that apply
Base: total sample in each country: UK 2149; Germany 1969; Spain 2026; Italy 2006; France 1991;
Ireland 1501; Denmark 2019; Japan 2017; Australia 2042
Around a third of respondents in the UK and Japan use only one online news source
Given the array of news available online, it is useful to measure how many sources
respondents use. As Figure 1.54 shows, the picture is quite varied. In Japan, respondents
are most likely to use only one online news source (36%), and in the UK a third (33%) of
online news users use only one source. In both these countries few respondents use four or
more sources (12% and 8%).
Conversely, in Denmark, people are more likely to use four or more sources (21%) than just
one source (19%).

Number of online sources, by country
Figure 1.54

Source: Reuters Institute / YouGov research Jan/Feb 2015
Q5b: Which, if any, of the following have you used to access news in the last week? Please select all
that apply
Base: total sample in each country: UK 2149; Germany 1969; Spain 2026; Italy 2006; France 1991;
Ireland 1501; Denmark 2019; Japan 2017; Australia 2042
UK
FRA
GER
ITA
US
JPN
AUS
IRE
ESP
DEN
Direct to
news brand
52%
27%
26%
20%
36%
15%
33%
44%
36%
54%
Search
32%
40%
45%
66%
40%
54%
49%
46%
54%
29%
Social media
28%
21%
20%
33%
35%
14%
41%
36%
35%
38%
Email
10%
21%
15%
17%
25%
15%
20%
9%
14%
24%
Mobile
notifications/
alerts
10%
14%
9%
7%
13%
7%
9%
9%
8%
9%
33
26
26
25
25
36
27
21
22
19
8
12
12
19
19
12
14
20
20
21
0
10
20
30
40
UK
FRA
GER
ITA
USA
JAP
AUS
ESP
IRE
DEN
1 source
More than 4
Proportion (%) of respondents

77
Social media as a source of news has increased considerably since 2014
Social media as a source of news has increased over the past year in a number of countries,
and particularly in the UK and France. In the UK, 23% of online news users said they used
social media for news in 2014, rising to 36% in 2015. In France, 19% in 2014 and 34% in
2015 said they used social media for news. Levels of use of social media in Germany (25%)
and Japan (21%) remain lower.

Social media as a source of news, by country
Figure 1.55

Source: Reuters Institute / YouGov research Jan/Feb 2015
Q3: Which, if any, of the following have you used in the last week as a source of news? Please select
all that apply
Base: total sample in each country: UK 2149; Germany 1969; Spain 2026; Italy 2006; France 1991;
Ireland 1501; Denmark 2019; Japan 2017; Australia 2042
Across the comparator countries there is considerable variation in the popularity of
different types of social media as news sources
Facebook is more popular in Italy (55%) than in any other nation. YouTube was more
popular in Italy (25%), France and Spain (both 22%) and Japan (20%), but least popular in
the UK as a news source (7%).
Twitter is most likely to be used as a news source by news users in Spain (22%), the UK and
Ireland (both 14%), and least likely in Germany and Denmark (4%).
23
19
23
48
30
16
46
35
36
34
25
46
40
21
51
50
49
47
0
10
20
30
40
50
60
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
IRE
DEN
2014
2015
n/a
n/a
Proportion (%) of respondents

78

Top three social networks used as a source of news, by country
Figure 1.56
Source: Reuters Institute / YouGov research Jan/Feb 2015
Q12b: Which, if any, of the following have you used for reading, watching, sharing or discussing news
in the last week?
Base: total sample in each country: UK 2149; Germany 1969; Spain 2026; Italy 2006; France 1991;
Ireland 1501; Denmark 2019; Japan 2017; Australia 2042
1.6.3 Main sources for news
The following analysis uses data from Ofcom’s research. While the Reuters Institute findings
above relate mainly to online use of news, the Ofcom survey examines respondents’ views
about the range of possible platforms for news. Participants were asked what they used as
their main source for different types of news: national, international, regional and local,
sports, and celebrity news. The news sources comprised TV, the internet, radio, newspapers
and magazines and “getting news from other people”. Participants were also asked which
online device they used to access news.
The survey was done online, with around 1,000 respondents in each country. Countries
covered were the UK, France, Germany, Italy, the US, Japan, Australia, Spain and Sweden.
As the research was carried out online, the sample differs from other Ofcom research and
direct comparisons cannot be made. The research methodology is discussed in detail in
Appendix A.
Four in ten online news users in the UK use a smartphone for their news
Across most of the European countries in the comparative sample, around eight in ten online
respondents say they read the news online. This is lower in the UK (73%), the US (68%) and
Australia (69%).
Respondents were asked about the devices they used to access news online. The laptop/
desktop/ notebook remains the most popular device, although the smartphone is also
popular, particularly in Italy (57%), Spain (51%) and Sweden (50%). The tablet is relatively
popular in Italy (31%), the UK (28%), Spain (27%) and Australia (26%).
29
35
23
55
40
11
48
52
46
44
7
22
13
25
16
20
15
22
18
8
14
8
4
10
11
12
7
22
14
4
0
10
20
30
40
50
60
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
IRE
DEN
Facebook
YouTube
Twitter
Proportion (%) of respondents

79

Devices used for reading news online, by country
Figure 1.57

Source: Ofcom consumer research September - October 2015
Base: All respondents who read news online, UK= 734, FRA= 759, GER=812, ITA= 868, USA= 686,
JPN= 743, AUS= 686, ESP= 819 SWE= 804
Q.9a Which, if any, of the following internet activities do you use each of your devices for: reading
news online?
TV and the internet are the main sources for international news
Looking at news by type, and focusing first on international news, TV or the internet are the
main sources, across all countries, with other media far less likely to be nominated.
In the UK, TV is the main source of international news for 43% of respondents, and the
internet for 30%. There is a similar pattern in France and Germany. Respondents in Italy are
more likely to nominate the internet (42%) than TV (36%), as is also the case in Japan (43%
vs. 29%).

Main sources of international news
Figure 1.58

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.11 Which, if any, is your main source for the following information? International News
80
84
84
75
85
84
82
80
80
39
35
40
57
33
46
36
51
50
28
22
22
31
20
21
26
27
25
5
4
3
5
4
3
3
4
4
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Laptop/desktop/notebook
Mobile phone/smartphone
Tablet
Connected TV
Proportion (%) of respondents who access internet to read news online
73%
76%
81%
87%
68%
74%
69%
82%
80%
Proportion (%) of all respondents who read news online
43
30
9
8
3
6
44
27
8
10
3
8
42
30
9
12
3
5
36
42
8
7
5
3
40
32
10
4
4
10
29
43
9
1
1
16
41
36
8
5
3
7
40
36
9
8
4
4
37
34
9
8
3
8
0
10
20
30
40
50
60
TV
Internet
Newspaper/
magazine
Radio
Other people
Not interested
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion (%) of all respondents

80
One in three UK respondents nominate the internet as their main source of national
news
As with international news, TV and the internet are the main two sources of national news for
all comparator countries. In the UK, 41% of respondents nominate TV, and 32% nominate
the internet, with 10% saying newspapers and 8% choosing radio.
In countries where television is the most popular medium, the difference between platforms
is most pronounced in France, where 43% selected television compared to 27% choosing
the internet. Where the reverse applied, the greatest difference was in Italy, where 40%
chose the internet compared to 29% who chose television.

Main sources of national news
Figure 1.59
Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.11 Which, if any, is your main source for the following information? National news
TV is the most popular main source of local/regional news in the UK, followed by the
internet, and then newspapers
Newspapers continue to be more popular as a main source of regional and local news than
as a source of other news. In the UK, 18% nominated newspapers or magazines as their
main source for local news, rising to 29% in Germany and 35% in Sweden.
One in five (19%) respondents in Germany nominated radio as their main local/regional
news source, and 14% in Spain.
41
32
10
8
4
5
43
27
9
13
3
6
38
27
13
13
3
6
29
40
14
7
6
4
35
36
10
6
3
9
40
39
11
3
2
5
40
36
10
6
2
6
34
35
11
11
4
4
33
30
15
11
5
5
0
10
20
30
40
50
60
TV
Internet
Newspaper/
magazine
Radio
Other people
Not interested
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion (%) of all respondents

81

Main sources of regional / local news
Figure 1.60
Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.11 Which, if any, is your main source for the following information? Regional / local news

TV and the internet are used equally for sports news in many countries
Respondents were asked about their main source of sports news. Across the countries, TV
and internet are the main sources, with radio more popular than newspapers in most
countries. In the UK, people are as likely to nominate the internet as TV (25% and 24%).
One in six people in Spain (16%) say their main source of sports news is the radio, and 13%
say this in Italy, compared to 2% in Japan.
Around a third of people in the UK, France, Germany, the US and Australia say they are not
interested in sports news, although people in Spain (19%) Italy (20%) and Japan (23%) are
much less likely to say this. People in Sweden are the least likely to be interested, at 41%.

Main sources of sports news
Figure 1.61

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.11 Which, if any, is your main source for the following information? Sports news
34
26
18
9
6
7
28
22
23
13
7
8
18
21
29
19
7
6
26
33
23
10
5
3
32
22
24
7
6
10
35
29
21
3
2
9
29
24
24
11
5
6
21
29
24
14
7
5
14
24
35
10
9
9
0
10
20
30
40
50
60
TV
Internet
Newspaper/
magazine
Radio
Other people
Not interested
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion (%) of all respondents
24
25
7
10
3
31
25
20
6
11
4
34
27
20
9
11
4
29
25
29
8
13
5
20
26
19
9
11
4
32
36
29
8
2
2
23
29
22
7
9
3
31
25
26
9
16
5
19
23
18
7
8
3
41
0
10
20
30
40
50
60
TV
Internet
Newspaper/
magazine
Radio
Other people
Not interested
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion (%) of all respondents

82
The internet is the most popular main source for celebrity news and gossip
As in 2014, the internet is the most-cited main source for celebrity news and gossip. For
example, in the UK 13% of respondents cite TV, compared with 28% for the internet. In
Germany the balance is more even, with 21% nominating TV and 19% the internet. In
Japan, 20% use TV and 35% the internet. And in Sweden, only 7% use TV as their main
source for this type of news, compared to 24% using the internet. Interestingly, “other
people” are used by about one in ten respondents – more commonly in Italy and Spain (both
12%) than in Japan (2%).
Many respondents say they are not interested in this form of news – around four in ten
across the countries – although this is less likely in Italy, where only a quarter (27%) say
they are not interested.

Main sources of celebrity news/gossip
Figure 1.62
Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.11 Which, if any, is your main source for the following information? Celebrity news / gossip
13
28
8
3
9
41
13
24
10
5
8
40
21
19
8
4
9
39
15
29
10
7
12
27
16
25
7
4
11
37
20
35
3
2
2
39
15
25
8
4
10
37
21
18
7
4
12
38
7
24
13
3
9
44
0
10
20
30
40
50
60
TV
Internet
Newspaper/
magazine
Radio
Other people
Not interested
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion (%) of all respondents

83
Media literacy – the international
1.7
context
1.7.1 Introduction
As more people do more online, it is increasingly important that they have media literacy
skills. This means, in the context of this section, that they understand the trustworthiness of
the types of information that they access, and are aware of how such information is provided
to them; that they have due confidence in the systems and services they are using and are
neither overly confident nor too scared to use them; that they think actively about their
personal data and how it might be being used by third parties; and so on.
This section sets out some key findings in this area, and for the first time is able to compare
results across the various countries in our sample. First, it shows the extent to which people
use any online device to access government services, and which devices are used for such
access; it is important that such sites are trusted and used widely. It then looks at the use of
search engines, and examines how much awareness people say they have about the
accuracy of the websites that are provided in results pages. Finally, it provides a comparison
of the relative extent of concern that people have about their personal information, and their
propensity to provide such information.

Respondents in Italy, Spain and Australia are the most likely to say they
access either local or national government services online. The laptop/PC is the
most favoured device for accessing such websites.

Search engines are used most regularly by respondents in Italy (92%), and
least regularly by those in the US (73%). Four in five (82%) people in the UK say
they use a search engine at least weekly. Around six in ten respondents in most
countries say that, of the websites returned by a search engine, some are likely to be
accurate and some are not: a media-literate response. Around a quarter of people in
the UK, Germany and the US think that if a search engine has listed a website then it
will have accurate information, rising to 35% in Italy and Spain.

People in Sweden are the least likely to be happy to provide personal
information to companies, while people in the US are more likely than in other
countries to agree strongly that they are happy to provide such information (13%).

Levels of concern about providing personal data are relatively high, with half or
more respondents in each country agreeing that they are worried about unwarranted
use of their personal data, with the exception of Sweden, where levels of concern are
lower (42%).
1.7.2 Online access, awareness and concerns
Respondents in Italy, Spain and Australia are the most likely to say they access
government services online
The use of online government services is a key component of most countries’ online digital
strategy, and around six in ten respondents say they access government services, either
local or national, in this way. Respondents in Italy (72%), Spain (69%) and Australia (67%)
are the most likely to do this, while those in Japan (35%) and the US (46%) are the least
likely. Six in ten respondents in the UK (60%) say they access government services online.

84
The laptop/PC is the most likely means of accessing such websites in each comparator
country, although the mobile is cited by about three in ten users in Spain, Sweden and Italy.
A tablet is used by one in five respondents in Italy (21%), compared to 16% in the UK, but
only by 11% in France.

Devices used to access government services, by country
Figure 1.63

Source: Ofcom consumer research September - October 2015
Base: All respondents who access government services online, UK= 608, FRA= 631, GER=516, ITA=
719, USA= 467, JPN= 352, AUS= 667, ESP= 691, SWE= 638
Q.9a Which, if any, of the following internet activities do you use each of your devices for: accessing
government services e.g. local and/or national websites?
Search engines are used most often by respondents in Italy, and least often by those
in the US
Search engines are an integral part of the online experience, providing links to the
information and services that comprise people’s repertoire of online use. Across the
countries examined, around four in five online users said they used a search engine at least
once a week. People in Italy were the most likely to say they did this (92%), followed by
those in Japan and Spain (both 87%). Four in five (82%) in the UK use a search engine at
least weekly. Only in the US does this decrease to 73% of people using it once a week or
more. Between 2% and 3% of respondents in most countries say they do not use search
engines, rising to 5% in the US and 6% in Japan.
It is useful to examine to what extent people trust the results that appear in search engine
results pages, to gauge the extent to which they are understand the provenance of the
websites they use, and are aware that some will be accurate and reliable while others will
not.
As Figure 1.64shows, respondents in Japan (75%) are most likely to respond with a media-
literate response; that of the websites returned by a search engine, some will be accurate
and some will not. Across the sample of countries, respondents in Germany (53%) and
Spain (54%) are the least likely to give this response, while for most countries including the
UK (61%), about six in ten say this is the case.
Respondents in Germany are more likely than those in other countries to say instead that
they do not think about assessing the websites they are using, but simply go to the sites they
like the look of. Respondents in Spain and Italy are more likely to think that the websites will
86
91
88
83
85
91
88
85
86
19
14
17
30
20
22
21
31
31
16
11
14
21
14
12
18
17
17
5
3
2
4
6
3
3
5
2
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Laptop/desktop/notebook
Mobile phone/smartphone
Tablet
Connected TV
Proportion (%) of respondents who access government services over the internet
60%
63%
51%
72%
46%
35%
67%
69%
64%
Proportion (%) of all respondents who access government services online

85
have accurate information if they have been returned by a search engine (35%). Around a
quarter of those in the UK, Germany and the US gave this response.

Perceptions of the accuracy of search engine results pages
Figure 1.64

Source: Ofcom consumer research September - October 2015
Base: All respondents who ever use a search engine, UK=983, FRA=976, GER=995, ITA=991,
USA=963, JPN=948, AUS=975, ESP=985, SWE=982
Q.11a When you use a search engine to find information, you enter a query in the search box and the
search engine will then show some links to websites in the results pages. Which of these is closest to
your opinion about the level of accuracy of the information detailed in the websites that appear on the
results pages?
Concerns about security of personal information are highest in Spain and lowest in
Sweden
We asked respondents two questions about their attitudes to online security, to see what
concerns they had about their personal data, and the extent to which they were happy for
the data to be used if they got an adequate ‘return’ for it.
As the two figures below show, while around 30% - 40% of respondents say they are happy
to provide personal information to companies, as long as they get what they want, they are
more likely to be worried about the unwarranted use of their personal data.
Online users in the US are more likely than in other countries to agree strongly with the
statement: “I am happy to provide personal information online to companies as long as I get
what I want” (13%). Those in Sweden are the least likely (3%). Overall, levels of agreement
with this statement are lowest in Sweden, Japan, France and Spain. People in Germany and
Sweden are more likely to actively disagree with the statement, while those in Italy and
France are more likely to be uncertain, and people in France and Sweden are the most likely
not to provide this type of information at all (12% for both). Respondents in the UK (39%) are
equally likely to agree with the statement as those in the US (39%) and Italy (40%).
Proportion (%) of all respondents who ever use a search engine
26
21
25
35
26
14
21
35
12
61
67
53
60
61
75
64
54
66
8
4
14
5
6
4
7
5
12
5
8
7
3
8
6
8
6
10
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Don't know
Don't think about it, just
go to sites I like the look
of
Some websites will have
accurate information and
some will not
Website information will
be accurate
100
80
60
40
20
0

86

Attitudes towards providing online personal information to companies
Figure 1.65

Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004.
Q.31 How much do you agree or disagree with the statement “I am happy to provide personal
information online to companies as long as I get what I want”?
When asked whether they agreed with the statement: “I worry that people other than those I
have chosen to, could access my personal photos, information etc. online”, around 50% -
60% respondents in most countries agreed (51% in the UK). People in Spain were most
likely to ‘agree strongly’ (at 30%), compared with 13% in Japan and Sweden, and 14% in the
UK. People in Sweden were least likely to agree at all (42%). While people in Sweden are
the least concerned about others accessing their data (Figure 1.66), they are also the least
likely to be happy to provide personal data. This is possibly due to their sharing less
information online, and therefore having fewer concerns about its misuse.

Concern about others accessing personal information
Figure 1.66

Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004. Q.31 How much do you agree or disagree with the statement “I
worry that people other than those I have chosen to, could access my personal photos, information
etc. online”?
3
5
7
5
13
8
5
6
8
15
24
27
23
26
32
28
24
31
30
31
34
44
31
36
19
35
36
25
23
19
17
13
15
29
13
16
14
13
9
6
12
6
17
11
8
12
4
3
5
5
5
3
12
2
SWE
ESP
AUS
JPN
USA
ITA
GER
FRA
UK
Agree strongly
Agree
Neither agree nor disagree
Disagree
Disagree strongly
Don’t do this
Proportion (%) of all respondents
13
30
18
13
21
24
23
19
14
29
36
34
36
33
36
39
31
37
34
24
31
35
28
29
17
29
31
14
5
10
7
8
7
13
10
12
5
3
3
3
5
3
5
5
2
5
2
4
6
5
2
5
6
3
SWE
ESP
AUS
JPN
USA
ITA
GER
FRA
UK
Agree strongly
Agree
Neither agree nor disagree
Disagree
Disagree strongly
Don’t do this
Proportion (%) of all respondents

87
International regulatory context and
1.8
models
1.8.1 Introduction
This section provides regulatory context to the analysis of the international communications
market elsewhere in the report. It does not aim to be a comprehensive examination of
regulatory frameworks across the comparator countries, but rather focuses on recent
developments in:

the European Commission’s Digital Single Market Strategy;

the EU electronic communications and content frameworks, and latest reviews;

EU regulatory developments and activities in the postal sector;

international mobile roaming and net neutrality;

next-generation access and broadband roll-out;

audio-visual standards and the online protection of minors; and

EU and international radio spectrum policy developments.
1.8.2 Key developments in the European regulatory and legislative framework
The Digital Single Market strategy
The European Commission (EC) published a Digital Single Market (DSM) strategy23 in May
2015, setting out its vision for achieving an internal market in Europe, in which anyone can
access and purchase digital goods and services, regardless of their country of origin. The
DSM is built on three pillars:
 Access: allow better access for consumers and business to digital goods and
services across Europe;
 Environment: create the right conditions and a level playing field for digital
networks and innovative services to flourish;
 Economy and society: maximise the growth potential of the digital economy24.
In pursuit of this strategy, the EC has launched a number of legislative and non-legislative
initiatives. The following are of particular relevance:

Review of the Regulatory Framework for Electronic Communications (see below).


Review of the Audio-Visual Media Services Directive (see below).

Consultation: Regulatory environment for platforms, online intermediaries, data and
cloud computing and the collaborative economy25. The EC is conducting an in-depth

23 http://ec.europa.eu/priorities/digital-single-market/
24 http://ec.europa.eu/digital-agenda/economy-society-digital-single-market
25 https://ec.europa.eu/eusurvey/runner/Platforms/

88
analysis of the impact and transparency of search results, platforms’ use of the
information they collect, relations between platforms and suppliers, constraints on the
ability of individuals and business to move from one platform to another, and how to
tackle illegal online content, ahead of considering any further action in 2016.

Legislative proposals for a reform of the copyright regime: Following its consultation
on the review of the EU copyright rules26, the EC is expected to issue legislative
proposals in relation to online copyright by the end of 2015, in which it is expected to
propose ways of improving consumers’ access to content when travelling in the EU
outside their Member State (portability), and allowing for greater cross-border online
access to content.


Consultation: Geo-blocking and other geographically-based restrictions when
shopping and accessing information in the EU27. The EC is seeking views on whether
geo-blocking by online vendors (to restrict the availability of services to users in other
countries) is a barrier to the internal market; and what the EU response should be.


Consultation on cross-border parcel delivery28: the EC is concerned about high
prices, and a lack of transparency and interoperability, between players involved in
cross-border online commerce. In its recent consultation, it gathered views on how to
facilitate cross-border e-commerce, especially for small and medium enterprises,
including a more efficient and affordable parcel delivery. The EC is preparing
measures to improve price transparency and enhance regulatory oversight of parcel
delivery.
The EU regulatory framework for electronic communications
The EU regulatory framework29 sets the regulatory principles for telecoms network and
service regulation, including a suite of remedies that regulators can impose on operators
with significant market power, as well as spectrum authorisation and use. It defines the
permitted scope of universal service obligations (USO) and includes sector-specific
measures on consumer protection. It comprises five Directives, and applies to all electronic
communications networks and services, retail and wholesale, as well as associated facilities
and services. It aims to ensure effective competition and consumer protection, and
constitutes the basis for a consistent regulatory environment across the communications
markets of all 28 Member States.
The framework was revised in 2009 to ensure that it continued to serve the best interests of
consumers and industry, and to reflect some of the major developments of the sector, such
as growth in VoIP and take-up of television services via broadband.
Since then, the EC has continued to monitor the timely and correct implementation of EU
rules and Member States’ progress towards achieving the targets set out in the Digital

26 http://ec.europa.eu/internal_market/consultations/2013/copyright-
rules/docs/contributions/consultation-report_en.pdf
27 https://ec.europa.eu/eusurvey/runner/geoblocksurvey2015/
28 http://ec.europa.eu/growth/tools-databases/newsroom/cf/itemdetail.cfm?item_id=8169
29
http://europa.eu/legislation_summaries/information_society/legislative_framework/l24216a_e
n.htm

89
Agenda. It has done so via its annual Digital Agenda Scoreboard30 (DAS), the Digital
Economy and Society Index31 (DESI), and Implementation Reports32.
In September 2015 the EC launched its third Review of the regulatory framework for
electronic communications (Framework Review) that seeks to assess the current framework
and to amend it where necessary. The EC expects to issue legislative proposals in 2016,
following responses to a public consultation33 in late 2015 (Section 1.8.4).
In October 2015 the European Council and the European Parliament formally adopted the
Connected Continent Regulation34, which should enter into force in April 2016. It introduces
new net neutrality rules and sets out a timeline to abolish retail roaming surcharges,
described in Section 1.8.3 below.
The EU content regulatory framework
In Europe, the Audio-visual Media Services Directive (AVMSD)35 is the common framework
for the regulation of television and video-on-demand (VoD) content. Last reviewed in 2007,
the AVMSD sets out common minimum rules for television content, focusing on the
protection of minors, incitement to hatred, advertising, and the promotion of European works.
It also ensures that pan-European broadcasters have to comply only with a single set of
rules: those of the country in which they are established (the country-of-origin principle).
The EC considers that it is now time to reflect on the fitness of the rules and update them if
necessary. In May 2015, it announced that it would review the AVMSD as part of its DSM
strategy and then launched a consultation during the summer of 201536. The EC is inviting
comments on future policy options, including extending the Directive to more internet-
delivered services or online services from outside the EU, changing rules on commercial
communications and harmonising rules on protecting minors. A legislative proposal is
planned for mid-2016. More details on the review, Ofcom’s position and wider content issues
can be found in Section 1.8.5.
In the meantime, and in part feeding into the AVMSD review process, national regulators in
Europe continue to work on implementation at national level, and to co-operate in a number
of bodies. One of them is the European Regulators Group for Audio-visual Media Services
(ERGA)37 , a group of EU audio-visual regulators, set up to advise the EC on the application
of the AVMSD. In 2015 it conducted work on regulatory independence, material jurisdiction
(i.e. the scope of the AVMSD), territorial jurisdiction and the protection of minors.
National regulators in Europe also cooperate on a wider basis through the European
Platform of Regulatory Authorities (EPRA),38 an independent group of regulators that meets
twice a year to share best practice.

30 http://ec.europa.eu/digital-agenda/en/digital-agenda-scoreboard
31 http://ec.europa.eu/digital-agenda/en/desi
32 https://ec.europa.eu/digital-agenda/en/news/implementation-eu-regulatory-framework-electronic-
communications-2015
33 https://ec.europa.eu/digital-agenda/en/news/public-consultation-evaluation-and-review-regulatory-
framework-electronic-communications
34 http://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=OJ:L:2015:310:FULL&from=EN
35 http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2010:095:0001:0024:EN:PDF
36 https://ec.europa.eu/digital-agenda/en/news/public-consultation-directive-201013eu-audiovisual-
media-services-avmsd-media-framework-21st
37 http://ec.europa.eu/digital-agenda/en/audiovisual-regulators
38 http://www.epra.org/

90
EU regulatory developments and activities in the postal sector
Established in 2010, the European Regulators’ Group for Post (ERGP)39 is tasked with
creating a body of regulatory knowledge and advice for use by national regulators or by the
EC40. It has specific tasks aimed at advising and assisting the EC in consolidating and
developing the internal market for postal services through consultation with interested
stakeholders.
A number of reports are due to be published by the ERGP by end 2015 on issues ranging
from the implementation of universal service in the postal sector to quality of service levels in
complaint handling and consumer protection as well as legal regimes applicable to
European, domestic and cross-border e-commerce parcels.
A joint ERGP/BEREC (Body of European Regulators for Electronic Communications)41
working group has been set up to identify potential lessons to be learned from the
experience of the telecommunications sector for improving regulatory oversight and price
transparency for intra-EU cross-border parcels, an issue where the EC wishes to bring
forward proposals in 2016 as part of its DSM initiative.
The Committee of European Postal Regulators (CERP)42 brings together representatives of
the regulatory authorities in 64 states, including EU Member States, candidate countries, the
EEA and other Eastern European countries. It has two working groups, one dealing with
postal policy and the other working on Universal Postal Union (UPU)43 issues.
1.8.3 Helping communications markets work for consumers
International mobile roaming
The European regulatory framework for international mobile roaming was set out in the 2012
EU Roaming Regulation44. This was superseded by measures agreed as part of the
negotiations on the Connected Continent Regulation, which will enter into force in April 2016.
The new rules abolish retail roaming surcharges by 15 June 2017, subject to the EC having
taken legislative steps to address any wholesale issues by that date. Operators can
implement fair-use policies to prevent the abuse of regulated roaming services, and can
retain surcharges up to the retail caps if they can demonstrate to their National Regulatory
Authority (NRA) that they cannot cover the costs of providing roaming.
As a preliminary step, there will be a substantial reduction in retail roaming surcharges
applicable from 30 April 2016, when the current maximum retail surcharges will be reduced
to the level of the current wholesale caps.
Existing consumer protection provisions continue, or are adapted to the revised framework:
operators will have to provide roaming customers with certain information relating to
international roaming charges (unless they have deliberately chosen to opt out of receiving

39 http://ec.europa.eu/internal_market/ergp/documentation/index_en.htm
40 As well as the ERGP, a number of international bodies are active in the postal sector. The
Universal Postal Union (UPU), a UN body, is the primary forum for cooperation between UN Member
States concerning postal services. See http://www.upu.int/en.htm
41 http://berec.europa.eu/eng/about_berec/what_is_berec/
42 http://www.cept.org/cerp/
43 http://www.upu.int
44 http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2012:172:0010:0035:EN:PDF

91
such information) at key times - for example at each entry into a new EU Member State and
when any fair use limit has been used up.
The EC will prepare proposals relating to the wholesale market by summer 2016. BEREC is
assisting the EC with some of the data and analysis it needs to perform this task. BEREC
will also help the EC to develop guidelines on fair use to accompany the abolition of retail
roaming surcharges.
Traffic management and net neutrality
The net neutrality debate (about the extent to which a principle of non-discrimination should
apply to internet traffic across networks) has continued to preoccupy national regulators and
governments across the world, but particularly in Europe and the US, where new rules have
been the subject of extensive discussion during 2015.
In six countries, the principle of net neutrality has been enshrined in law:

the 2010 Chilean net neutrality law was followed in 2012 by a provision in a Peruvian
law on broadband promotion, which requires ISPs45 (Internet Service Providers) to
respect network neutrality;

in 2013, legislation was adopted in the Netherlands and Slovenia which prohibited
the differentiation of data traffic and sought to prevent operators from charging
consumers separately for the use of certain services and applications while using an
internet access service;

in Brazil, the 2014 Civil Rights Framework for the Internet46 included net neutrality
rules; and

Israel extended its 2011 net neutrality requirements for mobile broadband services to
encompass fixed-line services.
In addition to legal requirements, guidelines and rules have been adopted by regulators in
Canada47 and Norway48 in 2009, and Singapore49 and South Korea in 2011. Net neutrality is
also being considered in India50, where the regulator has issued a consultation on over-the-
top services (OTTs) and net neutrality.
In May 2015, the Federal Communications Commission (FCC) in the US adopted the Open
Internet Order51 which introduced three ‘bright line’ rules to protect net neutrality, which apply
to both fixed and mobile networks. These rules prohibit blocking, throttling, and prioritisation
of internet traffic in return for payment on the basis of content; and also include transparency
requirements.
In Europe, the Connected Continent Regulation introduces rules on net neutrality that will
apply from 30 April 2016. These require ISPs (fixed and mobile) to treat all traffic equally and
to establish a right for all end-users to access and distribute lawful content, applications and

45 Internet service provider (ISP): a company that provides access to the internet.
46 https://www.publicknowledge.org/documents/marco-civil-english-version
47 http://www.crtc.gc.ca/eng/archive/2009/2009-657.htm
48 http://www.npt.no/Content/109604/Guidelines%20for%20network%20neutrality.pdf
49http://www.ida.gov.sg/~/media/Files/PCDG/Consultations/20101111_Neteutrality/NetNeutralityExpla
natoryMemo.pdf
50 http://trai.gov.in/WriteReaddata/ConsultationPaper/Document/OTT-CP-27032015.pdf
51 https://www.fcc.gov/openinternet

92
services of their choice. ISPs may use reasonable traffic management measures, but
blocking and throttling will be allowed only in a limited number of circumstances, such as
preserving network security and managing network congestion. The Regulation requires
BEREC to issue guidelines by August 2016 concerning the implementation of the rules by
NRAs.
1.8.4 Promoting effective and sustainable competition
Next-generation access (NGA)52 and broadband roll-out
In Europe, Asia and the US, there is broad consensus among all parties (the EC, national
and regional governments, regulatory agencies and communication providers (CPs) that the
roll-out of NGA networks is a desirable goal. However, there are differences in opinion on
how it should be managed, and the speed with which it needs to be undertaken. There are
also differences in regulatory approaches.
Communications providers around the world are looking to upgrade networks to make use of
more efficient technologies, including fibre, and are migrating from traditional transmission
standards to standards used to route data via IP53 (internet protocol). Many CPs in Europe,
the US and Asia have migrated their backbone to NGNs54 (next generation core networks)
by overlaying and upgrading their legacy backbone PSTN55 (public switched
telecommunications networks) with a single IP-based network. In Europe, the incumbents in
Austria and Slovakia have already completed the migration to an all-IP network, while the
incumbents in more than ten other EU Member States have announced plans to migrate.
Developments in regions such as Latin America, Africa and the Arab States have been
slower but are following a similar trend.
In Australia, Brazil, Luxembourg, New Zealand, Singapore and South Africa, governments
have created new state-owned operators in order to participate directly in the construction of
broadband networks, while in the Czech Republic, the incumbent is undergoing a voluntary
structural separation.

52 Next-generation access networks (NGA): New or upgraded access networks that can allow
substantial improvements in broadband speeds. This can be based on a number of technologies such
as fibre-to-the-cabinet, DOCSIS 3.0 (sometimes known as ‘cable’) and fibre-to-the-premises, all of
which are network technologies that use fibre optic technology to varying degrees.
53 Internet Protocol (IP): The packet data protocol used for routing and carrying messages across the
internet and similar networks.
54 Next-generation core networks (NGN): Internet protocol-based core networks which can support a
variety of existing and new services, typically replacing multiple, single service legacy networks.
55 Public switched telephone network (PSTN): The network that manages circuit-switched fixed-line
telephone systems.

93

In 2010, the Australian Parliament took fixed infrastructure into state control in the form
of a wholesale national broadband network (NBNCo).The original strategy of the
government was to favour FTTP56 (fibre-to-the-premises) deployment. However, in
December 2013, NBNCo submitted a strategic review to the government, recommending
an alternative multi-technology approach whereby the NBN would be delivered using a
range of technologies including FTTC57 (fibre-to-the-cabinet), FTTdp (fibre-to-the-
distribution point) and hybrid coaxial cable alongside FTTP.

New Zealand and Singapore have both imposed structural separation in which the state
has commissioned and funded a single FTTH58 (fibre-to-the-home) network. In New
Zealand, a number of measures have been introduced by the government to support the
deployment of FTTH to 75% of premises through a series of commercial contracts. This
will initially offer active wholesale access, with passive access to be introduced by 2020.

Singapore aimed to be one of the first countries to deliver a metropolitan fibre network to
the home, with speeds of up to 1GB by the end of 2012. It met its initial coverage target
of 95% in June 2012 and achieved nationwide fibre coverage by mid-2013. The NGNBN
(Next-Generation National Broadband Network) is accessible to retail service providers
on an open access basis at prices regulated by IDA, the national regulator.

The Japanese and South Korean governments have developed national strategies for
the provision of high speed broadband, involving nationwide NGA roll-out. These involve
a mixture of incentives for operators, including some public support such as seed funding
and soft loans. They have also encouraged infrastructure-based competition, which has
been particularly successful in South Korea, where there are now three competing
providers of broadband internet with nationwide NGA networks.
In Europe, approaches vary to the relative application of passive or active remedies. In
France, for example, no active FTTH remedies have been imposed (although there are
active VDSL59 (Very high bit rate digital subscriber line) remedies), as the French regulator
pursues a policy of infrastructure competition. This has required geographic variations in
remedies, to take account of the different points in the access network at which NGA
investment becomes commercially viable for CPs which are not first movers. Geographic
variations have also been proposed in Spain and Portugal, while other countries have
applied nationwide remedies.
As broadband technologies deployed by incumbents evolve from ADSL60 (asymmetric digital
subscriber line) to FTTx61, some NRAs have concluded that passive access to passive

56 Fibre-to-the-premises (FTTP): A form of fibre-optic communication delivery in which an optical fibre
is run directly onto the customer’s premises.
57 Fibre-to-the-cabinet (FTTC): Access network consisting of optical fibre extending from the access
node to the street cabinet. The street cabinet is usually located only a few hundred metres from the
subscriber premises. The remaining segment of the access network from the cabinet to the customer
is usually a copper pair but could use another technology, such as wireless.
58 Fibre-to-the-home (FTTH): A form of fibre-optic communication delivery in which the optical signal
reaches the end-user's living or office space.
59 Digital subscriber line (DSL): A family of technologies generally referred to as DSL, or xDSL,
capable of transforming ordinary phone lines (also known as 'twisted copper pairs') into high-speed
digital lines, capable of supporting advanced services such as fast internet access and video on
demand. ADSL, HDSL (high data rate digital subscriber line) and VDSL (very high data rate digital
subscriber line) are all variants of xDSL).
60 Asymmetric digital subscriber line (ADSL): A digital technology that allows the use of a standard
telephone line to provide high-speed data communications. It allows higher speeds in one direction
(towards the customer) than the other.

94
optical networks (PONs) is not technologically feasible, and have therefore opted for VULA
(virtual unbundled local access) or bitstream remedies. VULA is an enhanced bitstream
solution that allows access seekers to deliver services over the incumbent’s NGA access
network with a degree of control that is similar to that achieved when taking over the physical
line to the customer.
The incumbent’s choice of NGA roll-out, and the range of remedies used by NRAs, are
dependent on network topography characteristics such as the quality of the duct (very
extensive in Portugal, much more limited in the UK), the length of the local loops (relatively
short in Italy and dense urban areas in France, longer in the UK and non-urban parts of
France), and the existence of street cabinets (e.g. a lot of premises in the UK are linked
directly to the local exchange without any street cabinets).
European targets and regulatory framework
In the EU, universal broadband connectivity forms a core part of the EC’s Digital Agenda
targets - by 2020, every EU citizen should have access to 30 Mbit/s, and 50% should have
access to 100 Mbit/s.
The need to incentivise and accelerate next-generation broadband roll-out is a prominent
theme of the EC’s DSM Strategy and the Framework Review. The EC is consulting on how
to accelerate fibre roll-out and ensure universal high-speed broadband coverage. The key
issues that the Framework review seeks to address are:

What type of access should NRAs make available to CPs when they seek access to
the incumbent’s wholesale network? Should access to the incumbent’s passive
network infrastructure (ducts, cabinets) be more explicitly stated as a regulatory
objective, leading to greater innovation and (end-to-end) competition?

Alternatively, should symmetric regulation (mandating access to the duct of any CP,
not just those designated as having significant market power (SMP) have a more
explicit place in the ex-ante framework?

Should fibre to the (customer) premises (FTTP) be incentivised over intermediate,
less costly technologies such as fibre to the cabinet (FTTC) as a means of future-
proofing investment?
In addition, the EC has adopted a Directive on reducing the costs to deploy high-speed
broadband networks62. This aims to stimulate the roll-out of NGA, and sets new rights and
obligations directly applicable to telecom operators and other utilities (such as electricity,
gas, water and transport services). The EC recognises that civil engineering costs account
for up to 80% of the cost of installing broadband networks, and the Directive includes
provisions to help decrease this significant upfront expense (faced by all network operators)
through a co-investment framework.
Regulatory certainty and consistency are crucial in order to foster a competitive environment
for long-term investment in NGNs. NRAs should have a broad range of tools which can be
applied in a flexible manner and which are appropriate to national circumstances. To
encourage a consistent regulatory approach across Europe, in 2013 BEREC adopted a

61 Fibre-to-the-x (FTTx): This comprises the many variants of fibre optic access infrastructure. These
include fibre to the home (FTTH), fibre to the premises (FTTP), fibre to the building (FTTB), fibre to
the node (FTTN), and fibre to the cabinet (FTTC)
62 http://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=OJ:JOL_2014_155_R_0001&rid=4

95
series of broadband ‘common positions’, which capture best practice. BEREC will report on
the implementation of these in 2016.
In the UK, Ofcom is conducting a strategic review of the digital communications sector63,
looking at various options for network competition models, and in particular how regulatory
intervention can optimise the balance between the service-based and infrastructure models
of competition.
1.8.5 Providing appropriate assurances to audiences on standards
Convergence and the future of content regulation
The convergence of audio-visual services and platforms challenges regulation because
content is subject to different regulatory regimes, or to none at all, and the consumer may
not be aware of this. Questions arise about the best way to protect consumers, both from
potentially harmful content, and in terms of their data security; and how to regulate material
originating from outside national jurisdictions. Producers and distributors of content,
meanwhile, have focused on issues such as ensuring non-discriminatory access to
infrastructure, technical standards, and new forms of advertising and content funding.
Ofcom published its response to the EC’s AVMSD Review in October 201564. This takes the
view that the current approach and scope of the Directive should be broadly retained, with
the country-of-origin principle as its cornerstone. Some clarification and improved
consistency, as well as refinements in the operation of the Directive, would nevertheless be
welcome, and the protection afforded to children in on-demand services should be the same
as protection in place for broadcast services (potentially reflecting the strength of the access
control provided).
France, Germany and Belgium would like to see an expanded scope for the AVMSD, while
others (e.g. the UK and Finland) believe the current scope is appropriate. Overall, there is a
clear appetite to improve the way the country-of-origin framework operates.
In 2015 ERGA carried out a programme of work focused on the evolution of the European
regulatory framework in a converged media age. It is aiming to publish reports on the scope
of the AVMSD (i.e. the types of services and service providers it covers), independence and
the protection of minors in the near future.
Outside Europe, there are signs that several other countries, including the US, Singapore,
the Russian Federation, South Korea and Canada, are turning their attention towards
convergence and its impact on regulation. As in Europe, discussions focus on how far the
scope of content regulation can, or should be extended to the internet, and how such
regulation might be enforced. These discussions focus primarily on ensuring the protection
of minors online, and whether and how public interest content might be secured on online
platforms.
Content protection and controls in an online environment

63 http://stakeholders.ofcom.org.uk/telecoms/policy/digital-comms-review/
64http://stakeholders.ofcom.org.uk/binaries/international/responses/AVMS_Directive_Consultation_Re
sponse_Ofcom_UK_October_2015.pdf

96
Child online protection65 (and the wider protection of audiences online) has in recent years
moved up the international political agenda. As the AVMSD applies content regulation to
only a limited number of online services, new models of cooperation and participation are
emerging, featuring combinations of co- and self-regulatory and media literacy initiatives66.
These initiatives continued in 2015, alongside several legislative changes that indicate a
trend towards self-regulatory approaches in regulatory frameworks. Since 2014,
collaboration has continued between the British Board of Film Classification (BBFC), the
Netherlands’ regulator NICAM and others, on You Rate It, a tool to enable members of the
public to age-rate user-generated video content online across different territories and
platforms. It covers areas such as violence, language and discrimination, and applies
different national ratings according to the location of the user. It is intended for non-
commercial content, and can be used both by creators and consumers of content. It will help
parents make decisions about what they and their children watch online, and is at an
advanced stage of development, following several national pilots.
In July 2015, new legislation on the protection of minors from harmful audio-visual content
came into force in Norway. It sets out a range of detailed requirements for age rating,
mandatory labelling and restrictions based on the relevant classifications. It applies across
media, in a platform-neutral approach to regulation, replacing the previous media-specific
legislation.
In January 2015, the Luxemburg government implemented a new law on the protection of
minors in AVMS, including a classification system (‘signalétique’).
In the UK, the country’s four largest fixed-line ISPs have introduced network-level filtering
services, with one ISP switching to ‘default on’. Since the announcement of the scheme,
Ofcom has published two reports on the protection of children online. The first,67 published
on 15 January 2014, looked at how parents protect their children online. The second,68
published on 22 July 2014, set out the measures adopted by the UK's four largest fixed line
ISPs to introduce family-friendly network-level filtering for new customers. A third69 report
was published on 12 January 2015, which again looked at how parents protect their children
online (using data from Ofcom 2014 research on Children and Parents: Media Use and
Attitudes). We are due to publish our fourth internet safety report in December 2015,
providing an update on the ISPs’ filtering, including the extension of the offer to existing
customers and reporting on our 2015 media literacy research. In addition, Ofcom continues
to publish regular media literacy and viewer research data, to aid understanding and identify
areas of concern, including a report on audience understanding and expectations of
protection measures and standards across different media70.
In Germany, providers of content that is potentially harmful to minors are subject to
protection obligations under the German regulations, which they can meet by providing
parental controls. KJM, the co-regulator for the protection of minors, has approved two such
filters covering content deemed unsuitable for viewers aged under 18.

65 The term ‘child online protection’ in this case relates to the protection of minors (traditionally meaning, in regulatory terms, broadcast content-related
rules for the protection of young viewers) in the online space. In many countries, the broadcast related rules for minors are only applicable to broadcast-like
services online and not all video and content services online.
66 Ofcom defines media literacy as: “the ability to access, understand and create communications in a variety of contexts”.
67 http://stakeholders.ofcom.org.uk/binaries/internet/internet-safety-measures.pdf
68 http://stakeholders.ofcom.org.uk/binaries/internet/internet_safety_measures_2.pdf
69 http://stakeholders.ofcom.org.uk/binaries/internet/third_internet_safety_report.pdf
70 http://stakeholders.ofcom.org.uk/binaries/research/tv-research/protecting-audience-
online/Protecting_audiences_report.pdf

97
In 2015, discussions continued between the Länder (the sixteen federal states in Germany)
to deal specifically with the protection of minors on private blogs with user-generated
content, including standardising the age classification procedure for games and films on the
internet. New legislation is expected by July 2016.
In Spain, the regulator CNMC has adopted new criteria for rating audio-visual content, with
seven categories of potentially harmful content, including violence, sex, and drugs. The
criteria for classification and age rating were modified and new age ratings adopted.
In Italy, in 2012, the regulator, AGCOM, adopted interpretive guidelines71 on the application
of a co-regulatory code on parental controls, clarifying the application of the film rating
system and the access control mechanisms for linear and non-linear72 services offered by
pay-TV channels. Providers of on-demand services subject to the AVMSD must now ensure
that technical measures are in place to ensure that access to content is provided only to
adults (via the use of a code). A self-regulatory body, the Committee for Media and Minors,
oversees compliance in this area, with AGCOM as a statutory back-stop.
France adopted an age classification system for VoD content in December 2010, with
associated scheduling restrictions and signing. In 2012, the broadcasting regulator, CSA,
strengthened the rules, outlining additional locking requirements for access to programmes
prohibited to under-18s.
Ireland has created a dedicated government department for child welfare and protection and
all legislation regarding children is under review.
Singapore has focused its efforts on media literacy and has required fixed and mobile ISPs
to offer optional internet filters since 2012. In 2014 the regulator, Media Development
Authority, began work to improve awareness of filters, making a number of
recommendations to be implemented by ISPs by the end of 2016. A new law (Protection
Against Harassment Act) has also explicitly criminalised anti-social online behaviour, such
as harassment, stalking and cyber-bullying.
Media pluralism
In 2015 media pluralism continued to rise up the agenda in Europe. A debate had been
sparked on media pluralism and freedom, including the role of NRAs, by a report from a high
level group (HLG)73 of experts for the EC. The EC consulted on the HLG’s
recommendations, and separately, on proposals to introduce a requirement for the
independence of audio-visual regulatory bodies.
The debate has focused on whether there is a greater need for harmonisation of rules on
media pluralism at the European level. On the basis of one of the recommendations, and as
an attempt to gather further data, nine EU countries conducted pilot studies in 2014, using
the Media Pluralism Monitor developed in 2009, which is a set of indicators to measure
‘threats’ to pluralism. The study has been extended to all Member States and the EC
expects full results by the end of 2015.

71http://www.agcom.it/documentazione/documento?p_p_auth=fLw7zRht&p_p_id=101_INSTANCE_ki
dx9GUnIodu&p_p_lifecycle=0&p_p_col_id=column-
1&p_p_col_count=1&_101_INSTANCE_kidx9GUnIodu_struts_action=%2Fasset_publisher%2Fview_
content&_101_INSTANCE_kidx9GUnIodu_assetEntryId=915757&_101_INSTANCE_kidx9GUnIodu_t
ype=document
72 Non-linear: content that is delivered ‘on demand’ as opposed to linear, traditionally broadcast
content.
73 http://ec.europa.eu/digital-agenda/en/high-level-group-media-freedom-and-pluralism

98
In France, the CSA has issued 15 proposals74 which it considers important to implement in
future elections, in order to find a better balance between freedom of communication and
political pluralism in audio-visual media.
In the UK the government asked Ofcom to consider further the development of indicators to
measure plurality. Ofcom consulted on a proposed framework in 201575 and published the
results of that work in November 201576.
Australia is considering relaxing its media ownership rules before by the end of 2015; a
significant deregulatory move. This change is likely to end the ‘two out of three’ rule (which
restricts media companies from controlling more than two out of three platforms in any
market across newspapers, television and radio) and the ‘reach rule’ (which prevents the
creation of national television networks by banning networks from broadcasting to more than
75% of the population).
In the US, the FCC must complete a review of its broadcast ownership rules every four
years, and repeal or modify any rules that are no longer in the public interest. It did not
complete its 2010 review on time, announcing that it would combine it with its 2014 review.
Among the proposals under consideration is whether to count a broadcaster as having an
ownership interest in any station in which that owner sells 15% or more of its advertising
time, whether to retain the current ban on mergers between the four major TV networks and
whether to maintain the prohibition on the cross-ownership of newspapers and television
stations. This review is scheduled to conclude in 2016.
Concerns around non-EU broadcasts
In 2015, heightened concerns have arisen about media freedom and threats to a pluralistic
media landscape in Europe and at its borders, in part as a result of the ongoing conflict in
Ukraine.
A number of EU Member States have been frustrated at their inability to react to Russian-
language ‘propaganda’ receivable in their territories; while outside the European regulatory
framework, the Ukrainian authorities have blocked all satellite content originating in Russia.
The OSCE’s Representative for the Freedom of the Media has condemned such blocking,
urging concerned states to find a solution in increasing access to different media sources
and respecting freedom of expression77. It is likely that the debates between those favouring
a more restrictive approach in the name of national security, and those hoping to focus on
alternative methods of counteracting inaccurate information and hate speech within the
existing framework, will continue in 2016.

74 http://www.csa.fr/Espace-Presse/Communiques-de-presse/Propositions-du-Conseil-superieur-de-l-
audiovisuel-relatives-au-principe-de-pluralisme-politique-dans-les-medias-audiovisuels-en-periode-
electorale
75 http://stakeholders.ofcom.org.uk/binaries/consultations/media-plurality-
framework/summary/Media_plurality_measurement_framework.pdf
76 http://stakeholders.ofcom.org.uk/binaries/consultations/media-plurality-
framework/statement/Measurement_framework_for_media_plurality_Statement.pdf?utm_source=upd
ates&utm_medium=email&utm_campaign=Measurement-framework-for-media-
plurality&utm_term=media%2C%20plurality%2C%20broadcasting%2C%20UK%2C%20DCMS
77 Communique OSCE Representative on Freedom of the Media on blocking television channels
http://www.osce.org/fom/116888

99
1.8.6 Radio spectrum: Promoting the efficient use of public assets
Radio spectrum, a key public asset required for communications services, continues to be
used more intensively. As transmissions do not stop at international borders, there exists a
formal framework of co-operation between countries to minimise cross-border interference
within and between services; to achieve the mobile use of wireless services at a European
and global level; and to help create economies of scale which drive the availability of
services and desirable outcomes such as lower prices for consumers.
Three key international structures co-ordinate spectrum at the European and international
levels:

the European Union, supported by the Radio Spectrum Committee (RSC)78 and the
Radio Spectrum Policy Group (RSPG)79;

the European Conference of Postal and Telecommunications Administrations
(CEPT/ECC)80 which has a broader membership than the EU, with 48 Member
States; and

the International Telecommunications Union (ITU)81 which defines the global
framework for spectrum use in the Radio Regulations. This is a UN treaty, revised
approximately every four years at the World Radiocommunication Conference82
(WRC).
Radio Spectrum Committee (RSC)
The RSC is responsible for developing technical decisions to ensure harmonised conditions
across Europe for the availability and efficient use of radio spectrum. It comprises Member
States’ representatives and is chaired by the EC. Once harmonisation decisions are passed,
they are binding upon the 28 EU Member States.
As part of its remit, the EC drafts mandates to the CEPT on which Member States comment
and vote. These mandates set minimum technical requirements, in order to ensure
harmonised conditions for the viable and efficient use of radio spectrum. They specify the
task to be undertaken and the timeframe in which it should be achieved.
Radio Spectrum Policy Group (RSPG)
The RSPG83 is a high-level advisory group of national spectrum regulatory bodies, which
assists the EC in its development of radio spectrum policy.
In June 2015 the RSPG welcomed the EC’s DSM strategy for a coordinated release of the
700MHz band in the EU. CEPT has been working on determining harmonised technical
conditions for the use of this band for international mobile telecommunications, and Member
States have been undertaking the re-planning of digital TV spectrum for some time. CEPT is
expected to report in 2016, followed by a technical harmonisation Decision from the RSC.

78 http://ec.europa.eu/information_society/policy/ecomm/radio_spectrum/eu_policy/rsc/index_en.htm
79 http://rspg.groups.eu.int/
80 http://www.cept.org/ecc
81 http://www.itu.int/ITU-R/
82 http://www.itu.int/ITU-R/index.asp?category=conferences&rlink=wrc&lang=en
83 http://rspg-spectrum.eu/

100
France and Germany have already started the process of awarding the 700MHz band. In the
UK, Ofcom decided to release the band for mobile data in November 2014, and is now in the
process of implementing the decision. We will publish a consultation setting out our
proposed implementation plan, including proposed timescales for change of use of the band,
in spring 2016. Ofcom is also consulting on plans to make the 960-1164MHz band available,
on a shared basis, to the programme-making and special events (PMSE) sector. The
proposal forms part of Ofcom's plans to mitigate the loss of spectrum availability for PMSE
as a result of the planned release of the 700MHz band.
The RSPG launched a consultation84 in October 2015 on its draft report on efficient awarding
and use of spectrum in harmonised bands for electronic communication services (ECS),
which identifies best practice in spectrum award design across Member States. A report is
expected to be adopted in February 2016.
The RSPG has also adopted a report on spectrum issues related to wireless backhaul. This
is concerned with 4G and 5G mobile networks and aspects of their development, such as
the densification of base stations and small cells.
Finally, the RSPG is expected to start a new work programme (covering activities until 2018)
in February 2016. New spectrum issues to be addressed include 5G, the DSM strategy and
the Framework Review, as well as the internet of things (IoT)85.
Radio Spectrum Policy Programme
The Radio Spectrum Policy Programme (RSPP)86 is a key piece of EU spectrum legislation,
formally adopted in March 2012. This was the result of negotiations between the EC, the
European Council of Ministers and the European Parliament, and it sets out some
fundamental spectrum policy objectives across all 28 EU Member States.
It calls for action to meet the objectives of EU policies; for example, contributing to the
functioning of the internal market for wireless technologies and services. A number of these
RSPP actions have contributed to the goal set out in the EC’s Digital Agenda programme of
high speed broadband for all by 202087. Delivery of wireless broadband will form an
important part of that programme.
Specific actions in the RSPP, to be completed by 2015 by the EC and the Member States,
include:

ensuring that at least 1200 MHz of harmonised spectrum is identified for wireless
data traffic by mid-2013 at the latest, defining the details for the EU's radio spectrum
inventory to allow for an analysis of the efficiency of spectrum use, particularly in the
400MHz to 6GHz range;

the wider adoption of spectrum trading throughout the EU;

spectrum access opportunities for wireless innovation, through the use of spectrum
sharing;

84 http://rspg-spectrum.eu/2015/10/38th-rspg-meeting-15-october-2015/
85 IoT (internet of things) refers to the interconnection [wirelessly] of uniquely identifiable embedded
computing-like devices within the existing internet infrastructure.
86 https://ec.europa.eu/digital-agenda/en/radio-spectrum-policy-program-roadmap-wireless-europe
87 All Europeans to have access to basic broadband by 2013 and at speeds of 30Mbit/s or above by
2020; also by 2020, half of all European households to subscribe to broadband connections of
100Mbit/s

101

the use of wireless innovations so that Europe can contribute to a low-carbon society;
and

finding appropriate spectrum for wireless microphones and cameras (PMSE).
The current RSPP deals with the period 2011-2015; RSPG has reviewed it and is
considering the following issues as part of a revision of the RSPP:

the increasing role of spectrum sharing;

flexible approaches to addressing future harmonisation needs for all spectrum
sectors, including for WBB;

encouraging 5G; and

streamlining the Radio Spectrum Inventory.
World Radiocommunication Conference (WRC) 2015
Ofcom represents the UK at WRCs under a Direction from Government. For WRC-15 we
have engaged in the European preparatory process leading to the establishment of
European common positions (ECPs) on many of the agenda items. We have also engaged
in the preparations of other regional groups outside Europe, and in discussions with other
administrations around the world.
Ofcom confirms positions taken on WRC agenda items with the UK Government, to ensure
consistency with Government policy, and publicly consults on them88. Following consultation,
we set out our positions for WRC-15 in a public Statement89.
These included:

supporting the availability of the bands 694-790MHz, 1427-1518MHz and 3.4-3.8GHz
for mobile broadband;

opposing any proposal to make the 470-694MHz band available for mobile
broadband in Europe, noting the importance of this band for the provision of digital
terrestrial television in the UK and a number of other European countries;

opposing the identification of dedicated harmonised spectrum for public protection
and disaster relief (PPDR); instead, the UK favours a flexible solution that would
enable national PPDR agencies (such as the emergency services) to choose the
most appropriate solution to meet national needs;

confirming that we will continue to support the retention of the leap second which is
occasionally inserted into co-ordinated universal time (UTC) to maintain the link
between astronomical and atomic time;

proposing a ‘no change’ position on the use of frequency bands allocated to the fixed
satellite service for the control of unmanned aircraft, noting the needs of the
authorities responsible for aviation safety and policy;

88 http://stakeholders.ofcom.org.uk/consultations/wrc15/
89 http://stakeholders.ofcom.org.uk/binaries/consultations/wrc15/statement/UK_Positions_for_WRC-
15.pdf

102

supporting the global use of the 19.7-20.2GHz and 29.5-30.0GHz bands by earth
stations on mobile platforms (ESOMPs), which are satellite terminals designed to use
spectrum allocated to the fixed satellite service while in motion; and

confirming our continued support for a future agenda item (at WRC-19) on the
availability of spectrum above 6GHz for mobile broadband. Such spectrum is likely to
be particularly useful for 5G mobile services.
At the time of this document going to press, WRC-15 was in its final week. WRCs are
complex negotiations and national positions can shift rapidly as the negotiations develop and
compromises are agreed. We anticipate that a wide range of spectrum harmonisation
decisions will have been taken by the time the conference concludes, and Ofcom will publish
a report on the outcome of WRC-15 in early 2016.

103

International Communications
Market Report 2015

2

Comparative international pricing
2

104
Contents

Section

Page
Comparative international pricing
105
2.1
2.1.1
Introduction
105
2.1.2
Methodology
106
2.1.3
Stand-alone pricing, by service
111
2.1.4
Analysis of basket prices
119
2.1.5
Conclusion
134

105
Comparative international pricing
2.1
2.1.1 Introduction
In this section of the report we compare UK communications service prices to those in
France, Germany, Italy, Spain and a representative state of the US (we use Illinois as it is
broadly representative of the US as a whole in terms of wealth and rural-urban split).
Our methodology, which has been developed with pricing consultancy Teligen, is based on
the use of services by five ‘typical’ household profiles, and matches their usage
requirements to tariffs. It was developed to address the difficulties in comparing prices
caused by service bundling, tariff complexity and variations in average use across countries.
In order to reflect the full cost of ownership of the relevant services, it also takes into account
the cost of installation and hardware (including subsidies) and bundle discounts.
We include an overview of our methodology (which is required in order fully to understand
our findings), a summary of those findings by service, followed by analysis on a household-
by-household basis. The full methodology can be found in Annex B. The key findings of this
chapter include:

Overall, UK communications service prices compare favourably to those in the
other comparator countries. The UK ranked second in the overall pricing rank
(combining stand-alone, bundled and ‘lowest available’ prices) in 2015, behind
France. This was a fall of one place compared to 2014.

The UK’s average performance across all baskets and metrics was unchanged
since 2014. While the UK’s overall rank fell in 2015, its average rank across all of the
baskets and metrics used in the analysis was unchanged. In contrast, France’s
improved, resulting in it overtaking the UK in terms of its overall rank.

The UK was cheapest in terms of stand-alone pricing (i.e. when services are
not purchased in a bundle). The UK had the lowest ‘weighted average’ stand-alone
prices for three of the five household usage profiles included in the analysis in 2015.

The cheapest stand-alone fixed broadband and mobile phone prices were both
found in the UK in 2015. UK fixed broadband prices fell slightly during the year, and
the UK had the cheapest mobile prices in 2015, despite prices having increased.

The UK performed less well in terms of fixed voice prices. The cheapest
available landline services for our households’ requirements were the most
expensive among the six countries included in the analysis in 2015, following an
increase in prices during the year.

France overtook the UK in terms of bundled service pricing in 2015. France had
the lowest ‘weighted average’ bundled service prices for three of our household
usage profiles, with the UK having the ‘lowest available’ price for one household.

In almost all cases, it was cheaper to purchase a bundle where the household
requires fixed broadband. In the UK, the average saving associated with buying a
bundle rather than stand-alone services was 18% across the three households that
include fixed broadband, the third-lowest proportion among our six countries.

The UK improved its ranking in terms of the 'lowest available' prices in 2015.
During the year, the UK overtook Italy to rank second after France, which offered the

106
‘lowest available’ prices for two of the five household usage profiles used in the
analysis in 2015 (as did the UK).
2.1.2 Methodology
The basic principles of the methodology used are as follows:
We constructed five household usage profiles, and for each of these defined an appropriate
basket of communications services (Figure 1.1). Taken together, the usage patterns of these
households were designed to be representative of average use across all the countries
analysed. This addressed the potential for biases associated with the household usage
profiles being more closely aligned with the usage profiles of some countries than of others.
Full details of the methodology can be found in Annex B.
We made some changes to the household usage profiles used in the analysis this year in
order to reflect changes in the use of communications services. This included increasing
assumed levels of fixed and mobile data use and decreasing SMS use across the household
profiles.

Summary of household usage profiles used in the analysis90
Figure 2.1
Source: Ofcom

90 Note: More detailed summaries of each basket’s usage requirements can be found in Figure 2.10,
Figure 2.14, Figure 2.18, Figure 2.21 and Figure 2.25.
‘Typical’
household
type
Summary
Fixed
voice
Mobile
voice
Mobile
messaging
Mobile
handset
data
Fixed line
broadband
Mobile
broadband Television
1
Basic
needs
A low use
household
with basic
needs
Medium
use
Low use
None
None
None
None
Free-to-
air
2
Late
adopters
A
broadband
household
with basic
needs
High use
Low use
Low use
Low use
Low use
None
Free-to-
air
3
A mobile
‘power
user’
A mobile-
only
household
None
High use
High use
High use
4G
None
High use
Basic
pay-TV
with DVR
4 Connected
family
A family
household
with
multiple
needs
Medium
use
Medium
use
High use
Medium
use
Medium
use
None
Basic
pay-TV
with HD
& DVR
5 Sophisticat
ed couple
An affluent
two person
household
Low use
Medium
use
Medium
use
Medium
use
High use
superfast
None
Premium
pay-TV
with HD
& DVR

107
We included a wide range of variables within the services in each household usage profile,
so that they represent actual use by consumers. For example:

Fixed voice minutes were distributed by whether they were to fixed or mobile lines,
by call distance (local, regional, national and international, including a range of
international destinations) and by time of day (day, evening, weekend). Non-
geographic calls were excluded from the analysis.

Mobile calls (and messaging) were split between fixed line, ‘on-net’ and ‘off-net’
mobiles, selected international destinations (for some users), and voicemail.

Call set-up costs and unit, per-second and per-minute charging were incorporated
where relevant, and a function for averaging cost for different of call lengths was
used, based on an approach used for price benchmarking by the Organisation for
Economic Co-operation and Development (OECD).

Incoming calls to mobile phones were included, in recognition of the different
charging mechanism in the US.

The broadband components were defined both by minimum headline speed and by
minimum data requirements.

The television element included the licence fee and hardware cost. Because of
difficulties in comparing channels and their programmes, two tiers of pay-TV were
considered: the most basic pay service available, over and above the channels
available on free-to-air TV; and a premium service defined by high-definition
channels and a top-price film/entertainment package combined with the best
package of top-tier football matches (NFL in the US). For the most basic households
terrestrial TV services were considered.
The cost of mobile handsets, broadband modems and routers, digital set-top boxes and
DVRs were included in household usage profiles (and amortised over an appropriate period
in order to attribute a monthly cost). This was necessary because such equipment is often
inseparable from the service price, as operators frequently include subsidised or ‘free’
equipment (for example, a mobile handset or a WiFi modem/router), but seek to recoup the
cost of these devices from subscriptions and service payments across the life of a contract.
For similar reasons, we included connection and/or installation costs.
In July 2015, details of every tariff and every tariff combination (including bundled services)
from the three largest operators by retail market share in each country were collected (and
from more than three operators, if this was required to ensure that a minimum of 80% of the
overall market was represented). Bundled tariffs (i.e. those which incorporate more than one
service) were also collected. Only those tariffs which were published on operators’ websites
were included (i.e. the analysis excludes bespoke tariffs which are only offered to certain
customers).
Our model identified the tariffs that offer the lowest price for meeting the requirements of
each of the households, with all prices being converted to UK currency using purchasing
power parity (PPP) adjustment based on OECD comparative price levels and exchange
rates as at 1 July 2015.

108
Analysis
We undertook three types of analysis for each household usage profile:
‘Average stand-alone’ pricing: This is the average of the lowest stand-alone price for each
individual service offered by each operator in each country, weighted by their market shares.
This represents a change from the methodology used in previous years, when the average
were based only on the prices offered by the three largest providers of each service in each
country. Although it provides a useful comparison of the relative costs of communications
services, a limitation of this analysis is that an increasing number of providers do not offer
stand-alone services.
‘Average bundle’ pricing: This is the average of the lowest bundled service prices
(including separate stand-alone services where a bundle does not include all of the services
required by the household) offered by each operator that provides a suitable bundled tariff in
each country, weighted by their fixed broadband market shares. It is the first time that this
analysis has been included in the report, and it should be noted that fixed broadband shares
are used to weight the results regardless of whether or not the bundles in question include
fixed broadband.
‘Lowest available’ pricing: This was the lowest price that a consumer could pay for this
basket of services, including, where appropriate, ‘bundled’ services (i.e. buying more than
one service in a package, for example a ‘triple-play’ bundle consisting of fixed voice,
broadband and pay TV). This analysis is important in order to provide a true picture of the
position of consumers in each market, since they increasingly buy multiple services from
single operators. There are, however, two limitations to this type of analysis.
First, ‘bundled’ service offerings are typically not available to all consumers as they are often
limited to geographic areas where premises are connected either to a cable network or an
unbundled telephone exchange. Second, even in areas where these services are available,
take-up may be low. Therefore, although the ‘lowest available’ price provides insight into the
lowest prices available to some customers, it is not as good a reflection of the prices that
consumers are actually paying as the ‘weighted average’ analysis.
Limitations
We consider that a multi-platform, basket-based approach is the most useful way to
compare international pricing of communications services. Nevertheless, in addition to the
points raised above, there are some other limitations to our methodology, and the following
notes and caveats are important in interpreting the analysis below.

The analysis assumes a rational consumer with full understanding of their usage
requirements, who is prepared to shop around and undertake some complex
calculations to identify the best value tariff. In reality, many consumers do not act in
this way, and few will be on the lowest-cost combination of services for their usage
profile. However, the assumption is necessary in order to provide effective
international comparison.

In looking only at tariffs available from the largest operators in each country, lower
prices which might be available from smaller operators are not included.
Nevertheless, we believe that using the prices of the largest operators is appropriate,
both because they are the best reflection of the general consumer experience and
because their pricing both defines, and is defined by, the competitive environment in
which they operate.

109

Although we have been as comprehensive as possible, tariffs are often highly
complicated and there are some components that we have been unable to
incorporate into our model. For example, some benefits are available only to certain
types of consumers, such as BT Basic in the UK, which offers lower-price line rental
to low-income consumers in receipt of certain benefits.

In order to calculate the weighted average, we have used market share calculations
based on operators’ retail customers. Market share calculations are based on the
overall subscriber base, not the subscriber base for the particular tariff (for which
figures were not available). In addition, the ‘average bundle’ pricing calculation uses
providers’ fixed broadband market shares, regardless of whether or not the bundle
includes fixed broadband.

Pay-TV services are a component of three of the household usage profiles we
examined. However, it has not been possible to compare like-for-like subscriptions,
principally because of differences in the composition of basic and premium channels
across the six countries. As a consequence, quantitative comparison of international
TV pricing is arguably less meaningful than for telecoms services. This is also an
issue in the pricing of ‘triple-play’ services, where there is wide variation in the types
of TV content.

For television services there are only two operators with nationwide coverage and/or
significant market share in some countries (or only one, for some premium TV
offerings). In these instances, we have identified the cheapest tariff from each of
them and calculated a blended average based on their market shares.

Some services (e.g. LLU-based fixed telecoms services) are not available nationally,
and some providers operate only in certain areas. This is particularly true for services
that are available only where local exchanges have been unbundled, and for IPTV,
which requires a high-speed broadband connection. But it is also true for cable TV
and all types of broadband.

We have not defined whether the mobile phone component in a household usage
profile is pre-pay or post-pay. We believe this enables better international
comparison, given the very different pre-pay/ post-pay splits in different countries (for
example, over 75% of mobile connections in Italy, but less than 20% in France, are
pre-pay). However, a consequence of this is that the analysis does not recognise the
different characteristics of the services; for example, a pre-pay mobile may be the
only option available to consumers with a poor credit rating and may also offer
advantages to those whose use varies from month to month.

Representative pricing in the US as a whole is difficult, due to large regional
variations as a result of local incumbent telecoms operators and cable operators
offering localised prices for fixed-line services. We used tariffs available within the
state of Illinois, which we chose because it is broadly representative of the US as a
whole in terms of wealth and rural-urban split. Nevertheless, the US pricing data
included in this report should not necessarily be viewed as representative of the
whole country.

In order to ensure that the changes we identify within countries have been driven by
changes in the market (rather than simply by changes in the currency exchange
rate), we have used the same PPP-adjusted exchange rate in 2015 and applied it to
2014 data. This means that there may be some distortions in the relative positions of
countries compared to the findings we reported in 2014. The prices are reported in
nominal terms.

110
Report structure
We start the analysis by looking at the individual components of our five household usage
profiles, in order to compare the relative prices of services across these countries, both in
terms of the lowest prices available when they are purchased on a stand-alone basis, and
the ‘weighted average’ stand-alone cost across the largest operators in each market.
Then we look in more depth at the cost of fulfilling the requirements of each of our household
usage profiles, in terms of the ‘weighted average’ stand-alone and bundle prices in each
nation, and also the ‘lowest available’ price.

111
2.1.3 Stand-alone pricing, by service
Fixed voice summary
Figure 2.2 and Figure 2.3 show the stand-alone prices of the fixed-line voice components of
those household usage profiles that include a fixed-line phone. In the UK, BT was the only
provider included in the database that offered stand-alone fixed voice services in July 2014
and July 2015, resulting in the UK’s ‘weighted average’ and ‘lowest available’ stand-alone
prices being identical.91
The UK had the third lowest total ‘weighted average’ stand-alone prices for the four fixed
voice connections in 2015 (Figure 2.2).92 The lowest overall prices were found in the US,
which was the only one of the six countries where prices fell between 2014 and 2015; down
by 11%, largely as a result of Comcast introducing new tariffs. Among our other countries,
increases in the total weighted-average price in 2015 ranged from 2% in France to 14% in
Italy (in the UK it was 12%, the second largest increase recorded during the year).
BT’s Home Phone Saver service was the cheapest UK tariff for all four of our households’
connections (with an additional Friends & Family International call add-on for the two higher-
use connections). A fixed broadband service cannot be used in conjunction with this tariff
and neither can line rental pre-payment (which is available on BT’s standard line rental
services and results in a saving of 10% compared to paying monthly).

‘Weighted average’ stand-alone fixed-line voice pricing
Figure 2.2

Source: Ofcom using data supplied by Teligen
Note: ‘Weighted average’ of cheapest tariff from each operator by market share in each country; July
2014 and July 2015; PPP adjusted
The US also had the cheapest total ‘lowest available’ price for the four fixed voice
connections required by our household usage profiles in 2015, following a 6% fall in the total
during the year (Figure 2.3). The highest total ‘lowest available’ price for these connections

91 Sky also offers stand-alone fixed voice services but these are excluded from the analysis as they
are not offered on its website, and there are other UK operators of stand-alone landline services that
are not included in the Teligen model.
92 In a change to previous years’ reports, the ‘weighted average’ prices in this report have been
calculated using the cheapest tariffs offered by all of the providers included in the Teligen pricing
model that offered a suitable service. Previously, the calculation of these had only included the lowest
prices offered by the largest three providers in each country.
23
26
28
28
27
28
27
29
25
26
26
27
24
28
32
32
30
32
29
30
29
30
29
27
21
24
23
24
23
24
23
26
21
22
23
19
21
23
19
20
20
21
18
25
20
21
21
15
0
20
40
60
80
100
120
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
Household 5
(100 mins)
Household 4
(200 mins)
Household 2
(400 mins)
Household 1
(300 mins)
UK
3
GER
5
FRA
4
ESP
2
ITA
6
USA
1
Average monthly price (£)
2015 rank

112
in 2015 was in the UK, where BT is the only provider included in the pricing model that offers
stand-alone fixed voice services.
In the US, the same Comcast service (XFinity Voice Unlimited Saver) was the base tariff for
the ‘lowest available’ price for the three higher-use connections, with AT&T providing the
‘lowest available’ price for the lower-use connection (requiring 100 minutes of outgoing calls
per month). Aggregate ‘lowest-available’ prices increased in all of the other countries during
the year, ranging from a 1% increase in Spain to a 34% increase in Italy, where prices
increased as a result of Tele Tu’s Parla Facile tariff (which was the cheapest service for all
four connections in Italy in 2014) being withdrawn, following its acquisition by Vodafone. In
the UK, the total ‘lowest available’ price for all four connections increased by 12% during the
year.

‘Lowest available’ stand-alone fixed-line voice pricing
Figure 2.3

Source: Ofcom, using data supplied by Teligen
Note: July 2014 and July 2015; PPP adjusted.
Mobile summary
Our five household usage profiles include eight mobile phone connections with differing
usage profiles, ranging from low use with a basic handset, to high use with an advanced
handset. These eight connections (summarised in Figure 2.4 below) also vary in terms of the
distribution of call and messaging volumes (e.g. the proportion of calls which are to national
mobiles, to national geographic numbers or to international numbers), and for the first time in
the analysis we have included the requirement for a 4G service for some connections.
23
26
25
26
14
17
15
22
21
21
18
18
24
28
29
30
16
19
15
22
24
24
18
18
21
24
21
22
12
15
15
19
14
15
17
17
21
23
18
19
11
14
15
18
13
14
15
12
0
20
40
60
80
100
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
Household 5
(100 mins)
Household 4
(200 mins)
Household 2
(400 mins)
Household 1
(300 mins)
UK
6
GER
2
FRA
5
ESP
3
ITA
4
USA
1
Average monthly price (£)
2015 rank

113

Summary of mobile connections used in the analysis
Figure 2.4

Source: Ofcom
Our analysis shows that the UK had the lowest overall ‘weighted average’ price for the eight
mobile connections in 2015, despite a 12% increase in the total price during the year (Figure
2.5).93
Weighted average prices increased for six of the eight connections used in the analysis in
the UK during the year; the largest increases were for those connections that required a
premium handset and 4G services (Connections 5, 7 and 8). For all three of these
connections, prices increased for all of the providers whose tariffs were included in the UK
‘weighted average’ calculation. As was the case in 2014, the US (which has high average
use and where mobile users are also charged for incoming calls) had the highest total
‘weighted average’ price for the eight connections included in the analysis in 2015, despite a
3% fall in the total price during the year. Italy and Germany were the only other countries
where the total ‘weighted average’ price of these connections fell in 2015, down by 2% and
less than 1% respectively.
In the UK, 30 of the 45 tariffs (67%) feeding into the average best-pricing analysis were SIM-
only contracts, down from 76% in 2014 (where a tariff is SIM-only, our model factors in the
cost of buying a mobile handset separately and amortises it over three years)94. This
proportion was much higher than in the other comparator countries, where it ranged from 4%
(one tariff) in Spain to 38% (12 tariffs) in France and the US. This suggests that SIM-only
tariffs may be more attractive to consumers in the UK than elsewhere. The proportion of pay-
as-you-go tariffs feeding into the UK weighted averages increased from 11% to 24% in 2015.
This remained one of the lower proportions across our comparator countries, with only

93 Shifting UK mobile market shares meant that Tesco Mobile’s tariffs were included in the analysis for
the first time in 2015. Excluding Tesco Mobile from the analysis shows that the total ‘weighted
average’ price of the eight connections increased by 14% in 2015, and remained the lowest among
our six countries.
94 We amortise the cost of mobile handsets over three years, as mobile users frequently keep existing
handsets for longer than their minimum contract term (for example, to take advantage of low-cost
SIM-only tariffs) or give an old handset to a family member or friend who continues to use it.
Basket
Handset type
Outbound
voice minutes
per month
Outbound
SMS per
month
Data use per
month
4G required
Connection 1
Household 1
handsets 1 & 2
Basic
50
None
None
No
Connection 2
Household 2
handsets 1 & 2
Basic
50
25
100MB
No
Connection 3
Household 4
handset 2
Intermediate
150
200
300MB
No
Connection 4
Household 4
handset 1
Intermediate
250
100
400MB
No
Connection 5
Household 5
handset 2
Premium
200
50
500MB
Yes
Connection 6
Household 4
handsets 3 & 4
Intermediate
100
250
2GB
No
Connection 7
Household 5
handset 1
Premium
300
150
1GB
Yes
Connection 8
Household 3
handset 1
Premium
500
200
5GB
Yes

114
France having a lower proportion of pre-pay tariffs (at 13%). This proportion was highest in
Italy, at 82%, followed by the US (at 66%).

‘Weighted average’ stand-alone mobile pricing
Figure 2.5

Source: Ofcom using data supplied by Teligen
Note: ‘Weighted average’ of best-value tariff from each of the largest operators by market share in
each country; July 2014 and July 2015; PPP adjusted.
The total ‘lowest available’ price of our eight connections fell in three of the six countries in
2015: Germany, the US and Italy (down by 11%, 2% and 1% respectively). The largest
increase in the total ‘lowest available price’ for these connections during the year was a 27%
increase in France, which was to a large extent the result of increasing premium handset
prices. These price increases in France meant that the UK had the lowest overall price in
2015, despite a 4% increase during the year (Figure 2.6). In the UK, just one of the eight
‘lowest available’ prices was offered by a mobile network operator (MNO) in 2015, with EE
having the ‘lowest available’ price for Connection 7. All of the other seven ‘lowest available’
prices were offered by MVNOs (mobile virtual network operators), with Tesco Mobile offering
six of the eight ‘lowest available’ prices and Virgin Mobile one (for Connection 2).95

95 Shifting UK mobile market shares meant that Tesco Mobile’s tariffs were included in the analysis for
the first time in 2015. Excluding Tesco Mobile from the analysis shows that the total weighted average
price of the eight connections increased by 12% in 2015, and remained the lowest among our six
countries.
9
8
7
8
10
9
12
10
13
12
26
27
9
9
10
10
14
12
14
14
15
15
31
32
16
17
20
24
32
35
27
30
30
38
41
41
28
31
29
28
43
41
36
33
44
57
64
54
28
35
0
41
45
0
49
55
0
49
48
0
47
51
0
57
62
23
21
0
22
23
0
51
37
0
35
39
0
40
39
0
53
49
44
54
0
52
49
0
66
83
0
63
60
0
64
80
0
74
69
54
64
0
53
59
0
93
88
0
89
83
0
97
93
0
104
102
0
100
200
300
400
500
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
Connection 1 (50mins, 0
SMS, 0GB data)
Connection 2 (50mins, 25
SMS, 0.1GB data)
Connection 3 (150mins,
200 SMS, 0.3GB data)
Connection 4 (250mins,
100 SMS, 0.4GB data)
Connection 5 (200mins,
50 SMS, 0.5GB 4G data)
Connection 6 (100mins,
250 SMS, 2GB data)
Connection 7 (300mins,
150 SMS, 1GB 4G data)
Connection 8 (500mins,
200 SMS, 5GB 4G data)
UK
GER
FRA
ESP
ITA
USA
Average monthly price (£)
1
4
2
5
3
6
2015
rank

115

‘Lowest available’ stand-alone mobile pricing
Figure 2.6

Source: Ofcom, using data supplied by Teligen
Note: July 2014 and July 2015; PPP adjusted.
Fixed-line broadband summary
It is difficult to compare stand-alone fixed broadband prices, as:

Fixed broadband is frequently bought as part of a bundle of services from a single
supplier (meaning that analysis of stand-alone prices is not representative of the
prices paid by many consumers).

Most fixed broadband services require a landline (although this may not be the case
for cable broadband and ‘naked DSL’ and ‘naked-fibre’, which is offered by some
operators in the UK, France, Italy, Germany and the US).

Many ISPs no longer offer stand-alone fixed broadband services, so the analysis is
often based on only a few tariffs in each country.
The limited availability of stand-alone fixed broadband services in some countries (including
the UK) means that we only consider ‘lowest available’ fixed broadband prices in this report.
The stand-alone fixed broadband pricing analysis below excludes telephone line rental, even
if this is required (instead, it is included in the fixed voice element of the household usage
profiles in question). The inclusion of line rental in this analysis would increase the cost of
fixed broadband services in countries which do not have significant naked ADSL/fibre
availability, including the UK. In addition, we include the price of the incumbent providers’
fixed broadband services in the analysis, even if these are not available on a stand-alone
basis.
The fixed broadband connections included in our household usage profiles are defined by
the advertised ‘up to’ speed of the connection, and the monthly volume of data use required.
As was the case in 2014, the UK had the cheapest ‘lowest available’ stand-alone prices for
all three of the fixed broadband connections in 2015, while the highest prices were in Spain
and the US (Figure 2.7). The ‘lowest available’ price of the superfast product (i.e. with an
advertised speed of ‘up to’ 30Mbit/s or higher), required by Household 5, increased by £2
4
4
2
2
7
6
7
7
10
10
13
13
8
6
4
4
13
10
8
10
12
11
26
30
12
9
16
20
22
28
26
22
23
29
39
35
22
15
26
25
34
25
24
16
42
43
56
46
24
33
0
30
42
0
43
52
0
41
41
0
44
43
0
55
56
14
15
0
18
20
0
45
33
0
31
27
0
39
34
0
41
42
35
39
0
30
42
0
61
61
0
47
48
0
47
61
0
64
64
45
51
0
30
43
0
90
65
0
73
82
0
67
75
0
80
81
0
100
200
300
400
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
Connection 1 (50mins, 0
SMS, 0GB data)
Connection 2 (50mins, 25
SMS, 0.1GB data)
Connection 3 (150mins,
200 SMS, 0.3GB data)
Connection 4 (250mins,
100 SMS, 0.4GB data)
Connection 5 (200mins,
50 SMS, 0.5GB 4G data)
Connection 6 (100mins,
250 SMS, 2GB data)
Connection 7 (300mins,
150 SMS, 1GB 4G data)
Connection 8 (500mins,
200 SMS, 5GB 4G data)
UK
GER
FRA
ESP
ITA
USA
Average monthly price (£)
1
5
2
4
3
6
2015
rank

116
per month (15%) to £19 per month in 2015, as a result of the Tesco Broadband fibre service
(the cheapest option in 2014) no longer being available, leaving the more expensive BT
service (Unlimited Infinity 1) as the cheapest on offer. Conversely, the price of the BT fixed
broadband service which offered the ‘lowest available’ price for the two slower connections
(Unlimited Broadband) fell by 15% to £12 per month in 2015, due to the availability of a
bigger discount than was offered in 2014, and despite the service’s standard price having
increased by £2 to £18 per month during the year. This reflects a wider trend: promotional
discounting has become a more important part of UK fixed broadband pricing in recent
years.
The total ‘lowest available’ price of the broadband connections increased in four of our six
comparator countries in 2015, ranging from a 4% increase in France to a 21% increase in
Germany (there was also a notable 19% increase in Spain during the year). In the UK, the
total ‘lowest available’ price fell by 4% in 2015, a slightly lower rate than the 5% decline
recorded in Italy.

‘Lowest available’ stand-alone fixed broadband pricing
Figure 2.7

Source: Ofcom, using data supplied by Teligen
Note: July 2014 and July 2015; PPP adjusted.
Mobile broadband summary
For some consumers, a mobile broadband connection can be used as a substitute for fixed
broadband services. One of our five household usage profiles (Household 3) is mobile-only
and uses a dedicated mobile broadband connection to connect its computer to the internet
(using a ‘dongle’ or data-only SIM).96
In the analysis below we do not include smartphone tariffs: we only include dedicated data-
only mobile broadband connections which are used to provide a mobile broadband
connection to computers. We do not consider whether or not the service bundle includes use
of public WiFi hotspots. In addition, we consider only the ‘lowest available’ service, as the
relatively small number of available tariffs in some countries makes it difficult to produce
meaningful ‘weighted average’ mobile broadband pricing analysis.

96 Where a service is SIM-only, we factor in the price of a mobile broadband dongle separately (even
if a service is intended to be used in another device, such as a tablet computer) and amortise it over
three years. We do this to enable a like-for-like comparison with those services that include a dongle
as part of the service.
14
12
17
18
17
19
21
24
32
38
28
26
14
12
17
18
17
24
27
24
32
38
28
30
16
19
36
36
22
25
27
24
32
38
34
38
0
20
40
60
80
100
120
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
≥30Mbit/s,
100GB data
>10Mbit/s,
50GB data
>5Mbit/s,
25GB data
UK
1
GER
2
FRA
4
ESP
6
ITA
3
USA
5
Average monthly price (£)
2015 rank

117
Household 3 includes a connection which requires 5GB of 4G data used over 30 days in a
month. In order to be able to compare a wider range of mobile broadband use, we also
include two lower-use connections in the analysis below: a medium-use connection requiring
3GB of 3G data over 25 days per month, and a low-use connection requiring 1GB of 3G use
over ten days.
Italy had the ‘lowest available’ stand-alone prices for dedicated data-only mobile broadband
services in 2015, as in 2014 (Figure 2.8). The UK had the third cheapest ‘lowest available’
mobile broadband prices in 2015, after Italy and France.
The price of the lowest-use connection was unchanged in the UK in 2015; the cheapest tariff
for this connection (requiring 1GB of 3G use per month) was Three’s Pay as you Go + 12GB
service, which offered 12GB of data that could be used over a year, plus a 3G dongle, for an
up-front price of £84.99. The ‘lowest available’ price of the medium-use connection fell by £1
per month to £14 in the UK in 2015, due to the inclusion of Tesco Mobile’s tariffs in the
analysis model for the first time (the cheapest tariff, offering 3GB of 3G data in 2015, was its
3GB SIM-Only 12 Months service with a separately bought dongle modem).97 The ‘lowest
available’ price for the highest-use connection (requiring 5GB of 4G data per month)
increased by £1 per month to £17, due to Three withdrawing a tariff offering 5GB of 4G data
per month (the cheapest option in 2014), leaving O2’s 4G Mobile Broadband 6GB service as
the cheapest option for this usage profile.
The total of the ‘lowest available’ prices of the three connections fell in all but two of our
comparators in 2015: the exceptions were Germany (where the total was unchanged) and
the US (where it increased by 38%). The declines in the total price recorded in our other
comparator countries ranged from 1% in the UK to 18% in Spain, where the drop was mainly
due to a fall in the price of the cheapest available tariff for the high-use 4G connection.

‘Lowest available’ stand-alone mobile broadband pricing
Figure 2.8

Source: Ofcom using data supplied by Teligen
Note: July 2014 and July 2015; PPP adjusted.
Pay-TV summary
It is challenging to produce like-for-like comparisons of TV packages, as a result of
differences in the number and types of channels provided by different services. In our
analysis we have used the following definitions:

97 Excluding Tesco Mobile’s tariffs, the price of this connection was unchanged in 2015.
7
7
9
7
12
14
5
5
11
11
12
15
15
14
13
13
20
19
5
5
25
22
20
28
16
17
15
13
28
28
13
9
31
22
29
40
0
20
40
60
80
100
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
5GB 4G
per
month
3GB 3G
per
month
1GB 3G
per
month
UK
3
GER
4
FRA
2
ESP
5
ITA
1
USA
6
Average monthly price (£)
2015 rank

118

Basic pay-TV is the lowest subscription required to receive channels that are not
available over free-to-view services.

Premium pay-TV is the subscription required to receive the best package of both top-
flight football (NFL in the US) and a top film/entertainment package.
Our analysis includes TV licence fees, where applicable. These were highest in Germany in
2015, at £17 per month (there is no TV licence fee in the US, and in Spain it is not a fixed
amount and is embedded in the electricity bill, meaning that it is not visible to the consumer).
As with fixed and mobile broadband services, we consider only stand-alone ‘lowest
available’ TV service pricing in this section; it is difficult to produce meaningful ‘weighted
average’ stand-alone pricing analysis because of the relatively low number of services
available in most countries.
The ‘lowest available’ retail stand-alone prices for the two basic pay-TV services included in
our analysis, both of which require a DVR, and one of which also needs high-definition (HD)
content, were both in Italy in 2015 (Figure 2.9). For both connections, the ‘lowest available’
tariff in Italy was Telecom Italia’s TIM Vision (with decoder) IPTV service, which offered 14
basic channels and one premium channel for €10 per month (reduced to €5 per month for
one month). The UK had the third-cheapest ‘lowest available’ stand-alone price for the basic
pay-TV service without HD, and was second-cheapest for the HD basic pay-TV service in
2015. In both cases, this was Virgin Media’s More TV with TiVo 500GB (offering 116 basic
channels) for £18 a month.
It is difficult to compare the prices of premium pay-TV packages, because of the variations in
content in these packages. The UK’s ‘lowest available’ premium pay-TV service in 2015
(Sky’s Original Bundle + Sky Sports & Movies with Sky+ HD Box) included 374 basic
channels and 18 premium channels, almost ten times as many as the cheapest service in
France (CanalSat’s Les Chaines Canal+ par TNT service). As such, there was wide variation
in the ‘lowest available’ prices for the premium HD pay-TV service required by Household 5,
ranging from £24 per month in France to £76 per month in the US (the UK had the third-
highest price for these services in 2015, at £55 per month).
A comparatively expensive ‘lowest available’ HD premium pay-TV price, and the relatively
high TV licence fee in the UK meant that, when the TV licence fee was included in the
analysis, the UK had the third-highest total ‘lowest available’ price for the TV services
included in our household profiles, after the US and Spain. The total UK ‘lowest available’
price for the three pay-TV services (including the TV licence) fell by 2% in the UK in 2015;
France and Italy were the only other countries where the total price fell during the year (by
13% and 12% respectively).
The increases in the other comparator countries ranged from 1% in Germany to 57% in the
US, where the prices of both the basic pay-TV services more than doubled as a result of
Frontier increasing the price of its Dish America Top 120 service (which was the cheapest
option for both basic pay-TV services in the US in 2014), resulting in more expensive
competitor services being the ‘lowest available’ priced options in 2015.

119

‘Lowest available’ stand-alone pay-TV pricing
Figure 2.9

Source: Ofcom using data supplied by Teligen
Note: Basic pay-TV is defined as the minimum price required to purchase a pay-TV package which
includes channels not available over free-to-air TV; premium TV is defined as the best package of
top-league football (NFL in the US) and a top price film/entertainment package; lowest tariff available
for the pay-TV component of each household usage profile from any of the largest operators by
market share in each country, July 2014 and July 2015; PPP adjusted.
2.1.4 Analysis of basket prices
Having provided an overview of findings on a stand-alone basis, we now look at the prices of
baskets of communications services, which are designed to be representative of five
household types.
Household 1: a low-use household with basic needs
Our first basket contains a usage pattern typical of a retired low-income couple who have a
fixed line from which they make five hours of calls a month (Figure 2.10). Both have a mobile
phone from which they make 50 minutes of calls per month, but they do not send any SMS
messages or use any mobile data services. They watch free-to-air multichannel digital
television, which is available in all of our comparator countries.

Composition of Household 1
Figure 2.10

Source: Ofcom
Weighted ‘average stand-alone’ prices
The lowest ‘weighted average’ cost of fulfilling the requirements of Household 1 in 2015 was
in Spain at £50 a month, a £2 per month 4%) fall since 2014 (Figure 2.11). The UK ‘weighted
average’ stand-alone price was £54 per month, the second lowest in 2015 and a 1%
increase on the previous year.
17
19
22
24
16
16
11
9
35
36
17
39
17
19
22
24
22
23
11
9
35
36
17
43
63
55
40
24
29
30
38
34
56
66
67
76
12
12
10
10
17
17
9
9
0
50
100
150
200
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
Licence fee
Premium pay-TV
with HD & DVR
Basic pay-TV with
HD & DVR
Basic pay-TV with
DVR
UK
4
GER
3
FRA
2
ESP
5
ITA
1
USA
6
Average monthly price (£)
2015 rank
Fixed-line voice
Fixed broadband
Mobile
Mobile broadband
Television
300 call minutes
None
Connection 1
50 call minutes
Connection 2
50 call minutes
None
Free-to-air

120
The ‘weighted average’ price of the fixed voice element of this household’s basket ranged
from £26 per month in the UK and Spain to £29 per month in Italy among our comparator
countries in 2015. The ‘weighted average’ stand-alone fixed voice price increased in all of
our comparator countries in 2015, ranging from a <1% increase in the US to a 13% increase
in the UK, due to BT increasing the price of its Home Phone Saver Friends & Family
International service.
France and the US were the only comparator countries in which the ‘weighted average’ cost
of fulfilling this household’s mobile requirements increased in 2015 (by 13% and 4%
respectively). Among the other comparator countries the percentage falls ranged from 10%
in Germany to 15% in the UK, where the decline was the result of falling prices for the
household’s two low-use connections across all the providers included in the average
calculation. As Household 1 includes only free-to-air TV services, the main driver of the cost
of the TV component of the basket is the TV licence fee (although not in Spain and the US,
where there is no licence fee). As the basket does not include pay-TV services, the only
other TV cost is that related to equipment purchase and installation (we include the cost of a
set-top box/decoder, but not the cost of the television).

Household 1: ‘weighted average’ stand-alone pricing
Figure 2.11
Source: Ofcom using data supplied by Teligen
Note: ‘Weighted average’ of best-value stand-alone tariff from each operator by market share in each
country; July 2014 and July 2015; PPP adjusted
Weighted ‘average bundle’ prices
The UK had the second-lowest ‘weighted average’ bundled service price for Household 1 in
2015, at £51 per month. The lowest price was in France (£45 per month) and the highest in
the US, at £84 (Figure 2.12). The average bundled price for Household 1’s usage profile fell
in four of our six countries in 2015, ranging from a 1% drop in the UK to a 26% decline in
France; to a large extent this was the result of Orange (one of the more expensive providers
in 2014) no longer offering a service that suited this household’s requirements. In all of our
comparator countries apart from Spain and the US, the total ‘weighted average’ bundle price
for Household 1’s use was lower than the total ‘weighted average’ stand-alone price.
23
26
28
28
27
28
27
29
25
26
26
27
18
15
14
16
19
17
24
20
27
24
52
54
1
1
1
1
1
1
12
12
10
10
17
17
9
9
53
54
52
55
64
63
59
58
52
50
79
82
0
20
40
60
80
100
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
TV licence
TV inc.
hardware
Mobile
Fixed voice
UK
2
GER
5
FRA
3
ESP
1
ITA
4
USA
6
Average monthly price (£)
2015 rank

121

Household 1: ‘weighted average’ bundled service pricing
Figure 2.12
Source: Ofcom using data supplied by Teligen
Note: ‘Weighted average’ of best-value bundled tariff from each operator by market share in each
country; July 2014 and July 2015; PPP adjusted

‘Lowest available’ pricing
‘Lowest available’ pricing analysis shows the lowest possible cost of fulfilling the household’s
usage requirements, using the tariffs of the largest providers in each country, including
bundles.
France had the cheapest ‘lowest available’ price to fulfil the requirements of Household 1 in
2015, at £41 a month. This was a £1 a month (2%) higher than in 2014, largely due to an
increase in the price of the fixed voice element of the household’s use (Figure 2.13). The UK
was the second most expensive overall, at £45 per month (£3 higher than in 2014).
The UK was the only comparator country in which the ‘lowest available’ priced option to fulfil
the household’s fixed-line use included a fixed broadband connection, even though the
basket does not require one, as buying this bundle was less expensive than the lowest-cost
voice-only service. The cheapest combination of services included EE’s Broadband &
Anytime + Mobile Calls (LRS) service, and was £2 per month cheaper than the cheapest
stand-alone fixed voice service for the household’s usage profile. The UK had the second-
cheapest ‘lowest available’ price for the household’s mobile use, at £9 per month; among the
other comparator countries the ‘lowest available’ monthly mobile price ranged from £4 in
France to £26 in the US.
The cost of the television component of the household’s basket is unchanged from the
‘weighted average’ stand-alone price in the ‘lowest available’ analysis, as it includes free-to-
air television, where the only costs are the licence fee, hardware and installation.
51
61
64
55
59
76
51
45
61
57
57
84
0
20
40
60
80
100
UK
FRA
GER
ITA
ESP
USA
2014
2015
Average monthly price (£)
2
1
5
3
4
6
2015 rank

122

Household 1: ‘lowest available’ pricing
Figure 2.13

Source: Ofcom using data supplied by Teligen
Note: Lowest tariff available for each service type from any of the largest operators by market share in
each country, July 2014 and July 2015; PPP adjusted; where a service is included in a bundle any
additional usage charges are recorded separately against the relevant service
Household 2: A broadband household with basic needs
The second basket is representative of a couple of ‘late adopters’ who are fairly heavy users
of the fixed-line phone, have a basic fixed broadband connection, and who both have a
mobile phone that they use occasionally for voice and SMS (Figure 2.14).

Composition of Household 2
Figure 2.14

Source: Ofcom
Weighted ‘average stand-alone’ prices
The lowest ‘weighted average’ stand-alone price of fulfilling the usage requirements of
Household 2 was in the UK in 2015, at £71 a month, a £1 per month (2%) increase since
2014 (Figure 2.15). The total ‘weighted average’ price of this household’s basket increased
in all of our other comparator countries during the year except in Germany (where it fell by
12% as a result of falling fixed broadband and mobile prices) and in France (where it was
unchanged).
The fixed-line voice requirement of this basket consists mainly of daytime calls to fixed-line
phones within the same country, so it favours tariffs which include these call types within the
monthly fee. This was the case with the BT service, which was the sole tariff contributing to
the UK ‘weighted average’ stand-alone price in the UK in 2015, Unlimited Anytime Plan
(LRS) + Friends & Family International (as BT is the only UK provider whose stand-alone
24
23
25
26
14
17
15
22
21
21
18
18
7
9
4
4
14
12
14
14
20
20
27
26
1
1
1
1
1
1
12
12
10
10
17
17
9
9
43
45
40
41
46
46
38
44
41
41
46
45
0
10
20
30
40
50
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
TV licence
TV hardware
Mobile
Fixed broadband
Fixed voice
Fixed voice & bb
access
UK
5
GER
6
FRA
1
ESP
2
ITA
3
USA
4
Average monthly price (£)
2015 rank
Fixed-line voice
Fixed broadband
Mobile
Mobile broadband
Television
400 call minutes
Minimum 5Mbit/s
headline speed
25GB data
Connection 1
50 call minutes
25 SMS
100MB data
Connection 2
100 call minutes
25 SMS
50MB data
None
Free-to-air

123
fixed voice services are included in the pricing model). This was the second-cheapest
among the countries in our analysis, at £28 a month (the US was £1 a month cheaper). The
UK average fixed voice price represents a £3 a month (12%) increase compared to 2014,
the largest proportional rise recorded among our comparator countries.
The UK had the lowest ‘weighted average’ price for the fixed broadband element of
Household 2’s basket in 2015 in 2015 at £12 a month, £2 per month less than in 2014,
mainly as a result of BT offering a greater discount on its Unlimited Broadband ADSL
service. Across the other comparator countries, the change in the ‘weighted average’ ‘stand-
alone’ price for the fixed broadband element of the basket in 2015 ranged from an £11 per
month (31%) fall in Germany to an £11 per month (36%) increase in Spain.
The UK had the lowest ‘weighted average’ stand-alone price for the mobile element of the
household’s basket (two handsets with low voice, SMS and data use), at £19 per month, a
1% increase on 2014. The highest ‘weighted average’ stand-alone mobile prices were in the
US in 2015, at £64 a month, a 3% increase on 2014.
This household uses the same basic free-to-air television service as Household 1.

Household 2: ‘weighted average’ stand-alone pricing
Figure 2.15
Source: Ofcom using data supplied by Teligen
Note: ‘Weighted average’ of best-value tariff from each of the largest operators by market share in
each country; July 2014 and July 2015; PPP adjusted
Weighted ‘average bundle’ prices
As was the case with Household 1, the UK had the second-lowest ‘weighted average’
bundled price for Household 2 in 2015, after France (Figure 2.16). The UK was one of three
of our six comparator countries in which the ‘weighted average’ bundle price for Household
2’s usage profile fell in 2015, with these falls ranging from a 1% fall in Germany to 28% in
France (in the UK, the decline was 10%). The total ‘weighted average’ bundle price of
Household 2’s usage requirements was lower than the total ‘weighted average’ stand-alone
price in all of our comparator countries in 2015, suggesting that, in general, it is cheaper to
buy bundled than stand-alone services for this usage profile.
25
28
32
32
30
32
29
30
29
30
29
27
14
12
21
21
35
24
25
28
32
43
29
33
19
19
21
20
29
24
28
28
31
31
62
64
1
1
1
1
1
1
12
12
10
10
17
17
9
9
69
71
84
84
112
98
91
94
91
104
121 126
0
50
100
150
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
TV licence
TV hardware
Mobile
Fixed
broadband
Fixed voice
UK
1
GER
5
FRA
2
ESP
5
ITA
3
USA
6
Average monthly price (£)
2015 rank

124

Household 2: ‘weighted average’ bundled service pricing
Figure 2.16
Source: Ofcom using data supplied by Teligen
Note: ‘Weighted average’ of best-value bundled tariff from each operator by market share in each
country; July 2014 and July 2015; PPP adjusted

‘Lowest available’ pricing
The cheapest ‘lowest available’ price required to fulfil Household 2’s usage requirements
was in France in 2015, at £47 a month (Figure 2.17). The UK had the second cheapest
‘lowest available’ price, at £48; this was £4 (8%) lower than in 2014.
In all of our comparator countries, the ‘lowest available’ priced combination of services
involved buying more than one service from the same provider. In the UK, France, Germany
and Italy this was a dual-play fixed voice and fixed broadband bundle; in Spain it was a
triple-play bundle of fixed voice, fixed broadband and mobile services and in the US it was a
bundle of mobile and mobile broadband services (which cost the same as buying the
included mobile service on its own).
In the UK, the ‘lowest available’ tariff included an EE bundle of fixed voice and fixed
broadband services, Broadband & Anytime + Mobile Calls (LRS), which had a promotional
discount of £10 a month on its standard monthly fee (£28.70) for six months. The lowest-
priced mobile service for each of the mobile connections in the UK was a SIM-only Virgin
Mobile tariff (SIM-Only 250 Mins) which cost £6 per month for each connection (£1 of which
related to the price of the handset). This was £2 per connection (27%) cheaper than the
‘lowest available’ tariff in 2014 (also offered by Virgin Mobile), and resulted in the decline in
the total ‘lowest available’ price for Household 2 in the UK in 2015.
The largest proportional fall in the ‘lowest available’ price for Household 2 in 2015 was in
Germany, down by 12% as a result of Base launching a new mobile tariff (Smart T-Mobile
Flat) and Kabel Deutschland’s tariffs being included in the pricing model in 2015.
Conversely, Italy experienced the largest increase in the ‘lowest available’ price for this
household in 2015, up by 10% due to an increase in the ‘lowest available’ price of the mobile
element of the household’s use.
The difference between the ‘lowest available’ price and the ‘weighted average’ stand-alone
price for Household 2 ranged from 21% in the US to 45% in Spain (in the UK it was 32%),
while the difference between the ‘lowest available’ price and the ‘weighted average’ bundled
price ranged from 5% in France to 18% in Germany (it was 13% in the UK). From this we
61
70
72
60
62
107
55
50
71
66
64
112
0
50
100
150
UK
FRA
GER
ITA
ESP
USA
2014
2015
Average monthly price (£)
2
1
5
4
3
6
2015 rank

125
can conclude that there are benefits to consumers of purchasing bundled services and in
shopping around to get the best deal.

Household 2: ‘lowest available’ pricing
Figure 2.17
Source: Ofcom using data supplied by Teligen
Note: Lowest tariff available for each service type from any of the largest operators by market share in
each country, July 2014 and July 2015; PPP adjusted; where a service is included in a bundle any
additional usage charges are recorded separately against the relevant service
Household 3: A mobile ‘power user’
The third basket represents a single-person household typical of a young professional
person who lives alone (Figure 2.18). This person lives in a mobile-only household and is a
heavy user of both a mobile phone and of mobile broadband (using a mobile ‘dongle’ to
connect to the internet).
We do not include a ‘weighted average’ bundled service price for Household 3 because it is
not as relevant as it is for the other household usage profiles, due to the limited bundling of
mobile phone and mobile broadband services, and because the ‘weighted average’ bundled
price is calculated using fixed broadband market shares, and fixed broadband is not included
in the basket.

Composition of Household 3
Figure 2.18
Source: Ofcom
Weighted ‘average stand-alone’ prices
The cheapest ‘weighted average’ cost of fulfilling the requirements of Household 3 in 2015
was in France, at £112 a month (Figure 2.19). The UK had the second lowest ‘weighted
average’ stand-alone price for this household in 2015, at £115 per month; a £12 per month
(12%) increase compared to 2014, mainly due to an increase in the price of the mobile
phone element of the basket.
The 12% increase in the UK’s total weighted ‘average stand-alone’ price of this household’s
basket was the highest recorded among our countries in 2015, with the corresponding
50
42
24
24
27
27
19
15
27
27
18
1
5
5
2
2
6
9
18
18
1
1
28
26
16
12
9
9
25
21
16
21
4
6
52
37
1
1
1
1
1
1
12
12
10
10
17
17
9
9
52
48
48
47
66
58
54
59
60
57
99
99
0
20
40
60
80
100
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
TV licence
TV hardware
Mobile
Fixed broadband
Fixed voice
Mobile & mobile
bb access
Fixed voice & bb
access
Fixed voice, bb &
mobile access
UK
2
GER
4
FRA
1
ESP
3
ITA
5
USA
6
Average monthly price (£)
2015 rank
Fixed-line voice
Fixed broadband
Mobile
Mobile broadband
Television
None
None
500 call minutes
200 SMS
5GB 4G data
5GB over 30 days
per month
Basic pay-TV
with DVR

126
change in our comparator countries in 2015 ranging from a 15% fall in Italy (largely due to a
57% drop in the ‘weighted average’ price of the household’s mobile broadband connection,
to £12 per month) to a 2% increase in France. Italy had the lowest ‘weighted average’ mobile
broadband price among our comparator countries, and the US again had the highest
‘average stand-alone’ price at £43 per month (in the UK it was £20 per month, the third-
lowest price after Italy and France).
The mobile phone element of the basket accounted for over half of the household’s total
‘weighted average’ stand-alone price in all of our comparator countries in 2015. There were
large differences in the cost of the mobile phone connection required by this household
(which had the highest use of the eight mobile connections that we use in our analysis),
resulting in wide variations in the total ‘weighted average’ stand-alone price of this
household’s basket. France had the lowest stand-alone ‘weighted average’ price for
Household 3’s mobile phone connection in 2015, at £59 per month, while this was highest in
the US at £102 per month (in the UK it was £64 per month, a £9 per month (17%) increase
on 2014, and the second lowest average among our comparator countries.
Household 3 includes a basic ‘entry-level’ pay-TV service (defined as the lowest subscription
required to receive channels that are not available on free-to-view television), with a DVR.
Because of the variation in numbers and types of channels, and the quality of programming,
like-for-like comparison is more problematic than for telecoms services, but the lowest
‘weighted average’ pay-TV prices for the household were in Italy and the UK, at £17 and £20
per month respectively in 2015. The US had the highest average price, at £43 per month.

Household 3: ‘weighted average’ stand-alone pricing
Figure 2.19

Source: Ofcom using data supplied by Teligen
Note: ‘Weighted average’ of best-value tariff from each of the largest operators by market share in
each country; July 2014 and July 2015; PPP adjusted.
‘Lowest available’ pricing
The cheapest ‘lowest available’ price for fulfilling the requirements of Household 3 in 2015
was in France, at £84 per month, £10 a month (13%) more than in 2014 as the result of an
increase in the ‘lowest available’ price for its high-use mobile phone connection (Figure
2.20). The UK had the second-cheapest ‘lowest-available’ price for this household, at £99
per month, a £9 per month (9%) increase on 2014, again largely as a result an increase in
the price of the mobile phone connection.
In most countries there is low availability of bundles of mobile phone, mobile broadband
and/or pay-TV services offering significant bundle discounts. France was the only country in
54
64
53
59
93
88
89
83
97
93
104 102
20
20
22
17
35
33
27
12
31
26
38
43
17
20
24
26
36
34
18
17
35
36
48
43
12
12
10
10
17
17
9
9
103 115
110 112
181 172
142
120
163 155
191 188
0
50
100
150
200
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
TV licence
TV (inc.
hardware)
Mobile
broadband
Mobile
UK
2
GER
5
FRA
1
ESP
4
ITA
3
USA
6
Average monthly price (£)
2015 rank

127
which the lowest-priced combination of services to fulfil Household 3’s requirements involved
buying bundled services. In both years this bundle was Bouygues Telecom’s Offre Bbox en
zone dégroupée service, which includes landline and fixed broadband services, even though
these are not required by the household.

Household 3 ‘lowest available’ pricing
Figure 2.20
Source: Ofcom using data supplied by Teligen
Note: Lowest tariff available for each service type from any of the largest operators by market share in
each country, July 2014 and July 2015; PPP adjusted
Household 4: A family household with multiple needs
Household 4 represents usage levels typical of a family of two parents and two teenage
children, each with their own mobile handset but with different mobile usage profiles, with the
adults using more voice and the children more messaging and data. They are heavy users of
the fixed-line phone and the internet, requiring a minimum headline connection speed of ‘up
to’ 10Mbit/s, and they subscribe to an entry-level HD pay-TV service with a DVR.

Composition of Household 4
Figure 2.21
Source: Ofcom
18
18
45
51
30
43
90
65
73
82
67
75
80
81
16
17
15
13
28
28
13
9
31
22
29
40
17
19
1
16
16
11
9
35
36
17
39
12
12
10
10
17
17
9
9
90
99
74
84
151
126
106 110
133 133
126
160
0
50
100
150
200
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
TV licence
TV (inc. hardware)
Mobile broadband
Mobile
Fixed voice, fixed bb
& TV access
UK
2
GER
4
FRA
1
ESP
5
ITA
3
USA
6
Average monthly price (£)
2015 rank
Fixed-line voice
Fixed broadband
Mobile
Mobile broadband
Television
200 call minutes
Minimum 10Mbit/s
headline speed
50GB data
Connection 1
250 call minutes
100 SMS
400MB data
Connection 2
150 call minutes
200 SMS
300MB data
Connection 3
100 call minutes
250 SMS
2GB data
Connection 4
100 call minutes
250 SMS
2GB data
None
HD basic pay-TV
with DVR

128
Weighted ‘average stand-alone’ prices
The UK had the lowest ‘weighted average’ stand-alone price for this household in 2015, at
£158 a month. This was a £2 a month (1%) increase compared to 2014 (Figure 2.22).
The household’s four mobile phone connections is the main reason for variations across
countries in the total ‘weighted average’ stand-alone price. The proportion of the total
accounted for by the mobile phone element of the household’s basket ranged from 55% in
France to 64% in Spain and the US in 2015 (in the UK it was 56%).
The ‘weighted average’ price of fulfilling the 200 outgoing minutes of fixed voice calls was
£25 per month in the UK in 2015, a £3 a month (13%) increase compared to 2014 and the
second-highest ‘weighted average’ price after Italy (£26 per month). The UK had the lowest
total ‘weighted average’ price for the household’s four mobile phone connections in 2015, at
£89 per month, £2 per month (2%) lower than in 2014. The US (where the total ‘weighted
average’ price for the household’s mobile use was more than twice that in the UK, despite an
8% fall during the year) had the highest ‘weighted average’ monthly mobile price, at £194.
Germany had the largest fall in the ‘average stand-alone’ mobile price in 2015, down 16%
(£29 per month) to £149.
The UK had the lowest ‘weighted average’ fixed broadband price for this basket in 2015, at
£12 a month. This was £2 a month less than it had been in 2014, as a result of BT
introducing a promotional offer on its Unlimited Broadband service and Tesco withdrawing a
more expensive service. Spain had the highest ‘weighted average’ fixed broadband price in
2015, at £43 a month, an £11 per month (36%) increase compared to 2014, due to Movistar
withdrawing the tariff that was its cheapest for this household in 2014, and Vodafone and
ONO launching new, more expensive services. The largest fall in the ‘weighted average’
fixed broadband price was in France, where it fell by £9 a month (29%) to £21 per month as
a result of the launch of a new Orange service, Decouverte Internet, which was significantly
cheaper than its equivalent in 2014.
The television element of this basket is the same as that for Household 3 (basic pay-TV), but
with the addition of HD channels. This resulted in increases in the ‘weighted average’ price
of the TV element of the household’s basket in three of our countries: Germany, Italy and the
US, in 2015, with these ranging from just 8 pence per month in Germany to £12 per month in
the US. In the UK, France and Spain there was no difference between the prices for
Households 3 and 4, as HD channels are included as standard.

129

Household 4: ‘weighted average’ stand-alone pricing
Figure 2.22
Source: Ofcom using data supplied by Teligen
Note: ‘Weighted average’ of best-value tariff from each of the largest operators by market share in
each country; July 2014 and July 2015; PPP adjusted
Weighted ‘average bundle’ prices
The UK had the lowest ‘weighted average’ bundled price for Household 4 in 2015, at £110
per month (Figure 2.23); £7 per month (6%) lower than in 2014. Among the other countries
the change in the ‘weighted average’ bundled price ranged from a 27% fall in Italy (to a large
extent the result of Telecom Italia launching a new quad-play service, TIM Smart with
Subscription Super Internet 10Mbps, and Vodafone introducing a new low-cost tariff), to a
9% increase in the US.
The total ‘weighted average’ bundle price of Household 4’s usage requirements was lower
than the total ‘weighted average’ stand-alone price in all of our comparator countries in 2015,
suggesting that, in general, it is cheaper to buy bundled rather than stand-alone services for
this usage profile.

Household 4: ‘weighted average’ bundled service pricing
Figure 2.23
Source: Ofcom using data supplied by Teligen
Note: ‘Weighted average’ of best-value bundled tariff from each operator by market share in each
country; July 2014 and July 2015; PPP adjusted
22
25
23
24
23
24
23
26
21
22
23
19
14
12
30
21
32
27
43
39
32
43
33
36
91
89
94
98
178 149
134 141
155
173
211 194
17
20
24
26
36
34
20
19
35
36
48
55
12
12
10
10
17
16
9
9
156 158
181 179
286
250
230 235
243
274
315 303
0
100
200
300
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
TV licence
TV (inc.
hardware)
Mobile
Fixed
broadband
Fixed voice
UK
1
GER
4
FRA
2
ESP
5
ITA
3
USA
6
Average monthly price (£)
2015 rank
117
121
174
165
155
255
110
112
185
121
154
279
0
100
200
300
UK
FRA
GER
ITA
ESP
USA
2014
2015
Average monthly price (£)
1
2
5
3
4
6
2015 rank

130
‘Lowest available’ pricing
The ‘lowest available’ price for Household 4’s requirements was in the UK in 2015, at £94
per month (Figure 2.24). This was £11 per month (10%) lower than in 2014.
There were substantial savings to be made by buying the services required by Household 4
as part of a bundle in 2015. The difference between the ‘lowest available’ price of Basket
4,including bundles, and the lowest price available using stand-alone services, ranged from
4% (£11 a month) in the US to 47% (£107 per month) in Spain. In the UK it was 23%, or £28
per month). France, with the cheapest ‘lowest available’ price in 2014, had the largest
increase in the total ‘lowest available’ price for Household 4 in 2015, up by 19% (£17 per
month) to £104). This was due to Numericable withdrawing its Start 4 10M with HD Box
Memory rented service during the year, leaving a more expensive combination of services,
including an Orange quad-play bundle of fixed voice, fixed broadband, pay-TV and mobile
services (Orange Open Jet 4G/H+) as the ‘lowest available’ priced option.
In all of the other comparator countries except the US (where an RCN dual-play fixed
broadband and pay-TV bundle was the ‘lowest available’ option), the cheapest price to fulfil
Household 4’s requirements included a triple-play bundle. In Italy and Spain, these bundles
included fixed voice, fixed broadband and mobile phone services, while in the UK and
Germany they included fixed voice, fixed broadband and pay-TV services (in the UK,
TalkTalk’s Plus TV with Line Rental Saver service).
Mobile services were the largest component of the total ‘lowest-available’ price in the
countries where the bundle in the ‘lowest available’ combination of services did not include
mobile services. The US had the highest monthly price for the mobile element of the basket
at £165 (68% of the total price of £243 per month).

Household 4: ‘lowest-available’ pricing
Figure 2.24

Source: Ofcom using data supplied by Teligen
Note: Lowest tariff available for each service type from any of the largest operators by market share in
each country, July 2014 and July 2015; PPP adjusted; where a service is included in a bundle any
additional usage charges are recorded separately against the relevant service
Household 5: An affluent two-person household with high use of mobile, internet and
HD premium TV
Household 5 is typical of an affluent young couple of high-end users. They both have
mobiles and are fairly high users of mobile voice and data services and, to a lesser extent,
44
80
29 25
20
34 37
55 42
64
34
0
55
2
2
1
2
2
11
2
1
17
17
6
17
28
62 54
21
6
31 119
76 36
39 44
116
165
1
12
1
22
12
11
9
35 36
17 27
12 12
10
10
17
16
9
9
105 94
88
104
151
170
132
109
132122
234243
0
50
100
150
200
250
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
TV licence
TV (inc. hardware)
Mobile
Fixed broadband
Fixed voice
Mobile & mobile bb access
Fixed bb & TV access
Fixed voice & mobile access
Fixed voice, bb & mobile access
Fixed voice, bb & TV access
Fixed voice, bb, TV & mobile access
UK
2
GER
5
FRA
3
ESP
4
ITA
1
USA
6
Average monthly price (£)
2015 rank

131
SMS. They have a fixed line with relatively low use, are heavy internet users with a superfast
broadband connection (i.e. with a headline speed of 30Mbit/s or more), have a premium
television package for watching HD sport and the latest films, and a digital video recorder
(DVR).

Composition of Household 5
Figure 2.25
Source: Ofcom
Weighted ‘average stand-alone’ prices
France had the lowest ‘weighted average’ stand-alone pricing for Household 5 in 2015, at
£192 a month (Figure 2.24). The UK had the second-lowest ‘weighted average’ stand-alone
price for the basket, at £200 a month, a £7 a month (4%) increase compared to 2014.
Basket 5 has the lowest fixed voice use of all the baskets, with 100 minutes of outgoing calls
per month. The UK had the second-highest ‘weighted average’ price for this usage profile
(after Italy) at £25 a month, £3 a month (13%) higher than in 2014. The lowest ‘weighted
average’ stand-alone cost of satisfying the mobile requirements of this basket was also in
the UK in 2015, at £89 a month. However, this was £17 per month (23%) higher than in
2014, due to increasing prices for both connections among all of the providers included in
the average in both years, and notably for O2 (up by 41%, largely due to increasing
international call prices).
The UK had the second-lowest ‘weighted average’ price (after France) for the household’s
higher-use connection, and the lowest ‘weighted average’ price for the lower-use connection,
in 2015. The highest ‘weighted average’ prices for these connections were in Germany and
the US. The total ‘weighted average’ stand-alone price of the two connections was highest in
Germany in 2015, at £138 per month, a £23 per month (20%) increase due mainly to an
increase in the average price of the higher-use connection.
Household 5 requires a fixed broadband connection with 75GB of use and a headline
(advertised download) speed of at least 30Mbit/s. There was a wide range of ‘weighted
average’ stand-alone prices for the superfast broadband connection required by this basket,
ranging from £19 a month in the UK (down by £3 per month since 2014, mainly due to
greater promotional discounts available to consumers taking BT’s Unlimited BT Infinity
Option 1 service), to £47 a month in the US.
Basket 5 also includes an HD premium pay-TV component. As was the case in 2014, the
highest ‘weighted average’ price for this package, which includes top-league football (NFL in
the US) and top-price film/entertainment channels, was in the US in 2015, at £95 a month.
The lowest was in Germany, at £31 per month. However, comparisons with the US are
Fixed-line voice
Fixed broadband
Mobile
Mobile broadband
Television
100 call minutes
Minimum 30Mbit/s
headline speed
75GB data
Connection 1
300 call minutes
150 SMS
1GB 4G data
Connection 2
200 call minutes
50 SMS
500MB 4G data
None
HD pay-TV with
sports and movies
with DVR

132
difficult to make, as NFL viewing packages are marketed in many different ways98 and are
offered through a combination of pay-per-view and subscription, and the pricing of the pay-
TV element of this basket is largely a result of the way in which channels (and related
services) are bundled.

Household 5: ‘weighted average’ stand-alone pricing
Figure 2.26
Source: Ofcom using data supplied by Teligen
Note: ‘Weighted average’ of best-value tariff from each of the largest operators by market share in
each country; July 2014 and July 2015; PPP adjusted.
Weighted ‘average bundle’ prices
France had the lowest ‘weighted average’ bundled service price for Household 5 in 2015, at
£140 per month, a £5 per month (4%) increase on 2014 (Figure 2.27). The UK had the third-
lowest ‘weighted average’ bundled price for this household in 2015, at £171 per month. This
was an £11 per month (7%) increase compared to the previous year.
The ‘weighted average’ bundle price increased in all of our comparator countries in 2015
except in Italy, where it fell by 4%. Germany and the US experienced the largest increases in
the average bundled price during the year, up by 24% and 26% respectively. The total
average bundled service price of this basket was lower than the total ‘weighted average’
stand-alone price in all of our comparator countries except the US in 2015, suggesting that,
in most cases, it is cheaper to buy bundled rather than stand-alone services.

98 In the US there are also seasonal variations in the availability and price of sports packages,
meaning that some packages may not have been offered in the summer, when our tariff data are
collected.
21
24
19
20
20
21
18
25
20
21
21
15
22
19
36
36
38
32
44
40
32
43
66
47
73
89
93
95
115 138
112 109
111 131
132
131
65
56
45
31
60
39
42
41
56
66
85
95
12
12
10
10
17
16
9
9
193 200
203 192
250 245
225 224
219
261
304 288
0
100
200
300
400
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
TV licence
TV (inc.
hardware)
Mobile
Fixed
broadband
Fixed voice
UK
2
GER
4
FRA
1
ESP
5
ITA
3
USA
6
Average monthly price (£)
2015 rank

133

Household 5: ‘weighted average’ bundled service pricing
Figure 2.27
Source: Ofcom, using data supplied by Teligen
Note: ‘Weighted average’ of best-value bundled tariff from each operator by market share in each
country; July 2014 and July 2015; PPP adjusted
‘Lowest available’ pricing
The cheapest ‘lowest-available’ pricing for Household 5 was in France in 2015, at £124 a
month, while in the UK it was £166 per month, £16 a month (11%) more than in 2014 and
the third cheapest price among our comparator countries.
The US was the only comparator country in which the ‘lowest-available’ price for Household
5 did not include buying bundled services. In the UK the ‘lowest available’ combination of
services included a Virgin Media bundle of fixed voice and fixed broadband services
(Broadband 50MB + Phone Size XL with Line Rental Saver) along with a stand-alone Sky
pay-TV service (Original Bundle + Sky Sports & Movies with Sky+ HD Box) and Tesco
Mobile and EE mobile phone services.
The largest savings, compared to purchasing the lowest-available combination of stand-
alone services, were in France, where the cost of the cheapest bundle of services was £50 a
month (29%) less than the cheapest combination of stand-alone services (in the UK this
saving was £15 a month, or 8%). France was the only one of our six countries where the
‘lowest available’ price of this basket fell in 2015, down by £7 per month (6%). Among our
other comparator countries, the increase in the ‘lowest available’ price ranged from 10% in
Italy to 27% in Spain.
160
135
156
169
191
259
171
140
193
162
206
328
0
100
200
300
400
UK
FRA
GER
ITA
ESP
USA
2014
2015
Average monthly price (£)
3
1
4
2
5
6
2015 rank

134

Household 5: ‘lowest available’ pricing
Figure 2.28

Source: Ofcom, using data supplied by Teligen
Note: Lowest tariff available for each service type from any of the largest operators by market share in
each country, July 2014 and July 2015; PPP adjusted; where a service is included in a bundle any
additional usage charges are recorded separately against the relevant service.
2.1.5 Conclusion
Figure 2.29 below shows the ‘weighted average’ stand-alone and bundled service prices as
well as the ‘lowest available’ prices of our five household usage profiles, across the six
comparator countries, in 2015. It should be noted that TV licence fees are excluded from this
analysis (where applicable).
In general, the UK communications service prices compared favourably to those in the
comparator countries. The UK had the lowest ‘weighted average’ stand-alone prices for
Households 1, 2 and 4, but was overtaken by France for Households 3 and 5. France had
the lowest ‘weighted average’ bundled service prices in all the households except Household
4 (where the UK had lower prices), and Household 3 (where ‘weighted average’ bundle
prices are not relevant). The UK and France performed similarly in terms of the ‘lowest
available’ prices (including bundled services), each having the lowest price in two of the five
households (the UK in Households 2 and 4, France in Households 3 and 5). The US had the
highest price for all of these metrics across all household usage profiles.
The UK’s low prices were mainly due to low-priced mobile and fixed broadband services. In
2015, the UK had the cheapest ‘lowest available’ stand-alone prices for all three of the fixed
broadband connections included in our households’ usage requirements, as well as the
cheapest total ‘lowest available’ stand-alone mobile prices. In contrast, the UK had the
highest total ‘lowest available’ stand-alone price for the four fixed voice connections used in
our analysis in 2015, which had increased by 12% during the year.
68
77
55
39
46 27
55
27
47
55
41
1
1
1
19
8
0
1
1
12
1
22
1
38
59
72
61 29
20 114
88 89
46
87
120 121
55
4
24
29
1
33
56
45
67 76
12 12
10 10
17
16
9
9
150 166
131 124
143
177
144 158
158
200
235 248
0
100
200
300
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
TV licence
TV
Mobile
Fixed broadband
Fixed voice
Fixed bb & mobile access
Fixed & mobile access
Fixed voice & bb access
Fixed voice, bb & mobile access
Fixed voice, bb & TV access
Fixed voice, bb, TV & mobile access
UK
3
GER
4
FRA
1
ESP
5
ITA
2
USA
6
Average monthly price (£)
2015 rank

135

Summary of ‘weighted average’ stand-alone and bundled, and ‘lowest
Figure 2.29
available’ household usage profile pricing
Source: Ofcom, using data supplied by Teligen
Note: Excludes the TV licence fee
In almost all cases, the ‘lowest available’ priced combination of services included a bundled
tariff where the household basket included a fixed broadband connection (i.e. for
Households 2, 4 and 5). The sole exception was for Basket 5 in the US, where the cheapest
available combination of services that included a bundle was more expensive than the
stand-alone equivalent. The potential savings available to those buying the services required
by Baskets 2, 4 and 5 as part of a bundle rather than on a stand-alone basis varied between
countries (Figure 2.30). In the UK, these savings ranged from 8% for Basket 5 to 29% for
Basket 2, while among the other comparator countries it ranged from a 4% saving for Basket
4 in the US to a 47% saving for Basket 4 in Spain.
31
Source: Ofcom
Note: TV includes licence fee
Weighted average stand-alone
service pricing (£ per month)
Price
Change
Household 1
1 - UK
41
0
2 - FRA
45
2
3 - GER
46
-1
4 - ITA
49
-1
5 - ESP
50
-2
6 - USA
82
2
Household 2
1 - UK
58
1
2 - FRA
74
0
3
GER
81
-14
4
ITA
86
3
5
ESP
104
13
6 - USA
126
5
Household 3
1
FRA
102
2
2
UK
103
12
3 - ITA
111
-22
4
GER
155
-9
5
ESP
155
-9
6 - USA
188
-3
Household 4
1 - UK
146
2
2 - FRA
169
-3
3 - ITA
226
5
4
GER
234
-35
5
ESP
274
31
6 - USA
303
-12
Household 5
1
FRA
182
-11
2
UK
188
7
3 - ITA
215
-1
4
GER
229
-4
5
ESP
261
41
6 - USA
288
-16
Weighted average bundled
service pricing (£ per month)
Price
Change
Household 1
1
FRA
35
-16
2
UK
39
0
3 -
GER
44
-2
4
ITA
48
2
5 -
ESP
57
-2
6 -
USA
84
9
Household 2
1
FRA
40
-20
2
UK
43
-6
3 -
GER
54
0
4
ITA
57
7
5 -
ESP
64
2
6 -
USA
112
5
Household 3
1 -
n/a
-
-
2 -
n/a
-
-
3 -
n/a
-
-
4 -
n/a
-
-
5 -
n/a
-
-
6 -
n/a
-
-
Household 4
1 -
UK
97
-7
2 -
FRA
102
-10
3
ITA
112
-44
4
ESP
154
-1
5 -
GER
168
11
6 -
USA
279
24
Household 5
1 -
FRA
130
5
2
ITA
153
-7
3 -
UK
159
11
4
GER
176
37
5 -
ESP
206
15
6 -
USA
328
68
‘Lowest available’ pricing
including bundles (£ per month)
Price
Change
Household 1
1
GER
30
1
2
FRA
31
1
3
UK
33
3
4
ITA
35
6
5 -
ESP
41
0
6 -
USA
45
-1
Household 2
1
UK
36
-4
2
FRA
37
-1
3
GER
42
-8
4
ITA
50
5
5 -
ESP
57
-3
6 -
USA
99
0
Household 3
1 -
FRA
74
10
2 -
UK
87
9
3 -
ITA
101
4
4
GER
110
-25
5 -
ESP
133
0
6
USA
160
34
Household 4
1
UK
82
-11
2
FRA
94
16
3 -
ITA
101
-23
4 -
ESP
122
-9
5 -
GER
153
20
6 -
USA
243
10
Household 5
1 -
FRA
114
-8
2
ITA
149
14
3
UK
154
16
4
GER
161
34
5 -
ESP
200
42
6 -
USA
248
13

136

Difference between ‘lowest available’ stand-alone and bundled prices
Figure 2.30

Source: Ofcom, using data supplied by Teligen
Note: Lowest tariff available for each service type from any of the largest operators by market share in
each country, and July 2015; PPP adjusted; excludes the TV licence fee
Error! Reference source not found. ranks our comparator countries in terms of ‘weighted
verage’ stand-alone and bundled pricing as well as for ‘lowest available’ pricing (including
bundles) across all five of the household usage profiles used in our analysis. The UK had the
lowest prices among our comparator countries in terms of ‘weighted average’ stand-alone
pricing. France has overtaken the UK in ‘weighted average’ bundled pricing, and also had
the ‘lowest available’ pricing (including bundles). Nevertheless, the UK has overtaken Italy,
coming second in terms of ‘lowest available’ pricing in 2015. Looking at the overall pricing
ranking, the UK came second among our comparator countries in terms of prices in 2015,
after France.

Average overall rank
Figure 2.31

Source: Ofcom, using data supplied by Teligen
Note: Excludes the TV licence fee
51
57
59
67
84
105
110
150
181
145
229
255
169
164
182
165
221
248
36
37
42
50
57
99
82
94
153
101
122
243
154
114
161
149
200
321
0
100
200
300
400
UK
FRA
GER
ITA
ESP
USA
UK
FRA
GER
ITA
ESP
USA
UK
FRA
GER
ITA
ESP
USA
Excluding
bundles
Including
bundles
Monthly cost (£)
Basket 2
Basket 4
Basket 5
%age
difference
-xx-xxxx-xxxx
-6
-xx-xxxx-xxxx
-4
-8
-31 -12
-9
-9
+30
'2-
‘Weighted average’
stand-alone pricing
1
-
UK
2
-
France
3
-
Italy
4
Germany
5
Spain
6
-
USA
‘Lowest available’ pricing
including bundles
1
-
France
2
UK
3
Italy
4
-
Germany
5
-
Spain
6
-
USA
‘Weighted average’
bundled service pricing
1
France
2
UK
3
-
Italy
4
-
Germany
5
-
Spain
6
-
USA
Overall pricing rank
1
France
2
UK
3
-
Italy
4
-
Germany
5
-
Spain
6
-
USA

137

International Communications
Market Report 2015

3

Television and audio-
3
visual

138

Section

Page
Key market developments in the TV and audio-visual
3.1
markets
139
3.1.1
Industry metrics and summary
139
3.1.2
Global TV revenues
140
3.1.3
Consumers continue to embrace value-added services
141
The TV and audio-visual industries
147
3.2
3.2.1
Summary
147
3.2.2
Television revenues among comparator countries
147
3.2.3
TV revenue per head among comparator countries
152
3.2.4
TV licence fee in the UK third highest among comparator countries
154
3.2.5
Varied results for advertising revenue among free-to-view broadcasters
154
3.2.6
Increasing compound annual growth among most pay-TV operators
155
3.2.7
Revenue from UK TV exports at £1.2bn in 2014
158
TV and audio-visual consumers
161
3.3
3.3.1
Summary
161
3.3.2
Digital television take-up on main sets
161
3.3.3
TV platform mix across comparator countries
163
3.3.4
Pay-TV take-up
167
3.3.5
Broadcast television viewing
170
Contents

139
Key market developments in the TV
3.1
and audio-visual markets
3.1.1 Industry metrics and summary
The TV and audio-visual chapter focuses on three topics: key market developments in the
sector, industry revenue, and trends among TV and audio-visual consumers. It includes a
global overview and country-level analyses of the 18 comparator countries.

Key market developments details some of the major TV and audio-visual industry
trends during the past year, with analysis of global revenue, trends in value-added
services such as high definition TV (HDTV), digital video recorders (DVRs) and 3D
TVs.

The TV and audio-visual industries section focuses on key revenue trends among
comparator countries, including the financial results of major pay-TV and free-to-air
broadcasters.

The TV and audio-visual consumer section examines patterns of digital television
take-up as well as how viewers in different countries consume broadcast television
and online TV.

TV industry metrics: 2014
Figure 3.1

Source: IHS / industry data / Ofcom
Market developments during the past year include:

Global TV revenues (comprising broadcast advertising, channel subscription
and public licence fees only) increased by 5% in 2014 to reach £244bn.
Subscription revenues continue to be the key driver of this growth, rising by 5.4% to
reach £125bn, just over half of total revenue. Advertising revenue grew by 5.3% (or
£5bn) while income from public funding grew by a more modest 1.7%.

UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
TV revenue (£bn)
14.0
8.4
20.4
6.1
102.9
19.1
4.1
3.1
2.5
1.8
2.1
0.6
5.5
11.4
3.6
5.1
21.9
0.6
Revs change (% YOY)
4.0
0.4
2.9
-2.3
4.1
3.1
-0.3
9.1
-2.2
1.9
5.1
0.6
7.2
12.2
7.4
14.7
10.7
14.8
Revenue per cap (£)
216.4
130.4
247.4
100.2
322.6
150.2
174.3
65.9
146.5 184.3
55.7
101.9
111.7
56.5
25.1
4.0
16.0
3.2
from advertising
61
40
64
42
127
66
91
32
46
56
18
60
33
26
18
2
8
0
from subscription
97
56
71
37
195
55
53
29
76
89
36
42
72
30
7
3
8
2
From public funds
58
35
113
21
0
29
30
5
24
40
1
0
7
1
0
0
0
0
TV licence fee¹ 145.50 109.75 174.12 91.59
N/A
80.29
N/A
N/A
N/A
183.91 44.72
N/A
17.31
N/A
N/A
N/A
N/A
N/A
Largest
TV
platform
Platform
% of
homes
Dsat
IPTV
Dsat
DTT
Dcab
Dcab
DTT
DTT
Dcab
Acab
Dsat
DTT
IPTV
Dsat
Dsat
Dsat
Dcab
Dsat
45
41
43
73
43
50
67
69
47
26
50
37
30
52
36
42
43
69
DTV take-up (%)
100
95
72
100
96
100
100
99
87
74
86
100
76
72
65
70
84
84
Pay TV take-up (%)
59.5
76.9
55.2
30.1
87.2
69.0
31.6
28.8
98.6
83.1
83.2
62.8
96.7
32.8
65.9
85.2
62.5
22.4
DSO date
2012
2011
2008
2012
2009
2012
2013
2010
2006
2007
2013
2020
2012
2018
2018
N/A
2020
2016
TV viewing (min/day)
220
221
221
262
282
264
204
239
200
153
260
N/A
196
224
239
N/A
157
N/A

140

The UK had the highest proportion of households with an HD television set, of
all the countries included in our research, with 76% of respondents claiming to
own one.


DVR ownership in 2015 was highest in the UK and the US, at 33% of
respondents claiming to own a DVR.

For a detailed analysis of developments in video-on-demand, please refer to Section 1.4 in
the UK in Context chapter.
3.1.2 Global TV revenues
Global TV revenues increased by 5% in 2014 to £244bn
Ofcom estimates that global TV revenue increased in 2014 by 5.0% year on year, to £244bn:
up by 4.3% over the four-year period since 2010. Our analysis of global television revenues
incorporates three components: net broadcast advertising revenue, TV licence fees and
subscriptions. It excludes revenues generated from pay-per-view (PPV), video on demand
(VoD) and over-the-top/streaming (OTT) services.99

Global TV broadcast advertising, public licence fee and channel
Figure 3.2
subscription revenues

Source: Data derived from PwC Global Entertainment and Media Outlook: 2015-2019 @
www.pwc.com/outlook. Notes: Ofcom is responsible for all growth calculations displayed. Ofcom uses
an exchange rate of $1.646 to the GBP in line with the IMF average for 2014. All figures expressed in
nominal terms.
Growth was driven primarily by continued growth in subscription revenues
The 5% increase in global television revenues, to £244bn in 2014, was driven primarily by
continued growth in subscription revenues, which made up just over half of the total included
revenue. Global subscription revenues increased for the fourth year in a row, from £118bn in
2013 to £125bn in 2014; a year-on-year increase of 5.4%.

99 Online TV revenues are shown in Figure 3.20
206
216
226
233
244
180
190
200
210
220
230
240
250
2010
2011
2012
2013
2014
Revenue (£bn)
YOY
CAGR
(4yr)
5.0%
4.3%

141
Global net advertising revenue (NAR) growth has been steady since 2010, as economic
conditions have stabilised. The recovery in NAR continued in 2014, with revenues increasing
by 5.3% (or £5bn) to £99bn.
As in the three previous years, public funding from TV licence fees was little changed in
2014, at around £21bn. Revenue from this source has changed little over the four-year
period, increasing by just 1.4% per year on an average compound basis.

Global TV industry revenues, by source
Figure 3.3

Source: Data derived from PwC Global Entertainment and Media Outlook: 2015-2019 @
www.pwc.com/outlook. Notes: Ofcom is responsible for all growth calculations displayed. Ofcom uses
an exchange rate of $1.646 to the GBP in line with the IMF average for 2014. All figures expressed in
nominal terms.
3.1.3 Consumers continue to embrace value-added services
By the end of 2014 the UK, Italy, Japan, Australia and Singapore had 100% DTV take-up.
Digital TV enables consumers to take advantage of a number of value-added services,
including high-definition television (HDTV) services, which provide the viewer with enhanced
picture quality and access to a wide variety of HD channels, and digital video recorders
(DVRs), which enable the user to record, pause and rewind live TV.
Ownership of HDTV sets highest in the UK
The UK had the highest proportion of households with HD-ready televisions; 76% of
respondents claimed to own a high-definition television set. This was closely followed by
Australia and Spain, with respondents claiming 74% take-up of HDTV sets. However,
households with a HDTV set do not necessarily have a HDTV service.
101
108
113
118
125
20
20
20
21
21
85
88
92
94
99
0%
20%
40%
60%
80%
100%
2010
2011
2012
2013
2014
All
Annual revenue (%)
YOY
CAGR
(4yr)
5.3%
3.8%
1.7%
1.4%
5.4%
5.3%
5.0%
4.3%
£244bn
£226bn
£216bn
£233bn
£206bn
Advertising
Public TV
license fees
Subscriptions

142

Household ownership of high-definition TV sets
Figure 3.4

Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.3a Which of the following devices do you have in your home?
Satellite continues to be the main platform for accessing HD services in the UK
As Figure 3.5 shows, satellite was the leading platform used by households to access HD
services in the UK in 2014, at 5.1 million homes, while the second-largest platform was
digital terrestrial (DTT) at 4.3 million homes. The leading platform in Germany was also
satellite (7.9 million homes), while in France DTT was the largest platform (10.8 million
homes). The second largest platform for accessing HD services in France was IPTV100 (at
9.3 million homes).
This contrasts with the US and Japan, where the leading platform is cable (35.6 million
homes and 24.4 million homes, respectively). Satellite is the second largest platform for
accessing HD services in the US and Japan (25.2 million homes and 14.0 million homes
respectively).

100 Internet protocol television (IPTV) is the term used for the television platform that delivers channels
to viewers using internet protocol (IP) technology over a broadband connection. For the purposes of
this report, hybrid systems such as BT TV, which provide television services through both an aerial
and an IP connection, are considered IPTV platforms.
76
52
62
69
71
35
74
74
59
0
20
40
60
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Respondents (%)

143

Number of HD homes, by platform and country: 2014
Figure 3.5

Source: IHS/ industry data/ Ofcom. Note: figures are for HD-enabled homes (those having the
technical means to view HD content and access to sources of HD content).
Figure 3.6 shows the number of HD services available across the various platforms in five
comparator countries. Satellite and cable platforms offer the greatest number of HD services
in these countries.
In the UK, satellite TV offers the most HD services (88 channels), followed by cable (58
channels). In France and Germany, where satellite TV also offers the greatest number of HD
services, 65 and 59 channels are on offer, respectively. In the UK 15 HD channels can be
accessed over IPTV, while in both France and Germany it is also high, contributing to the
increasing popularity of the IPTV platform in these countries.
In the US, the majority of HDTV channels are provided by pay-TV platforms. Satellite offered
the most channels in 2014, at 214, while cable provided 183 and IPTV 182. Digital terrestrial
TV offered 14 HD channels in 2014 – the same number as the UK, and fewer than in
France.
5.1
6.0
7.9
25.2
14.0
3.3
3.5
35.6
24.4
9.3
9.9
2.3
4.3
10.8
10.4
5.3
12.7
26.4
12.9
81.1
46.0
0
20
40
60
80
100
UK
FRA
GER
USA
JPN
DTT
IPTV
Cable
Satellite
Number of homes (m)

144

Number of HDTV channels: 2014
Figure 3.6

Source: IHS/ industry data/ Ofcom
Take-up of 3D TV remains low as providers tend to reduce investment in 3D content
As Figure 3.7 shows, among our European comparator countries, households in the UK,
Sweden and France were the least likely to have a 3D-ready TV set, at 13%, 12% and 9%
respectively. Although overall take-up of 3D TV in the UK was low, more than half of those
with a 3D-ready TV also subscribed to a 3D TV service (62%). In Sweden and France, less
than half of those with a 3D-ready TV set subscribed to a 3D service.
The highest take-up of 3D-ready TVs was recorded in Germany, Italy and Spain, at 18% of
households. Germany also led the way in take-up of 3D services; over three-quarters of
households in Germany with a 3D-ready TV also had a 3D service.
The BBC announced in 2013 that it would put on hold its 3D programming, and it has yet to
resume broadcasting in 3D. In 2015, Sky announced that its dedicated 3D channel would
close, while maintaining the availability of on-demand 3D content. This followed its decision
not to air 2014 Premier League matches on its dedicated 3D channel. There has instead
been an increased focus on promoting ultra-HD (4K and 8K) TV sets, which offer screen
resolution at least four times the resolution of standard HDTV.
Number of HD Channels
88
65
59
214
98
58
17
30
183
8
15
33
49
182
14
15
14
7
0
50
100
150
200
250
UK
FRA
GER
USA
JPN
Satellite
Cable
IPTV
DTT

145

Household ownership of 3D-ready TV sets and 3D TV services
Figure 3.7

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.3a Which of the following devices do you have in your home? Q3b. Which of the following services
do you have in your home?
The UK and the US have the highest ownership of DVRs
As shown in Figure 3.8, Ofcom’s research shows that DVR ownership in 2015 was highest in
the UK101 and the US, at 33% of respondents claiming to own a DVR. Among our
comparator countries, France recorded the lowest level of ownership (16%), followed by
Spain at 23%.

101 This figure is lower than published data from Ofcom’s Technology Tracker in the CMR 2015 which
covered Q1 2015. The Technology Tracker measures DVR take-up through a series of questions
relating to ownership of specific branded set-top boxes. A shorter, non-branded, question is used in
the ICMR research for the purposes of international comparison.
13
9
18
18
9
7
14
18
12
8
4
14
9
4
3
6
7
4
0
5
10
15
20
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
3D-ready TV
3D TV service
Respondents (%)

146

Household ownership of DVRs
Figure 3.8

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.3a Which of the following devices do you have in your home?

33
16
28
30
33
24
27
23
29
0
10
20
30
40
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Respondents (%)

147
The TV and audio-visual industries
3.2
3.2.1 Summary
This section focuses on the TV and audio-visual industries, looking at six years of key
revenue trends among our comparator countries, including the advertising revenue of free-
to-air broadcasters and the subscription revenues of the major pay-TV broadcasters.

Revenues among the 18 comparator countries analysed by Ofcom increased
by 4.8% in 2014, to £233bn. This was driven by year-on-year growth in the BRIC
countries and Nigeria, with joint revenues increasing by 11.3% in 2014 to £42.6bn.

The total year-on-year growth of the European comparator countries was 2.3%
in 2014, resulting in revenues of £58.3bn. This was the lowest growth of the four
regions included in our analysis, with the BRIC nations (and Nigeria) increasing by
11.3%, the US by 4.1% and the Asia-Pacific countries by 3.3% in 2014.

Following three consecutive years of decline, Spain recorded the largest
annual growth in television revenues among the European comparator
countries in 2014 (9.1%), while Poland and the UK followed at 5.1% and 4.0%
respectively. Revenues fell in two of the eight European comparator countries: by
2.3% in Italy and by 2.2% in the Netherlands.

In Germany and the UK, increases in revenue between 2009 and 2014 were
predominantly driven by pay-TV subscriptions. In the UK, subscription revenue
represented the largest source of TV income in 2014, while in Germany licence fee
revenue was the largest source.

Net advertising revenue continues to recover in the UK, with growth of 6.4%
year-on-year and 32.4% over the five-year period between 2009 and 2014, reaching
£3.95bn. UK year-on-year advertising revenue was the third-highest among our
European comparator countries, following Spain at 10.9% and Poland at 6.5%.


In 2014, revenues from both short and long-form online TV and video in the UK
continued to grow, up £278m to £908m in 2014. However, the US remains the
largest online TV and video market among our comparator countries; between 2009
and 2014, online TV and video revenue grew from £1.3bn to £6.8bn.
3.2.2 Television revenues among comparator countries
Increase in TV revenues driven by strong growth in BRIC countries and Nigeria in
2014
As Figure 3.9 shows, revenue among the 18 comparator countries analysed by Ofcom
increased by 4.8% in 2014 to total £233bn. The total year-on-year growth of the European
comparator countries was 2.3% in 2014, resulting in revenues of £58.3bn. This was the
lowest growth of the four regions included in our analysis.
The BRIC countries, together with Nigeria, experienced the largest year-on-year growth in
2014, their joint revenues increasing by 11.3% (or £4.3bn) to £42.6bn. All five countries had
strong compound annual growth between 2009 and 2014, collectively at 13.2%, with Nigeria
recording the highest compound annual growth figure at 32.9%, followed by Brazil and China
(14.2% and 13.0% respectively).

148
The revenue gap has widened to over £13bn between the BRIC countries and Nigeria
combined, and the Asia/Pacific countries, the two regions in our analysis with the lowest TV
revenues. From a broadly similar level in 2011, the Asia/Pacific countries’ revenue has
increased by around £1bn a year in the subsequent three years, whereas that of the BRIC
countries and Nigeria has increased by around £5bn a year.
The region with the next largest growth in revenue was the US, growing by 4.1% to reach
£102.9bn in 2014. The US, the country with the largest television market globally in terms of
revenue, experienced growth driven by both subscription and income from television
advertising. Over the five-year period since 2009, US revenues have increased by an
average of 4.0% per annum, more than double the rate of the European comparator
countries (1.9%).

Total TV industry revenues among comparator countries
Figure 3.9

Source: IHS / industry data / Ofcom. Notes: Revenues include advertising, subscriptions and sources
of public funding only. BRIC is Brazil, Russia, India and China. All figures expressed in nominal terms.
Overall, the total year-on-year growth of the European comparator countries was 2.3% in
2014, resulting in revenues of £58.3bn. This represented the lowest growth rate of the four
regions in our analysis
Following three years of consecutive decline, Spain recorded the largest proportional growth
of the eight European countries in our analysis, increasing by 9.1% to £8.4bn. This recovery
can be explained by strengthening TV advertising revenue. Poland followed, with an
increase of 5.1%, increasing its five-year annual growth rate to 3.6%, a figure well above the
European group average of 1.9%.
Germany and the UK had the next largest absolute increases in TV revenue among the
European comparator countries in 2014, growing by £0.6bn and £0.5bn respectively. Both
were driven mainly by subscription revenues, while both countries also maintained an annual
increase above the European average. These figures consolidate Germany as Europe’s
largest TV market in terms of monetary value in 2014.
Declines in revenue were noted for Italy and the Netherlands. For Italy, this year constitutes
the fourth year of declining revenues, recording a five-year compound decrease of 1.3%.
52.1
55.3
56.4
56.5
57.0
58.3
81.2
86.7
91.3
94.7
98.9
102.9
24.3
25.6
26.4
27.4
28.4
29.3
20.3
24.4
29.1
33.5
38.3
42.6
0
10
20
30
40
50
60
70
80
90
100
110
2009
2010
2011
2012
2013
2014
Europe
USA
Asia
Pacific
BRIC
and
Nigeria
4.1%
11.3%
3.3%
2.3%
YOY
CAGR (5 yr)
Growth (%)
178
192
203
Total revenues (£bn)
1.9%
4.0%
13.2%
3.2%
4.8%
4.6%
212
222
233
Global revenues (£bn)

149

TV industry figures among European comparator countries
Figure 3.10

Source: IHS / industry data / Ofcom. Notes: Revenues include advertising, subscriptions and sources
of public funding only. All figures expressed in nominal terms.
TV revenues increased for each of the BRIC countries and Nigeria in 2014, with combined
revenues up at 11.3% year on year and more than doubling since 2009, to reach £43bn.
China and Brazil made up over 75% of the revenue of this group of five countries, recording
growth figures of 10.7% and 12.2% respectively. China had the highest industry revenues
among the BRIC countries and Nigeria combined, increasing from £19.8bn to £21.9bn in
2014. This growth was due to increased subscription and advertising revenue; the Chinese
market is the largest subscription TV market in the world in terms of the absolute number of
pay-TV households. Brazil’s revenues also increased; from £10.2bn in 2013 to £11.4bn in
2014, and it has maintained the highest compound annual growth rate of the BRIC countries
(14.2%).
India has experienced consistent growth over the five-year period since 2009, with a
compound annual growth rate of 12.1% and year-on-year growth of 14.7% in 2014. Russia’s
revenue was up by 7.4% in 2014, while its compound annual growth rate since 2009 is
11.0%.
Significantly, the overall compound annual growth rate of the BRIC countries and Nigeria
(13.2%) was driven in large part by Nigeria’s 32.9% growth since 2009. Although it has the
smallest TV market in this group of comparator countries, Nigeria had greater proportional
growth in TV revenue than any of the BRIC countries in 2014, with a 14.8% year-on-year
increase to £0.6bn.
11.7
12.7
13.1
12.9
13.4
14.0
7.2
7.7
8.1
8.3
8.3
8.4
17.7
18.3
18.7
19.4
19.8
20.4
6.6
7.2
7.2
6.6
6.3
6.1
3.6
3.7
3.3
3.0
2.8
3.1
2.2
2.3
2.4
2.5
2.5
2.5
1.4
1.5
1.6
1.7
1.7
1.8
0
2
4
6
8
10
12
14
16
18
20
2009
2010
2011
2012
2013
2014
UK
FRA
GER
ITA
ESP
NED
SWE
POL
4.0%
2.9%
0.4%
-2.3%
1.9%
5.1%
2.3%
-2.2%
9.1%
YOY
CAGR (5 yr)
Growth (%)
52
55
56
56
Total revenues (£bn)
1.9%
3.0%
2.5%
2.4%
-1.3%
-2.4%
2.0%
4.3%
3.6%
57
58

150

Total TV industry revenues among BRIC countries and Nigeria
Figure 3.11

Source: IHS / industry data / Ofcom. Notes: Revenues include advertising, subscriptions and sources
of public funding only. BRIC is Brazil, Russia, India and China. All figures expressed in nominal terms.
Figure 3.12 illustrates the changing composition of TV industry revenues, by country,
between 2009 and 2014.
Germany, the UK and France maintained their positions as the largest European TV
markets, each increasing all three of their revenue sources between 2009 and 2014. These
increases were predominantly driven by pay-TV subscriptions. For the UK and France,
subscription revenue represented their largest source of TV income. In the UK, strong
growth was noted across all three revenue streams.
Among our 18 comparator countries, Italy and Spain experienced a decline in TV revenues
between 2009 and 2014, predominantly driven by decreases in advertising revenue over the
five-year period. In Italy, advertising revenue declined from £3.15bn to £2.55bn, while in
Spain it fell from £1.92bn to £1.53bn. This reflects the shrinking of Spain’s advertising
market between 2009 and 2013,102 while the market also experienced declines in
subscription revenue and public funding over this five-year period.
The US and China are the two largest countries by revenue and are included at the bottom
of Figure 3.12 to accommodate the higher scale. The US experienced strong growth both
from pay-TV subscriptions and from advertising revenues, both of which increased by more
than £10bn during the five-year period between 2009 and 2014. China doubled its figure for
advertising revenue (from £5.30bn to £11.24bn) and its subscription revenue (from £5.21bn
to £10.66bn).
Robust growth was also recorded in the television markets of the remaining BRIC countries.
These increases in total revenue between 2009 and 2014 were driven mainly by an increase
in net advertising revenue and in subscriptions.

102 Advanced Television, 24 July 2013, http://advanced-television.com/2013/07/24/spain-tv-ad-
revenues-still-falling [Accessed 9 Octo39%ber 2015].
5.2
6.3
7.5
8.8
10.2
11.4
1.9
2.2
2.6
2.9
3.3
3.6
2.6
3.0
3.6
3.9
4.5
5.1
10.5
12.7
15.2
17.5
19.8
21.9
0
2
4
6
8
10
12
14
16
18
20
22
2009
2010
2011
2012
2013
2014
BRA
RUS
IND
CHN
NGA
7.4%
14.7%
12.2%
YOY
CAGR (5 yr)
Growth (%)
20
24
29
Total revenues (£bn)
14.2%
11.0%
12.1%
11.3%
13.2%
33
38
43
10.7% 13.0%
14.8% 32.9%

151

TV revenues by comparator countries, by source: 2009 and 2014
Figure 3.12

Source: IHS / industry data / Ofcom. Notes: Revenues include advertising, subscriptions and sources
of public funding only. Different scale used for the US and China due to larger size of those markets.
All figures expressed in nominal terms.
Figure 3.13 shows the annual growth in advertising revenue for each of our comparator
countries. India, Spain, Brazil and China showed the highest rates of growth in advertising
revenues in 2014, with India reaching 14.8% annual growth.
Among our European comparator countries, Spain, Poland and the UK had the highest year-
on-year growth, at 10.9%, 6.5% and 6.4% respectively. Five of our 18 comparator countries
recorded a decrease in annual growth, with Nigeria having the highest decrease at 20.3%
(although advertising revenue remains low in the country).
0.05
0.38
1.64
3.19
0.39
1.03
2.03
5.98
2.35
3.55
0.18
0.23
0.98
1.39
0.68
0.85
1.01
1.27
1.24
1.36
1.08
1.26
4.71
6.95
2.13
2.29
4.03
5.84
2.60
3.57
5.16
6.24
0.45
0.23
0.59
3.74
3.70
1.33
1.28
9.12
9.28
2.13
2.22
3.56
3.77
0.94
1.93
1.52
2.52
3.01
5.27
1.20
1.64
0.29
0.33
0.68
0.69
0.39
0.54
0.71
0.78
1.92
1.53
1.91
2.16
7.85
8.44
3.15
2.55
4.51
5.24
2.50
2.57
2.98
3.95
0
2
4
6
8
10
12
14
16
18
20
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
NGA IND RUS BRA KORSGP POLSWENED ESP AUS JPN ITA GER FRA UK
Subscription
Public funding
Advertising
Revenues
(£bn)
50.39
62.35
5.21
10.66
30.81
40.49
5.30
11.24
0
10
20
30
40
50
60
70
80
90
100
110
120
2009
2014
2009
2014
USACHN

152

TV advertising revenue annual growth: 2013-2014
Figure 3.13

Source: IHS / industry data / Ofcom. All figures expressed in nominal terms.

3.2.3 TV revenue per head among comparator countries
TV revenue per head in the UK increased by £7.10 to £216 in 2014
TV revenue per head in the US was the highest among the 18 comparator countries,
generating £323 per head in 2014, an increase of £10.50 year on year, and representing the
largest increase among the comparator countries. Germany had the second-highest revenue
per head in 2014, at £247, a £6.30 increase on 2013.
Among European countries, the UK recorded the largest year-on-year change (up by £7.10
to £216), followed by Germany (up by £6.30). This increase was mainly generated by
subscription revenues. Sweden had the third largest per-capita return among European
comparator countries in 2014, up by £2.20 on its 2013 figure to £184. In contrast, France,
Italy and the Netherlands noted declines in per-capita revenues in 2014, with the
Netherlands down £3.70 to £147 and Italy down £2.50 to £100.
TV revenues per head for the BRIC countries and Nigeria remained significantly lower than
in most other comparator countries in 2014: Nigeria was lowest at £3. Brazil was the
exception: here per-capita returns reached £57, a £5.70 increase on 2013. Brazil’s revenue
per head was closely in line with the lower range of our European comparator countries
(Poland at £56 per head and Spain at £66 per head).
Annual growth (%)
-20.3
-2.4 -1.5 -1.0 -0.7
1.4
2.3
2.6
2.8
3.5
3.9
4.8
6.4
6.5
8.9
9.5 10.9
14.8
-25
-15
-5
5
15
NGA SGP AUS FRA ITA SWE RUS GER JPN NED KOR USA UK POL CHN BRA ESP IND

153

TV revenue per head, by revenue source: 2014
Figure 3.14

Source: IHS / industry data / Ofcom. Notes: Revenues include advertising, subscriptions and sources
of public funding only; figures inside the bars represent industry revenue per head by source. All
figures expressed in nominal terms.
The increase in UK subscription revenue per head was larger than advertising
revenue per head in 2014
Figure 3.15 details the changes, by country, in revenue per head, split by the three
component parts. For the majority of countries, increases in subscription fees were
responsible for increased revenues in 2014. The exception was Spain, where increased
advertising revenue per head of £3.10 was the main revenue driver.
Brazil and the US had the highest increases in per-capita subscription revenue, at £5.90 and
£5.50 respectively. There was also a notable increase in subscription fees per head in the
UK, up year on year by £4.40 (surpassing £3.30 per head advertising revenue). This
increase may be the result of increased take-up of pay-TV in the UK.103
Significantly, public funding per head declined in five of our comparator countries, three of
which were in Europe (the UK, Italy and the Netherlands). The Netherlands recorded the
largest per-capita decrease, down £3.10 on the 2013 figure.
Advertising revenues per head declined in four of our comparator countries in 2014. The
greatest falls were in Australia and Singapore, where advertising revenues per head
declined year on year by £2.50 and £2.70 respectively.

103 See TV and audio-visual consumers: pay-TV take-up.
97
56
71
37
195
55
53
29
76
89
36
42
72
30
7
3
8
2
58
35
113
21
29
30
5
24
40
1
7
£61
40
64
42
127
66
91
32
46
56
18
60
33
26
18
2
8
1
0%
20%
40%
60%
80%
100%
UK FRA GER ITA USA JPN AUS ESP NEDSWE POL SGP KOR BRA RUS IND CHNNGA
Advertising
Public
funding
Subscription
4
0.5
Revs per cap (£)
Change YOY (£)
25
1.8
16
1.5
216
7.1
130
-0.2
247
6.3
100
-2.5
150
4.8
112
7.0
174
-2.7
323
10.5
184
2.2
147
-3.7
57
5.7
66
5.3
102
-1.4
56
2.7
3
0.3

154

Changes in components of TV revenues per head: 2013-2014
Figure 3.15

Source: IHS / industry data / Ofcom. Notes: Revenues include advertising, subscriptions and sources
of public funding only; the bars represent changes in industry revenue per head, by source. All figures
expressed in nominal terms.
3.2.4 TV licence fee in the UK third highest among comparator countries
Public funding, in the form of TV licence fees paid by viewers, is an important element of TV
finance in most of the countries included in this analysis. As Figure 3.16 shows, eight of the
18 countries in our analysis require a TV licence.
At £146, the cost of the UK licence fee was the third highest among comparator countries in
2014, behind Sweden (£184) and Germany (£174). France had the greatest increase in its
licence fee between 2009 and 2014 (up by £14.53), while the Japanese licence fee fell by
£8.61, to £80. In 2011, Singapore abolished TV licence fees.

TV licence fees: 2014
Figure 3.16

Source: IHS / industry data / Ofcom. All figures expressed in nominal terms.
3.2.5 Varied results for advertising revenue among free-to-view broadcasters
Figure 3.17 shows the reported advertising revenues of selected free-to-view TV operators
in 2014. ITV, in the UK, had the largest advertising revenues in 2014 of the selected free-to-
air broadcasters in our analysis, with £1.63bn in revenue and 5.6% annual growth. The other
4.4
0.8
3.2
0.1
5.5
2.6
-0.4
2.3
-2.1
1.3
1.6
1.3
5.9
3.6
1.4
0.3
0.8
0.7
-0.6
-0.4
1.7
-2.2
0.0
0.3
0.2
-0.1
-3.1
0.5
0.0
0.0
3.3
-0.6
1.4
-0.3
4.9
1.9
-2.5
3.1
1.5
0.4
1.1
-2.7
1.1
2.1
0.4
0.2
0.6
-0.3
-6.00
-4.00
-2.00
0.00
2.00
4.00
6.00
8.00
10.00
12.00
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Subscription
Public funding
Advertising
-£0.19
£6.26
-£2.50
£10.47
£4.80
-£1.35
£2.23
£2.70
£7.01
-£3.66
-£2.68
£5.30
Change (£)
£7.07
£5.71
£1.80
£0.48
£1.47
£0.34
Cost per annum (£)
146
110
174
92
80
184
45
17
0
50
100
150
200
UK FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN NGA
No fee
No fee
No fee
No fee
No fee
No fee
No fee
No fee
No fee
No fee
0
Change vs
2009 (£)
0
0
xx-xxxx-xxxx
4.84
-8.61
0
0
0
0
0
0
0
-52.74
8.76
0

155
selected UK broadcasters recorded revenues ranging from £0.81bn (Channel 4) to £0.37bn
(Channel 5). ProSiebenSat 1 in Germany had the second largest revenues in 2014, with
annual growth of 2.6%. The largest year-on-year increase in advertising revenue was for the
Spanish Mediaset Espana, which increased by 10.9% in 2014, despite falling by 0.3% during
the five-year period between 2009 and 2014.
Advertising revenues declined in Italy and France in 2014 (Figure 3.13). This is illustrated by
the declining advertising revenues for broadcasters in 2014, with Italian Mediaset and Rai
recording falls of 3.8% and 4.0% respectively, and French TF1 and FT recording declines of
0.8% and 1.6%. New regulations have been put in place since 2009 which prohibit FT from
carrying advertising from 8pm to 6am, which may explain the decline shown in Figure 3.17.
The highest compound annual growth rate between 2009 and 2014 was recorded by the
UK’s Channel 5 (7.5%) and the Australian broadcaster Nine (5.2%).

Latest reported advertising revenues for selected free-to-view TV
Figure 3.17
operators: 2014

Source: IHS / industry data / Ofcom. Notes: Comparisons should be regarded as indicative only due
to the possibility of differences between broadcasters in financial reporting. All figures expressed in
nominal terms.
3.2.6 Increasing compound annual growth among most pay-TV operators
The three pay-TV operators with the highest subscription revenues among our comparator
countries in 2014 were all based in the US, the largest global TV market, with annual
revenues of up to £21bn (Comcast). All three noted growth both in year-on-year subscription
revenues and over the five-year period between 2009 and 2014. Collectively, these
operators accounted for £51.7bn in subscription revenue.
The UK’s BSkyB recorded the next highest level of subscription revenue among operators in
our comparator countries, with a 6.2% increase to £4.6bn in 2014. In contrast, UK’s Virgin
Media noted a decline of 3.1% in annual growth, despite an average annual growth of 3.9%
between 2009 and 2014.
Brazilian operators recorded robust growth, both in annual growth figures since 2013 and in
average annual growth between 2009 and 2014: Sky Brazil had 13.0% year-on-year growth
on revenue of £2.4bn and Net Servicos had 18.6% year-on-year growth on revenue of
£2.1bn. BRIC country operators’ compound annual growth rates between 2009 and 2014
1.63
1.40
1.37
1.34
1.32
1.21
0.81
0.67
0.63
0.60
0.57
0.45
0.37
0.30
0
1
2
ITV
P7S1
Fuji
Mediaset
RTL
TF1
C4
Mediaset
Espana
Atresmedia
Seven
Nine
RAI
C5
FT
Annual advertising revenue (£bn)
UK
5.6
3.2
ITA
-3.8
-5.1
FRA
-0.8
-0.1
UK
3.5
2.2
ITA
-4.0
-6.9
AUS
0.7
3.2
ESP
10.9
-0.3
ESP
8.1
0.6
GER
1.2
2.0
JPN
2.4
-0.8
GER
2.6
1.8
AUS
0.8
5.2
UK
5.6
7.5
FRA
-1.6
-2.6
Territory
YOY Change (%)
5 Yr CAGR (%)

156
was the largest among the comparator countries: Brazil’s Sky Brazil and Net Servicos at
22.5% and 14.7% respectively, and Dish TV in India at 21.4%.

Latest reported subscription revenues for selected pay-TV operators:
Figure 3.18
2014

Source: IHS / industry data / Ofcom. Notes: Comparisons should be regarded as indicative only due
to the possibility of differences in financial reporting between broadcasters. All figures expressed in
nominal terms.
A general upward trend for pay-TV ARPU
Average revenue per user (ARPU) can provide insights into the relative performance of pay-
TV operators by country. Most of our comparator countries had an increase in pay-TV ARPU
from 2009 and 2014, despite a levelling-out of subscription numbers over this period. This
can be explained in part by the increased ‘bundling’ offered by pay-TV companies as
customers take up broadband and fixed-line services along with their TV subscriptions.
There was a modest increase in the UK, where ARPU increased from £373 to £386 in 2014,
remaining the highest among the European comparator countries. Other increases among
European comparator countries were in Germany (an increase of £82 to £270) and Italy (an
increase of £75 to £300).
The highest figures among our comparator countries in 2014 were in the US (£618) and
Australia (£441). The US had the largest absolute increase (£113) between 2009 and 2014.
France, Spain, Singapore and Australia all recorded decreases in pay-TV ARPU between
2009 and 2014. France had the largest decline over this period, down by 24% to £170.
21.0
16.0
14.6
4.6
2.4
2.1
2.0
1.5
1.4
1.3
1.2
0.9
0.8
0.7
0.4
0.2
0
4
8
12
16
20
Comcast Direct TV
Dish
BSkyB
Sky
Brazil
Net
Servicos
Sky
Italia
J:Com
Virgin
Media
Sky
Deutschland
CanalSat
Sky
Perfect
Foxtel
Canal
Plus
KT
Sky Life
Dish TV
Annual subscription revenue (£bn)
USA
1.5
1.3
UK
2.8
6.2
BRA
14.7
18.6
ITA
1.`
0.0
JPN
-0.8
-6.5
GER
13.2
12.9
JPN
7.4
16.3
UK
3.9
-3.1
BRA
22.5
13.0
USA
3.8
5.1
USA
5.7
5.3
FRA
1.7
-0.3
AUS
15.9
-0.6
ESP
-1.6
-4.0
Territory
5 Yr CAGR (%)
YOY Change (%)
KOR
-1.8
-1.8
IND
21.4
12.4

157

Pay-TV ARPU, by country: 2009-2014
Figure 3.19

Source: IHS / industry data / Ofcom. Notes: ARPU is average revenue per user, representing the
average revenue generated per pay-TV subscriber. All figures expressed in nominal terms.
UK online TV and video revenue grew more than threefold from 2011 to 2014
Short and long-form online TV and video revenue is made up of subscription fees and
advertising revenue, as well as electronic sell-through retail and on-demand revenue from
online services delivering TV and video content. Typically, it includes services such as catch-
up TV services, Netflix, Xbox Video, Hulu, Hulu Plus, iTunes and YouTube.
There has been significant growth in this sector since 2009, especially in the five countries
featured in Figure 3.20. Although still small relative to the overall TV market in terms of
revenue, online TV and video revenue in the UK was £908m in 2014, more than three times
the 2011 figure of £242m. This rapid growth is also evident in the US, the country with the
largest revenue of this type among our comparator countries in 2014 (£6.8bn).
UK revenues in 2014 were greater than those in France (£366m) and Germany (£386m).
The figure for UK revenue remained well above that of Japan, where revenues reached
373
386
224
170
188
270
225
300
505
618
148
193
469
441
290
272
143
171
193
224
95
125
262
246
162
207
272
304
18
29
18
23
29
40
83
107
0
100
200
300
400
500
600
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
ARPU (£)

158
£643m. In the UK, growth was driven predominantly by the increased popularity of services
such as Netflix and Amazon Prime Instant Video.104

Online TV and video revenue among selected comparator countries
Figure 3.20

Source: IHS / industry data / Ofcom. Notes: (1) Different scale used for USA due to larger size. (2)
‘Online TV and video revenue’ refers to advertising revenue, subscription revenue as well as retail
and rental on-demand revenue derived from online services delivering TV and video content.
Typically, it includes short-form and long-form services such as catch-up TV services, Netflix, Xbox
Video, Hulu, Hulu Plus, iTunes and YouTube. (3) All advertising revenues are net (after discounts and
agency commissions).(4) All figures expressed in nominal terms.
3.2.7 Revenue from UK TV exports at £1.2bn in 2014
UK television industry export revenues decreased marginally by 1% year-on-year to
£1.207bn in 2014
The latest annual UK Television Exports Survey, commissioned by Pact, collects and
summarises the revenue figures of international television companies, and highlights the
popularity of UK programming abroad.
In 2014, the estimated total revenue for international sales of UK television programmes and
associated activities was £1.207bn, a 1% decrease on the 2013 figure of £1.214bn. The
2014 figure is more than double that in 2005, when the survey reported an overall figure of
£494m. This growth has largely been driven by the ‘terms of trade’ changes, which enable
independent producers to negotiate and sell secondary rights to their programmes, including
the rights to the distribution of finished programmes and formats outside the UK.
The US remains the UK’s largest export market
Figure 3.21 shows the total UK revenues generated from the sale of all programming and
associated activities to international markets. It is evident that the US is by far the UK’s
largest export market. In 2014, total sales stood at £407m; a 4% decrease on 2013. This
remains significantly larger than the second largest market, Australasia, which accounted for
£145m of total exports in 2014.105 Exports to Brazil showed the greatest relative year-on-
year increase (30%) among the countries shown. Although generating less revenue than
European countries, this may be indicative of a growing appetite for UK TV content.

104 See The Communications Market Report 2015, ‘Key market developments in TV and audio-visual’
p. 148.
105 Australasia comprises Australia, New Zealand, the island of New Guinea and neighbouring islands
in the Pacific Ocean.
102
57
83
185
188
105
123
261
242
177
167
389
414
233
222
515
631
311
330
579
908
366
386
643
0
100
200
300
400
500
600
700
800
900
1,000
UK
FRA
GER
JPN
2009
2010
2011
2012
2013
2014
Online TV video revenue (£m)
1.3
1.7
2.7
4.4
5.8
6.8
0
1
2
3
4
5
6
7
8
USA
Online TV video revenue (£bn)

159

UK television industry export revenues in selected countries: 2013 and
Figure 3.21
2014

Source: Pact. UK Television Exports Survey 2014/2015. Notes: (1) 24 responses were received in
2014. For comparisons between years to be meaningful, the figures for 2013/2014 have been revised
to compare like-for-like company responses. There was some estimation for incomplete or late
surveys. (2) AUS in this section is Australasia and includes Australia, New Zealand, the island of New
Guinea and neighbouring islands in the Pacific Ocean. (3) All figures expressed in nominal terms.
Finished television programming is the UK’s largest source of TV industry export
revenue
Figure 3.22 shows the export market for UK programming and associated activities, broken
down by the different types of programming and licensing deals. The largest source of TV
revenue is in the form of finished television content, generating £689m in 2014; 5% lower
than in 2013. This figure is more than four times greater than the sales of productions (new
commissions), which is the second largest contributor to TV export revenue (£142m).
Sales of digital rights had the largest growth in the year, with a 47% increase on 2013, to
£140m in 2014.
60
50
35
75
10
16
17
11
3
11
12
16
69
46
37
64
11
16
14
10
4
6
11
16
0
10
20
30
40
50
60
70
80
90
100
FRA
GER
ITA
US
CAN
JPN
AUS*
ESP
NED
POL
BRA
RUS
IND
CHI
YOY
change (%)
15
-7
3
-5
-15
11
7
-1
-18
-8
30
-49
-11
1
429
135
407
145
100
200
300
400
500
600
2013
2014
Export revenue (£m)

160

UK television industry export revenues, by type: 2013 and 2014
Figure 3.22

Source: Pact. UK Television Exports Survey 2014/2015. Notes: (1) 24 responses were received in
2014. For comparisons between years to be meaningful, the figures for 2013/2014 have been revised
to compare like-for-like company responses. There was some estimation for incomplete or late
surveys. (2) All figures expressed in nominal terms.

722
689
660
680
700
720
740
2013
2014
84
95
36
54
73
150
81
140
37
57
61
142
0
20
40
60
80
100
120
140
160
180
200
Television
DVD
Digital Rights
Co-production
Format
Licensing/Misc.
Productions
(New
Commissions)
YOY
change (%)
-4
-4
47
3
5
-16
-6

161
TV and audio-visual consumers
3.3
3.3.1 Summary
This is the final section of the audio-visual chapter. In Section 3.3.2 we examine patterns of
digital television take-up, before considering the platform mix across the comparator
countries in Section 3.3.3. We then analyse the number of pay-TV homes in each country in
Section 3.3.4, before examining how viewers in different countries consume broadcast
television (Section 3.3.5).

In 2014, the UK, Italy, Japan, Australia and Singapore had 100% digital
television take-up on main TV sets, with digital take-up exceeding 60% of TV
homes in every comparator country for the first time.


In the UK, digital satellite (which includes Freesat and Sky TV) was the
country’s favourite viewing platform on primary sets in 2014 (at 45% of TV
households) while digital terrestrial was second highest with 33%. Digital satellite
was also the most popular platform in Germany, Poland, Brazil, Russia, India and
Nigeria.


IPTV was the most popular TV platform in France and South Korea in 2014,
with take-up of 41% and 30% respectively. The proportion of UK TV homes with
IPTV as their main platform increased by 3pp in 2014 to 8%.


Nearly three-fifths (59%) of TV homes in the UK had a pay-TV service in 2014.
The Netherlands (99%), South Korea (97%) and the US (87%) were the three
comparator countries with the highest proportion of pay-TV take-up in 2014 although
the characteristics of pay-TV vary across the three countries.


Across the comparator countries, audiences watched an average of 3 hours 43
minutes of broadcast TV per person per day in 2014. The US had the highest
level of TV viewing of all of the comparator countries (at 4 hours 42 minutes per
person per day) while Sweden had the lowest, at 2 hours 33 minutes. The UK ranked
tenth of the 15 ICMR countries, with viewers watching on average 3 hours 40
minutes of television a day in 2014.


Comparing 2014 to 2013, the data showed a decline in viewing (by varying
degrees) among seven of the 15 ICMR comparator countries, with the UK
showing the largest year-on-year decline of 4.9% (12 minutes). Some of the UK
decline may be explained by increased viewing of online content on tablets and
smartphones, an increase in subscription VoD viewing, falling unemployment, and
the effect of the weather.
3.3.2 Digital television take-up on main sets
Digital TV take-up exceeds 60% of TV homes across all comparator countries in 2014
Digital TV take-up in 2014 ranged from 100% in five countries to 65% in Russia – the first
year in which all 18 of our comparator countries had take-up greater than 60%. Figure 3.23
and Figure 3.24 show growth in DTT take-up, and for ease of interpretation, the countries
are illustrated in two charts.
For the second consecutive year, the UK, Italy, Japan, Australia and Singapore were the
only five of our comparator countries with 100% DTV take-up on main TV sets. All but one of

162
the nine countries listed in Figure 3.23 have completed digital switchover, with France, the
US, Spain and the Netherlands less than 100% DTV take-up only because of analogue
cable services that can be found in a small proportion of TV homes. The exception is
Singapore, which has yet to formally complete switchover, despite all TV services being
provided digitally since 2013.

Take-up of digital television: top nine comparator countries
Figure 3.23

Source: IHS/ industry data/ Ofcom
DTV take-up remains below the 87% average for the next nine comparator countries,
although these are inevitably the markets that have the most room for growth. Indeed most
of the DTV growth among these countries occurs as the number of overall TV homes goes
up.
India has had the greatest year-on-year average growth in the number of DTV homes since
2009 (34%); growth from 2013 to 2014 was 26%, as the third phase of India’s cable
digitisation programme continues.
50
60
70
80
90
100
2009
2010
2011
2012
2013
2014
UK
FRA
ITA
USA
JPN
AUS
ESP
NED
SGP
TV homes (%)
100%
0%
3%
95%
1%
4%
100%
0%
4%
96%
2%
3%
100%
1%
2%
100%
2%
6%
99%
1%
3%
87%
2%
9%
100%
1%
13%
Take-up
2014
1 yr
5 yr
CAGR
Growth in
DTV homes

163

Take-up of digital television: the next nine comparator countries
Figure 3.24

Source: IHS/ industry data/ Ofcom
Most comparator countries have completed digital switchover
Many countries completed digital switchover in 2012 and 2013, and Brazil and Nigeria are
the next two comparator countries scheduled to complete digital switchover - in 2018.
India is the only one of our comparator countries which has not yet set a final date for
analogue terrestrial switch-off. This is because the Indian Government has prioritised digital
switchover for the cable platform; the process is ongoing. Singapore is the other comparator
country not featured in Figure 3.25; although it has an official switchover deadline of 2020,
all TV services have been provided digitally since 2013.

Timeline for digital switchover, by country and date
Figure 3.25

Source: IHS / industry data / Ofcom
3.3.3 TV platform mix across comparator countries
Digital satellite was the most popular TV platform in seven comparator countries in
2014
0
20
40
60
80
100
2009
2010
2011
2012
2013
2014
GER
SWE
POL
KOR
BRA
RUS
IND
CHN
NGA
TV homes (%)
72%
3%
10%
74%
3%
4%
86%
2%
9%
76%
8%
14%
72%
5%
12%
65%
11%
31%
70%
26%
34%
84%
6%
7%
84%
7%
7%
Take-up
2014
1 yr
5 yr
CAGR
Growth in
DTV homes
2006
2007
2008
2009
2010
2011
2012
2013
2015
NED
SWE
GER
USA
Switchover complete
ESP
FRA
JPN
UK
ITA
POL
AUS
RUS
2020
BRA
CHN
Switchover deadline
KOR
2018
2019
NGA

164
In 2014, digital satellite was the most popular TV platform in seven of the 18 comparator
countries: the UK, Germany, Poland, Brazil, Russia, India and Nigeria. It was also the
second most popular platform in a further seven countries, as shown in Figure 3.26.
Both digital cable and digital terrestrial were the most popular platforms in four countries in
2014, while IPTV was the most popular platform in France and South Korea. Sweden was
the only country to have an analogue platform as its most popular method of viewing TV on
a main set in 2014, with the cheap analogue cable platform remaining popular there.

Most popular TV platform: 2014
Figure 3.26

Source: IHS/ industry data/ Ofcom
The platform mix on main sets varies across the comparator countries
Digital terrestrial continues to dominate the TV markets in Italy (73% take-up in 2014), Spain
(69%) and Australia (67%), while it remains strong in the UK and Singapore, with 33% and
37% take-up respectively.
Digital satellite is the only other platform to dominate main-set TVs in any of the comparator
countries: in Nigeria (69%), Brazil (52%) and Poland (50%), while with 50% share of main
sets, digital cable is the most popular platform in Japan.
Other than these examples, there is a healthy blend of TV platforms in most of the
comparator countries (Figure 3.27), both among those which have completed digital
switchover and those which are in the process of doing so.
Digital Terrestrial
IPTV
Analogue Cable
Digital Terrestrial
Digital Cable
Digital Cable
Digital Terrestrial
Digital Terrestrial
Digital Cable
Analogue Cable
Digital Satellite
Digital Terrestrial
IPTV
Analogue
Terrestrial
Digital Satellite
Digital Satellite
Digital Cable
Digital Satellite
Digital Satellite
Digital Satellite
Digital Satellite
Digital Satellite
Digital Satellite
Digital Satellite
Digital
Satellite
IPTV
Digital
Terrestrial
Digital
Cable
Digital Cable
Analogue
Cable
Digital Satellite
Analogue
Cable
Analogue
Cable
Digital Satellite
Digital
Terrestrial
0
20
40
60
80
100
UK
FRA GER
ITA
USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS
IND
CHN NGA
Largest platform
Second largest platform
Digital
Satellite
TV homes (%)

165

TV platform take-up: 2014
Figure 3.27

Source: IHS/industry data/Ofcom. Note: Digital terrestrial includes additional paid for services such as
Top Up TV. Digital satellite includes free-to-air as well as paid-for services.
There was a clear move from analogue to digital platforms among the BRIC countries
and South Korea in 2014
In 11 of our comparator countries there was a greater proportion of digital TV households in
2014 than in 2013. The move to digital platforms came predominantly at the expense of
former analogue cable households, while there was also a migration from analogue
terrestrial households in countries that are yet to complete their digital switchover.
The greatest overall shift in analogue to digital TV households was in India (a 12pp increase)
due to the ongoing digital cable switchover process mentioned above. Russia had the next
highest rate of migration, with a 6pp annual increase, digital satellite proving to be the main
beneficiary of the move.
Looking at individual digital platforms, the number of UK digital terrestrial homes decreased
by 4pp in 2014, mainly to the benefit of IPTV platforms, the number of which increased by
3pp year on year. This can be attributed to the growth in BT TV and TalkTalk subscriber
numbers throughout 2014, as the companies developed their triple-play bundles. Spain’s
IPTV growth is discussed in more detail in the next section.
China saw a shift towards digital cable at the expense of digital satellite in 2014 following
support for the sector from the Chinese government, to enable it to compete with the IPTV
offerings form the large telecoms companies.
14
4
16
43
50
10
6
47
17
18
36
23
12
6
27
43
5
28
4
13
26
14
24
26
29
12
45
35
43
27
30
29
20
12
10
17
50
20
52
36
42
32
69
33
14
7
73
13
13
67
69
7
24
15
37
3
8
14
16
28
9
2
5
15
8
41
6
11
7
2
12
23
16
2
27
30
8
8
0%
20%
40%
60%
80%
100%
UK FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN NGA
IPTV
Analogue Terrestrial
Digital Terrestrial
Analogue Satellite
Digital Satellite
Analogue Cable
Digital Cable
TV homes (%)

166

Year-on-year changes in platform take-up, by country and platform:
Figure 3.28
2013-2014

Source: IHS / industry data / Ofcom. Note: Figures represent percentage point increase across all TV
homes
IPTV continued to grow as the primary TV platform in many countries
Internet protocol television (IPTV) is the term used to describe the television platform that
delivers channels to viewers using internet protocol (IP) technology over a broadband
connection. For the purposes of this report, hybrid systems such as BT TV in the UK (i.e.
those that provide television services through both an aerial and an IP connection) are
considered as IPTV platforms.
In 2014, IPTV continued to compete with digital platform technologies, encouraged by the
growth of triple-play bundled services in countries with high-bandwidth infrastructure. Indeed,
in France and South Korea, IPTV was the most popular TV platform, with take-up of 41%
and 30% respectively.
Take-up on main TV sets was at least 10% in seven of the comparator countries in 2014, all
of which are featured in Figure 3.29. While growth has been gradual in most countries, there
was a notable annual increase in take-up in Spain; from 4% to 12%, due to the increased
triple-/quad-play offerings from Telefonica under its Movistar brand.
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Digital terrestrial
-4
-2
0
0
0
0
-1
-7
-1
0
2
0
-3
2
0
0
0
4
Digital satellite
2
1
0
0
0
0
0
0
0
0
-2
0
0
-1
3
3
-3
-3
Digital cable
0
0
1
0
1
0
0
0
-1
0
0
0
2
1
2
10
4
0
IPTV
3
1
1
0
1
1
1
7
3
2
0
0
5
0
1
0
1
0
Total digital
0
0
2
0
1
0
0
0
1
1
1
0
5
2
6
12
2
1
Analogue cable
0
0
-2
0
-1
0
0
0
-1
-1
-1
0
-5
0
-2
-11
-4
0
Analogue satellite
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
Analogue
terrestrial
0
0
0
0
0
0
0
0
0
0
0
0
0
-2
-4
-1
1
-1
Total analogue
0
0
-2
0
-1
0
0
0
-1
-1
-1
0
-5
-2
-6
-12
-2
-1

167

IPTV take-up on main TV sets in countries where take-up was at least
Figure 3.29
10% in 2014

Source: IHS/ industry data/ Ofcom
3.3.4 Pay-TV take-up
In 2014, 66% of the TV households among comparator countries used a pay-TV
service
The popularity of pay-TV across comparator countries is influenced by a range of factors,
including the availability of free-to-view channels, the exclusive rights that pay-TV operators
may have to particular programmes or types of content, and the presence or lack of publicly-
funded television channels.
Among the 18 comparator countries in this report, the take-up of pay television has
increased by 12pp from 2009, to 66% of all TV households in 2014.
Looking at the European comparator countries, the UK had an above-average take-up of
pay-TV in 2014 (59% compared to the rest-of-Europe figure of 58%), in contrast to 2013,
when the UK was below average compared to the other European countries (55% vs. 57%).
The strong annual growth in the UK pay-TV market has been driven by the jump in IPTV
platform take-up for both BT and TalkTalk.
The pay-TV market remains strong in the US, with the 87% rate of take-up remaining the
same as it was in 2009, while there continues to be growth across the BRIC countries – from
48% take-up in 2009 to 66% in 2014.
17
20
35
38
40
41
5
5
5
5
4
12
10
10
11
13
14
16
3
10
16
20
23
5
6
7
9
10
11
11
19
24
26
27
27
12
14
17
21
25
30
0
10
20
30
40
2009
2010
2011
2012
2013
2014
FRA
ESP
SWE
NED
USA
SGP
KOR
TV homes (%)

168

Take-up of pay-TV among groups of comparator countries
Figure 3.30

Source: IHS / industry data / Ofcom. Note: ‘Europe’ in this context means those European countries
within our comparator set; France, Germany, Italy, Spain, Netherlands, Sweden and Poland. ‘Total’ in
this context means the 18 countries in this report’s comparator set.
In 2014, the majority of the TV homes in 13 of the 18 comparator countries paid for
additional TV services
A substantial number of people were willing to pay for additional channels in 2014. but it is
worth remembering that the characteristics of pay-TV vary across our comparator countries.
For instance, pay-TV in the US and the UK provides access to various bundles of additional
channels in exchange for payment, while in the Netherlands and Sweden, consumers can
pay a small ‘access charge’ in return for a limited number of channels on a cable package.
The greatest levels of pay-TV take-up were found in the Netherlands (99% take-up), South
Korea (97%), the US (87%), India (85%), Sweden and Poland (both 83%) at the end of
2014. Free-to-air television remained more popular than pay-TV services in five of our
comparator countries in 2014: Italy (70%), Australia (68%), Spain (71%), Brazil (67%) and
Nigeria (78%).
54
65
66
52
55
59
52
57
58
48
64
66
87
87
87
46
35
34
48
45
41
48
43
42
52
36
34
13
13
13
0
20
40
60
80
100
2009 2013 2014 2009 2013 2014 2009 2013 2014 2009 2013 2014 2009 2013 2014
Total
UK
Europe
BRIC
USA
Free
Pay
TV homes (%)

169

Take-up of pay and free-to-air television: 2014
Figure 3.31

Source: IHS/ industry data/ Ofcom
Across the period from 2009 to 2014, Brazil and Nigeria saw the greatest average
annual increases in pay-TV take-up
Looking at the five-year picture, it is clear that the greatest levels of growth in pay-TV take up
has been in markets where free-to-air TV has traditionally had a stronger hold. Indeed,
Nigeria and Brazil had average annual increases of 40% and 21% respectively from 2009 to
2014.
France was the only European country among the comparator countries in which there was
an above-average CAGR figure of growth across the same period. This represents the
increasing popularity of IPTV in France, which is an entirely pay-TV platform.
Italy had an average annual decrease of 4% in pay-TV households each year from 2009 to
2014. This is linked to the ongoing after-effects of the financial crisis, with new TV
households choosing to stick with free-to-air terrestrial services as opposed to the pay-TV
alternative.
59
77
55
30
87
69
32
29
99
83
83
63
97
33
66
85
62
22
41
23
45
70
13
31
68
71
17
17
37
3
67
34
15
38
78
0%
20%
40%
60%
80%
100%
UK
FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN NGA
Free TV
Pay TV
TV homes (%)

170

Pay-TV take-up, millions of homes: 2009 and 2014
Figure 3.32

Source: IHS/ industry data/ Ofcom
3.3.5 Broadcast television viewing
On average, viewers in the comparator countries watched 3 hours 43 minutes of TV
per day
Across the ICMR comparator countries106, each person watched an average of 3 hours 43
minutes of broadcast TV per day in 2014 (Figure 3.33). The UK was broadly in line with the

106 TV viewing data not included in Eurodata TV Worldwide 2015 report for Singapore, Nigeria or India
3.6
19.7
17.2
0.9
11.1
3.8
7.4
5.0
2.9
7.6
21.7
21.0
16.2
0.7
7.5
14.5
0.7
10.4
3.5
7.0
4.3
2.3
9.5
21.5
11.6
13.8
0
5
10
15
20
25
NGA
BRA
KOR
SGP
POL
SWE
NED
ESP
AUS
ITA
GER
FRA
UK
2009
2014
Homes (millions)
5yr CAGR
3%
13%
0%
-4%
4%
3%
1%
2%
1%
6%
3%
21%
40%
Lower than average
Higher than average
268.4
141.3
36.0
36.0
101.0
178.9
91.2
21.7
31.9
99.8
0
50
100
150
200
250
300
CHN
IND
RUS
JPN
USA
Homes (millions)
0%
2%
11%
9%
8%

171
average among the ICMR comparator countries, with people watching on average 3 hours
40 minutes of television a day in 2014. The US had the highest level of TV viewing of all the
comparator countries (4 hours 42 minutes) and Sweden the lowest (2 hours 33 minutes).
Comparing 2014 to 2013, seven of the 15 comparator countries had a year-on-year decline
in daily TV viewing minutes per head. The UK had the largest proportional decline, with TV
viewing falling by 4.9% (11 minutes). Some of the UK decline may be explained by
increased viewing of audio-visual content on tablets and smartphones and an increase in
subscription VoD viewing, as well as falling unemployment and the effect of the weather on
TV viewing.107
The US and Sweden followed the UK, with the joint second largest proportional decline, both
down by 3.8% year on year. Daily TV viewing increased in Poland (by 5.3%), Brazil (3.2%),
Australia (2.0%), South Korea (0.5%), Italy (0.4%) and Russia (0.4%).
Across the European ICMR comparator countries, four showed a decline in viewing, while in
Poland, the Netherlands and Italy viewing increased, and in Germany it remained level.
Average daily viewing per head across the European comparator countries was highest in
Italy (at 4 hrs 22 mins/day), followed by Poland (4 hrs 20 mins/day), and was lowest in
Sweden (2 hrs 33 mins/day). Viewing in the UK (3 hrs 40 mins/day) was in line with France
and Germany (both at 3 hrs 41 mins/day).
Among the BRIC countries,108 Brazil was the only country to have an increase in viewing
between 2013 and 2014, with daily minutes increasing by 3.2% to 3 hours 44 minutes. Daily
TV viewing remained broadly unchanged in Russia, at 3 hours 59 minutes per person per
day, while viewing in China decreased by 1.3% to 2 hours 37 minutes.
Looking at the Asia Pacific countries,109 daily viewing in Australia110 increased by 2.0% to 3
hours 24 minutes a day while viewing in Japan111 and South Korea was broadly unchanged
(at 4 hrs 24 mins/day and 2 hrs 16 mins/day respectively).

107 For an in-depth look at the recent decline in TV set viewing in the UK, see section 1.4 Changes in
TV viewing habits in Ofcom’s Communications Market Report 2015:
http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr15/CMR_UK_2015.pdf
108 BRIC countries include Brazil, Russia and China. TV viewing data for India were not available.
109 Asia Pacific countries include Japan, Australia and South Korea. TV viewing data for Singapore
were not available.
110 Australia data relates to viewing in the Australia Regional area and is calculated on the regions
Queensland, Northern New South Wales (NSW), Southern NSW, Victoria & Tasmania and Regional
Western Area. Note: the definition of Australia regional changed in 2014 to include Regional Western
Australia. 2013 data for Australia Regional in all charts reflects this change. The 2014 ICMR report
was based on Australia Regional excluding Regional Western Australia.
111 Japan data relates to viewing in the Japan Kanto region. Japan Kanto is considered the main TV
market in Japan, although it is representative of the Japan Kanto region only, and should not be
considered as equivalent to nationally representative data.

172

Average minutes of broadcast TV viewing per person per day: 2013-
Figure 3.33
2014

Source: Médiamétrie, Eurodata TV Worldwide – One Television Year in the World 2015. Viewing in
France relates to France National. Japan data relate to viewing in the Japan Kanto region. Viewing in
Australia relates to Australia Regional which is calculated on the regions: Queensland, Northern
NSW, Southern NSW, Victoria & Tasmania and Regional Western Area. The definition of Australia
regional changed in 2014 to include Regional Western Australia. 2013 data for Australia Regional
throughout all charts reflects this change. The 2014 ICMR report was based on Australia Regional
excluding Regional Western Australia.
Most popular national channels
As the number of television channels increases, patterns of consumption change. In order to
gauge the impact of channel expansion and choice, we compare the year-on-year
performance of the top five highest-ranking channels by market (Figure 1.33).
In the UK the main five public service broadcasters (PSB) channels112 made up the top five
TV channels, despite digital TV having reached universal coverage in 2012. Viewing to the
main five PSB channels accounted for over half of all viewing (51.2%) in the UK in 2014, in
line with 2013 (51.1%). BBC One remains the most-watched channel in the UK, with a
21.7% share of total viewing, followed by ITV, BBC Two, Channel 4 and Channel 5, in that
order.
We can see a pattern of reduction in the collective share of the top five TV channels in ten of
the 15 comparator countries. Brazil had the largest percentage point (pp) decline in share of
overall viewing to its top five channels, down by -4.7pp from 69.9% in 2013 to 65.2% in
2014. Poland had the second-largest percentage point decline in share of overall viewing to
its top five channels, down by 3.1pp after having completed digital switchover halfway
through 2013. Conversely, the UK (up 0.1pp), the US (0.5pp), Australia (0.1pp), Spain
(3.0pp) and the Netherlands (0.9pp) all increased theirs collective share of viewing to their
top five channels.

112 BBC One, BBC Two, ITV, Channel 4 and Channel 5, including HD variants but excluding +1s.
Average minutes per day
220
221
221
262
282
264
204
239
200
153
260
196
224
239
157
0
50
100
150
200
250
300
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
KOR
BRA
RUS
CHN
2014 average
223 mins
Proportional change in minutes of viewing per person per day, 2013 - 2014
-4.9%
-2.2%
0.0%
+0.4%
-3.8%
-0.4%
+2.0%
-2.0%
+2.6%
-3.8%
+5.3%
+0.5%
+3.2% +0.4%
-1.3%

173

Top five channels’ audience share: 2013-2014
Figure 3.34

Source: Médiamétrie, Eurodata TV Worldwide – One Television Year in the World 2015. Viewing in
France relates to France National. Japan data relate to viewing in the Japan Kanto region. Viewing in
Australia relates to Australia Regional which is calculated on the regions Queensland, Northern NSW,
Southern NSW, Victoria & Tasmania and Regional Western Area.
Publicly-owned channels in 2014
Among the ICMR comparator countries, the share of viewing of publicly-owned channels
(including channels owned by other countries where available)was highest in China (63.4%),
followed by Germany (57.4%) and the UK (44.0%).113 Viewing of publicly-owned channels
was lowest in Brazil (1.2%) followed by the US (1.4%) (Figure 3.35).

113 In the UK, ‘publicly-owned channels’ refers to all BBC and Channel 4 channels as well as S4C,
PBS America, PTV Global, Russia Today and Euronews. The 44% share attributed to publicly-owned
channels in 2014 were to the domestic broadcasters.
5.2
5.1
14.5
13.8
34.5
37.4
13.7
14.3
12.3
13.2
22.3
23.3
21.7
18.9
14.5
13.5
14.6
15.1
19.5
18.3
6.8
6.7
17.3
17.8
13.3
13.0
22.9
22.8
21.7
21.0
8.7
10.0
24.4
25.5
24.4
25.8
24.4
25.3
23.5
24.8
27.3
27.1
21.8
22.2
23.6
23.6
21.5
21.5
32.1
33.7
12.3
11.5
22.0
22.3
24.9
24.9
24.2
24.6
20.8
21.1
6.4
6.1
12.6
13.7
6.3
6.7
14.2
14.0
12.9
13.8
12.7
12.0
11.5
13.0
14.0
12.0
11.2
10.6
28.4
28.2
6.4
6.8
12.6
13.3
18.4
19.5
12.7
12.9
8.8
9.0
20.3
21.2
51.5
53.0
65.2
69.9
52.3
53.6
48.7
51.8
62.3
62.4
55.0
54.1
52.1
49.1
47.3
47.2
80.0
80.2
25.5
25.0
51.9
53.4
56.6
57.4
59.8
60.3
51.2
51.1
0
20
40
60
80
100
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
CHN
RUS
BRA S.KOR POL
SWE
NED
ESP
AUS
JPA
USA
ITA
GER
FRA
UK
Top channel
Second and third most popular
Fourth and fifth most popular
Change in
share of top
five channels
2013 – 2014
(percentage
points)
+0.1
-0.5
-0.9
-3.1
-1.3
-4.7
-1.5
+3.0
+0.9
-0.1
+0.5
-0.2
+0.1
-1.5
-0.8
Audience share (%)

174
Comparing 2014 to 2013, viewing of publicly-owned channels varied among the 15 ICMR
comparator countries; seven countries had an increase in viewing of publicly-owned
channels, while seven had a decrease, and the US was unchanged.
Viewing share to publicly-owned channels increased in the UK, France, Germany, Japan,
Australia, Poland and Russia. Russia had the largest percentage point increase (4.3pp)
followed by Japan, up by 1.1 percentage point. The Netherlands had the largest decline in
viewing share to publicly-owned channels between 2013 and 2014 (down by 3.3pp).

Viewing of publicly-owned channels
Figure 3.35

Source: Médiamétrie, Eurodata TV Worldwide - One Television Year in the World 2015. Uses the
‘status’ flag attributed to each channel by country which relates to state ownership. Includes ‘domestic
public’, ‘foreign public’, ‘public’ and ‘mixed’. ‘Domestic public’ refers to channels that broadcast locally
and are state-owned. ‘Foreign public’ refers to international public channels. ‘Public’ refers to
channels that are difficult to label between ‘domestic public’ and ‘foreign public’, such as BBC
America. ‘Mixed’ refers to channels with a hybrid status (mix of public and private funding). ‘Viewing in
France’ relates to France National. Japan data relates to viewing in the Japan Kanto region,
considered to be the main TV market in Japan (national data are not available). Viewing in Australia
relates to Australia Regional, which is calculated on the regions Queensland, Northern NSW,
Southern NSW, Victoria & Tasmania and Regional Western Area. Note: Change in viewing share may
not appear to add up with y-o-y 2013 to 2014 figures, due to rounding of decimal places.
Legacy terrestrial channels make up the majority of viewing
The legacy terrestrial channels continue to command over half of viewing share in the UK,
France, Germany and Italy. In the UK, the legacy terrestrial channels, BBC One, BBC Two,
ITV, Channel 4 and Channel 5, together command a share of 51.2%, in line with 2013
(51.1%). For the second consecutive year the largest year-on-year decrease in share of
viewing to legacy terrestrial channels was in Italy, where the collective share of RAI 1, RAI 2,
RAI 3, CANALE 5, ITALIA 1, RETE 4 and LA7 decreased by 2.2 percentage points
compared to 2013.
Among the comparator countries in Figure 3.36, the legacy terrestrial channels in France
have maintained the largest share of total viewing (64.3%), followed by those in Germany
(62.1%) and Italy (60.0%).
Audience share (%)
43.5
32.3
57.0
38.7
1.4
19.1
18.0
25.3
37.0
36.0
30.5
44.2
1.5
37.1
65.0
44.0
32.7
57.4
37.6
1.4
20.2
18.7
24.9
33.7
35.3
30.7
43.3
1.2
41.4
63.4
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
KOR
BRA
RUS
CHN
2013
2014
+0.5
+0.4
+0.4
-1.1
0.0
+1.1
+0.7
-0.4
-3.3
-0.7
+0.2
-0.9
-0.3
+4.3
-1.6
Change in viewing share between 2013 and 2014 (percentage points)

175

Legacy terrestrial vs. all other channels’ share
Figure 3.36

Source: Médiamétrie, Eurodata TV Worldwide - One Television Year in the World 2015. Legacy
terrestrial channels are based on MediaMetrie’s definition of channels considered to be ‘historical
leaders’.
UK= BBC One, BBC Two, ITV, Channel 4, Channel 5 (inc HD variants, exc +1s)
Germany = ARD, ARD 3, ZDF, RTL, Sat1, Pro7
France = TF1, France 2, France 3, Canal+, France 5 24/24H, Arte 24/24H, M6
Italy = Rai Uno, Rai Due, Rai Tre, Canale 5, Italia 1, Rete 4, La 7

Audience share (%)
51.2
64.3
62.1
60.0
48.8
35.7
37.9
40.0
0%
20%
40%
60%
80%
100%
UK
FRA
GER
ITA
All other
channels
Legacy
terrestrial
channels
Change in viewing share to legacy terrestrial channels, 2013 - 2014 (percentage points)
+0.1
-0.7
-1.0
-2.2

176

177

International Communications
Market Report 2015

4

Radio and audio
4

178
Contents

Section

Page
Key market developments in radio and audio
179
4.1
4.1.1
Industry metrics and summary
179
4.1.2
Radio revenues among comparator countries was up by 3.5% in 2014
180
The radio industry
184
4.2
4.2.1
Introduction
184
4.2.2
Global radio revenue
184
4.2.3
Revenues among our comparator countries
185
4.2.4
Availability of broadcast radio
188
The audio consumer
192
4.3
4.3.1
Introduction
192
4.3.2
Radio set ownership
192
4.3.3
Regular listening to radio and other audio content
195
4.3.4
Audio consumption on a mobile phone
198
4.3.5
The role of radio as a main source of news
201

179
Key market developments in radio and
4.1
audio
4.1.1 Industry metrics and summary
This section provides a global overview and country-level analysis of radio and audio
markets in the 18 comparator countries. It focuses on three topics – key market
developments in the sector, industry revenues, and trends among radio and audio
consumers.

The key market developments section looks at the growth in radio revenues among
our comparator countries.

The radio industry section examines global radio revenues and looks at revenues
among our comparator countries in 2014 in detail, and at the availability of broadcast
radio in each country.

The audio consumer section presents the findings of our online consumer research
into radio set ownership, radio listening and the use of connected devices to listen to
radio and other audio content such as audio streaming.

Key radio metrics: 2014
Figure 4.1

Sources: Ofcom, PwC. All figures are nominal.
The key developments during the year include:

Radio revenue has increased each year since 2010. Combined radio revenue
among the 18 comparator countries analysed in this report grew again in 2014,
increasing by 3.5% to reach £22.9bn.

Revenue growth was due to an increase in all three types of revenue:
advertising, subscription and public radio licence fees. The largest absolute
increase was in the US, where advertising and subscription revenues grew by a
combined £412.3m.

Among countries with public radio licence fees, absolute revenue growth was
highest in Germany. Revenue grew by £99m in Germany in 2014, an increase of
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Total
industry
revenue
(£bn)
1.2
1.1
3.0
0.4
12.5
0.7
0.6
0.3
0.3
0.3
0.1
0.1
0.2
0.3
0.3
0.2
1.3
0.1
Revenue
change
(%, YOY)
3.6
1.9
3.4
-1.5
3.4
-2.4
3.1
1.9
1.3
5.7
0.4
4.0
2.8
4.3
7.0
14.0
9.8
4.5
Revenues
per capita
(£)
18.7
16.7
36.4
5.9
39.3
5.5
26.3
7.4
16.0
29.4
2.7
16.0
3.1
1.6
2.0
0.2
1.0
0.3
% income
from public
licence
fees
60.0
38.9
79.3
23.5
N/A
5.2
N/A
N/A
30.6
78.1
6.5
N/A
22.3
N/A
N/A
N/A
N/A
N/A

180
3.4% on 2013. Sweden and the UK also saw significant growth in 2014 for both
advertising and public radio licence fee revenue, with total growth of 5.7% and 3.6%,
respectively.
4.1.2 Radio revenues among comparator countries was up by 3.5% in 2014
Radio revenue has increased each year since 2010
Total radio revenues among the 18 comparator countries analysed in this report grew again
in 2014, increasing by 3.5% (Figure 4.2). All revenue streams increased, particularly
advertising revenue, growing by 3.2% to reach £16.8bn, alongside a 3.1% increase in public
radio licence fees. The US is still the only one of our comparator countries that has satellite
radio subscription as a revenue stream, growing by 7.4% in 2014 to £2.1bn.

Total radio revenues for the 18 comparator countries
Figure 4.2

Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility.
Ofcom has used an exchange rate of $1.648 to the GBP, representing the IMF average for 2014.
Note that the UK radio industry figure is sourced from broadcaster returns made to Ofcom. All figures
expressed in nominal terms.
Revenues fell in Japan and Italy, but this was offset by revenue growth among all
other comparator countries
As Figure 4.3 illustrates, ten of the 18 comparator countries reported revenue increases in
excess of £10m between 2013 and 2014. The largest absolute increase was in the US,
where advertising and subscription revenues both increased. The four BRIC countries were
among those reporting increases in excess of £10m. Germany reported the largest increase
in revenue among European countries, predominantly arising from an increase in public
radio licence fees. The two countries where revenue fell were Italy and Japan; these were
both a result of declining advertising revenues. The UK reported a notable increase of
£42.3m, following a drop in revenue of £25m in 2013, mainly due to an increase in national
advertising.
15.6
15.9
16.0
16.3
16.8
3.8
3.8
3.8
3.9
4.0
1.5
1.6
1.8
2.0
2.1
20.8
21.3
21.7
22.2
22.9
0
5
10
15
20
25
2010
2011
2012
2013
2014
Total
Satellite radio
subscription
Public radio
licence fees
Advertising
revenue
Revenue (£bn)
YOY
(%)
CAGR
(5yr -
%)
3.5
1.9

181

Absolute changes in radio revenue, by country: 2013-2014
Figure 4.3

Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility.
Ofcom has used an exchange rate of $1.648 to the GBP, representing the IMF average for 2014.
‘Others’ are the comparator countries not set out in the chart where revenue change in each was less
than £4m. Note that the UK radio industry figure is sourced from broadcaster returns made to Ofcom.
All figures expressed in nominal terms.
Revenue growth is due to increases across all three types of revenue
As Figure 4.4 shows, the increase in revenue was led by the US, where advertising and
subscription revenues both increased. The increase of £266.8m in advertising subscriptions
constitutes 2.6% year-on-year growth. Subscription revenues increased by £145.5m in 2014,
with year-on-year growth of 7.4%. Sirius XM, the company that provides satellite radio
services in the US, increased its subscriber base by 1.75 million in 2014, totalling 27.3
million subscribers in 2014.114
The next largest absolute growth was in China, where advertising grew by £117.9m,
constituting year-on-year growth of 9.8%. Russia and India also reported strong growth in
advertising revenue. India, in particular, reported significant year-on-year growth of 14%,
reflecting the rapidly growing radio industry.
The largest absolute increase in revenue among our European comparators was in
Germany (£99.0m), driven by a 3.5% increase in public radio licence fees.

114 Sirius XM, January 7 2015. Investor Relations.
http://investor.siriusxm.com/releasedetail.cfm?ReleaseID=890000 [Accessed 29 September 2015].
22,155 -17.1 -5.5
9.8
4.1
6.5
13.5 15.2
18.5
19.0
20.0 24.6 42.3
99.0
117.9
412.3 22,935
21500
22000
22500
23000
2013
revenue
JPN
ITA
Others
KOR
ESP
BRA
SWE
AUS
RUS
FRA
IND
UK
GER
CHN
USA
2014
revenue
Revenue (£m)

182

The most substantial absolute increases in radio revenue, by
Figure 4.4
component: 2013-2014

Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility.
Ofcom has used an exchange rate of $1.648 to the GBP, representing the IMF average for 2014.
Note that the UK radio industry figure is sourced from broadcaster returns made to Ofcom. All figures
expressed in nominal terms.
The largest increase in public radio licence fee revenues in 2014 was in Germany
Of the 18 comparator countries, nine of the radio markets are part-funded by public radio
licence fees. Year-on-year changes in these countries are set out in Figure 4.5. Germany
had the largest absolute growth in revenue among these countries, with £99m growth driven
by the £80.6m increase in public radio licence fees. It is possible that this growth in revenue
was related to the introduction of the policy of one licence per household.115 Sweden had the
largest proportional increase in overall revenue, up by 5.7%.
Of the countries with licence fees, Japan had the largest decline in revenue in absolute
terms, with a £17.5m decrease in 2014. Almost of all this is accounted for by a decrease in
advertising revenue. This has fallen every year since the start of the global economic
downturn in 2009, and is likely to be linked to the ageing radio listenership in Japan, which is
not being replaced by the younger generation.116

115 ‘Licence fee for citizens’,
https://www.rundfunkbeitrag.de/e175/e198/Informationsflyer_Buergerinnen_und_Buerger_englisch.pd
f [Accessed 5 October 2015].
116 NHK Broadcasting Culture Research Institute, September 2015. Present Situation Regarding
Television Viewing and Radio Listening: A Summary of the Results of Nationwide Survey on
Individual Audience Ratings conducted by NHK in June 2015, p 8.
https://www.nhk.or.jp/bunken/english/reports/pdf/report_15091501.pdf [Accessed 5 October 2015].
117.9
24.6
19.0
18.5
266.8
18.4
11.1
22.4
80.6
8.8
19.9
145.5
0
50
100
150
200
250
300
350
400
450
CHN
IND
RUS
AUS
USA
GER
FRA
UK
Advertising
Public radio licence fees
Satellite radio subscriptions
3.6
1.9
3.4
3.4
3.1
7.0
14.0
9.8
Year on year
growth (%)
(£m)

183

Absolute changes in radio revenue among comparator countries with
Figure 4.5
public radio licence fees, by component: 2013-2014

Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility.
Ofcom has used an exchange rate of $1.648 to the GBP, representing the IMF average for 2014.
Note that the UK radio industry figure is sourced from broadcaster returns made to Ofcom. All figures
expressed in nominal terms.
3.0
1.1
8.0
4.1
-17.5
-6.8
18.4
11.1
22.4
1.0
-0.7
7.2
-0.6
0.4
1.4
80.6
8.8
19.9
-40
-20
0
20
40
60
80
100
120
KOR
POL
SWE
NED
JPN
ITA
GER
FRA
UK
Advertising
Public radio licence fees
3.6
1.9
3.4
-1.5
-2.4
1.3
5.7
0.4
2.8
Year on year
growth (%)
(£m)

184
The radio industry
4.2
4.2.1 Introduction
This section looks at the revenues generated by the commercial radio sectors in each
comparator country, along with the levels of licence fee funding that are applied to radio
services. We also look at the availability of broadcast radio in each country. The main
findings include:

Global radio revenues stood at £28.1bn in 2014. Global radio revenue rose by
3.9% in 2014 to reach £28.1bn. Global revenue has increased each year since 2010,
as has each type of radio industry revenue.


Sixteen of our 18 comparator countries reported growth in revenue in 2014.
Revenues among the 18 comparator countries featured in this report grew by 3.5%.
In the UK, radio revenues increased by 3.6% to £1.2bn, due to increases in national
advertising and in public radio licence fees.


The only two of our comparator countries where revenue declined were Japan
and Italy. In Japan, there was a proportional decline of £17.1m, a 2.4% decrease on
the 2013 figure, while in Italy revenue decreased by £5.5m, a 1.5% decrease year-
on-year. These declines were mainly due to decreases in advertising revenue.

Revenue growth among the BRIC countries remains high; India had the highest
rate of proportional growth across all of our comparator countries at 14.0%, followed
by China at 9.8%.


Public radio licence fees contributed the largest proportion of revenues in
Germany, Sweden and the UK. Germany had the highest public funding ratio, with
79% of revenue coming from public radio licence fees. Sweden followed closely with
78%, and in the UK 60% of radio revenues came from public radio licence fees.


The number of radio stations broadcasting in China and Nigeria more than
trebled between 2009 and 2014, with increases of 305% and 212%, respectively.


The UK had one of the largest proportions of digital broadcast stations among
the comparator countries. The 283 digital radio stations in the UK in 2014
represent 33% of all radio stations. Of all the comparator countries in 2014, this
proportion is second only to Germany (37%).
4.2.2 Global radio revenue
Global radio revenues stood at £28.1bn in 2014
Global radio revenue increased by 3.9% in 2014 to reach £28.1bn, as Figure 4.6 shows.
Total revenue has increased each year since 2010, and each type of radio industry revenue
has also grown year on year. Revenues from advertising, up by 3.8%, continue to contribute
the largest proportion of total industry revenue, accounting for just over three-quarters
(75.3%) of industry income. Public radio licence fees increased by 2.8% to total £4.6bn in
2014, while satellite radio subscription revenues rose by 7.4% to £2.3bn, representing the
largest proportional growth but the smallest share of total revenue.

185

Global radio revenue: 2010-2014
Figure 4.6

Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility.
Ofcom has used an exchange rate of $1.648 to the GBP, representing the IMF average for 2014. All
figures expressed in nominal terms.
4.2.3 Revenues among our comparator countries
Sixteen of our 18 comparator countries reported revenue growth in 2014
Revenues among the 18 comparator countries featured in this report grew by 3.5%, as
discussed in section 4.1.2. Apart from Italy and Japan, all comparator countries reported an
increase in radio revenue in 2014, with the largest proportional growth coming from India
(14.0%) and China (9.8%). Overall proportional growth in BRIC countries and Nigeria (8.8%)
was greater than overall proportional growth in European comparator countries (2.8%).
Revenue growth in the US market, the largest among our comparator countries, grew by
£412.3m to £12.5bn, representing a 3.4% increase. The US accounted for 54.7% of the total
revenue of the comparator countries as a whole. Revenues in Italy and Japan decreased by
1.5% and 2.4% respectively, predominantly due to a drop in commercial revenue.

Radio industry revenues: 2014
Figure 4.7

Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility.
Ofcom has used an exchange rate of $1.648 to the GBP, representing the IMF average for 2014.
Note that the UK radio industry figure is sourced from broadcaster returns made to Ofcom. All figures
expressed in nominal terms.
25.1
25.7
26.3
27.0
28.1
19.1
19.6
19.9
20.4
21.2
4.4
4.4
4.4
4.5
4.6
1.6
1.7
2.0
2.1
2.3
0
10
20
30
2010
2011
2012
2013
2014
Total
Advertising
Public radio
licence fees
Satellite radio
subscriptions
Revenue (£bn)
1.2
1.1
3.0
0.4
0.7
0.6
0.3
0.3
0.3
0.1
0.1
0.2
0.3
0.3
0.2
1.3
0.1
0
1
2
3
4
UK FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN NGA
£bn
12.5
3.6
1.9
3.4
-1.5
3.4
-2.4
3.1
1.9
1.3
5.7
0.4
4.0
2.8
4.3
7.0
14.0
9.8
4.5
Year-on-year
growth (%): :

186
Revenue growth remains high among the BRIC countries and Sweden, while Italy and
Japan recorded proportional decline
As Figure 4.8 shows, the BRIC countries include the three fastest-growing markets in 2014.
India had the highest rate of growth, at 14.0%, constituting the only double-digit percentage
increase in 2014. This growth was a result of the Indian Government’s partial auctions
across 69 cities, which allowed for a potential of 135 channels, alongside growing demand
for radio advertising.117
Of the European comparator countries, Sweden recorded the highest annual growth (5.7%).
This may be explained by strong recovery in 2014 following the significant drops in
advertising in 2012 and 2013.118
The largest proportional decline was in Japan (2.4%), the only other decline was in Italy
(1.5%).

Radio industry revenue annual growth: 2013-2014
Figure 4.8

Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility.
Ofcom has used an exchange rate of $1.648 to the GBP, representing the IMF average for 2014.
Note that the UK radio industry figure is sourced from broadcaster returns made to Ofcom. All figures
expressed in nominal terms.
Public radio licence fees contribute the largest proportion of revenues in Germany,
Sweden and the UK
Of the 18 comparator countries, nine of the radio markets are part-funded by public radio
licence fees, and with the exception of South Korea and Japan, all these countries are within
Europe. Public radio licence fees constitute the majority of radio revenue in three of these
countries: Germany, Sweden and the UK.
Germany has the highest public funding ratio, with 79% of revenues coming from public
radio licence fees. Of the markets that are partially public-funded, public radio licence fees
contribute the least in Japan (5%) and Poland (7%).

117 See FCCI-KPMG, 2015. Indian Media and Entertainment Industry Report 2015, pp 143-155.
https://www.kpmg.com/IN/en/IssuesAndInsights/ArticlesPublications/Documents/FICCI-
KPMG_2015.pdf [Accessed 30 September 2015].
118 PwC Global Entertainment and Media Outlook 2015-2019 https://pwc.com/outlook [Accessed 5
October 2015].
3.6
1.9
3.4
-1.5
3.4
-2.4
3.1
1.9
1.3
5.7
0.4
4.0
2.8
4.3
7.0
14.0
9.8
4.5
-5
0
5
10
15
UK FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN NGA
Annual growth (%)

187
In the UK, three-fifths (60%) of radio revenue comes from public radio licence fees. France
and the Netherlands are the only other countries where public radio licence fees account for
over 30% of total revenues.
The US is the only comparator country where subscriber-based satellite radio is available; it
contributed 17% to total revenues in 2014.

Proportion of radio revenue, by source
Figure 4.9

Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility.
Ofcom has used an exchange rate of $1.648 to the GBP, representing the IMF average for 2014.
Note: (1) The UK radio industry figure is sourced from broadcaster returns made to Ofcom. (2) In
Australia, advertising revenue is shown as the sole source of radio revenue. Although there is no
licence fee to fund radio or television broadcasting in Australia, the Australian Broadcasting
Corporation (ABC) is funded by the Australian Government as part of its budget each year, so
publicly-funded radio services are available in Australia.
Radio markets in the US, Germany and Sweden generate the highest revenue per
head of population
The highest total revenue per head of population in 2014, including advertising revenue,
public radio licence fee revenue and satellite radio subscriptions, was in the US (£39.30),
followed by Germany (£36.40). Sweden ranked next, generating £29.40 revenue per head.
In Asia, the highest revenue per head of population was in Singapore, at £16.00.
In the UK, revenue per head was £18.70 in 2014, slightly higher than in France (£16.70), the
Netherlands and Singapore (both £16.00).
40
61
21
77
83
95
100 100
69
22
93
100
78
100 100 100 100 100
60
39
79
23
5
31
78
7
22
17
0%
20%
40%
60%
80%
100%
UK FRA GER ITA USA JPN AUS ESP NEDSWE POL SGP KOR BRA RUS IND CHNNGA
Advertising
Public radio licence fees
Satellite radio subscriptions
Total revenue (%)

188

Radio industry revenues, per head of population: 2014
Figure 4.10
Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility.
Ofcom has used an exchange rate of $1.648 to the GBP, representing the IMF average for 2014.
Note that the UK radio industry figure is sourced from broadcaster returns made to Ofcom.
4.2.4 Availability of broadcast radio
The US had the largest number of radio stations broadcasting in 2014
Figure 4.11 shows the number of radio stations broadcasting in each comparator country
from 2009 to 2014. The US consistently had the largest number of stations on air, with
22,492 in 2014. The country with the second largest number of broadcast stations in 2014
was Brazil, with 9,629 stations – less than half the US total.
Among the European countries in our analysis, Spain had the most radio stations
broadcasting in 2014, with 2,239 stations, followed by Italy with 1,539 stations.

Number of radio stations, by country: 2009-2014
Figure 4.11

Source: IHS/Ofcom

7.5 10.2 7.5
4.6
32.7
5.2
26.3
7.4 11.1 6.4
2.5
16.0
2.4
0.2
1.0
0.3
11.2 6.5
28.8
1.4
4.9
23.0
6.6
18.7 16.7
36.4
5.9
39.3
5.5
26.3
7.4
16.0
29.4
2.7
16.0
3.1
1.6
2.0
0
10
20
30
40
UK FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN NGA
Advertising
Public radio licence fees
Satellite radio subscriptions
Revenue per head (£)
UK
FRA GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
2009
769
794
518
-
21,439
372
-
0
349
120
305
19
151
8163
638
477
372
77
2010
745
794
518
-
21,609
372
-
0
349
120
318
19
151
8,601
638
481
465
96
2011
762
794
518
-
21,889
372
273
0
349
134
323
19
151
9,184
638
486
581
120
2012
772
794
518
-
22,080
372
273
0
349
134
326
19
151
9,479
638
522
726
150
2013
803
814
518 1,527
22,173
372
273
2,258
349
134
332
19
151
9,589
638
618
907
188
2014
859
800
561 1,539
22,492
365
273
2,239
360
130
335
18
161
9,629
653
655
1,506
240

189
Adjusting for population size shows that there are fewer people per radio station in
the US than in any of the other comparator countries
The numbers in Figure 4.12 were calculated by dividing the 2014 population of each country
by the numbers of radio stations broadcasting, showing the population of each comparator
country per radio station. This provides an indication of the number of stations in each radio
market, taking into account variations in country size. However, it does not take into account
the relative size of the coverage area of individual stations within each comparator country.
Not all broadcasting stations will be available to all inhabitants, as many stations broadcast
locally rather than nationally.
The US has the lowest population per radio station among all the countries in our analysis.
Despite having the third largest overall population among the comparator countries, it had a
radio station for every 14,000 people in the country in 2014. Brazil and Spain had the next
lowest figures, each with 21,000 people per radio station in 2014.
India and China, which have the largest populations of the comparator countries, also have
the greatest number of people per radio station (1.9 million and 0.9 million people
respectively).

Population per radio station: 2014
Figure 4.12

Source: IHS/Ofcom
The number of radio stations broadcasting in China and Nigeria more than trebled
between 2009 and 2014
As Figure 4.13 shows, growth in the number of radio stations on-air was greatest in China
and Nigeria over the five-year period between 2009 and 2014, with increases of 305% and
212% respectively. A contributor to this growth in the number of radio stations in Nigeria may
be increased listenership, related to the rise in ownership of mobile phones which has
increased the population’s access to the radio.119
Of the two comparator countries recording a decline in the number of stations between 2009
and 2014, the largest decline was in Singapore, at -5%, followed by Japan at -2%. Japan’s

119 PwC Global Entertainment and Media Outlook 2015-2019 https://pwc.com/outlook [Accessed 27
October 2015].
75
80
147
40
14
348
87
21
47
74
114
307 308
21
218
1,935
908
744
0
500
1000
1500
2000
2500
UK FRA GER ITA USA JPN AUS ESP NEDSWEPOL SGPKOR BRA RUS IND CHNNGA
Population per radio station (000s)

190
failure to recover from the declines in total radio revenue and regular radio listenership
between 2009 and 2010 may explain the further reduction in the number of radio stations.120

Growth in the number of broadcast radio stations: 2009-2014
Figure 4.13

Source: IHS/Ofcom
Note: Data for ITA and ESP for 2009 were not available. There was no change in the number of
stations for AUS so these series are not included on the chart.
Germany, the UK and Australia have the largest proportions of digitally broadcast
radio stations among the comparator countries
Digitally broadcast radio stations were available in 12 of the 18 comparator countries in
2014. Of these, Germany had the highest proportion of DAB digital radio stations, with 37%
of stations being broadcast digitally. The country with the next-highest proportion of digital
stations among the comparator countries was the UK, at 33%.
Of the 12 countries to provide digital radio services in 2014, Spain had the smallest
percentage of digital stations, at 1%.
Among the Asian comparator countries, only South Korea and China provided broadcast
digital radio services in 2014, with 17% and 2% of all stations respectively being digital.
We note that in some countries, stations are broadcast simultaneously on DAB and on
analogue. Where this is the case, both the digital and analogue broadcasts are included in
the calculation.

120 PwC Global Entertainment and Media Outlook 2015-2019 https://pwc.com/outlook [Accessed 27
October 2015].
-1
1
8
5
-2
3
8
10
-5
7
18
2
37
7
-2
8
1
1
-2
-1
3
-3
1
-5
7
2
6
-10
0
10
20
30
40
UK FRA GER ITA USA JPN ESP NED SWE POL SGP KOR BRA RUS IND
2009-2014
2013-2014
Growth (%)
305
212
66
28
0
100
200
300
CHN
NGA

191

Proportion of digital broadcast stations to analogue broadcast stations,
Figure 4.14
in countries with stations broadcasting digitally: 2014

Source: IHS/Ofcom
Note: (1) Where stations are broadcast digitally as well as on analogue, these are counted twice.
(2) ‘Digital broadcast stations’ include DAB, DAB+, DMB and HD Radio.

67
81
63
92
89
70
99
84
95
90
83
98
33
19
37
8
11
30
16
5
10
17
0%
20%
40%
60%
80%
100%
UK
FRA
GER
ITA
USA
AUS
ESP
NED
SWE
POL
KOR
CHN
Non-digital
Digital
Proportion of digital / non-digital stations (%)

192
The audio consumer
4.3
4.3.1 Introduction
The following section examines how people in our comparator countries consume audio
services.

Digital radio set take-up in the UK was the highest of all the comparator
countries surveyed in 2015, at 50% of radio listeners. This is a rise of 9
percentage points since 2014. DAB coverage is also highest in the UK, reaching 96%
of households in 2015.


FM-only radios are the most common type of set owned by radio listeners in all
of our comparator countries. Take-up was highest in Italy and Spain (84%). The
UK had the lowest take-up of FM-only radio sets (60%), although most radio sets
with DAB or internet connectivity will also include an FM tuner.


The proportion of households listening to radio on a weekly basis was lowest
in Nigeria (20%) and Japan (38%), and highest in China (98%), Sweden and
Poland (both at 94%). The lowest reach of radio in Europe was in Germany (68%),
while in the UK the reach of radio was 90% of households in 2014.

Listeners in Poland tune in to radio for longer than those in any of our other
comparator countries, averaging 31.9 hours per week. UK listeners tune in for 19.2
hours per week, close to the average figure among the European countries in our
analysis.

A quarter (25%) of mobile phone users in the UK use their device to listen to
music on a weekly basis. This is second only to the US, where a third (33%) of
mobile phone users listen to music on their devices.

Between 2013 and 2015 there was an increase in the use of streaming audio
services among mobile phone owners, with approximately three in ten mobile
phone owners using their device in this way in Italy (33%) and the US (31%).
4.3.2 Radio set ownership
Take-up of digital radio sets remains highest in the UK
Take-up of digital radio sets among regular radio listeners in the UK was 50% in 2015, up
from 41% in 2014. The next highest take-up was in Australia, where 23% of regular radio
listeners said that they owned a digital set.
In Europe, take-up of digital sets among regular radio listeners was next highest in Italy
(17%) and Spain (15%). Take-up was broadly comparable year on year in all our comparator
countries, with the exception of Italy, where it fell slightly in 2015.

193

Take-up of digital radio sets among adult regular radio listeners: 2015
Figure 4.15

Source: Ofcom consumer research September – October 2015
Base: Regular radio listeners, UK=648, FRA=709, GER=778, ITA=727, USA=610, JPN=358,
AUS=622, ESP=707, SWE=616
Q.3a Which of the following devices do you have in your home?
Notes: (1) Digital radio sets include DAB and DRM. (2) In Japan, digital radio is broadcasted using
ISDB radio technology, and in the US, HD radio technology is used.
DAB coverage is highest in the UK
DAB coverage in the UK reached 96% of households in 2015. Both the BBC’s national
multiplex and the national commercial multiplex are available to at least nine in ten UK
households and the BBC is nearing the completion of its two-year programme to expand its
national DAB coverage from 95% to 97%. A second national commercial multiplex is due to
launch in 2016.
Germany also has widespread DAB coverage, at 95% of the population. The regional and
the nationwide networks will be enlarged in 2016 by further sites.
In France, the first regular DAB+ services began broadcasting in June 2014, with launches
in Paris, Nice and Marseille. The regulator, CSA, is planning DAB+ services in several
additional cities by late 2016, following a public consultation on the deployment of DAB+.
DAB+ rollout in Italy is progressing steadily, with plans for extending coverage of national
services to 75% of the population in 2016, the planned licensing of local DAB+ multiplexes
reaching 10 regions in Italy, receiver sales growing steadily and with over 22% of cars
having DAB+ receivers line-fitted.
41
6
11
19
6
6
23
15
50
9
14
17
8
9
23
15
8
0
10
20
30
40
50
60
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Radio listeners (%)

194

Population coverage of DAB/ DAB+/ DMB digital radio: 2012-2015
Figure 4.16

Source: WorldDAB
Note: (1) Regular DAB+ services were launched in France in June 2014. From 2012 to 2014 trial
services were on air in Lyon and Nantes covering ~5% of the population in DAB+ and DMB. In 2014
regular services started in Paris, Marseille and Nice covering ~19% of the population with regular
services (DAB+ and DMB), in addition to the trial services in Lyon and Nantes. Please note that Lyon
and Nantes are not included in the 19% coverage calculation. From 2014 to 2015, DMB services
moved to DAB+. Then, from summer 2015 all radio services are DAB+. (2) No data for DAB coverage
exist for Japan due to digital television and radio services being broadcast over ISBD standards. (3) In
the US satellite radio is the country’s main digital radio platform, which has grown to become a major
component of US radio revenue since its introduction in the mid-2000s.
FM-only radios are the type of radio most commonly owned by radio listeners in all of
our comparator countries
Across all of the comparator countries in our consumer research, ownership of FM-only radio
sets is higher than ownership of any other type of radio set. Take-up of FM sets was highest
in Italy and Spain (84%). The UK had the lowest claimed ownership of FM-only radio sets
among radio listeners, at 60%, significantly lower than all of the comparator countries.
Overall ownership of any radio in the UK is, however, on par with most other countries (with
the exception of Italy, Japan and Spain), at 82%. This is due to the far greater take-up of
DAB sets, as set out in Figure 4.15. Most DAB or other types of radio sets will include an FM
tuner.
Take-up of WiFi radio sets among radio listeners was highest in Spain (18%) and Italy
(17%), and satellite radio set take-up was highest in the US (15%). The US is the only one of
our comparator countries where satellite radio services are widely available, as outlined in
Section 4.2.3 of this report.
Population coverage (%)
94
5
47
60
60
20
94
5
90
65
64
20
95
5
91
65
64
20
96
19
95
68
65
20
0
25
50
75
100
125
UK
FRA
GER
ITA
AUS
ESP
2012
2013
2014
2015

195

Take-up of any radio set, and FM-only, WiFi and satellite radio sets,
Figure 4.17
among adult regular radio listeners

Source: Ofcom consumer research September – October 2015
Base: Regular radio listeners, UK=648, FRA=709, GER=778, ITA=727, USA=610, JPN=358,
AUS=622, ESP=707, SWE=616
Q.3a Which of the following devices do you have in your home?
4.3.3 Regular listening to radio and other audio content
In all the countries we surveyed, listening to the radio is the most common way to
regularly consume audio content
In all our European comparator countries except the UK and Sweden, at least seven in ten
online adults claimed to listen to the radio at least once a week. Germany had the highest
proportion of weekly listeners at 78%, slightly higher than Italy (72%), Spain (71%) and
France (70%). Weekly radio listenership was lower in the UK, where 64% of our respondents
said they were regular listeners, similar to the levels seen in Sweden (62%), Australia (62%)
and the US (60%). Across all of the countries we surveyed, Japan (36%) had the lowest
proportion of respondents who claimed to listen to radio at least once a week.121
We also asked people whether they used a portable media player or a hi-fi system or
equivalent device. Italy and Spain recorded the highest portable media player use, at 44%
and 43% of all respondents respectively, while listening to music on a hi-fi or equivalent was
most popular among respondents in the UK (36%) and France (34%). Despite the differing
levels of listening via these latter devices, the radio set was the most popular medium in all
of the countries we surveyed.

121 Our results for the UK show listening figures lower than the average weekly reach of radio reported
by the UK’s radio listening measurement body, RAJAR, which reported 89.5% of the UK population
listened to radio in an average week in 2014. This is due to methodological differences; our research
was designed to compare communications use and attitudes between different countries and not
provide a definitive measure of the consumption of media in any one country.
82
60
16
7
78
74
10
4
81
72
16
5
88
84
17
5
79
73
13
15
74
70
12
3
80
73
14
3
87
84
18
5
85
81
10
2
0
20
40
60
80
100
Any radio
FM-only radio
WiFi radio
Satellite radio
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Radio listeners (%)

196

Proportion of adults who claim to regularly consume audio content
Figure 4.18

Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.6 Which of the following do you regularly do (at least once a week)?
The reach of radio is lowest in Nigeria (20%) and Japan (38%)
Data from IHS indicate that a majority of households listen to radio in most of our comparator
countries. Figure 4.19 shows the proportion of households that listen to the radio weekly,
between 2009 and 2014, across our 18 comparator countries. The lowest proportions of
radio listeners were in Nigeria (20%) and in Japan (38%).
As Figure 4.19 shows, the reach of radio was highest in China (98%), followed by Sweden
and Poland at 94%. The lowest reach of radio in Europe was in Germany (68%).122
Between 2009 and 2014, the proportion of the population listening to radio remained
relatively stable in the majority of our comparator countries, with the exception of Russia and
Poland, where it declined.

122 Results in Figure 4.18 and Figure 4.19 are not comparable due to different methodologies used in
collecting each data set. Figure 4.18 shows individual respondent consumer research results (based
on surveys of online adults), while Figure 4.19 shows household listening figures recorded by industry
measurement systems.
64
32
36
70
27
34
78
28
21
72
44
31
60
25
23
36
22
10
62
29
26
71
43
30
62
16
19
0
20
40
60
80
100
Listen to the radio
Listen to music on a portable
media player
Listen to music on a hi-fi/CD or
tape player
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Respondents (%)

197

Reach of radio: 2009-2014
Figure 4.19

Source: IHS
Note: Measurement systems in different countries are likely to use different methodologies, so
comparative data should be treated as indicative only.
Listeners in Poland tune in for the longest time each week
The average time spent listening per week in Poland was significantly higher than in any of
our other comparator countries, with listeners tuning in for an average of 31.9 hours per
week.
Despite the high reach of radio in Sweden, radio listeners spend far less time listening to
radio than in other comparator countries in Europe (8.8 hours per week).
Those in France, Germany, the Netherlands and Brazil listen to radio for a substantial
amount of time; average weekly listening is between 20 and 21 hours in each of these
countries. The UK is broadly on par with these countries, as the average weekly listening is
19.2 hours. In Italy and Japan, time spent listening to radio has increased significantly since
2009. Conversely, there have been declines in the US, Australia, Germany, Sweden and the
Netherlands.

Average weekly radio listening hours, by country: 2009-2014
Figure 4.20

Source: IHS
90
82
68
85
76
38
62
71
88
94
94
93
84
63
98
20
0
20
40
60
80
100
UK
FRA GER ITA USA JPN AUS ESP NED SWE POL SGP BRA RUS CHN NGA
2009
2010
2011
2012
2013
2014
Households (%)
19.2
20.4
20.7
23.0
13.5
14.0
14.6
13.9
20.0
8.8
31.9
21.0
0
10
20
30
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
BRA
2009
2010
2011
2012
2013
2014
Average weekly listening hours

198
Note: Measurement systems in different countries are likely to use different methodologies, so
comparative data should be treated as indicative only. Data unavailable for SGP, KOR, RUS, IND,
CHN, NGA and for ITA 2010-2011.
Time spent listening to radio in Australia fell by 30.5% between 2009 and 2014, with
radio listening also decreasing in most other comparator countries
As Figure 4.21 shows, between 2009 and 2014, the average time spent listening to radio fell
by 30.5% in Australia. The UK recorded a 3.3% decrease.
Among the comparator countries in our analysis, only Japan (16.7%) and Spain (11.2%) had
an increase in average weekly radio listening during the five year period between 2009 and
2014.

Change in average weekly listening hours: 2009-2014
Figure 4.21

Source: IHS. Figures for Italy have been omitted as audience measurement systems over the five
year period 2009 to 2014 have varied, after Audiradio, the former Italian radio audience measurement
company stopped its activities in 2011. There was no change in average weekly listening hours
between 2009-2014 in Brazil.
4.3.4 Audio consumption on a mobile phone
Almost four in ten mobile phone owners in Spain and Italy use their mobile phone to
listen to the radio
In all of our comparator countries, adult mobile phone owners were more likely to listen to
music that they owned on their device, rather than listen to the radio or stream audio. In the
UK, 34% of mobile phone owners listened to music they owned, compared to 21% who used
their phone to listen to the radio. Twenty-one per cent of mobile phone owners in France and
Germany also used their phones to listen to radio; these figures are the lowest among our
European comparator countries. In the UK, the same proportion of those who listened to the
radio listened to streaming audio services on their mobile phone (21%).
Mobile phone owners in Spain and Italy were more likely than those in our comparator
countries to use their mobile phone to listen to the radio, and were also more likely to use
their phone to listen to music they owned. More than half (53%) in Spain and 48% in Italy
used their mobile phone to listen to music they owned, and almost four in ten in each of
these countries used their device listen to the radio (Spain at 39% and Italy at 38%). The
incidence of streaming audio was greatest in Italy (33%), closely followed by the US (31%),
where online radio services such as Pandora have been available for a number of years.
-0.6
-17.6
-14.6
11.2
16.7
-30.5
-22.9
-1.9
-1.4
-3.3
-35
-25
-15
-5
5
15
POL
SWE
NED
ESP
JPN
AUS
USA
GER
FRA
UK
Change (%)

199

Use of a smartphone / mobile phone to consume audio content
Figure 4.22

Source: Ofcom consumer research September – October 2015
Base: All respondents with a mobile phone/ smartphone, UK=839, FRA=853, GER=882, ITA=865,
USA=751, JPN=815, AUS=843, ESP=886, SWE=882
Q.9d Which, if any, of the following audio activities do you use each of your devices for?
Increased use of streaming audio services among adult mobile phone owners
As Figure 4.23 shows, since 2013 there has been an increase in the proportion of adult
mobile phone owners who use their mobile phone for streaming audio, across all of the
countries in our research. Italy and the US recorded the highest proportions, at 33% and
31% respectively.

Listening to streaming audio on mobile phones
Figure 4.23

Source: Ofcom consumer research September – October 2015
Base: All respondents with a mobile phone/ smartphone, UK=839, FRA=853, GER=882, ITA=865,
USA=751, JPN=815, AUS=843, ESP=886, SWE=882
Q.9d Which, if any, of the following audio activities do you use each of your devices for?
Mobile phone users with a 4G contract are more likely to stream or download music
In all our comparator countries, adult mobile phone users with a 4G contract were more
likely than those without 4G to stream or download music on their mobile phone on a regular
basis. This may be due to the faster throughput speeds typically offered by 4G technology,
or it may be due to the larger data allowances that usually come with the higher-cost 4G
34
33
37
48
34
32
40
53
26
21
21
21
38
22
13
18
39
26
21
18
15
33
31
15
20
27
29
0
20
40
60
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Listening to music I own
Listening to the radio
Listening to streaming audio
Respondents with a mobile phone (%)
Respondents with a mobile phone (%)
14
21
9
13
18
10
12
16
33
22
24
31
8
15
14
16
20
18
20
27
0
10
20
30
40
2013
2014
2015
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
29

200
contracts. In most countries, 4G is a relatively new development, so the increased proportion
of people downloading or streaming music may reflect the behaviour of early adopters.
Among the European countries in our analysis, the UK and Italy had the highest proportion
of respondents on 4G contracts who frequently (at least weekly) used their network to
download/stream music on their mobile phones.

Frequency of downloading/streaming music on mobile phone (4G vs.
Figure 4.24
non-4G)

Source: Ofcom consumer research September - October 2015
Base: All respondents who use 4G/ don’t use 4G on their phone, UK=96*/105, FRA=125/143,
GER=67*/146, ITA=108/242, USA=75*/49*, JPN=54*/52*, AUS=101/76*, ESP=114/212,
SWE=107/96*. *Caution: bases under 100.
Q.22 Which of the following statements best describes your awareness and use of 4G? Q.27 How
often, if at all, do you use your main mobile phone to do each of the following?
A quarter of mobile phone users in the UK use their device to listen to music at least
weekly
Figure 4.25 shows that people in the US and the UK are the most likely to use their mobile
phone to listen to music frequently.123 A third (33%) of mobile phone users in the US use
their mobile phone to listen to music on a weekly basis, while a quarter (25%) of those in the
UK do so.
Mobile phone users in Japan are the least likely to use their phone to listen to music
regularly, whether on a weekly or monthly basis. One in ten (10%) of mobile phone users in
Japan listened on a weekly basis, and 17% listened on a monthly basis.

123 Figure 4.25 uses data from comScore’s MobiLens survey. The methodology and sample size used
in the ICMR consumer research differ from the methodology and sample size of comScore MobiLens
data.
57
38
49
57
65
38
48
49
42
38
24
22
44
56
26
28
40
23
0
20
40
60
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
4G network
Non-4G network
Respondents (%)

201

Frequency of listening to music on a mobile phone
Figure 4.25

Source: comScore MobiLens, August 2015 (three-month average, mobile phone users aged 13+).
4.3.5 The role of radio as a main source of news
Across all our comparator countries, excluding Sweden, radio was more likely to be
used to source regional/local news than any other type of news
Across our European comparator countries, Germany (12%) had the highest proportion of
respondents who used radio for consuming international news. France followed, with 10%.
Listeners in Japan were the least likely to use the radio for accessing international news,
with 1% of respondents using radio as their main source for this type of news.
The proportion of adults using the radio as their main source of national news was highest in
France and Germany, at 13% each, followed by Spain and Sweden at 11%. Adults in Italy
were the least likely in Europe to use radio as their main source of national news (7%), close
to the UK figure (8%). Across all the comparators, listeners in Japan were the least likely to
use the radio for national news (3%).
The type of news which was most likely to be sourced on radio was regional/local news,
across all our comparator countries excluding Sweden. This was highest overall in Germany,
where 19% of adults claimed to use the radio as their main source of regional/local news;
more than double the proportion in the UK (9%).
Section 1.6 examines the general consumption of news across a number of countries, by
looking at which platforms people say they use as their main source of different types of
news and the devices they use for accessing online news.
25
34
17
27
17
29
18
29
33
43
10
17
18
29
0
10
20
30
40
50
At least weekly
At least monthly
UK
FRA
GER
ITA
USA
JPN
ESP
Mobile phone users (%)

202

Proportion who specify radio as their main source of news
Figure 4.26

Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.11 Which, if any, is your main source for the following information? Tre, Canale 5, Italia 1, Rete 4,
La 7
10
14
11
3
7
10
19
13
9
11
11
6
3
6
7
13
13
8
8
8
5
1
4
7
12
10
8
SWE
ESP
AUS
JPN
USA
ITA
GER
FRA
UK
SWE
ESP
AUS
JPN
USA
ITA
GER
FRA
UK
SWE
ESP
AUS
JPN
USA
ITA
GER
FRA
UK
News about the
world
News about
your country
News about your
region/ locality
Respondents (%)

203

International Communications
Market Report 2015

5

Telecoms and networks
5

204
Contents

Section

Page
5.1 Key market developments in telecoms and networks
205
5.1.1
Overview
205
5.1.2
Introduction
205
5.1.3
Availability and take-up of next-generation access (NGA) services
continues to grow
207
5.1.4
The use of VoIP as an alternative to traditional telephony is increasing
213
The telecoms industry
221
5.2
5.2.1
Market overview
221
5.2.2
Fixed voice services
226
5.2.3
Fixed broadband services
231
5.2.4
Mobile voice and data services
236
The telecoms user
247
5.3
5.3.1
Overview
247
5.3.2
Fixed voice services
250
5.3.3
Fixed broadband services
255
5.3.4
Mobile voice and data services
260

205
Key market developments in telecoms
5.1
and networks
5.1.1 Overview
The telecoms section of this report looks at the fixed voice, fixed broadband and mobile
voice and data markets in the UK and our 17 comparator countries. The section is split into
three parts:

Key market developments – provides an overall context, and highlights key
developments in international telecoms markets, including the growth of next
generation access (NGA) networks and the increasing use of VoIP services.

The telecoms industry – provides a ‘top-down’ approach by looking at the telecoms
sector from an industry and operator viewpoint, and compares and contrasts trends
in revenues and market structures across our comparator countries, before looking
specifically at voice and data markets.

The telecoms user – provides a ‘bottom-up’ approach from the point of view of
consumers and looks at the overall take-up of communications services, before
focusing specifically on consumers’ experience of fixed-line voice, fixed broadband
and mobile voice and data use.
5.1.2 Introduction
Availability and take-up of technologies used to access the internet continued to increase in
2014. As the internet becomes increasingly important to both businesses and consumers,
the reliance upon and usage of the internet, and the devices used to access it, increase. The
internet is used for a large range of purposes, including but not limited to: transactions,
entertainment and the procurement of information. Increasing internet access speeds allow
the internet to be used in a variety of new ways, and growing demand from consumers for
higher speeds has led to a greater availability of 4G and next generation access (NGA)124
technologies.
The availability of fixed-line broadband services increased in the majority of our comparator
countries in the five years to 2014, with the exception of Australia (which remained stable at
95%). Seven out of our 18 comparator countries had 100% availability in 2014. Take-up of
fixed-line broadband services grew across the majority of comparator countries in 2014, with
Japan experiencing the largest annual change, from 35 connections per 100 population in
2013, to 39 connections per 100 population in 2014.

124 See page 29 for a definition of NGA technologies

206

Key telecoms indicators: 2014
Figure 5.1

Source: IHS / industry data / Ofcom
UK FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN NGA
Telecoms service revenues (£bn)
29
19
25
16
172
79
15
14
7
4
6
3
20
30
19
15
110
6
Monthly telecoms revenues per capita
(£)
37
25
25
22
45
52
53
24
34
36
14
49
33
12
11
1
7
3
Fixed voice connections per 100
population (inc. managed VoIP)
61
60
45
37
41
45
38
40
42
39
16
36
54
23
27
2
19
0
Monthly outbound fixed minutes per
capita
131 119 156 77
112
83
121
79
90
100
23
80
99
67
81
4
8
0
Mobile connections per 100 population
130 125 137 154 111
122 131 108 134 151 151 147
116
140 168 74
94
78
Mobile data connections per 100
population
87
67
64
71
104
124 114
77
69
116
117 183
109
78
66
6
41
43
4G mobile network availability (% of
population coverage of at least one
operator)
84
75
92
77
98
99
87
76
100
99
80
99
100
42
51
2
73
11
4G as % of all mobile connections
28
14
12
4
40
37
39
13
19
27
7
39
63
2
5
0
8
0
Monthly outbound mobile minutes per
capita
178 191 113 226 315
132 161 141 129 231 180 257
209 181 309 133 179
62
Average mobile data volumes per
person (Mbyte)
362 397 398 684 1771 1495 481 370 313 3097 529 1537 2024 197 181 18
126
53
Fixed broadband connections per 100
population
37
40
35
23
30
39
29
28
41
34
21
33
39
11
19
1
18
0
Average monthly fixed broadband data
volumes per person (Gbyte)
22
13
10
7
19
32
11
9
17
31
5
23
49
3
4
0
4
0
NGA connections per 100 population
13
4
10
1
22
26
10
10
25
22
8
22
34
5
13
0
8
0
Dedicated data-only mobile broadband
connections per 100 population
8
6
10
11
9
12
26
4
6
23
15
2
1
3
14
1
1
3
Managed VoIP connections per 100
population
9
39
21
5
16
22
3
7
31
18
4
10
20
4
1
0
1
0

207
5.1.3 Availability and take-up of next-generation access (NGA) services
continues to grow
Next-generation access (NGA) technology and ‘superfast’ broadband
definitions
Next-generation access (NGA) networks provide a platform for delivery of superfast
broadband. ‘Superfast’ broadband describes broadband connections with actual modem
sync speeds of 30Mbit/s or higher.
These terms (superfast broadband and NGA) are often used interchangeably however NGA
connections do not always deliver ‘superfast’ speeds. For example, premises connected
using VDSL technology might receive speed below 30Mbit/s due to long copper lines
because of a large distance to the nearest street cabinet, or NGA services may be capped at
less than 30Mbit/s.
This distinction becomes more significant as ‘superfast’ take-up increases and the
measurement of broadband services in different countries improves. For this reason, we
define ‘superfast’ broadband as a broadband service providing modem sync speeds of ‘more
than or equal to’ 30Mbit/s (the modem sync speed represents the highest possible speed at
which data can be transferred across the line). We also define fixed-line broadband with
headline speeds of more than or equal to 30Mbit/s as ‘superfast products’.
Availability of NGA networks varied across our comparator countries in 2014
Many factors influence the availability of NGA connections. One of these factors is housing
density as it is usually more expensive (per property) to build new NGA networks in low
density areas. Availability of funds to invest into new infrastructure could also explain
coverage differences between comparator countries, with more developed countries often
having higher coverage percentages than less developed ones.
In the UK, VDSL was the NGA technology with the highest population coverage in 2014 (at
79%, up 11pp on last year), while FTTLA connections were available to 47% of the
population (Figure 5.2). The UK had the second highest VDSL coverage (after South Korea
at 95%) among the comparator countries, while Singapore had the highest FTTLA coverage
at 99%, followed by the Netherlands at 97%.
FTTH/B technology was only available to around 1% of the UK population by the end of
2014, a low figure compared to the majority of non-BRIC comparator countries. This is in
part due to BT’s decision (announced in 2008) to use VDSL rather than FTTH/B for the
majority of its fibre broadband network (building the infrastructure for VDSL is less expensive
than that of FTTH/B, although it generally provides slower maximum speeds). In contrast to
the UK, providers in countries such as Singapore and Japan, which are densely populated,
deployed FTTH/B, resulting in the high availability of this technology in 2014, at 95% in each
country (VDSL not being present in either).
Overall, superfast products were available to 86% of the population in the UK in 2014. This
was the highest availability among the EU5 countries. Germany had the second highest
availability of superfast products in 2014, at 75%.

208

Population availability of NGA networks, by country and technology:
Figure 5.2
2014

Source: IHS
Note: NGA on the left hand side of the chart is the country code for Nigeria, and does not refer to next
generation access technologies.
NGA broadband take-up ranged from less than one to 34 connections per 100 people
among our comparator countries in 2014
The number of NGA connections per 100 people varied between comparator countries in
2014, from less than one connection in India and Nigeria to 34 in South Korea (Figure 5.3).
The early introduction and widespread availability of NGA broadband in South Korea (in
particular FTTH/B) are the likely reasons for the country’s high penetration.
Five countries had five or fewer NGA connections per 100 people, including two EU5
countries (France and Italy); this is probably due to low NGA network availability. The other
possible reasons for low take-up in Brazil, India and Nigeria include lower economic
prosperity and lower levels of investment in infrastructure in these countries. The UK had 13
NGA connections per 100 people at the end of 2014, ranking seventh among the comparator
countries. The majority of NGA connections in the UK were FTTLA (54%) and there was less
than one FTTH/B connection per 100 people at the end of 2014.
79
15
43
24
33
0
2
11
69
18
29
0
95
21
0
2
0
0
1
14
4
19
25
95
5
45
28
56
7
95
99
7
51
1
40
1
47
29
62
0
89
39
25
48
97
39
40
99
71
46
30
14
18
0
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
VDSL
FTTH/B
FTTLA
Population coverage (%)

209
FTTLA and FTTH/B were the most prevalent NGA technologies across the comparator
countries at the end of 2014. Out of all technologies, FTTLA had the highest take-up in ten of
the comparator countries, including the Netherlands, the US and the UK, which had 20, 17
and seven FTTLA connections per 100 people, respectively. FTTH/B accounted for the
highest proportion of connections per 100 people in eight of the comparator countries,
including South Korea, Japan and Sweden with 24, 21 and 14 connections per 100 people
respectively.

NGA broadband connections per 100 people, by technology: 2014
Figure 5.3

Source: IHS
Note: NGA on the left hand side of the chart is the country code for Nigeria, and does not refer to next
generation access technologies.
The UK had the highest take-up of superfast products of the EU5 countries in 2014
The proportion of fixed broadband connections classified as ‘superfast products’ (i.e. NGA
connections with a headline speed of 30Mbit/s or higher) continued to grow in all of the
comparator countries in 2014 (Figure 5.4). Only three of the countries (Italy, India and
Nigeria) had less than 5% of connections with 30Mbit/s or higher headline speed, probably
due to the low availability and take-up of NGA networks in these countries (Figure 5.3).
South Korea (89%), Singapore (83%) and Japan (81%) had the highest proportions of
30Mbit/s or higher speed connections at the end of 2014. Japan and South Korea had the
highest proportion of connections with a headline speed of over 100Mbit/s, at more than
50% in both. This may be due to the early introduction and high availability of NGA
technology in these countries.
Of our European comparator countries, Sweden and the Netherlands had the largest
proportion of connections classified as superfast product, at 42% and 46% respectively. In
1
1
3
1
6
3
3
2
1
1
24
21
4
2
13
14
8
1
3
5
2
1
0
0
10
5
20
17
9
7
5
7
7
5
5
3
7
4
2
34
26
25
22
22
22
13
13
10
10
10
8
8
5
4
1
0
0
0
10
20
30
40
KOR
JPN
NED
USA
SGP
SWE
RUS
UK
GER
AUS
ESP
CHN
POL
BRA
FRA
ITA
IND
NGA
Connections per 100 people
VDSL
FTTH/B
FTTLA

210
Sweden, 81% of superfast product connections had a headline speed of over 100Mbit/s
(34% of total connections). In the UK, 35% of connections had a headline speed of over
30Mbit/s at the end of 2014, the eighth highest proportion among all comparator countries
and the highest out of the EU5 countries. Nevertheless, only 5% of connections in the UK
had headline speed of over 100Mbit/s, placing the UK behind Spain (11%) and France (7%)
among the EU5 countries.
France had the highest proportion of fixed broadband connections with a headline speed
between 8Mbit/s and 30Mbit/s (81%), followed by Spain (68%). Nigeria was the only country
among the comparator countries in which more than half of the connections had a headline
speed of less than 2Mbit/s (93%), followed by India (46%) and Brazil (33%). Nonetheless, in
these countries the proportion of connections with higher headline speeds has increased
since 2009. For example, the proportion of connections with headline speeds of less than
2Mbit/s roughly halved in the five years to 2014, in both Brazil and India.

211

Fixed broadband connections, by headline speed: 2009 and 2014
Figure 5.4

Source: IHS / Ofcom / operator data

0
0
23
1
14
4
28
1
10
1
55
9
21
6
66
39
61
75
73
8
44
56
57
81
20
35
10
20
17
68
0
30
0
5
0
16
0
3
0
13
0
5
0
7
0
5
0
0
0
11
0
20
40
60
80
100
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
5
UK
FRA
GER
ITA
ESP
34
3
2
0
30
1
27
1
14
1
66
5
0
0
1
0
27
6
74
2
46
26
42
16
43
23
29
43
70
1
71
0
40
29
25
17
25
54
31
37
43
34
4
25
30
16
29
11
0
59
0
22
0
18
0
30
0
8
22
0
42
0
27
0
3
0
59
0
1
0
16
0
34
5
0
40
0
62
0
20
40
60
80
100
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
USA
JPN
AUS
NED
SWE
POL
SGP
KOR
<=2Mbit/s
>2Mbit/s and <=8Mbit/s
>8Mbit/s and <30Mbit/s
>=30Mbit/s and <100Mbit/s
>=100Mbit/s
Proportion of connections (%)
68
33
9
1
81
46
14
3
100
93
27
40
55
17
17
35
67
47
0
4
4
16
36
33
2
16
19
35
0
4
9
0
46
0
3
0
14
0
0
2
0
4
0
0
2
0
0
0
20
40
60
80
100
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
BRA
RUS
IND
CHN
NGA

212
Value for money was the most commonly-cited reason for respondents choosing their
current broadband service in 2015
Value for money was the most popular reason for respondents choosing their current fixed
broadband service, among respondents both with and without a superfast broadband
product (a headline speed of 30Mbit/s or more) in the majority of our comparator countries.
Across both groups of respondents, and the majority of comparator countries, download
speeds were the second most popular reason for choosing broadband. However, there was
a stark difference between those with a superfast broadband product who cited this reason
and those without: 53% vs. 19% in the UK for example. This suggests that download speed
is a much more important consideration for those who have headline speeds greater than
30Mbit/s. Less than two in ten respondents with a headline speed of less than 30Mbit/s
chose a reason other than value for money and download speed, with the exception of
Australia, where 35% of respondents chose their current service due to its data
allowance/traffic management policy (a significantly higher proportion than in all other
comparator countries).

Reason for choosing current fixed broadband service
Figure 5.5

Source: Ofcom consumer research September – October 2015
Base: All respondents with superfast broadband, UK=305, FRA=212, GER=273, ITA=151, USA=170,
JPN=327, AUS=128, ESP=316, SWE=358
Base: All respondents with non-superfast broadband, UK=218, FRA=205, GER=229, ITA=334,
USA=142, JPN=101, AUS=154, ESP=280, SWE=190
Q.29 Why did you choose your home broadband service?
Proportion (%) of respondents with broadband and a headline speed of
30Mbit/s or more
Proportion (%) of respondents with broadband with a headline speed of
less than 30Mbit/s
70
19
11
18
9
5
61
21
13
12
5
4
72
25
11
10
10
3
71
22
19
14
11
4
62
27
14
10
9
3
47
28
4
5
10
14
55
27
13
35
12
8
70
19
11
4
8
4
34
13
9
5
5
18
0
20
40
60
80
The deal I
was offered
was good
value for
money
Its download
speed
Its upload
speed
Its data
allowance or
traffic
management
policy
For my work
or business
needs
Someone
else made the
decision
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
61
53
28
28
11
4
60
30
32
14
11
4
75
41
26
17
10
5
64
41
41
22
19
1
66
59
40
23
17
2
43
55
29
14
8
7
70
49
34
31
13
3
68
43
30
8
13
2
39
25
17
5
3
17
0
20
40
60
80
The deal I
was offered
was good
value for
money
Its download
speed
Its upload
speed
Its data
allowance or
traffic
management
policy
For my work
or business
needs
Someone else
made the
decision
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE

213
5.1.4 The use of VoIP as an alternative to traditional telephony is increasing
VoIP definitions
Managed VoIP refers to the provision of a packet-switched125 voice over internet protocol
(VoIP) service over a fixed broadband network such as xDSL, FTTP and FTTLA. Managed
VoIP includes VoIP as a primary service (such as VoIP over FTTP or naked xDSL) and as a
secondary service (such as VoIP over xDSL, where the subscriber also pays a monthly fee
for a PSTN line). Over-the-top (OTT) VoIP services consumed over fixed broadband
connections, such as Skype, are not included within the definition of managed VoIP because
they do not support emergency calling and are therefore not marketed as landline
replacement services.
Over-the-top (OTT) services are provided over the internet rather than a managed network
and are delivered directly to the end-user by the service provider, independent of the internet
service provider (ISP) which owns the network over which the service is provided.
Unmanaged VoIP include services where a separate voice service provider provides the
service on an OTT basis over a broadband connection. The provider of the broadband
connection routes the traffic to the open internet and there is no guarantee that they will
prioritise this traffic over other types of internet traffic. Therefore, quality of service is likely to
be more variable than on a managed service.
The Netherlands had the highest proportion of fixed voice revenues that were
generated by managed VoIP services in 2014, at 29%
The proportions of fixed voice revenues generated by managed VoIP services have
increased across the 17 comparator counties for which we have data since 2009. India is the
exception; its revenues have remained stable across this period.
The Netherlands had the largest proportion of managed VoIP revenue in 2014, of all our
comparator counties, at 29%, up 14pp in the five years to 2014 (Figure 5.6). This was due to
strong cable market share in fixed broadband and voice services, as well as KPN’s rapid
migration to VoIP services. The US had the second highest proportion, at 24%, followed by
Japan (23%).The US had the highest rate of growth of all comparator countries, at 17pp over
the five-year period to 2014. For all other comparator countries, growth in managed VoIP
revenues as a proportion of fixed voice revenues ranged from less than 1pp in India to 11pp
in Japan over the period.
Managed VoIP services represented a small fraction of the fixed voice market among the
BRIC countries (Brazil, Russia, India and China). The proportion of fixed voice revenues
generated by managed VoIP services were highest in Brazil, at 8% (up 7pp over the five
years to 2014).
The UK, together with China and Australia, had the slowest growth in managed VoIP
revenues over the five years to 2014; up by just 2pp to 6%. This was the lowest proportion of
managed VoIP revenues among the EU5 comparator countries, behind Spain (12%),
Germany (7%), France and Italy (both 11%). This was probably because some ISPs either

125 ‘Packet switching’ over internet protocol divides the data being sent into ‘packets’, each packet
containing part of the data being sent over the network. The packets also carry information such as
the IP addresses of the packet’s source and destination. Instead of being sent across one dedicated
route, each packet is sent to the destination along different routes. Once all of the packets are
received at the other end, the data are reassembled. Packet switching is an efficient form of data
transmission, as the individual packets can be sent across the least congested and cheapest routes.

214
do not offer, or do not advertise VoIP to consumers in the UK. However, use of OTT VoIP in
the UK has grown since 2013 (see Figure 5.12).

Managed VoIP revenues as a proportion of fixed voice revenues: 2009
Figure 5.6
and 2014

Source: IHS / industry data / Ofcom
The UK had the second highest managed VoIP revenue among the EU5 comparator
countries, at £8.82 per month
Of all our comparator countries, Australia showed the highest average revenue per managed
VoIP connection in 2014, at £12.92 per month, followed by Italy at £11.59 per month (Figure
5.7). China had the lowest average revenue per managed VoIP connection, at £0.84 per
month.
In the UK, managed VoIP revenues were £8.82 per month (broadly in line with Spain at
£8.78). This was the second highest monthly VoIP revenue among the EU5 comparators
(after Italy at £11.59) and the fifth highest overall in 2014. France had the lowest average
monthly managed VoIP revenue per connection among the EU5 at £1.38 per month.
However, this figure is based on data which include revenue gained from calls only (rather
than access), which is why revenues appear lower for France compared to other comparator
nations.
In the five years to 2014, the average annual growth rate of VoIP revenues was highest in
India, increasing by an average 23.9% per year, while South Korea experienced the largest
2
3
5
6
17
11
2
9
14
8
9
8
6
7
3
0
2
Share of fixed voice revenue (%)
4
8
3
5
7
12
2
3
15
9
2
5
10
1
0
0
0
6
11
7
11
24
23
4
12
29
16
10
13
17
8
3
0
2
0
5
10
15
20
25
30
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
2009
2014
5 year percentage point
change

215
decline in VoIP revenue, down by an average of 19.0% per year over the same period.
However, in both instances, absolute revenues remained very low in 2014. By comparison,
in the UK revenue declined by an annual average of 5.1% over the five years to 2014.

Monthly managed VoIP revenue per connection
Figure 5.7

Source: IHS / industry data / Ofcom
Note: All figures expressed in nominal terms.
Germany had the lowest average price per minute for VoIP calls in 2014, at 0.5 pence
Of all our comparator countries, the average price per managed VoIP call minute was lowest
in Germany in 2014, at 0.5 pence per minute, followed by France at 0.6 pence per minute
(Figure 5.8). The average price per managed VoIP call minute was highest in Italy (at 5.0
pence per minute), followed by Japan and Sweden (both at 4.9 pence per minute). By
comparison, the UK had an average price of 2.6 pence per minute for a managed VoIP call
in 2014, down 38.0% since 2013.
In the five years to 2014, India experienced the largest compound annual growth in
revenues, up by an average of 17.8% per year. However, in absolute terms, revenues in
India remained very low compared to other comparator countries. France had the largest
rate of decline over the period, with revenues falling on average by 9.3% per year.
-4.6%
16.2%
22.3%
22.0%
23.9%
-19.0%
22.5%
-4.6%
4.0%
0.3%
-5.1%
-8.9%
-8.9%
-2.5%
-11.3%
-8.5%
-14.1%
5 year
CAGR
Revenue (£ per month)
0
5
10
15
20
2009
2010
2011
2012
2013
2014
AUS
ITA
USA
UK
ESP
JPN
NED
SWE
GER
FRA
0
5
10
15
20
2009
2010
2011
2012
2013
2014
SGP
BRA
POL
RUS
IND
KOR
CHN
Revenue (£ per month)

216

Average price per managed VoIP minute
Figure 5.8

Source: IHS / industry data / Ofcom
Note: All figures expressed in nominal terms.
Average monthly managed VoIP call minutes per connection in the UK increased by
32% to 337 minutes in 2014.
In the UK, (where managed VoIP is used mainly by businesses) the volume of average
monthly managed VoIP minutes per connection was 337 minutes, the third highest of all our
comparator countries (behind Russia and Germany). The UK was also one of only five
comparator countries where the average number of VoIP minutes increased in the year to
2014, up by 82 minutes (32.0%). The other countries which had year-on-year growth
included Germany (up 36.4%), Poland (11.2%), China (9.9%) and India (0.8%).
Overall, Germany had the highest level of average monthly managed VoIP call minutes per
connection in 2014, at 463 minutes per month (Figure 5.9). This is probably due to the
comparatively low cost of VoIP call minutes (see Figure 5.8) and the increased number of
VoIP connections per 100 population (see Figure 5.10). The average monthly use of
managed VoIP minutes per connection was lowest in China, at 55 minutes.
In the five years to 2014, Poland had the highest average compound annual growth in
monthly managed VoIP call minutes per connection, up on average by 24.5% per year. This
was 2.5 times more than Russia, which had the second highest growth, at an average of
9.2% per year. Sweden had the largest annual decline over the five years to 2014 (down by
1.5%
-1.8%
16.9%
-7.8%
16.3%
11.7%
17.8%
2.4%
-2.1%
2.0%
3.6%
13.3%
-1.5%
4.5%
-0.4%
-9.3%
-5.1%
Pence
0
2
4
6
2009
2010
2011
2012
2013
2014
ITA
JPN
SWE
AUS
USA
ESP
NED
UK
FRA
GER
0
2
4
6
2009
2010
2011
2012
2013
2014
SGP
POL
BRA
KOR
CHN
RUS
IND
5 year
CAGR
Pence

217
13.0% a year on average). In the UK, average monthly managed VoIP minutes per
connection fell at an average rate of 4.7% per year over the same period.

Average monthly managed VoIP call minutes per connection
Figure 5.9

Source: IHS / industry data / Ofcom
The number of managed VoIP connections per 100 people increased in the majority of
our comparator countries in the five years to 2014
As shown in Figure 5.10, the number of managed VoIP connections per 100 people was
highest in France among our comparator countries in 2014 (39 connections per 100 people),
followed by the Netherlands (31 connections) and Japan (22). The three comparator
countries with the lowest number of managed VoIP connections per 100 people in 2014
were the BRIC countries: India (less than one connection per 100 people), China (one
connection) and Russia (two). The UK had nine managed VoIP connections per 100 people
by the end of 2014 (up by two since the previous year).
In the five years to 2014, the number of managed VoIP connections per 100 people
increased in all but one of the comparator countries. Russia and India had the highest
compound annual growth rates in managed VoIP connections over the five years to 2014
(up 65.2% and 61.7% a year respectively). However, in absolute terms, the number of
connections in these countries remained very low. Italy was the only comparator country
where managed VoIP connections fell over the same period (down by less than 1% per
year).
9.2%
5.2%
-0.6%
-6.0%
24.5%
-12.1%
5.3%
-3.6%
-4.7%
-8.0%
-7.6%
-11.5%
1.6%
-5.3%
-6.7%
-6.9%
-13.0%
Minutes per month
0
100
200
300
400
500
600
2009
2010
2011
2012
2013
2014
GER
UK
AUS
ESP
USA
ITA
FRA
NED
JPN
SWE
0
100
200
300
400
500
600
2009
2010
2011
2012
2013
2014
RUS
IND
BRA
SGP
POL
KOR
CHN
5 year
CAGR
Minutes per month

218

Managed VoIP connections per 100 people
Figure 5.10

Source: IHS / industry data / Ofcom
Managed VoIP connections as a proportion of total voice connections was highest in
the Netherlands in 2014, at 76%
Among our 18 comparator countries, managed VoIP connections as a proportion of total
voice connections in 2014 was highest in the Netherlands, at 76%, followed by France
(64%); this figure was lowest overall in India (0.3%). By comparison, the proportion of
managed VoIP connections in the UK was 14%, the fourth lowest of our EU5 comparator
countries (ahead of Italy at 14%) and twelfth lowest overall.
Managed VoIP connections as a proportion of total fixed voice connections increased in all
our comparator countries in the five years to 2014. This growth ranged from less than 1pp
in India to 30pp in Germany. In the UK, the proportion of managed VoIP connections
increased by 6pp in the same period.
Lines per 100 population
0
10
20
30
40
2009
2010
2011
2012
2013
2014
FRA
NED
JPN
GER
SWE
USA
UK
ESP
ITA
AUS
0
10
20
30
40
2009
2010
2011
2012
2013
2014
KOR
SGP
BRA
POL
RUS
CHN
IND
5 year
change
11
11
11
13
8
8
4
5
0
1
9
7
2
0
2
1
0
Lines per 100 population

219

Managed VoIP connections as a proportion of total voice connections
Figure 5.11

Source: IHS / industry data / Ofcom
Use of OTT VoIP services by owners of each device type (computers, mobiles, tablets
and internet-connected TVs) was highest in Italy in 2015
Of the nine comparator countries for which we have consumer research data, Italy had the
highest proportion of respondents who claimed to use OTT VoIP services on each of the four
device types: 44% of laptops/desktops/notebooks owners used VoIP, 38% on
mobiles/smartphones, 27% on tablets and 20% on an internet-connected TV. For VoIP use
on computers, Spain was in line with Italy (44%), while second highest use was in France
(33%), followed by Australia (32%). Japan had the lowest claimed use of VoIP among
owners of computers, mobiles and tablets (12%, 19% and 16% respectively), while
respondents who owned an internet connected TV used VoIP the least in Sweden (7%).
In the majority of our comparator countries, the use of computers and mobiles for OTT VoIP
services was significantly higher than in 2014. Computers were the most popular device
used for OTT VoIP; more than a quarter of computer owners claimed to use their computer
for VoIP in seven of the nine comparator countries in 2014. In the UK, a third of computer
owners used OTT VoIP (30%), broadly in line with France, Germany, Australia and Sweden.
Italy and Spain had the highest use, with 44% of computer owners using OTT VoIP in both
countries. Use of VoIP was also highest in Italy among those who owned mobiles, at 38%. In
the UK, 27% of mobile owners used VoIP services (in line with Spain).
6
23
30
1
22
26
4
13
29
27
9
19
16
10
7
0
4
0
Per cent (%)
8
41
17
13
17
23
4
5
46
19
13
10
20
7
0
0
1
0
14
64
47
14
39
49
8
17
76
46
22
29
36
17
7
0
5
0
0
20
40
60
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
2009
2014
5 year percentage point
change

220
There was generally little variation in use of OTT VoIP among owners of tablets or internet-
connected TVs, across our comparator countries.

OTT VoIP use, by device type
Figure 5.12

Source: Ofcom consumer research September - October 2015
Base: All who own each device, UK=879/594/xx-xxxx-xxxx, FRA=xx-xxxx-xxxx,
GER=923/623/318/176, ITA=876/779/460/185 USA=xx-xxxx-xxxx JPN=840/573/234/98,
AUS=906/610/370/191, ESP=897/803/435/194, SWE=879/678/xx-xxxx-xxxx.
(Japan* - Caution low base size less than 100).
Q.9b Which, if any, of the following ways of communicating over the internet do you use each of your
devices for?

Proportion (%) of all respondents with each device
30
27
23
14
33
23
22
17
28
20
23
10
44
38
27
20
20
24
20
12
12
19
16
10
32
29
24
10
44
27
23
14
29
22
16
7
0
10
20
30
40
50
Laptop/desktop/
netbook
Mobile/Smartphone
Tablet
A TV connected to
the internet
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Direction of arrow indicates a statistically significant difference compared to last year

221
The telecoms industry
5.2
5.2.1 Market overview
Total comparator country retail telecoms revenues increased by 0.7% in 2014
Total retail telecoms revenues across our comparator countries increased by £4bn (0.7%) to
£589bn in 2014 (Figure 5.13). Mobile internet and voice services generated the largest
proportion of total retail telecoms revenue, at 64.2% (£378bn), a slightly lower proportion
than in 2013 (64.8%). Fixed services (broadband and voice) contributed 35.8% (£211bn) to
total retail revenue in 2014, up £5bn since 2013. Total fixed voice revenue fell by £9bn
(9.5%) to £87bn in 2014, as a result of falling call volumes (see Figure 5.20), while total fixed
broadband revenue increased (by £14bn (12.3%) to £124bn) in 2014, due to the increased
use of these services (see Figure 5.42).
Mobile internet revenue (including messaging) increased by £11bn (6.6%) to £173bn
between 2013 and 2014, almost doubling since 2009 (£87bn). This was partially due to
increasing data use. Total mobile voice revenues continued to fall, down by £11bn (5.1%) to
£206bn. Mobile voice generated a greater proportion of total telecoms retail revenue than
mobile internet at (34.9%) in 2014, although this proportion was lower than in 2013 (37.1%).

Total comparator country retail telecoms revenue, by sector: 2009- 2014
Figure 5.13

Source: IHS / industry data / Ofcom
Note: Fixed voice revenues include managed VoIP revenues; voice revenues include access/line
rental revenues and may include revenues relating to bundled data services. Mobile internet excludes
mobile messaging services. All figures expressed in nominal terms.
The BRIC countries and Nigeria generated the largest proportion of retail telecoms
revenue of all the comparator nations
The increase in total comparator country retail telecoms revenue in 2014 is likely to have
been driven by revenue growth in Nigeria and the BRIC comparator countries, up 4.5% to
£180bn, and in Asia Pacific, up 2.9% to £117bn (Figure 5.14). The BRIC countries and
Nigeria contributed the largest proportion of total retail telecoms revenue in 2014, at 30.6%,
ahead of the US (29.1%) which had previously been the largest contributor to retail telecoms
revenue. Total retail telecoms revenue in the US fell for the first time since 2009; by 0.9%,
from £173bn in 2013 to £172bn in 2014. Revenue among the European comparator
countries declined at an average rate of 3.7% per year in the five years to 2014, while year
on year, revenues fell by £6bn (4.4%) to £119bn in 2014.
131
124
114
105
96
87
73
81
89
99
110
124
236
234
232
227
217
206
87
102
121
143
162
173
526
542
555
574
585
589
0
200
400
600
2009
2010
2011
2012
2013
2014
Total
Mobile internet
Mobile voice
Fixed
broadband
Fixed voice
0.7%
2.3%
6.6%
14.8%
-5.1%
-2.7%
12.3%
11.1%
-9.5%
-7.9%
Annual
growth
5 year
CAGR
Revenue (£bn)

222

Total comparator country retail telecoms revenue, by country type:
Figure 5.14
2009-2014

Source: IHS / industry data / Ofcom
Note: All figures expressed in nominal terms.
The US and China generated almost half the total comparator country retail telecoms
revenue in 2014
The US continued to have the highest retail telecoms revenue of all the comparator
countries, at £172bn in 2014, followed by China (£110bn) and Japan at £79bn (Figure 5.15).
Between them, the US and China generated almost half (48%) of total retail telecoms
revenue for all the comparator countries in 2014.
Over the five years to 2014, total retail telecoms revenue increased in the majority of
comparator countries; the highest average growth was in China, at 10% per year. The UK
had a slight increase over the same period, up by £1bn to £29bn in 2014 (an increase of less
than 1% per year on average). Total retail telecoms revenues fell in most European
comparator countries; the largest fall was in Spain, down by an average of 9.3% per year
over the five years to 2014. The other European comparator countries where telecoms
revenues declined over the period were Italy (down 8.2%), France (down 5.2%), Poland
(2.3%) and Germany (1.3%).
144
141
139
133
125
119
152
159
162
172
173
172
105
107
108
111
114
117
125
135
146
158
173
180
526
542
555
574
585
589
0
200
400
600
2009
2010
2011
2012
2013
2014
Total
BRIC &
Nigeria
Asia Pacific
USA
EU
0.7%
2.3%
4.5%
7.5%
2.9%
2.2%
-0.9%
2.5%
-4.4%
-3.6%
Annual
growth
5 year
CAGR
Revenue (£bn)

223

Telecoms service retail revenues, by country and sector: 2009 and 2014
Figure 5.15

Source: IHS / industry data / Ofcom
Note: Fixed voice revenues include managed VoIP revenues. All figures expressed in nominal terms.
Mobile services generated at least half of total telecoms revenues in all comparator
countries in 2014
Mobile services (comprising data, messaging and voice services) contributed at least 50% of
total telecoms revenues in all of our 18 comparator countries in 2014 (Figure 5.16). Nigeria
had the highest proportion of total telecoms revenues generated by mobile services, at 99%,
followed by India (83%) and China (74%). This is probably a result of the rapid expansion of
mobile markets in these countries and the low number of fixed lines, 0.10 and 2.14 per 100
population in Nigeria and India respectively (Figure 5.48). In the UK, mobile services
generated 53% of total telecoms revenues in 2014.
Changes in the proportion of retail telecoms revenue generated by mobile services ranged
from a 9pp decrease in Spain (to 60%) to a 16pp increase in Brazil (to 50%) in the five years
to 2014. The UK and China were the only two comparator countries in which revenues
remained stable, at 53% and 74% respectively.
0.4%
-5.2%
-1.3%
-8.2%
2.5%
2.6%
0.4%
-9.3%
-0.1%
2.1%
-2.3%
4.3%
1.5%
3.0%
5.0%
6.6%
9.8%
5.1%
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
10
9
7
4
9
6
6
4
38
23
15
11
4
3
5
3
3
2
12
9
5
4
3
2
8
5
15
15
16
11
14
15
16
10
93
114
41
43
7
8
16
8
4
4
2
3
5
4
2
2
12
13
9
15
9
12
8
13
51
82
5
6
3
5
2
4
3
3
2
2
21
34
14
25
4
5
2
3
3
5
4
6
3
10
24
28
29
25
19
26
25
24
16
152
172
70
79
15
15
22
14
7
7
4
4
7
6
3
3
18
20
25
30
15
19
11
15
69
110
5
6
0
50
100
150
200
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
Revenue (£bn)
Fixed voice
Mobile
Fixed broadband
5 year
CAGR

224

Mobile as a proportion of total telecoms revenues: 2009 and 2014
Figure 5.16

Source: IHS / industry data / Ofcom
Combined revenues for mobile internet and mobile messaging continued to be higher
than fixed broadband revenues
Combined revenues for mobile internet and mobile messaging increased by £11bn to
£173bn in 2014, and continued to be higher than fixed broadband revenue (£124bn in 2014)
(Figure 5.17).
Mobile internet revenue (excluding messaging) was up by £14bn (11.2%) to £139bn in 2014
and contributed 80.6% of the combined revenues for mobile internet and mobile messaging.
By comparison, fixed broadband services generated £124bn in 2014, up £14bn (12.3%)
compared to 2013. This increase in fixed broadband revenue was partly due to the growth in
fixed broadband connections in 17 of our comparator countries between 2009 and 2014
(Figure 5.27).
The total revenue generated by mobile messaging (including SMS and MMS), which fell for
the first time in 2013, continued to drop in 2014, down by £4bn (9.3%) to £33bn. The main
reasons for this decline are the substitution of OTT (over-the-top) messaging services for
network-based services, and increasing smartphone take-up, as more sophisticated
handsets enable mobile users to access alternative communication methods, such as email,
instant messaging and social networking sites.
0
-6
9
-2
5
-4
3
-9
4
12
-2
1
3
16
5
12
0
3
53
64
54
65
61
59
47
69
57
51
67
67
64
34
58
71
74
97
53
58
63
62
67
54
50
60
61
63
65
68
66
50
63
83
74
99
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Per cent (%)
2009
2014
5 year percentage point
change

225

Total fixed broadband and mobile data revenue across all comparator
Figure 5.17
countries: 2009-2014

Source: IHS / industry data / Ofcom
Note: Messaging includes SMS and MMS. All figures expressed in nominal terms.
Data revenue as a proportion of total telecoms revenue was highest in Japan in 2014
Of all the comparator countries, Japan had the highest proportion of total telecoms revenue
generated by data services (72%) in 2014, followed by Australia, at 57%, and South Korea,
at 54% (0). Nigeria had the lowest proportion, at 22%. The UK had the third lowest data
revenue in 2014, at 30%. This is partly because data revenue for bundled mobile data and
messaging services in the UK are recorded as mobile voice revenue.
Data revenue increased in all our comparator countries between 2009 and 2014, with the
fastest growth rates in Japan and France, both up by 26pp (data revenue in France has
more than doubled in the five years to 2014). Growth in data revenue in less developed
countries has been comparable to growth in developed ones. For example, revenues in India
in 2014 were up 14pp, while in Nigeria, data services have grown rapidly over the five years
to 2014; revenues are up by 17pp, from 5% in 2009 to 22% in 2014. The UK was the only
comparator where the proportion of revenue generated by data services grew by less than
10pp in the five years to 2014 (by just 4pp).This is partly because in the UK bundled mobile
data and messaging revenue is recorded as mobile voice revenue, as stated above.

73
81
89
99
110
124
55
67
82
104
125
139
47
35
38
39
37
33
73
102
81
102 89
121
99
143
110
162
124
173
0
50
100
150
200
Total
Messaging
Mobile internet
Fixed
broadband
2014
2009
2010
2011
2012
2013
Revenue (£bn)

226

Data revenue as a proportion of total telecoms revenue: 2009 and 2014
Figure 5.18

Souce: IHS / industry data / Ofcom
5.2.2 Fixed voice services
Total retail fixed line voice revenues generated across all comparator countries
continued to fall in the five years to 2014
Total retail fixed line voice revenues across all comparator countries fell by £9.08bn (9.5%)
between 2013 and 2014 (£86.81bn). This continuing decline has been observed since 2009
(over the five years to 2014, retail fixed line voice revenues have fallen at an average rate of
7.9% per year across all countries). The decline in retail fixed-line voice revenue is primarily
due to increasing fixed-to-mobile substitution, as well as the growing use of alternative voice
and non-voice communication methods such as email and instant messaging.
The US had the highest fixed voice revenue at the end of 2014 (£23.28bn), although
revenue has been falling over the last five years at an average annual rate of 9.2%, with a
sharp decrease since 2010 (Figure 5.19). Nigeria experienced the fastest rate of decline
over the five-year period, down on average by 28.3% per year (although the fixed market in
this country is very small), followed by France, at an average rate of 12.2%. In the UK, retail
fixed-line voice revenues fell on average by 2.2% per year to £8.93bn in the five years to
2014, the lowest rate of decline among the comparator countries. This drop was mainly due
to the decrease in fixed voice call volumes, which fell by an average annual rate of 6.9%
(Figure 5.20).
4
26
18
14
21
26
13
21
12
19
17
16
20
17
18
14
20
17
26
22
26
25
30
45
44
23
33
27
29
34
33
23
19
14
32
5
30
48
44
39
51
72
57
44
45
46
46
50
54
40
37
28
52
22
0
10
20
30
40
50
60
70
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Per cent (%)
2009
2014
5 year percentage point
change

227

Retail fixed line voice revenues: 2009-2014
Figure 5.19

Source: IHS / industry data / Ofcom
Note: Includes managed VoIP revenues. All figures expressed in nominal terms.
Fixed-line voice call volumes fell in all comparator countries in the five years to 2014
The total fixed voice call volumes across all the countries fell by an average annual rate of
7.8% to 1636 billion (1.6 trillion) minutes in the five years to 2014. This was primarily due to
the decrease in fixed voice call minutes, down by an average of 11.3% annually, which was
partially offset by increasing managed VoIP call volumes, up by 8.1% a year (further
information regarding managed VoIP services can be found in Section 5.1.4 of this report).
In the UK, total fixed line call volumes decreased by an average annual rate of 6.9% to 101
billion minutes between 2009 and 2014 (Figure 5.20). Nigeria had the steepest fall in fixed-
line voice call volumes, down on average by 28.6% per year over the period (although this
decrease represents only small changes in the absolute figures: call volumes in Nigeria were
less than 0.3 billion minutes in 2014), followed by India and China (down on average by
13.7% a year and 13.6% per year respectively). Potential reasons for falling fixed call
volumes include consumers migrating from fixed voice services to mobile, as well as an
increase in other communication methods, such as social networking and instant messaging.
£ billion
£ billion
0
10
20
30
40
2009
2010
2011
2012
2013
2014
USA
JPN
UK
GER
ITA
FRA
AUS
ESP
NED
SWE
0
10
20
30
40
2009
2010
2011
2012
2013
2014
BRA
CHN
RUS
KOR
IND
POL
SGP
NGA
5 Year
CAGR
-9.2%
-5.7%
-2.2%
-8.8%
-9.1%
-12.2%
-6.5%
-10.8%
-5.3%
-10.8%
-7.1%
-10.5%
-4.0%
-8.9%
-9.3%
-12.0%
-3.4%
-28.3%

228

Fixed line voice call volumes: 2009 and 2014
Figure 5.20

Source: IHS / industry data / Ofcom
Note: Includes managed VoIP calls.
The number of outgoing minutes per fixed line has fallen in all countries in the five
years to 2014
The total number of outbound voice call minutes per fixed line fell by an average of 7.5% a
year to 213 minutes per month between 2009 and 2014 (Figure 5.21). As stated previously,
the main driver behind this decline was growing fixed-to-mobile substitution; fixed voice call
minutes fell by an average of 11.3% annually, while mobile minutes increased by an average
of 9.5% per year.
The number of outgoing minutes per fixed line was highest in Germany in 2014, at 347
minutes per month, and lowest in China at 41 minutes per month. By comparison, the UK
had 218 outgoing minutes per fixed line in 2014.
In the five years to 2014, Italy experienced the largest percentage decrease in outgoing
minutes per fixed line, falling on average by 10.3% per year. China followed, with outgoing
minutes dropping on average by 9.9% a year over the same period. By comparison, the
number of outgoing call minutes per fixed line in the UK fell at an average rate of 7.9% per
year in the five years to 2014. This was the fourth highest rate of decline among our
comparator countries.
5 year
CAGR
145
109
195
104
140
52
65
23
23
18
6
71
215
167
132
277
2
101
91
154
56
126
34
45
18
12
10
5
59
162
139
63
134
0
0
100
200
300
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Call minutes (billions)
2009
2014
-6.9%
-3.5%
-4.6%
-11.5%
-9.7%
-2.0%
-8.0%
-7.2%
-4.5%
-12.6%
-10.0%
-3.1%
-3.8%
-5.6%
-3.6%
-13.7%
-13.6%
-28.6%
710
426

229

Monthly outbound minutes per fixed line: 2009-2014
Figure 5.21

Source: IHS / industry data / Ofcom
Note: Includes managed VoIP calls.
Germany was the only country in which the incumbent operator’s share of fixed voice
call volumes increased in the five years to 2014
The incumbent operator’s share of fixed call volumes fell in all of our comparator countries
with the exception of Germany, where the incumbent’s share increased by 5pp to 52% in the
five years to 2014, primarily due to growth in its VoIP customer base (Figure 5.22). France
experienced the largest decline over the same period; the incumbent’s market share fell by
18pp to 50%. Spain’s incumbent was also at 50% in 2014, down by 17pp over the last five
years.
In the UK, BT’s share of fixed voice call volumes decreased by 5pp to 39% over the five-year
period. Only in three comparator countries was the respective incumbent’s share lower:
Brazil (31%), the US (18%) and Nigeria, where Nitel was declared inactive in 2014 due to
being financially unviable and insufficient to support quality of service. The incumbent
operator’s share of fixed voice call volumes was highest in Singapore in 2014 (at 76%),
followed by Japan (67%), due to the late liberalisation of the fixed-line markets in these
countries.
Minutes
Minutes
0
100
200
300
400
500
2009
2010
2011
2012
2013
2014
GER
AUS
USA
SWE
UK
NED
ITA
FRA
ESP
JPN
0
100
200
300
400
500
2009
2010
2011
2012
2013
2014
BRA
RUS
SGP
IND
KOR
POL
NGA
CHN
5 year
CAGR
-3.7%
-5.2%
-6.4%
-7.5%
-7.9%
-3.9%
-10.3%
-2.6%
-6.1%
-1.3%
-7.3%
-0.8%
-4.1%
-8.5%
-5.6%
-2.7%
-1.4%
-9.9%

230

Incumbent operator’s share of fixed voice call volumes: 2009 and 2014
Figure 5.22

Source: IHS / industry data / Ofcom
The UK was one of four comparator countries to experience an increase in the
number of fixed exchange lines in 2014
The total number of fixed exchange lines (including PSTN lines and managed VoIP
connections) fell at an annual average rate of 2.0% in the five years to 2014 and decreased
by 3 million (0.3%) to 791 million compared to 2013 (Figure 5.23). This was mainly due to
the continued substitution of fixed voice services by mobile services and alternative
communication methods.
The UK was one of four countries (along with Singapore, South Korea and Brazil) where the
number of fixed exchange lines increased in the five years to 2014, up by 2 million to 39
million (an average increase of 1.4% annually). The UK increase was due to strong demand
for xDSL access (requiring a fixed exchange line). Over the same period, Brazil had the
largest increase up by an average of 1.7% annually. Nigeria had the steepest average
annual decline, at 24.0% a year, with the number of fixed lines falling to less than 0.5 million
in 2014. The UK was one of two comparator countries (along with Italy) where the number of
fixed exchange lines increased in 2014, up by 3.1% compared to a year previously. In the
majority of our comparator countries, the number of lines was unchanged during the year.
5 year percentage point
change
43
68
47
68
29
75
66
66
62
58
64
83
74
45
54
70
58
4
39
50
52
56
18
67
63
50
47
55
63
76
61
31
53
58
55
0
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Market share (%)
2009
2014
-5
-18
5
-12
-11
-8
-4
-17
-14
-3
0
-8
-13
-14
-1
-12
-2
-4

231

Fixed exchange lines: 2009 and 2014
Figure 5.23

Source: IHS / industry data / Ofcom
Note: Includes managed VoIP connections
5.2.3 Fixed broadband services
The US, Japan and China generated over two-thirds (67%) of the total comparator
countries’ fixed broadband revenue in 2014
Fixed broadband revenues were highest in the US at £34bn, followed by Japan and China
(at £25bn and £24bn respectively). Combined, these three countries accounted for 67% of
total comparator country fixed broadband revenue. The UK had the seventh-highest fixed
broadband revenue of all the comparator countries in 2014, at £5bn (in line with Australia
and South Korea), and the highest among the EU5 countries.
In the five years to 2014, total fixed broadband revenues increased at an average annual
rate of 11.1%, from £73bn to £124bn.China had the highest average annual growth, at
19.9% per year, followed by Russia (up on average by 18.8% a year). France experienced
the third highest increase, at 18.7% a year, over the period; it also had the second highest
year-on-year increase (after Nigeria) in 2014 at 82.6% (partly due to the launch of VDSL
services by France Telecom in mid-2013). By comparison, total fixed broadband revenue in
the UK went up at an average rate of 7.7% per year in the five years to 2014.
Italy and Nigeria were the only comparator countries in which fixed broadband revenue fell in
the five years to 2014, down on average by 1.0% and 19.3% per year respectively (although
37
41
39
25
153
58
10
20
7
5
9
2
25
41
45
37
1
39
39
37
22
131
57
9
19
7
4
7
2
27
45
41
29
0
0
50
100
150
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Lines (millions)
2009
2014
5 year
CAGR
1.4%
-1.1%
-1.1%
-1.8%
-3.1%
-0.6%
-3.1%
-1.0%
-0.8%
-4.7%
-5.9%
0.8%
1.5%
1.7%
-2.2%
-4.8%
-2.7%
-24.0%
318
276

232
these decreases were small changes in absolute terms) (Figure 5.24). Nevertheless,
revenue increased in both countries in 2014; in Nigeria it was up by 86.1% (although in
absolute terms this was still very low, below £10m), and in Italy it was up by 0.6%.

Fixed broadband revenues: 2009 and 2014
Figure 5.24

Source: IHS / industry data / Ofcom
Note: All figures expressed in nominal terms.
The proportion of total comparator country fixed telecoms revenues that were
generated by fixed broadband services was 59% in 2014
The proportion of total fixed telecoms revenues generated by fixed broadband services
across our 18 comparator countries increased by 23pp to 59% in the five years to 2014. In
China, fixed broadband accounted for 83% of total fixed revenues (the highest of all the
comparator countries). China also experienced the second highest increase in this
proportion in the five years to 2014, up by 30pp. France had the highest increase of all our
comparator countries, up 33pp to 54% due to declining fixed voice and VoIP revenues (down
by 12.2%) and increasing fixed broadband revenues (up 18.7% - see Figure 5.24). By
comparison, in the UK the proportion of total fixed revenues generated by fixed broadband
increased by 10pp to 34% over the five years to 2014.
3
2
3
2
21
14
4
2
1
1
1
0
3
4
1
0
10
0
5
4
3
2
34
25
5
3
1
1
1
1
5
6
3
1
24
0
0
10
20
30
40
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Revenue (£bn)
2009
2014
5 year
CAGR
7.7%
18.7%
3.4%
-1.0%
9.9%
12.9%
3.5%
4.7%
1.8%
7.8%
9.5%
11.1%
6.0%
7.7%
18.8%
16.1%
19.9%
-19.3%

233

Fixed broadband as a proportion of total fixed revenues: 2009-2014
Figure 5.25

Source: IHS / industry data / Ofcom
Australia had the highest average monthly retail revenue per fixed broadband
connection in 2014, at £58.13
Average monthly retail fixed broadband revenue per connection was up 3.7% to £17.36
across our comparator countries in 2014.
Fixed broadband revenue per connection was highest in Australia in 2014, at £58.13 per
month, followed by Japan at £44.68. Nigeria had the third highest average revenue per
connection, at £36.24, although it is important to note that this market is highly unstable (for
example, revenue dropped to £12.37 in 2012 only to go up by 131% to 28.58 in 2013).
Average revenue per connection was lowest in India, China and Russia (at £4.61, £8.26 and
£9.49 respectively).
In the five years to 2014, average monthly fixed broadband revenues per connection
increased in eight of our 18 comparator countries. France experienced the largest increase
over this period, up on average by 11.8% a year to £14.63 (almost double the rate in
Sweden, which had the second highest average annual increase, at 5.8% a year). In the UK,
revenues grew by an average of 2.1% to £16.34 between 2009 and 2014. Brazil had the
largest decrease in monthly retail fixed broadband revenues per connection over this period,
down by an average of 5.7% per year, followed by India (down by 3.9% per year).
24
21
23
24
36
47
50
33
40
30
39
41
52
26
21
14
54
19
34
54
36
33
59
69
62
52
49
53
66
58
70
42
43
36
83
29
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Percentage share (%)
2009
2014
5 year percentage
point change
10
33
13
9
23
22
12
19
9
23
27
17
18
16
22
22
30
11

234

Retail fixed broadband average revenue per connection: 2009-2014
Figure 5.26

Source: IHS / industry data / Ofcom
Note: All figures expressed in nominal terms.
China had the highest annual average growth rate of total fixed broadband
connections in the five years to 2014
The total number of fixed broadband connections across the comparator countries increased
by 242 million to 615 million in the five years to 2014, an average increase of 10.5% a year.
The average annual growth rate was highest in the BRIC comparator countries, ranging from
13.3% a year in Brazil to 18.5% a year in China. In the UK, the number of connections
increased on average by 5.3% a year to 24 million over the same period. Nigeria was the
only comparator country where fixed broadband connections declined over the five years to
2014, down on average by 19.3% per year (although the number of connections is very low;
less than 1 million). This fall is probably due to low fixed broadband availability and rapid
growth in the use of mobile data services.
China had the largest number of fixed broadband connections in 2014, at 251 million
(accounting for 41% of the total fixed broadband connections among our comparator
countries); this was more than twice the number of connections in the US, which had the
second highest number of connections (96 million). Nigeria had the lowest number of
connections, at less than 1 million, followed by Singapore at 2 million.
0
20
40
60
2009
2010
2011
2012
2013
2014
AUS
JPN
USA
SWE
ESP
UK
NED
FRA
ITA
GER
0
20
40
60
2009
2010
2011
2012
2013
2014
NGA
SGP
BRA
KOR
POL
RUS
CHN
IND
£ per month
£ per month
5 year
CAGR
-1.5%
4.2%
5.5%
5.8%
-1.6%
2.1%
-0.8%
11.8%
-3.7%
-0.3%
3.5%
1.9%
-5.7%
2.3%
-0.8%
-1.0%
0.0%
-3.9%

235

Fixed broadband connections: 2009-2014
Figure 5.27

Source: IHS / industry data / Ofcom
The retail connection share of the three largest fixed broadband providers, for each
comparator country, was highest in the Netherlands in 2014
The retail connection share of the three largest fixed broadband providers ranged from 45%
in Poland to 85% in the Netherlands in 2014. In four of the 18 comparator countries (China,
Italy, France and the Netherlands), the share of the three largest fixed broadband providers
was 80% or higher. Poland was the only country in which the three largest providers
accounted for less than half of connections.
In the five years to 2014, only five of the 17 comparator countries for which data were
available saw an increase in the combined fixed broadband connection share of the three
largest providers (the UK, the Netherlands, Russia, Sweden and Australia). The largest
increase in share was in the UK, up by 11pp in the five years to 74%, mainly as a result of
Sky’s success of selling bundled packages and its acquisition of O2 in 2013. Market share
fell in all the other comparators; the largest decrease was in Japan (down 19pp to 51%),
followed by Poland (down 18pp to 45%).
5.3%
5.7%
3.2%
1.8%
4.0%
8.6%
5.7%
6.2%
2.3%
1.9%
10.0%
10.5%
3.5%
13.3%
16.9%
18.0%
18.5%
-19.3%
18
20
25
13
79
32
5
10
6
3
5
1
16
11
12
8
107
0
24
26
29
14
96
49
7
13
7
3
8
2
19
21
27
18
0
0
20
40
60
80
100
120
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Connections (million)
2009
2014
5 year
CAGR
251

236

Retail connection share of the three largest fixed broadband providers:
Figure 5.28
2009-2014

Source: IHS / industry data / Ofcom
5.2.4 Mobile voice and data services
Total comparator country mobile revenues remained relatively stable in 2014
Total mobile telecoms revenues generated in our comparator countries (including voice,
messaging and mobile internet services) remained relatively stable in 2014, at £378bn
(down 0.1%). The decline was due to falling voice and messaging revenue, which was
partially offset by increasing mobile internet revenue, up by 11.2% during the year (Figure
5.29). Total mobile messaging revenue (including SMS and MMS) experienced the largest
percentage decrease, down by £3bn (9.3%) to £33bn in 2014, while total voice revenues fell
by £11bn (5.1%) to £206bn.
In the five years to 2014, total mobile internet revenue almost tripled, from £55bn in 2009 to
£139bn, increasing at an average rate of 20.5% per year. Mobile internet was also the only
service to have increased since 2013, up by £14bn (11.2%).The main reason behind this
rapid growth was increasing total mobile data volumes, which were up 83.6% a year across
our comparator countries in the same period, largely as a result of increasing smartphone
use. By comparison, total mobile voice revenues continued to fall, down by an average of
2.7% per year. While total mobile messaging revenue experienced the steepest decline in
5 year percentage
point change
63
91
73
81
51
70
69
82
77
75
63
86
81
83
66
83
93
74
83
67
80
50
51
71
72
85
76
45
76
78
77
70
70
80
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
Percentage share (%)
2009
2014
11
-8
-7
0
0
-19
1
-9
8
0
-18
-10
-3
-5
4
-13
-13

237
2014 (down 9.3%), it increased slightly in the five years to 2014, up on average by 1.1% per
year.

Total comparator country retail mobile telecoms revenue, by sector:
Figure 5.29
2009-2014

Source: IHS / industry data / Ofcom
Note: Messaging includes SMS and MMS. All figures expressed in nominal terms.
Total retail mobile telecoms revenue in Europe declined by 6.7% in 2014
The decrease in total comparator country retail mobile telecoms revenues in 2014 was
mainly due to a decline in revenues among our EU comparator countries (down by 6.7%), as
well as a smaller fall in the US (down 0.7%). In contrast, total retail mobile telecoms
revenues continued to increase in the BRIC countries and Nigeria (up 3.5%) and in Asia
Pacific comparator countries (up 1.8%).
In the five years to 2014, the only fall in mobile telecoms revenue was in the EU comparator
countries, down on average by 4.0% annually. By comparison, the BRIC countries and
Nigeria experienced a rapid increase, averaging 9.4% per year over the same period. Mobile
telecoms revenues also increased in the US (up 4.3% on average per year) and in Asia
Pacific (up 1.5% a year on average) over the same period. This was mainly as a result of
increasing mobile internet revenues in these countries.

Total comparator country retail mobile telecoms revenue, by country
Figure 5.30
type: 2009-2014

Source: IHS / industry data / Ofcom
Note: All figures expressed in nominal terms.
236
234
232
227
217
206
32
35
38
39
37
33
55
67
82
104
125
139
322
336
353
370
379
378
0
100
200
300
400
2009
2010
2011
2012
2013
2014
Total
Mobile
internet
Messaging
Voice
Revenue (£bn)
-0.1%
3.3%
11.2% 20.5%
-9.3%
1.1%
-5.1% -2.7%
Annual
growth
5 year
CAGR
87
87
86
82
76
71
93
97
103
112
115
114
61
62
62
64
65
66
81
90
101
112
123
127
322
336
353
370
379
378
0
100
200
300
400
2009
2010
2011
2012
2013
2014
Total
BRIC &
Nigeria
Asia Pacific
USA
EU
Revenue (£bn)
-0.1%
3.3%
3.5%
9.4%
1.8%
1.5%
-0.7%
4.3%
-6.7% -4.0%
Annual
growth
5 year
CAGR

238
The US, China and Japan generated 63% of total retail mobile revenues in 2014
In most of our comparator countries, mobile revenues grew in the five years to 2014 (Figure
5.31). The highest average annual increases over this period were in Brazil and Nigeria
(both at 11%), followed by China and India (both at 10%). This was mainly due to large
increases in the number of mobile connections, which were up over 12% per year in India,
China and Nigeria in the five years to 2014 (see Figure 5.37). Total retail mobile revenues
fell in four of our 18 comparator countries (including three of the EU5 countries) over the five
years to 2015. The steepest fall was in Spain (down on average by 12% per year), followed
by Italy, France and Poland (down on average by 9%, 7% and 3% a year respectively). In
the UK, total revenues remained stable over the five years to 2014, at £15bn.
Voice services generated the majority of total mobile revenues in all of our comparator
countries, except for Japan, where mobile internet revenue accounted for almost three-
quarters (73%) of total revenue. But mobile voice revenue as a proportion of total retail
revenue has decreased in 17 of our 18 comparator countries over the five years to 2014
(despite absolute mobile voice revenues having increased in nine comparator countries over
the same period). The UK was the exception - voice revenues as a proportion of total
revenues were up by 2% in the five years to 2014 (although this is partly because UK voice
revenues include revenues from bundled internet and messaging services). By comparison,
mobile data revenue increased sharply in all comparator countries in the five years to 2014.

Retail mobile revenues, by service and country: 2009 and 2014
Figure 5.31

Source: IHS / industry data / Ofcom
0%
-7%
2%
-9%
4%
1%
2%
-12%
1%
7%
-3%
5%
2%
11%
7%
10%
10%
11%
11
11
13
6
10
8
12
6
68
60
23
11
4
4
13
5
3
2
1
2
4
3
1
1
9
7
7
9
7
8
7
9
39
48
3
5
3
1
2
1
2
2
2
1
10
14
1
2
1
1
1
1
0
1
6
8
2
3
2
3
2
5
2
3
15
40
18
32
1
2
2
3
2
6
1 5
1
3
1
3
6
26
1
15
15
16
11
14
15
16
10
93
114
41
43
7
8
16
8
4
4
2
3
5
4
2
2
12
13
9
15
9
12
8
13
51
82
4
6
0
10
20
30
40
50
60
70
80
90 100 110 120
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
Voice
Messaging
Internet
5 year
CAGR
Revenue (£bn)

239
Note: Messaging includes SMS and MMS. All figures expressed in nominal terms.
Average monthly revenue per mobile connection in the UK remained relatively stable
in the five years to 2014, at £15.27
The average monthly revenue per mobile connection ranged from £1.16 in India to £27.52 in
the US in 2014 (Figure 5.32). The UK had the seventh highest average monthly revenue per
connection, at £15.27, remaining relatively stable in the five years to 2014.
Average monthly revenue per mobile connection fell in most of our comparator countries in
the five years to 2014, with France experiencing the largest decline over this period (down
on average by 12.1% per year), followed by Spain and Italy (down on average by 11.8% and
9.7% a year respectively). These countries also had the steepest year-on-year falls in 2014,
down 18.3% in France, 15.5% in Spain and 10.6% in Italy.
Average monthly revenues per connection increased in four of our comparator countries
(Russia, Sweden, Germany and the Netherlands) in the five years to 2014. Russia had the
highest growth, with revenue going up at an average annual rate of 2.4%, followed by
Sweden (increasing on average by 1.5% a year). Singapore was the only comparator
country where revenues remained relatively stable in the five years to 2014.

Average monthly revenue per mobile connection: 2009-2014
Figure 5.32

Source: IHS / industry data / Ofcom
Note: All figures expressed in nominal terms.
0
10
20
30
2009
2010
2011
2012
2013
2014
SGP
KOR
POL
CHN
BRA
RUS
NGA
IND
Revenue (£ per month)
Revenue (£ per month)
0
10
20
30
2009
2010
2011
2012
2013
2014
USA
JPN
AUS
NED
UK
SWE
ESP
FRA
GER
ITA
-0.2%
-4.4%
-2.9%
0.2%
-0.7%
1.5%
-11.8%
-12.1%
0.5%
-9.7%
0.0%
-1.4%
-7.6%
-3.2%
-0.1%
2.4%
-7.7%
-5.2%
5 year
CAGR

240
All of our comparator countries experienced an increase in mobile internet’s
contribution to total mobile revenue in the five years to 2014
The proportion of mobile revenue generated by data services (including mobile messaging
and mobile internet) ranged from 22% in Nigeria to 74% in Japan in 2014 (Figure 5.33). The
UK was the only comparator country where revenues generated by data services fell in the
five years to 2014, dropping 2pp per year. It is important to note, however, that figures for
the UK will be understated as they exclude revenues relating to SMS and data allowances
that are bundled in with monthly line rental fees.
All of our comparator countries experienced an increase in mobile internet’s contribution to
total mobile revenue in the five years to 2014. Japan had the largest increase in mobile
internet’s share of total mobile revenue; up by 30pp to 73%. The slowest growth in mobile
internet revenues was in the UK, up by 7pp to 18% between 2009 and 2014.

Data as a proportion of total mobile service revenues: 2009 and 2014
Figure 5.33

Source: IHS / industry data / Ofcom
Note: Messaging includes SMS and MMS.
China and India generated 59% of total mobile voice call volumes in 2014
Over the five years to 2014, total mobile voice call volumes increased by an average annual
rate of 9.5% across our comparator countries, to 8.4 trillion minutes. China had the highest
-2
20
21
18
21
30
15
20
15
18
11
15
23
21
15
12
17
18
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
18
9
12
13
16
14
12
13
11
12
1
1
19
20
8
3
15
6
12
8
15
13
20
13
4
3
3
4
8
8
5
3
12
9
3
2
10
18
11
31
12
35
13
29
16
35
44
73
17
32
11
35
12
36
12
33
8
21
11
33
19
43
14
34
10
25
10
23
12
32
1
20
28
26
23
43
28
49
25
42
26
47
44
74
36
52
19
39
27
42
24
42
23
35
31
46
22
45
17
38
18
33
14
26
24
41
5
22
0
20
40
60
80
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
Per cent (%)
Messaging
Mobile internet
5 year percentage
point change

241
mobile voice call volumes in 2014, at 2.9 trillion minutes, followed by India at 2.0 trillion
(Figure 5.34). Combined, these countries accounted for more than half (58.8%) of total
comparator country mobile voice call volumes in 2014. Mobile voice call volumes were
lowest in Singapore at 17 billion minutes. The UK was ninth highest of our comparator
countries, with 137 billion mobile voice minutes in 2014.
Mobile voice call volumes increased in all of our comparator countries over the five years to
2014, except for Japan where volumes remained stable (at 201 billion minutes). The UK had
the second lowest growth in voice call volumes (after the US), up by an average of 1.6% per
year in the five years to 2014. Nigeria and Brazil had the fastest increases in mobile voice
call volumes, up on average by 26.5% and 19.0% per year respectively. This is likely to be
due to the increasing number of mobile connections.

Mobile voice call volumes: 2009 and 2014
Figure 5.34

Source: IHS / industry data / Ofcom
The US and China generated 66% of total mobile messaging volumes in 2014
Across all of our comparator countries, the total number of traditional mobile messages
(including SMS and MMS) increased by an average annual rate of 4.3% to 2.8 trillion in the
five years to 2014. There were variations in growth between the comparator countries,
ranging from a 27.3% per year average increase in Russia to a 20.2% per year average
decrease in Spain over the period (Figure 5.35). The UK had the second lowest increase in
volumes in the five years to 2014, up on average by just 0.8% per year.
127
101
94
110
201
25
71
22
20
49
15
111
183
291
40
137
147
111
166
201
45
80
26
27
83
17
124
437
528
131
0
200
400
600
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Billions of minutes
2009
2014
5 year
CAGR
1.6%
7.8%
3.5%
8.4%
1.5%
0.0%
12.9%
2.5%
3.2%
6.1%
10.8%
2.1%
2.3%
19.0%
12.7%
14.0%
11.4%
26.5%
1115
1707
1203
1044
2927
2007

242
The number of mobile messages was highest in the US, at just over one trillion in 2014,
followed closely by China, at 828 billion. Combined, these two countries accounted for
65.9% of the total mobile messaging volumes. Japan had the lowest messaging activity (less
than 1 billion messages) as consumers there tend to use email and instant messaging rather
than traditional mobile messaging services (see Figure 5.57). Mobile messaging volumes
declined in 13 out of the 18 comparator countries in the year to 2014, including the UK
(down 15.3%). Six countries had decreases of more than 20% in 2014 (Germany, Italy,
Spain, the Netherlands, Singapore and South Korea). This fall was a result of increasing use
of non-traditional communication methods, such as instant messaging.

Mobile messaging volumes: 2009 and 2014
Figure 5.35

Source: IHS / industry data / Ofcom
Note: Includes SMS and MMS messages; CAGR for Japan is negligible due very low messaging
activity as consumers prefer email and instant messaging services rather than traditional services.
Total comparator countries’ mobile data volumes increased by 76% in 2014
According to data provided by IHS, mobile data use among our comparator countries totalled
16,049PB (16.0EB) in 2014, an increase of 6.9EB (75.8%) since 2013 (Figure 5.36). This
rate of increase was slightly lower than the average annual increase in the five years to 2014
(83.6%%), suggesting that the rate of growth in mobile data use may be slowing as
smartphone take-up begins to plateau in some countries (more details regarding smartphone
take-up can be found in Section 1.5.4 of this report).
106
64
34
75
0
22
8
5
16
48
8
108
25
15
133
3
110
201
23
47
0
31
3
4
13
52
5
71
66
49
273
9
0
100
200
300
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Billions of messages
2009
2014
5 year
CAGR
0.8%
25.9%
-7.8%
-8.9%
5.3%
N/A
7.0%
-20.2%
-3.0%
-4.0%
1.7%
-10.3%
-8.0%
21.8%
27.3%
15.4%
0.2%
22.6%
783
1016
818
828

243
In the UK, mobile data volumes increased ten-fold, from 27PB to 279PB, in the five years to
2014, representing an average annual rate of growth of 59.6% over this period. This was the
sixth-lowest average rate of growth among our comparator countries: the average annual
rate of growth during this period ranged from 32.9% in Australia to 116.3% in Russia.
Information regarding average per-capita mobile data use can be found later in this chapter
of the report (see Figure 5.61).

Mobile data volumes: 2009 and 2014
Figure 5.36

Source: IHS
Spain was the only country where mobile connections declined in the five years to
2014
China had the highest number of mobile connections, at 1.3 billion, followed by India, at 944
million. Combined, these countries accounted for 55.6% of total mobile connections in 2014.
The US had the highest number of mobile connections, among the developed countries, at
355 million. Singapore had the lowest number of mobile connections in 2014, at 8 million, up
on average by 3.4% per year in the five-year period.
The total number of mobile connections increased by an annual average rate of 8.6% to four
billion across our comparator countries in the five years to 2014 (Figure 5.37). The average
annual increases were highest in Nigeria, India and China (at 13.7%, 12.5% and 12.2%
respectively). Among our other comparator countries, where mobile markets tend to be more
mature, the increases were much smaller over the same period. The UK (together with
Germany and Italy) had the lowest average compound annual growth rate in the five years to
59.6%
88.0%
66.2%
49.1%
108.1%
85.8%
32.9%
44.1%
75.4%
67.3%
67.7%
40.1%
109.2%
70.9%
116.3%
57.0%
77.3%
82.2%
27
13
31
68
173
103
33
34
4
27
18
19
30
33
7
28
118
6
279
305
393
501
6756
2282
136
209
63
357
243
101
1200
475
310
265
2062
113
0
200
400
600
800
1,000
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Petabytes (PB)
2009
2014
5 year
CAGR

244
2014 among the comparator countries, at 0.8% a year, to 84 million connections, while
Spain was the only country to have a slight decrease (down on average by 0.1% per year).

Mobile connections: 2009 and 2014
Figure 5.37

Source: IHS / industry data / Ofcom
The UK had the second largest increase in the proportion of post-pay mobile
connections in the five years to 2014
The proportion of mobile subscribers with post-pay (monthly) contracts grew in most of our
comparator countries in the five years to 2014 (Figure 5.38). This proportion was highest in
Japan, at 99.4% in 2014, followed by South Korea, at 98.0%. In the five years to 2014, the
Netherlands had the largest increase in the proportion of mobile connections that were post-
pay, up on average by 18.9pp a year to 74%. The UK had the second largest increase in the
proportion of connections that were post-pay over the same period, up on average by 18.1pp
per year.
The proportion of mobile connections that were pre-pay (pay-as-you-go) was highest in
Nigeria, at 99.1% in 2014, followed by India, at 95.2%. In general, pre-pay connections tend
to be more popular among developing countries, possibly because they give consumers
more flexibility due to the lack of an ongoing financial obligation, as well as the increased
likelihood of consumers not having easy access to a bank account.
81
62
108
90
286
116
26
51
21
12
45
7
48
176
206
525
73
84
80
113
94
355
155
31
51
23
15
58
8
57
283
239
139
0
200
400
600
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Millions
2009
2014
5 year
CAGR
0.8%
5.4%
0.8%
0.8%
4.5%
5.9%
4.0%
-0.1%
1.7%
4.3%
5.2%
3.4%
3.6%
9.9%
3.0%
12.5%
12.2%
13.7%
944
726
1291

245

Mobile connections, by type: 2009 and 2014
Figure 5.38

Source: IHS / industry data / Ofcom
Australia had the highest proportion of mobile connections that were dedicated
mobile broadband connections in 2014, at 19.9%
The total number of dedicated data-only mobile broadband connections (such as mobile
dongles and data-only SIMs) increased by an annual average rate of 20.8%, to 141 million,
across our comparator countries in the five years to 2014. As a proportion of total mobile
connections, dedicated mobile broadband connections increased from 2.1% in 2009 to 3.5%
in 2014 in the comparator countries.
The proportion of mobile connections that were data-only was highest in Australia in 2014, at
19.9%, followed by Sweden, at 15.2%. Australia had the largest increase in data-only
connections in the five years to 2014, up by 9.0pp, followed by Japan at 7.3pp. In the UK the
proportion of dedicated mobile broadband connections increased by 1.1pp to 6.2% over the
same period. By comparison, data-only mobile connections decreased in four countries over
this period (Singapore, Spain, Brazil and South Korea). The largest decline was in
Singapore, where the proportion of mobile connections that were dedicated mobile
broadband connections halved between 2009 and 2014.
48
34
60
56
76
75
70
100
31
144
214
182
193
497
899
526
935
73
138
33
49
43
65
48
57
216
255
114
154
15
22
30
36
11
17
11
21
27
47
56
32
69
24
46
28
45
200
356
81
84
62
80
108
113
90
94
286
355
116
155
26
31
51
51
21
23
12
15
45
58
7
8
48
57
176
283
206
239
525
944
726
73
139
0
200
400
600
800
1,000
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
Millions
Pre-Pay
Post-pay
Change in proportion of post-pay
connections (percentage point)
1 year
5 year
CAGR
2.4
18.1
2.2
12.4
2.1
6.4
0.4
3.9
0.1
-3.6
0.2
1.6
0.6
12.8
2.7
12.1
4.8
18.9
2.4
11.0
0.2
-1.7
4.1
7.7
0.1
0.1
1.7
6.1
1.2
7.5
-0.1
-0.5
-0.3
0.0
0.0
0.4

246

Dedicated mobile broadband as a proportion of total mobile
Figure 5.39
connections: 2009 and 2014

Source: IHS / industry data / Ofcom
5.1
1.4
3.0
4.4
3.1
2.6
11.0
3.8
2.6
11.1
4.7
3.0
1.1
2.5
6.7
0.0
0.2
2.8
6.2
5.2
7.4
7.0
7.9
9.9
19.9
3.4
4.5
15.2
10.0
1.5
1.0
2.3
8.0
1.1
1.1
3.9
0
5
10
15
20
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Per cent (%)
2009
2014
5 year
change
1.1
3.7
4.4
2.5
4.8
7.3
9.0
-0.5
1.9
4.1
5.3
-1.5
-0.1
-0.2
1.3
1.1
0.9
1.1

247
The telecoms user
5.3
5.3.1 Overview
Per-capita monthly telecoms service revenues in the UK fell on average by 0.3% a
year in the five years to 2014
The average monthly telecoms spend per person ranged from £1 in India to £53 per person
in Australia among our comparator countries in 2014 (Figure 5.40). Average spend per
month fell in nine out of our 18 countries during the year; the largest decline was in Spain,
where average per-capita monthly spend fell by 11.7% to £24. Although average spend per
head fell in the UK (by 0.3%) it was the fifth highest of all our countries, at £37 per person.
The BRIC comparators were the only countries in which revenues increased both over one
year and over the five years to 2014. However, in absolute terms, revenues remained low in
these countries. Revenues in the UK were down by an annual average rate of 0.3% over the
five years to 2014.

Per-capita monthly telecoms service revenue: 2009-2014
Figure 5.40

Source: IHS / industry data / Ofcom
Note: Includes spend by businesses, and is therefore not representative of average consumer spend.
All figures expressed in nominal terms.
0.0% -1.1%
3.3%
2.8%
-1.6%
1.7%
-0.3% -0.3%
-1.3%
1.3%
-6.2% -0.4%
-2.1% -5.7%
-3.6% -1.4%
-11.7% -9.5%
-10.8% -8.5%
£ per month
£ per month
0
20
40
60
2009
2010
2011
2012
2013
2014
AUS
JPN
USA
UK
SWE
NED
FRA
GER
ESP
ITA
0
20
40
60
2009
2010
2011
2012
2013
2014
SGP
KOR
POL
BRA
RUS
CHN
NGA
IND
1.3%
2.0%
3.1%
0.9%
-3.4% -2.3%
0.2%
2.1%
2.8%
4.7%
4.5%
9.3%
0.4%
2.2%
8.6%
5.3%
1 year
change
5 year
CAGR

248
Regular use of mobile services was highest in Spain at 91% in 2015
Out of the nine comparator countries in which our consumer research took place, the
proportion of respondents who regularly used mobile services (either ‘fixed and mobile’ or
‘mobile-only’) was highest in Spain (91%) and lowest in the US (70%). By comparison, in the
UK, 79% of respondents regularly used mobile services (in line with Japan).
The use of landline services (either ‘fixed-only’ or ‘fixed and mobile’) was highest in Germany
(78%), followed by Spain (70%) and France (68%). This figure was 63% in the UK (the
fourth highest out of the comparator countries). Only in three countries did less than half of
respondents use landline services regularly in 2015: the US (43%), Japan (36%) and
Sweden (34%). More respondents regularly used ‘mobile-only’ services in these countries
than in the other comparator countries (at 40%, 48% and 58% respectively).
Regular use of both fixed and mobile voice services ranged from 30% in Sweden and the US
to 70% in Germany which, along with Spain (66%), had a significantly higher proportion of
use than any of the other comparator countries. Sweden had the highest proportion of
‘mobile-only’ users, at 58% (this was significantly higher than all other comparator countries).
In the UK, just over twice as many respondents regularly used ‘fixed and mobile’ (53%)
services as used ‘mobile-only’ (26%) in 2015.
The proportion of respondents who used neither fixed nor mobile services was significantly
higher in the US and Japan than all other comparator countries, at 17% and 16%
respectively. In the UK 11% of respondents did not use either service in 2015. In all other
comparator countries, this figure was less than one in ten respondents.

Regular use of fixed and mobile telephony services
Figure 5.41

Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.6 Which of the following do you regularly do (at least once a week?)
Over half (54%) of broadband households in Italy used mobile data services in 2015
Italy was the only country out of the nine comparator countries where less than half of
broadband households (46%) were ‘fixed broadband only’. Instead, the majority (54%) of
broadband households in Italy used mobile broadband services (either ‘fixed and mobile
10
7
8
4
13
5
8
4
4
53
61
70
56
30
31
42
66
30
26
24
16
33
40
48
41
25
58
11
8
5
7
17
16
9
5
8
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Fixed-only
Fixed and mobile
Mobile-only
Neither
100
80
60
40
20
0
Proportion (%) of all respondents

249
broadband’ or ‘mobile broadband only’). By comparison, use of mobile broadband services
was lowest in France and the UK, at 19% and 23% of broadband households respectively.
The proportion of broadband households that were ‘fixed broadband only’ was greatest in
France at 81% (significantly higher than all other comparator countries), followed by the UK
and Japan (at 77% each). The UK and France had the lowest proportion of households that
were ‘mobile broadband only’, both at 6% (significantly lower than all other comparator
countries). By comparison, in Italy this figure is significantly higher than all other comparator
countries, at 23%.

Household take-up of fixed and mobile broadband data connections
Figure 5.42

Source: Ofcom consumer research September – October 2015
Base: All respondents with broadband, UK=915, FRA=930, GER=842, ITA=861, USA=723, JPN=740,
AUS=894, ESP=879, SWE=915
Q.3b Which of the following services do you have in your home?
A quarter of UK respondents used any OTT VoIP service at least once a week in 2015
Out of our nine comparator countries, the levels of use of any OTT VoIP services126 at least
once a week was highest in Italy, at 30% of respondents, with 25% for OTT voice VoIP and
24% for OTT video VoIP. The proportion of respondents in Italy who used any OTT VoIP
services, and OTT voice VoIP, was significantly higher than in all other comparators in 2015.
In the UK, a quarter of respondents used any OTT VoIP services at least once a week, while
more used video than voice (21% compared to 18% respectively). The UK and Italy had
significantly higher proportions of respondents who used OTT video VoIP at least once a
week than in any of the other comparator countries.

126 Excludes managed VoIP services
Proportion (%) of respondents with broadband
77
81
70
46
68
77
62
57
65
17
13
14
31
14
13
19
27
16
6
6
16
23
18
10
19
16
19
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Mobile
broadband
only
Fixed and
mobile
broadband
Fixed
broadband
only
100
80
60
40
20
0

250

Use of OTT VoIP services at least once a week
Figure 5.43

Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.8 How often do you use an internet connection on any of your devices for each of the following
activities? Making Voice/VoIP calls (e.g. Skype, Making video calls (e.g. Skype, Face Time): At least
once a week.
5.3.2 Fixed voice services
The UK had the highest average per capita revenue for fixed voice services in 2014, at
£11.57 per person per month
Average per-capita spend on fixed voice services (including managed VoIP) declined in all of
our comparator countries in the five years to 2014, with average rates of decline ranging
from 2.9% per year in the UK to 30.3% per year in Nigeria (Figure 5.44). Average per-capita
spend also fell year on year in all countries (the largest decline was in Nigeria, at 32.1%),
except in China, where there was a 17.6% increase (although in absolute terms average
per-capita fixed voice revenue in China is very low, at just £0.29 per month). This increase
was mainly due to an increase in VoIP connections in 2014 (42.3%) (see Figure 5.10) and
an increase in the average revenue per VoIP call minute (Figure 5.8).
The UK had the highest average per-capita revenue for fixed voice services among our
comparator countries in 2014, at £11.57 per person per month, down 39 pence (3.3%) year
on year. Average monthly fixed voice spend was lowest in Nigeria, at just 1 pence per
person, because of low fixed voice service availability and take-up.
25
18
21
19
14
15
17
13
12
30
25
24
21
17
16
15
13
7
23
19
17
23
19
16
18
14
13
0
10
20
30
40
50
Any VoIP
Voice VoIP
Video VoIP
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Proportion (%) of all respondents

251

Average monthly per-capita fixed voice revenue: 2009-2014
Figure 5.44

Source: IHS / industry data / Ofcom
Note: Includes managed VoIP revenues. All figures expressed in nominal terms.
The UK had the second highest average cost per fixed voice call minute among our
comparator countries, at 8.8 pence per minute in 2014
The average price per fixed voice call minute ranged from 2.7 pence in India to 9.0 pence in
Japan in 2014 (Figure 5.45). The UK had the second highest average cost per fixed voice
call minute among our comparator countries, at 8.8 pence per minute, up 0.9% compared to
2013. China had the largest increase in fixed voice prices in 2014 (up 30.6% to 3.5 pence),
while Germany had the largest decline (down 13.0% to 3.7 pence per minute).
In the five years to 2014, India experienced the highest growth in fixed voice call prices
among our comparators, up on average by 5.1% per year. The UK had the second highest
average growth rate, at 5.0% per year over the same period. France had the steepest rate of
decline in fixed voice prices, with the cost of a fixed call minute falling by an average of 9.0%
a year. France’s decline is due to a fall in both PSTN and VoIP volumes, as consumers shift
to mobile services. Further information on communications service pricing can be found in
Section 2.1 of this report.
£ per capita
£ per capita
0
5
10
15
2009
2010
2011
2012
2013
2014
UK
AUS
JPN
NED
SWE
USA
GER
ITA
FRA
ESP
0
5
10
15
2009
2010
2011
2012
2013
2014
SGP
BRA
KOR
RUS
POL
CHN
IND
NGA
-3.3% -2.9%
-9.5% -7.8%
-3.5% -5.6%
-9.0% -5.6%
-10.8% -11.4%
-15.6% -9.9%
-18.0% -8.9%
-12.4% -9.4%
-10.2% -12.7%
-16.5% -11.0%
-5.7% -5.5%
-11.9% -7.9%
-11.3% -9.5%
-5.3% -4.2%
-11.6% -12.0%
17.6% -10.9%
-9.0% -10.4%
-32.1% -30.3%
1 year
change
5 year
CAGR

252

Average price of a fixed voice call minute: 2009-2014
Figure 5.45

Source: IHS / industry data / Ofcom
Note: Includes managed VoIP calls. All figures expressed in nominal terms.
Average per-capita monthly fixed voice call minutes fell across the comparator
countries
The average number of outgoing fixed call minutes per person ranged from less than one
minute in Nigeria to 156 minutes in Germany in 2014 (Figure 5.46). The UK had the second
highest average volume of outgoing fixed voice call minutes per person, at 131 minutes,
down by six minutes (4.1%) compared to 2013.
Nigeria experienced the largest percentage decrease since 2013 in average per-capita fixed
call use (down 31.1%). It also had the highest average annual decline in the five years to
2014 (down 30.6% per year). It is important to note, however, that as the average monthly
fixed call use per person did not exceed one minute per month in Nigeria in that period, the
large percentage decrease represents a very small decline in absolute terms. Out of all the
comparator countries, Japan experienced the smallest average annual decline in per-capita
fixed call volumes in the five years to 2014, at just 1.8% (to 83 minutes), while in Sweden
volumes fell by 13.2% per year to 100 minutes over the same period.
1.7% -3.8%
0.9%
5.0%
8.0%
1.7%
1.2% -0.9%
4.5%
2.7%
-0.7%
2.1%
0.0% -3.9%
-6.4%
0.6%
1.2% -9.0%
-13.0% -4.4%
1.1% -0.3%
-1.5%
0.4%
-2.3% -2.2%
-7.5% -1.7%
30.6%
3.6%
-3.6% -5.4%
-1.9% -0.4%
-1.5%
5.1%
0
5
10
15
2009
2010
2011
2012
2013
2014
JPN
UK
AUS
NED
ITA
SWE
ESP
USA
FRA
GER
0
5
10
15
2009
2010
2011
2012
2013
2014
SGP
NGA
POL
BRA
CHN
KOR
RUS
IND
Pence per minute
Pence per minute
1 year
change
5 year
CAGR

253

Per-capita monthly fixed voice call minutes: 2009-2014
Figure 5.46

Source: IHS / industry data / Ofcom
Note: Includes managed VoIP calls.
Fifteen per cent of respondents in the UK do not regularly use their household
landline in 2015
Figure 5.47 shows the proportion of respondents who had a fixed voice connection at home
and those who were regular users of fixed telephony services. The difference between the
two is indicative of the proportion of consumers who own a landline service in their
household but do not regularly use it. In many countries a landline is often required to buy
fixed broadband services, so many people may subscribe to a landline service even if they
do not use it (or use it only infrequently). In the UK, Virgin Media (which offers cable
broadband services to just under half of UK premises) is the only major ISP to offer fixed
broadband without the requirement for a fixed voice connection, whereas in some countries
(such as France) naked DSL and fibre services (which do not require a landline of any
description) are available.
The proportion of internet users who had a home landline ranged from 42% in Sweden to
84% in Germany, among the nine comparator countries (the UK had the third highest
proportion, at 78%). At the same time, the proportion of internet users who regularly (i.e. at
least once a week) used landline services at home ranged from 34% in Sweden to 78% in
Germany (in the UK it was 63%). Japan had the largest difference (29pp) between the
proportion of people who had a home landline and used it regularly, while in France this
-5.8%
-4.7%
-4.1%
-7.6%
-16.2%
-9.3%
-11.3%
-4.0%
-9.8% -10.4%
-10.2% -13.2%
-10.1%
-4.8%
-5.1%
-1.8%
-16.5%
-7.4%
-16.2% -11.8%
1 year
change
5 year
CAGR
-8.0%
-4.3%
-3.4%
-3.8%
-6.7%
-5.2%
-4.8%
-6.4%
-9.6% -10.0%
-10.0% -14.0%
-7.6% -14.7%
-31.1% -30.6%
0
50
100
150
200
2009
2010
2011
2012
2013
2014
Minutes
GER
UK
AUS
FRA
USA
SWE
NED
JPN
ESP
ITA
0
50
100
150
200
2009
2010
2011
2012
2013
2014
Minutes
KOR
RUS
SGP
BRA
POL
CHN
IND
NGA

254
difference was just 5pp, implying that a large majority of those who had a landline used it
regularly. In the UK, the difference between the proportion of people who had a home
landline and who used it regularly was 15pp.

Household take-up and personal use of fixed telephony services
Figure 5.47

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.3b Which of the following services do you have in your home? Q.6: Which of the following do you
regularly do (at least once a week)?
The UK had the highest number of fixed voice connections per 100 people out of all
the comparator countries in 2014
The UK had the highest number of fixed voice connections per 100 people (including PSTN
lines and managed VoIP connections) of all the comparator countries at the end of 2014, at
61 connections, up by one connection since 2013 (Figure 5.48). This places it ahead of
France, which fell by six connections since 2009 to 60 connections per 100 people in 2014.
Nigeria had the lowest take-up of fixed voice services at the end of 2014, with less than one
connection per 100 people, followed by India with just over 2 connections. This is likely to be
due to the lower availability of fixed telecoms infrastructure in these countries. The UK was
the only EU5 country, and one of three comparator countries (together with South Korea and
Brazil), where the number of fixed voice connections per 100 people increased in the five
years to 2014 (up by two connections). Sweden experienced the largest fall; the number of
fixed voice connections fell by 14 connections per 100 people to 39 connections during this
period, mainly as a result of the increasing use of mobile services.
78
73
84
72
49
65
68
79
42
63
68
78
60
43
36
50
70
34
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Landline at
home
Regularly
use a
home
landline
Proportion (%) of respondents
-15
-5
-6
-12
-6
-29
-18
-9
-8
Percentage
point
difference

255

Fixed voice connections per 100 population: 2009 and 2014
Figure 5.48

Source: IHS / industry data / Ofcom
Note: Includes managed VoIP connections
5.3.3 Fixed broadband services
Fixed broadband services were available to at least 95% of the population in most of
our comparator countries in 2014
In most of our comparator countries, broadband services were available to the majority of
the population at the end of 2014. The exception was Nigeria, where broadband was
available to just 5% of the population. The UK was one of seven of our 18 comparator
countries (along with France, Japan, the Netherlands, Singapore, Korea and Brazil) where
broadband was available to over 99% of the population in 2014.
Fifteen comparator countries experienced an increase in fixed broadband availability in the
five years to 2014, while availability in Australia remained unchanged over this period (at
95%). Fixed broadband population availability increased by over 20pp in Poland, Russia and
China between 2009 and 2014; the largest increase during this period was in Poland, up by
24pp to 85%.
59
66
48
41
50
46
48
43
44
54
24
38
52
21
32
3
24
1
61
60
45
37
41
45
38
40
42
39
16
36
54
23
27
2
19
0
0
20
40
60
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Connections per 100 population
2009
2014
1
2
-1
-5
0
-3
0
-4
-1
-9
0
-1
-2
-10
0
-2
-1
-2
-2
-14
-2
-8
0
-2
-1
1
0
1
-2
-6
0
-1
-1
-5
0
-1
1 year
change
5 year
change

256

Fixed broadband availability: 2009 and 2014
Figure 5.49

Source: IHS / industry data / Ofcom
With the exception of Italy and Nigeria, average per-capita fixed broadband revenue
increased in all of our comparator countries in the five years to 2014
Average per-capita monthly fixed broadband revenue was highest in Australia at £17 per
person in 2014, closely followed by Japan at £16 per person. In the UK, average fixed
broadband revenue averaged £6 per person, equal with France and the Netherlands.
In the five years to 2014, average per-capita fixed broadband revenues increased in 16 of
our 18 comparator countries. China had the greatest increase, up on average by 19.4% per
year, although in absolute terms per-capita revenue was still very low, at just over £1 per
person. In the UK, average spend per person on fixed broadband services increased by an
average of 6.9% per annum over the same period. Average per-capita fixed broadband
spend fell in Italy in the five years to 2014, down by an average of 1.4% per year. This was
mainly due to the population increasing at a higher rate than the fixed broadband revenue.
Average spend also fell in Nigeria, at an average rate of 21.5% per year over the same
period.
The majority of comparator countries had an increase in average per-capita fixed broadband
spend in 2014, with the largest increase in France, up 81.6% , followed by Nigeria at 81.0%
(although in absolute terms this was still less than 1 pence per person). By comparison, the
UK had a 14.5% increase in average per-capita revenue in 2014. Sweden and the
5 year percentage
point change
99
99
95
96
93
99
95
94
99
98
62
100
100
87
70
54
67
4
100
100
98
99
95
100
95
95
100
99
85
100
100
100
91
59
87
5
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Population coverage (%)
2009
2014
1
1
3
3
2
1
0
1
1
1
24
0
0
13
21
5
20
1

257
Netherlands were the only two comparator countries where average per-capita revenue fell
in 2014 (at 4.1% and 2.9% respectively).

Average per-capita fixed broadband revenue: 2009-2014
Figure 5.50

Source: IHS / industry data / Ofcom
Note: All figures expressed in nominal terms.
Average monthly fixed broadband data volumes per person increased in all
comparator countries in 2014
Average monthly per-capita fixed broadband data use was highest in South Korea at 48.6GB
per person in 2014 (over twice that in 2009), followed by Japan at 32.3GB per person (also
more than double the 2009 average) and Sweden at 31.5GB per person. Of our 18
comparator countries, the UK had the fifth highest average data volumes in 2014, at 22.3GB
per person, up 64% on the previous year. Although Nigeria had the greatest increase in
volumes in 2014, at 90.0%, in absolute terms this equates to less than 1MB per person (the
lowest volume of all our comparator countries).
All of our comparator countries recorded an increase in average per-capita data use in the
five years to 2014. Growth was highest in Brazil (averaging 81% per year) and in China
(75% per year); although in absolute terms this translates to low volumes of data use in
these countries (2.6GB per person and 3.8GB per person respectively). In the UK, use of
data increased by an average of 46% a year per person over the same period. This is likely
due to the increasing popularity and availability of video-on-demand (VOD) services, both
8.1%
2.0%
11.4% 13.1%
9.9%
9.1%
-4.1%
7.0%
-2.9%
1.5%
14.5%
6.9%
81.6% 18.1%
7.3%
4.4%
3.3%
3.3%
0.5% -1.4%
8.4%
8.7%
2.8%
5.4%
3.6%
9.5%
8.6%
6.8%
10.0% 18.6%
15.2% 19.4%
14.7% 14.6%
81.0% -21.5%
0
5
10
15
20
2009
2010
2011
2012
2013
2014
£ per year
AUS
JPN
USA
SWE
NED
UK
FRA
ESP
GER
ITA
0
5
10
15
20
2009
2010
2011
2012
2013
2014
£ per year
SGP
KOR
POL
BRA
RUS
CHN
IND
NGA
1 year
change
5 year
CAGR

258
free to access services (for example, BBC iPlayer and All4), and subscription services (such
as Netflix and Amazon Prime Instant Video).

Average monthly fixed broadband data volume per person: 2009-2014
Figure 5.51

Source: IHS / industry data / Ofcom
The number of fixed broadband connections per 100 people increased in all
comparator countries between 2009 and 2014
In 2014, the number of fixed broadband connections per 100 population was lowest in
Nigeria (less than one connection), and highest in the Netherlands (at 41 connections). The
comparatively low take-up in Nigeria is a result of the low availability of fixed broadband
services and Nitel being declared inactive. In the Netherlands, fixed broadband take-up has
been the highest among our comparator countries for some time, partly as a result of high
cable coverage and take-up. The UK had the fifth highest number of fixed broadband
connections out of our 18 comparator countries in 2014, at 37 connections per 100 people
(up by one connection per 100 people in a year to 2014), behind Japan and South Korea
(both at 39 connections), and France, the second highest, (at 40 connections).
The number of per capita fixed broadband connections increased in all of our comparator
countries in the five years to 2014, with the highest growth between 2009 and 2014 being in
Japan, up 13 connections, from 25 to 39 connections per 100 population over this period. In
the UK, the number of per capita connections increased by seven connections over the
same period.
1 year
change
5 year
CAGR
3.3
3.0
2.7
2.5
2.9
15.1
1.8
2.1
5.0
5.6
0.7
8.0
24.0
0.1
0.6
0.0
0.2
0.0
22.3
12.6
9.9
7.1
18.5
32.3
10.8
9.0
16.7
31.5
4.6
23.4
48.6
2.6
4.3
0.2
3.8
0.0
0
10
20
30
40
50
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
GB per month
2009
2014
64%
46%
21%
33%
16%
29%
12%
23%
22%
45%
19%
16%
36%
44%
27%
34%
13%
27%
30%
41%
25%
47%
19%
24%
12%
15%
29%
81%
26%
47%
24%
71%
38%
75%
90%
11%

259

Fixed broadband connections per 100 population: 2009-2014
Figure 5.52

Source: IHS / industry data / Ofcom
Out of all our comparator countries, satisfaction with the overall service of household
fixed broadband service was highest in the UK in 2015, at 82%
Figure 5.53 shows the proportion of fixed broadband users in nine of our comparator
countries who said that they were either ‘very’ or ‘fairly’ satisfied with various aspects of their
service. In the UK, 82% of respondents were satisfied with their overall service, the highest
proportion among these countries. At least three-quarters of respondents in the UK were
also satisfied with every other measure of fixed broadband service.
Among these nine countries, respondents in Japan were the least satisfied; just over 50% of
respondents were satisfied with their service overall and with the reliability of their
connection (55% and 53% respectively), while less than half of respondents were satisfied
with download and upload speeds and the quality/speed of their connection when using
multiple devices at the same time.
29
31
30
21
26
25
24
21
37
32
13
22
34
6
9
1
8
0
37
40
35
23
30
39
29
28
41
34
21
33
39
11
19
1
18
0
0
10
20
30
40
50
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Connections per 100 population
2009
2014
1
7
2
9
1
5
0
2
1
4
4
13
2
5
1
7
0
4
0
2
1
8
7
11
1
5
1
5
1
10
0
1
2
10
0
0
1 year
change
5 year
change

260

Satisfaction with fixed broadband service
Figure 5.53

Source: Ofcom consumer research September – October 2015
Base: All respondents with fixed broadband, UK=862, FRA=874, GER=704, ITA=661, USA=588,
JPN=663, AUS=727, ESP=735, SWE=741
Q.30 To what extent are you satisfied or dissatisfied with the following aspects of your current home
broadband service?
5.3.4 Mobile voice and data services
South Korea and the Netherlands were the only comparator countries where all three
main mobile technologies covered 100% of the population
Mobile network availability varied widely across our comparator countries at the end of 2014,
with five countries (South Korea, the Netherlands, Japan, Sweden and Singapore) having
99% or higher population coverage of all three mobile network technologies (2G, 3G and 4G;
see Figure 5.54). Fifteen of our 18 comparator countries had 2G population coverage at 99%
or higher: only in India, Russia and Nigeria was 2G availability lower, at 87%, 93% and 96%
of their respective populations.
Third-generation (3G) mobile availability was also high in the majority of comparator
countries, with seven countries having population coverage of over 99% at the end of 2014
(it was 99% in the UK127). Only in India was 3G coverage available to less than half of the
population (at 32%). In Germany, 3G coverage was lower compared to other developed
countries (at 93%) as each 3G licence holder has an obligation to cover only 50% of the
population, and there is no guidance regarding network overlap.
The availability of 4G long term evolution (LTE) mobile services varied more widely than that
of 2G and 3G services, ranging from 2% coverage in India to 100% in the Netherlands and
South Korea. This variance is mainly due to the fact that 4G technology is still being
deployed in many countries. The UK had the ninth highest 4G population coverage, at 84%.
Further information on 4G services can be found in Section 1.5.

127 This was based on coverage by at least one operator
Proportion (%) of fixed broadband users
82
76
77
75
76
77
71
65
67
67
76
73
73
71
69
61
60
59
57
58
80
78
74
72
71
55
53
47
44
45
75
73
67
66
67
63
61
59
58
60
59
62
62
57
61
0
20
40
60
80
100
Overall service
Reliability of
connection
Download
speeds
Quality/speed of
connection with
more than one
device
Upload speeds
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE

261

2G, 3G and 4G mobile network availability: 2014
Figure 5.54

Source: IHS / industry data / Ofcom
Average per-capita retail mobile spend was highest in Singapore in 2014, at £33 per
month
Per-capita spend on mobile services ranged from less than £1 per month in India to £33.22
per month in Singapore in 2014 (Figure 5.55). In the UK, spend was £19.75 in 2014, the
eighth highest spend out of our comparator countries.
The average annual growth of mobile spend per person varied widely over the five years to
2014, ranging from a 12.0% per year average decrease in Spain to a 10.1% year-on-year
average increase in Brazil. In the UK, revenues fell by an average of 0.4% per year over the
same period. The UK was one of eight comparator countries where average monthly mobile
retail revenue per person decreased since 2013, down 2.3% since 2013. The decrease in
the UK was likely to be due to declining messaging revenue (down 28%) and falling data
prices. The largest annual decrease in 2014 was in Spain (down 15.4%), while India had the
largest increase (up 11.0%).
100
100
99
100
100
100
99
100
100
100
100
100
100
100
93
87
99
96
99
100
93
98
99
100
99
100
100
99
100
100
100
92
84
32
84
64
84
75
92
77
98
99
87
76
100
99
80
99
100
42
51
2
73
11
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Population coverage (%)
2G
3G
4G

262

Average per-capita monthly retail mobile revenue: 2009-2014
Figure 5.55

Source: IHS / industry data / Ofcom
Note: All figures expressed in nominal terms. All figures expressed in nominal terms.
Japan had the highest per-capita mobile data revenue, 99% of which came from
mobile internet
Average per-capita mobile data revenue (which includes spend on mobile messaging and
other mobile data services, referred to here as ‘mobile internet’ services) increased in all of
our comparator countries in the five years to 2014, except the UK (Figure 5.56). It is
important to note, however, that figures for the UK will be understated as they exclude
revenues relating to SMS and data allowances that are bundled in with monthly line rental
fees.
Average per-capita spend on traditional messaging services (SMS and MMS) fell in 11 of our
comparator countries in the five years to 2014, including the UK where it was £2 per person
in 2014, half the average in 2009. In contrast, average spend per person on mobile internet
services increased in all of our comparator countries over this period, as a result of growing
smartphone and mobile broadband take-up, and by 2014 average per-capita spend on
mobile internet services ranged from £0.19 per month in India to £21 per month in Japan. In
the UK it was £4 per month, although this figure is understated for the reason outlined
previously.
The proportion of total mobile data spend that was generated by mobile internet services
ranged from 61.2% in Poland to 99.2% in Japan in 2014. In the five years to 2014, mobile
0
10
20
30
40
2009
2010
2011
2012
2013
2014
SGP
KOR
POL
RUS
BRA
CHN
NGA
IND
£ per month
£ per month
0
10
20
30
40
2009
2010
2011
2012
2013
2014
USA
JPN
AUS
SWE
NED
UK
GER
FRA
ESP
ITA
-1.4%
3.5%
0.8%
1.2%
-0.8%
0.3%
2.6%
5.7%
-6.4%
1.2%
-2.3%
-0.4%
1.6%
1.6%
-15.0%
-7.6%
-15.4% -12.0%
-12.1%
-9.2%
0.9%
2.4%
5.8%
1.8%
-4.0%
-2.8%
4.1%
6.3%
5.2% 10.1%
1.2%
9.2%
0.5%
2.7%
11.0%
8.6%
1 year
change
5 year
CAGR

263
internet revenues increased in all of our comparator countries; the lowest average growth
was in Japan (where spend on traditional messaging services has always been low), at 1pp.
By comparison, growth was highest in Nigeria (where, in monetary terms, total spend was
less than £1 per month), at 64pp. In the UK, revenue generated by mobile internet services
accounted for 67.8% of the total mobile data revenue (up by 31pp since 2009), the third
lowest proportion among comparator countries.

Per-capita mobile data average revenue: 2009 and 2014
Figure 5.56

Source: IHS / industry data / Ofcom Note: Messaging includes SMS and MMS.

Email and instant messaging were the most popular activities undertaken on a mobile
handset across the comparator countries in 2015
With the increased popularity of smartphones (see Section 1.5) many mobile users are able
to use their mobile handset to access data services beyond traditional text and instant
messaging, such as email and social networking sites (Figure 5.57 ). Ofcom research, which
was conducted in nine of our comparator countries, shows that more than half of mobile
4
2
3
2
2
2
3
2
3
4
5
5
2
1
3
1
2
2
2
1
6
4
1
1
1
2
4
2
4
2
6
3
4
4
10
12
21
5
9
3
5
2
7
2
8
1
2
3
11
4
9
1
2
1
2
0
2
1
6
5
5
6
4
8
5
6
7
14
12
21
10
14
5
6
5
9
4
9
2
3
9
15
5
10
1
2
1
2
0
0
1
2
0
1
0
5
10
15
20
25
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
£ per year
Messaging
Mobile internet
Percentage point
change in % of
total data from
internet
31
22
28
17
15
1
15
32
40
32
25
38
10
8
20
21
28
64
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA

264
users in these countries used text messaging and email on their mobile handset in
September/October 2015.
SMS use was high in the majority of comparator countries, at more than eight in ten
respondents; the highest reported use was in Sweden (92%). The US was an exception, at
73%. This is probably due to the historically slow adoption of SMS among mobile users in
the US compared to other developed markets (partly because operators previously charged
for SMS messages to be received as well as sent), as well as the use of alternative forms of
texting among mobile users (such as push notifications). Spain was also an exception
(67%); sending SMS messages in Spain is relatively expensive. Japan had the lowest text
messaging use overall, at 54%. However, the majority of mobile users in Japan use email on
their mobile phone (88%, the highest use out all our comparators). In the UK, 88% of
respondents said they used their mobile handsets to send texts.
Use of a mobile to send email was also a popular activity, with at least six in ten respondents
across all comparator countries claiming to do this. Mobile users in Germany used email
services less than any of the other comparator countries, at 62%. Email services were used
by just under seven in ten (69%) mobile users in the UK. This is in line with Spain (69%),
France and Australia (both 68%).
The percentage of mobile users claiming to use instant messaging services on their
handsets ranged from 44% in Japan to 81% in Spain. In the UK, 63% of mobile users
claimed to use instant messaging (broadly in line with Australia, at 64%). Data from
ComScore shows that in 2015, WhatsApp was one of the most popular instant messaging
services among the EU5 comparator countries (most popular in Spain, Italy and Germany
(with reach of 41.9%, 40.1% and 31.6%, respectively), second in popularity in the UK
(44.5%) and third in France (7.4%). However, in the US other services such as Kik (11.2%),
Skype (12.2%) and Messenger (44.0%) were more popular (compared with reach of 8.2%
for WhatsApp). Messenger was also the most popular instant messaging service in the UK,
with 47.6% reach.
The use of mobile phones for Twitter, video and VoIP calls were all highest in Italy (at 50%,
34% and 38% respectively). Germany had the lowest use of Twitter (24%), while Japan had
the lowest use of video and VoIP calls (at 17% and 19% respectively). In the UK, 39% of
mobile internet users used their mobile handset to access Twitter (the third highest
proportion out of our comparator countries), while 30% used it for video calls and 27% used
it for VoIP calls.

265

Activities undertaken on a mobile phone
Figure 5.57

Source: Ofcom consumer research September – October 2015
Base: All respondents who use a mobile or smartphone/ All respondents who access the internet with
each device, UK=SMS 839/ Other services 594, FRA=SMS 853/ Other services 568, GER=SMS 882/
Other services 623, ITA=SMS 865/ Other services 779, USA=SMS 751/ Other services 523,
JPN=SMS 815/ Other services 573, AUS=SMS 843/ Other services 610, ESP=SMS 886/ Other
services 803, SWE=SMS 882/ Other services 678.
Q. 9b Which, if any of the following ways of communicating over the internet do you use each of your
devices for?
Q. 9e Which, if any, of the following do you use your mobile phone or smartphone for?
Two-thirds of respondents in the UK claimed that they always had mobile signal,
internet connectivity and a fast enough internet connection in 2015
Figure 5.58 shows the proportion of mobile users who said that they did not experience
difficulties in connecting to voice and data services over their mobile network. The proportion
of mobile users who said they always had a signal when they wanted to make a voice call
ranged from 59% in Sweden to 72% in the US. Similarly, the proportion of mobile users who
said they could access the internet on their mobile network whenever they wanted ranged
from 61% in France to 74% in the US. The US, along with Italy, had the highest percentage
of mobile users who said that their mobile internet connection was always fast enough (at
70% and 72% respectively).
In the UK, around two-thirds of mobile users claimed that they always had mobile signal,
internet connectivity and a fast enough internet connection in 2015 (at 67%, 66% and 68%
respectively). Italy had the highest percentage of mobile users who found that speeds varied
according to the time of the day (68%), while this proportion was lowest in Germany and
Sweden, at 39%. In the UK, 46% of respondents said that connection speeds varied based
on the time of the day.
Proportion of mobile users (%)
88
69
63
39
30
27
87
68
51
29
22
23
83
62
57
24
20
20
90
74
80
50
34
38
73
72
55
38
31
24
54
88
44
35
17
19
89
68
64
32
30
29
67
69
81
46
23
27
92
72
66
36
23
22
0
20
40
60
80
100
SMS
Email
Instant
messaging
Twitter
Video calls
VoIP calls
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE

266

Mobile phone connectivity
Figure 5.58

Source: Ofcom consumer research September - October 2015
Base: All respondents who use a smartphone or mobile phone (Statement 1) / use a smartphone
(Statements 2,3 and 4), UK=839/677, FRA=853/666, GER=882/713, ITA=865/791, USA=751/580,
JPN=815/779, AUS=843/690, ESP=886/829, SWE=882/748
Q.10 Thinking about when you use your mobile phone, please select an answer to each of the
following...
The US had the highest average per-capita monthly mobile voice call minutes, at 315
minutes in 2014
Average per-capita mobile call minutes ranged from 62 minutes per month in Nigeria to 315
minutes per month in the US in 2014 (this excludes incoming calls) (Figure 5.59). Russia
had the largest increase in outgoing monthly mobile calls per person in 2014 (up by 14.7%),
followed by Spain (up 12.3%). In the UK, average call minutes per person increased by 2.1%
during the year to 178 minutes per month.
Average per-capita call minutes fell in five countries in 2014, with Singapore experiencing
the largest decrease (down 7.7%). This is probably due to the increasing use of non-voice
communication methods. For example, instant messaging volumes were up by 55% since
2013 in Singapore.
The average mobile call minutes per person increased in all of our comparator countries in
the five years to 2014, with the exception of Singapore (where this remained stable). The
largest increase was in Nigeria, where average call minutes per person increased on
average by 23.1% per year (although, in absolute terms, volumes per person were the
lowest of all our comparators), followed by the BRIC countries, among which Brazil had the
largest average annual increase, at 18.0% a year.
Proportion (%) of mobile users
66
67
68
46
68
61
59
55
67
65
61
39
65
64
70
68
72
74
72
47
67
65
49
44
71
68
64
52
70
73
65
44
59
67
63
39
0
20
40
60
80
100
I always have a
mobile signal when I
want to make a call
I can always connect
to the internet when I
want to
My internet
connection is always
fast enough for what I
do online
My connection speed
varies according to
the time of day
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE

267

Average per-capita monthly mobile voice call minutes: 2009-2014
Figure 5.59

Source: IHS / industry data / Ofcom
Monthly mobile messaging use was highest in the US, at 266 messages in 2014,
although it has decreased since 2013
The average number of monthly mobile messages per person (including SMS and MMS
messages) ranged from no messages in Japan (where consumers tend to use email and
instant messaging rather than traditional mobile messaging services) to 266 messages per
month in the US (Figure 5.60). The UK had the third highest average mobile messaging use
among the comparator countries, with 142 messages per person per month; however, it was
also one of the few more-developed nations to experience a decline in mobile messaging
use.
Average SMS and MMS use per person fell in 13 of our 18 comparator countries in 2014.
This decline was mainly due to increasing smartphone take-up, as these devices enable
consumers to access alternative services, such as email and instant messaging. Italy
experienced the largest decline in average messaging use in 2014 at 40.1%. Out of all the
comparator countries, Nigeria had the largest increase in average messaging use, up by
30.6%. However, the average number of outgoing messages per person was very low, at
just four per month. In the UK, the average number of monthly outgoing messages fell by
15.9% in 2014.
The average number of mobile messages per head decreased in seven of our comparator
countries in the five years to 2014; the largest decline was in Spain (down 20.4% year on
0
100
200
300
400
2009
2010
2011
2012
2013
2014
RUS
SGP
KOR
BRA
POL
CHN
IND
NGA
Minutes per month
Minutes per month
0
100
200
300
400
2009
2010
2011
2012
2013
2014
USA
SWE
ITA
FRA
UK
AUS
ESP
JPN
NED
GER
-6.9%
0.8%
3.8%
5.4%
5.8%
8.1%
6.3%
7.3%
2.1%
0.9%
8.1% 11.3%
12.3%
2.2%
-3.4%
0.1%
12.2%
2.9%
-3.9%
3.4%
14.7% 12.4%
-7.7%
0.0%
3.0%
1.7%
0.1% 18.0%
9.1% 10.8%
0.5% 10.8%
4.4% 12.5%
-7.1% 23.1%
1 year
change
5 year
CAGR

268
year). The largest increase was in Russia (up 27.0% a year), while in the UK, monthly
mobile messaging remained stable over this period.

Average number of monthly mobile messages per head: 2009-2014
Figure 5.60

Source: IHS / industry data / Ofcom
Average per-capita data use continued to increase in all of the comparator countries
Average monthly mobile data use per person ranged from 18MB per month in India to 3,097
MB (i.e. 3.1GB) per month in Sweden in 2014. South Korea had the second highest average
mobile data use at 2.0GB, 1.1GB (53%) lower than Sweden. Mobile data use in the UK was
362MB per person in 2014.
India had the highest growth in average mobile data use in 2014, up from 8MB in 2013 to
18MB per month in 2014 (up 119%). Australia had the slowest growth rates, with average
data use per person increasing by just 7% in 2014, and by an average of 31% a year in the
five years to 2014. The fastest growth was in Russia, up by an average of 116% annually
over the five-year period. In the UK, average data use increased by 44% in 2014, and was
up by an average of 58% a year in the five years to 2014.
0
100
200
300
2009
2010
2011
2012
2013
2014
KOR
POL
SGP
CHN
RUS
BRA
IND
NGA
Messages per month
Messages per month
0
100
200
300
2009
2010
2011
2012
2013
2014
USA
FRA
UK
SWE
AUS
ITA
GER
NED
ESP
JPN
2.6%
4.6%
2.0%
25.2%
-15.9%
0.0%
-8.9%
-4.7%
6.8%
5.4%
-40.1%
-9.2%
-1.6%
21.7%
-23.3%
-3.3%
-27.9%
-20.4%
N/A
N/A
-23.6%
-8.5%
-0.4%
1.7%
-25.6%
-12.1%
-15.7%
-0.3%
-2.2%
27.0%
-2.2%
20.7%
-7.0%
14.0%
30.6%
19.3%
1 year
change
5 year
CARG

269

Average per-capita monthly mobile data use: 2009-2014
Figure 5.61

Source: IHS / industry data / Ofcom
Most countries had more mobile connections than people in 2014
The number of mobile connections per 100 people ranged from 74 in India to 168 in Russia
in 2014, although Russia was one of four comparator countries (with Singapore, Italy and
Germany) where the number of mobile connections per 100 people fell in in the year to
2014. Singapore had the largest decline, down by nine connections to 147 connections in
2014, while Japan had the largest increase (up by eight connections). The UK had 130
mobile connections per 100 people at the end of 2014, up by one connection since 2013.
In the five years to 2014, Brazil had the largest increase, up by 49 connections, while Spain
was the only country where there was a decrease in the number of connections per 100
people (down by two connections). In the UK, the number of mobile connections per 100
people remained mostly stable during the five-year period.
0
500
1000
1500
2000
2500
3000
2009
2010
2011
2012
2013
2014
KOR
SGP
POL
BRA
RUS
CHN
NGA
IND
MB per month
MB per month
0
500
1000
1500
2000
2500
3000
2009
2010
2011
2012
2013
2014
SWE
USA
JPN
ITA
AUS
GER
FRA
ESP
UK
NED
34%
66%
108%
107%
64%
86%
46%
49%
7%
31%
47%
66%
101%
87%
54%
44%
44%
58%
85%
75%
1 year
change
5 year
CAGR
48%
108%
16%
37%
89%
68%
54%
69%
89%
116%
55%
76%
71%
77%
119%
55%

270

Mobile connections per 100 people: 2009-2014
Figure 5.62

Source: IHS / industry data / Ofcom
Mobile internet (excluding messaging) connections per 100 people increased in all of
the comparator countries in the five years to 2014
Singapore had the highest number of mobile internet (excluding messaging) connections per
100 people in 2014, at 183 connections. India had the lowest, at six connections, due to low
levels of 3G and 4G availability, and because access to mobile data networks is
concentrated in metropolitan areas. By comparison, the UK had 87 connections per 100
people, ranking eighth among our comparator countries.
The number of mobile connections per 100 people increased in all of our comparator
countries in the five years to 2014. As well as having the largest absolute number of mobile
data connections per 100 people, Singapore also had the largest increase, up by 88
connections per 100 people since 2009. India had the smallest increase, up by five
connections in the five years to 2014. In the UK, take-up increased by 55 connections per
100 people over the same period.
Australia had the highest number of dedicated mobile broadband connections per 100
people at the end of 2014, at 26, followed by Sweden with 23 connections. Take-up was
lowest in India, China and South Korea, where there was less than one connection per 100
people. In the UK there were eight dedicated mobile broadband connections per 100 people
at the end of 2014 (up by one connection since 2009).
129
98
132
150
93
91
116
109
125
126
117
138
100
91
147
44
54
47
130
125
137
154
111
122
131
108
134
151
151
147
116
140
168
74
94
78
0
20
40
60
80
100
120
140
160
180
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
Connections per 100 population
2009
2014
1
0
4
26
-4
5
-5
4
5
19
8
31
0
16
1
-2
6
9
2
25
3
34
-9
9
3
16
3
49
-1
21
4
30
4
40
5
31
1 year
change
5 year
change

271
The number of mobile handset internet connections increased rapidly in most of the
comparator countries in the five years to 2014. The number of connections ranged from five
connections per 100 people in India to 181 in Singapore in 2014. In the UK there were 79
connections per 100 people, up by 53 connections over the five years to 2014. The main
reason for this rapid increase is increasing smartphone take-up.

Mobile internet connections per 100 people: 2009 and 2014
Figure 5.63

Source: IHS / industry data / Ofcom
Note: Mobile internet excludes messaging services such as SMS and MMS
The UK had the highest proportion of respondents satisfied with the price paid for
their mobile service in 2015, at 79%
Figure 5.64 shows the proportion of mobile data users who were either ‘very’ or ‘fairly’
satisfied with the four aspects of their mobile service. Overall satisfaction with mobile
services was high in all countries, and was over 80% in four of the nine comparator countries
(the UK, France, Italy and the US). The UK had comparatively high satisfaction levels for all
four aspects, in particular for price paid, where satisfaction was significantly higher than in
the other countries, at 79%.
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
7
8
1
6
4
10
7
11
3
9
2
12
13
26
4
4
3
6
14
23
6
15
4
2
1
1
2
3
10
14
0
1
0
1
1
3
26
79
33
60
19
54
13
60
44
95
75
112
19
88
40
73
6
63
59
93
51
102
91
181
90
107
10
75
11
52
0
5
17
40
6
40
32
87
34
67
23
64
20
71
47
104
77
124
32
114
45
77
9
69
73
116
56
117
95
91
109
12
78
21
66
0
6
18
41
7
43
0
50
100
150
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
2009
2014
Connections per 100 people
Dedicated mobile broadband
Handset
Total
5 year
change
55
32
41
51
57
47
83
32
60
43
61
88
18
66
45
5
23
36
183

272
Satisfaction levels with all of the service aspects asked about were lower in Japan and
Sweden than in all other comparator countries, particularly in relation to satisfaction with
price paid (at 37% and 45% respectively). While mobile users in Germany had comparatively
high levels of satisfaction with overall services (79%), they demonstrated low satisfaction
with the speed of their internet connection (57%), the joint second lowest proportion among
our comparator countries, with Sweden.

Satisfaction with mobile service
Figure 5.64

Source: Ofcom consumer research September - October 2015
Base: All respondents who access the internet access via a mobile handset, UK=277, FRA=356,
GER=323, ITA=546, USA=246, JPN=190, AUS=371, ESP=501, SWE=374
Q.25 To what extent are you satisfied or dissatisfied with the following aspects of your mobile phone
service?

Proportion (%) of mobile users
82
79
74
70
83
66
66
64
79
69
63
57
81
71
71
65
84
68
75
74
63
37
53
49
79
66
65
60
78
57
66
60
60
45
58
57
0
20
40
60
80
100
Overall service
Price paid
Ability to access
network
Speed of internet
connection
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE

273

International Communications
Market Report 2015

6

Internet and online
6
content

274
Contents

Section

Page
6.1 Key market developments in internet and online content
275
6.1.1
Introduction
275
6.1.2
Internet advertising
276
6.1.3
E–commerce
280
6.1.4
Mobile payments
282
6.1.5
Connected devices for daily life (internet of things)
283
Internet and devices
287
6.2
6.2.1
Introduction and key findings
287
6.2.2
Internet take-up, by technology
287
6.2.3
Internet take-up
290
6.2.4
Internet-enabled devices
293
6.2.5
Time spent online
296
Online content
299
6.3
6.3.1
Introduction
299
6.3.2
Overview
300
6.3.3
Apps
302
6.3.4
Search
304
6.3.5
Social networking
306
6.3.6
Online video
311
6.3.7
Online news
312
6.3.8
Online banking
314

275
Key market developments in internet
6.1
and online content
6.1.1 Introduction

Internet and online content: key international statistics
Figure 6.1

Source: IHS / Industry data / Ofcom / comScore
*comScore MMX, August 2015, home and work panel, persons 15+
† IHS / Industry data / Ofcom, 2015.
‡ Ofcom consumer research September-October
While the internet has fast become a feature of people’s lives across the world, the way in
which they use it and what they use it for can vary significantly. This chapter considers how
people have adopted the internet to communicate and consume content, and how this differs
between the specific countries compared in this report.
This chapter is split into three sections:

In this section (6.1) we look at internet advertising markets, e-commerce, mobile
payments and connected devices in daily life. As advertising is a significant source of
revenue online, we consider the size of internet advertising in relation to other
advertising markets. E-commerce has changed the way many businesses function
and how consumers purchase goods and services, therefore we note the variation in
e-commerce markets across countries. As a feature which has been rolled out on a
number of popular handsets, we consider mobile phone payment technology and
compare the take-up of mobile payment solutions between countries. We also
examine the take-up of a number of connected devices to manage aspects of
everyday life.

In section 6.2 we examine how people access the internet, which devices people use
to connect to the internet, the respective size of countries’ online audiences, how
long people spend online and how adoption of the internet varies by demographic.

In section 6.3 we consider what internet users do once they are online, including
which websites are most visited, which apps are most downloaded, and how this
behaviour varies by demographic and by device.
UK
FRA GER
ITA
USA JPN
AUS
ESP SWE NED POL SGP KOR BRA RUS
IND
CHN NGA
Online universe
(m)* (2015)
xx-xxxx-xxxx
51.2
26.5
204
73.7
16.0
21.5
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
Fixed
broadband
connections per
100
population†
(2014)
37
40
35
23
30
39
29
28
34
41
21
33
39
11
19
1
18
0
Dedicated
mobile data
connections per
100
population†
(2014)
8
6
10
11
9
12
26
4
23
6
15
2
1
3
14
1
1
3
Internet access
via a
smartphone/
mobile phone
(%)‡ (2015)
61
59
62
82
53
60
64
83
69
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a

276
Key findings
In summary, the key findings from this section of the chapter are:

The UK and China have the greatest share of all advertising expenditure on the
internet, with 43% of all spending on advertising being online in 2014. However,
year-on-year growth was higher in China (9%) than the UK (3%).

Mobile internet advertising spend was greatest in the UK, at almost £25 per
head, followed by £23.69 in the USA and £17.66 in Australia. All comparator
countries experienced year-on-year growth in mobile internet advertising spend, in
contrast to fixed spend which declined in the USA, Japan, Australia and Spain.

The UK had the highest per capita spend on e-commerce in 2014, at £1591 per
head. E-commerce expenditure per capita in the UK was over 50% higher than in the
US, the next-highest-valued market, which had an average spend of £918 per head.

Over a third of smartphone users in the UK shop online once a week or more.
In the UK, over a third (34%) of smartphone owners claimed to use their device to
shop online at least weekly or more often. Online shopping with a smartphone at
least weekly was most common in the US, where 38% claimed to do so.

The use of connected devices to manage daily life is highest in Italy and the
US. Smartphone users in the US and Italy were most likely to claim to have used
connected devices in the home. In both countries, around a third of smartphone
owners claimed to have used their device for monitoring their fitness.
6.1.2 Internet advertising
The internet’s share of total advertising expenditure is highest in the UK and China
In 2014, the internet accounted for 43% of total advertising expenditure in the UK, equal with
China (43%) and just ahead of Sweden (42%). The countries with the lowest share of
spending on internet advertising as a proportion of all advertising expenditure in 2014 were
India (6%), Singapore (14%) and Brazil (21%).
The fastest year-on-year growth was seen in China (9%) followed by Sweden (5%), while
internet advertising share in the UK grew by 3% in the same period. There was growth in the
internet’s share of total advertising expenditure in all but two of our comparator countries:
India and Spain, where internet share remained flat.
Brazil had the highest five-year compound annual growth rate (2009-14), at 36%, starting at
a relatively low base, while Singapore came second (27%). Of our comparator countries,
only India had a negative five-year compound annual growth rate (-4%).

277

Internet share of total advertising spend
Figure 6.2

Source: Warc data (www.warc.com)
Please refer to notes on adspend data for further detail and source information.
http://www.warc.com/NotesOnAdspendData
Sweden, followed by the UK, had the highest fixed internet advertising expenditure
per head in 2014
Internet advertising is spending by advertisers on paid search, banner/display, classified,
video and other online formats such as email and sponsorship (including mobile advertising).
Fixed internet advertising is a subset of internet advertising and refers to spend on adverts
viewed on fixed or ‘wired’ devices, predominantly through web browsers on laptop and
desktop computers. Although these devices could access the internet through a mobile
rather than a fixed broadband connection, wired advertising remains distinct from mobile
advertising, which is advertising viewed on a mobile handset.
Mobile advertising includes all advertising delivered directly to the mobile device, and
includes search and display advertising as well as SMS/MMS advertising formats. Mobile
display advertising can also be delivered to the device’s browser or to a mobile app.
Sweden’s spend per head on fixed internet advertising in 2014 was just over £92, the
highest among our comparator countries (Figure 6.3). The UK had the second highest
spend, at £84, with Australia coming in third, at £82. Australia’s spend per head decreased
16% year on year, but this could be attributable to factors such as significant currency
fluctuations and a substitution for expenditure on mobile internet advertising, as indicated by
strong growth in this sector (see Figure 6.5).
0%
Internet share of all advertising spend (%)
0
10
20
30
40
50
2008
2009
2010
2011
2012
2013
2014
UK
SWE
NED
AUS
USA
FRA
GER
ITA
ESP
JPN
5 year
CAGR
YoY
Change
3%
5%
3%
4%
3%
2%
2%
3%
2%
17%
10%
13%
13%
12%
14%
21%
12%
7%
9%
Internet share of all advertising spend (%)
0
10
20
30
40
50
2008
2009
2010
2011
2012
2013
2014
CHN
KOR
POL
RUS
BRA
SGP
IND
5 year
CAGR
YoY
Change
9%
25%
4%
9%
1%
8%
3%
20%
5%
36%
3%
27%
0%
-4%

278
In the BRIC countries128, Nigeria, Poland, Singapore and South Korea, there were varying
degrees of expenditure on internet advertising per head, from just £0.20 in India to nearly
£44 in South Korea. Some countries with low levels of expenditure per head in absolute
terms experienced high levels of year-on-year percentage point growth (India 16%, China
15% and Nigeria 20%).

Fixed internet advertising expenditure per head: 2010-2014
Figure 6.3

Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility.
Population figures from Ofcom/HIS. All figures expressed in nominal terms.
Search advertising continues to account for a large share of fixed internet advertising
expenditure
Generally, there was little or no change in the share of expenditure on different forms of
online advertising across most of our comparator countries between 2013 and 2014 (Figure
6.4). However, there were some exceptions: in Australia spending on classified advertising
increased, relative to other forms of advertising, from 20% to 26%, while in Russia paid
search’s advertising share increased from 68% to 72%.
There was notable variation between countries, with different proportions of revenue
attributed to different advertising forms. Yet, in over half of the comparator countries, more
was spent on search advertising than on other types. The respective strengths of internet

128 Brazil, Russia, India and China.
84.29
44.30
51.36
19.02
70.39
34.25
82.10
15.60
65.92
92.22
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
2010
2011
2012
2013
2014
Internet advertising spend per head (£)
5%
16%
0%
3%
-4%
-8%
-16%
-2%
5%
8%
YoY
Growth
11.73
26.44
43.75
4.24
10.01
0.20
6.56
0.09
0
20
40
60
80
100
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
2010
2011
2012
2013
2014
Internet advertising spend per head (£)
5%
52%
31%
-12%
5%
16%
15%
20%
YoY
Growth

279
classified, display, search and video advertising are likely to be the result of a number of
country-specific factors including broadband penetration, broadband speeds, and the
strength of other media competing for advertising spend.
Video advertising continued to account for a small share of fixed internet advertising
expenditure. In most of our comparator countries, video growth was flat, or rose by one
percentage point. Online video display advertising can take one of two forms. The first is
similar to display advertising on websites, but in the form of an audio-visual advert rather
than a static image or series of animated images, and like banner advertising, can sit in the
page alongside other content. The second is similar to traditional spot television advertising,
where adverts are shown either before, after, or mid-way through an online video, and the
advert is embedded within the video player.
Online classified advertising is brief adverts, usually in small print, in an online newspaper,
magazine or similar publication. In 2014, the US was the only country in which expenditure
on video advertising was greater than spending on classified advertising (at 9% and 7%
respectively). Classified advertising had a much smaller share of expenditure in the US than
in other markets, such as France and Australia, where it accounts for over a quarter of
advertising expenditure.

Fixed internet advertising expenditure, by category: 2013-2014
Figure 6.4

Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility
UK had the highest mobile expenditure per head in 2014 (£25), closely followed by the
US (£24)
Of our comparator countries, the UK had the highest mobile advertising expenditure per
head in 2014, at nearly £25, closely followed the US, at nearly £24. Year on year to 2014,
mobile advertising expenditure per head in the UK grew by 57%, in the US by 75% and in
Australia by 116%.
In the four years to 2014, mobile advertising spending per head in the UK grew by over £20
in absolute terms. But in some other countries in Europe - Italy at £2 per head, Spain at
£1.17 per head, the Netherlands at £0.58 per head - growth was far less substantial. The
strong performance of mobile advertising in the UK, the US and Australia was not
necessarily related to take-up of smartphones and the mobile internet, as Spain and Italy
had higher levels of take-up (see section 1.5.4). The higher spend may be due to a
combination of factors, including established e-commerce and high overall advertising spend
per head.
55
53
41
44
50
50
36
34
51
51
33
32
51
44
55
53
58
61
44
47
36
36
33
35
32
33
62
60
68
72
41
44
45
47
23
23
26
25
27
27
43
43
33
33
41
42
26
23
31
30
25
23
26
26
43
43
48
47
48
49
25
22
24
20
36
36
32
34
17
19
28
26
18
18
13
13
7
7
26
25
20
26
9
11
15
14
29
25
16
15
15
14
18
15
10
13
6
5
17
16
20
15
5
5
5
5
4
5
8
9
8
9
1
1
4
7
4
5
2
5
5
3
3
2
2
3
5
2
3
6
5
3
4
0
20
40
60
80
100
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
UK
FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN
Search
Display
Classified
Video
Proportion of internet advertising revenue (%)

280
Some less economically developed countries saw proportionally high levels of year-on-year
growth to 2014, but spending on internet advertising per head remains low in absolute terms.
Nigeria experienced growth of 139% and India 50%, but just £0.03 and £0.33 was spent on
internet advertising per head in each country, respectively.

Mobile internet advertising expenditure, per head: 2010-2014
Figure 6.5

Source: Ofcom analysis based on data from PwC Global Entertainment and Media Outlook 2015-
2019 @ pwc.com/outlook. Interpretation and manipulation of data are solely Ofcom’s responsibility.
Population figures from Ofcom/HIS. All figures expressed in nominal terms.
6.1.3 E–commerce
The UK had the highest per-capita spend on e-commerce among our comparator
countries in 2014
The UK has a highly-developed e-commerce market, with the value of business-to-consumer
(B2C) e-commerce at £1591 per head in 2014. This is substantially higher than the next
highest-valued markets: the US (£918 per head), and Sweden (£833 per head). The UK’s
high per-capita spend on e-commerce may be due to a combination of factors, including
trust in the postal service, a traditionally strong appetite for catalogue shopping and high use
of debit and credit cards.
The value of e-commerce per head was relatively low in Italy (£175) and Spain (£289),
despite high proportions smartphone users claiming to shop online regularly (Figure 6.7).
24.77
1.06
2.80
2.00
23.69
6.95
17.66
1.17
0.58
13.37
0
5
10
15
20
25
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
NED
SWE
2010
2011
2012
2013
2014
Internet advertising spend per head (£)
57%
29%
34%
20%
75%
13%
116%
51%
16%
64%
YoY
Growth
0.08
3.23
11.11
0.68
0.33
0.01
0.82
0.03
0
5
10
15
20
25
POL
SGP
KOR
BRA
RUS
IND
CHN
NGA
2010
2011
2012
2013
2014
Internet advertising spend per head (£)
32%
37%
23%
22%
42%
50%
28%
139%
YoY
Growth

281

Value of B2C e-commerce, per head: 2014
Figure 6.6

Source: European B2C e-commerce report 2015, Ecommerce Europe
Notes: Values converted from Euros to British Sterling (£1 = €1.23916319291147). Population figures
from Ofcom/IHS. *China also includes C2C goods and services.
Nearly two-fifths of smartphone users in the US and over a third of smartphone users
in the UK shop online once a week or more
As a proportion of all smartphone users, the US had the greatest share of those who use
their phone to shop online many times a day, at 8%, while the countries with the largest
proportion of respondents who have used their smartphone to shop online were the US
(72%) and Italy (75%)129. Two-thirds of UK smartphone owners claimed to have used their
device to shop online (66%).
In the UK, over a third (34%) of smartphone owners claimed to use their device to shop
online at least weekly or more often, while in the US, 38% claimed to do so. France (16%),
Germany (27%) and Spain (20%) had a significantly smaller share of their smartphone users
claiming to shop online weekly or more often.
We consider smartphone take-up of our comparator countries in section 1.5.4 on page 60.

129 Some countries have a relatively high proportion of respondents who claim to shop online, but
relatively low expenditure on ecommerce per head. This might be because buying low-value items
online is more common in some countries than in others, or because some respondents might
interpret ‘shopping online’ as including time spent browsing for things to buy.
1,591
714
698
175
918
648
546
289
672
746
138
277
113
239
0
400
800
1,200
1,600
2,000
UK
FRA GER
ITA
USA
JPN
AUS
ESP NED SWE POL KOR RUS CHN*
Value per head (£)

282

Use of smartphone to shop online
Figure 6.7

Source: Ofcom consumer research September-October 2015
Base: All respondents with a mobile phone who use a smartphone, UK=631, FRA=602, GER=688,
ITA=759, USA=501, JAP=693, AUS=598, ESP=780, SWE=695
Q.27 How often, if at all, do you use your main mobile phone to do each of the following? Shop online
6.1.4 Mobile payments
More than a third of smartphone owners in the UK and two-fifths of smartphone
owners in Italy have used their device to make a payment
In the UK, more than a third (36%) of smartphone owners have used their device to make a
mobile payment. Mobile payments are most popular in Italy, where they are used by 44% of
smartphone owners. A mobile payment is defined as a point-of-sale purchase of goods or
services with a mobile device. Examples include using an app, mobile wallet or premium-
rate text, but exclude paying via a card on a supplier’s website that is accessed on a mobile
device.
Across all of the comparator countries, a minority of smartphone users had made a mobile
payment. Smartphone users in France were the least likely to have used their device to
make payments (21%), followed by a quarter (25%) of smartphone users in Germany. In
most comparator countries, the largest segment of those who use mobile payments made
them less than once a month.
As a proportion of all respondents, rather than of smartphone users, Italy (23%), the US
(22%) and the UK (21%) had the highest proportion of respondents who said they had used
their smartphone to make a payment.
Respondents (%)
4
2
2
5
8
1
3
2
1
7
4
5
6
8
2
6
4
3
23
10
20
20
22
12
18
14
7
21
20
20
27
18
24
20
23
20
11
18
19
17
16
18
20
25
27
66
54
66
75
72
57
67
68
58
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Less than once a
month
At least once a
month
At least once a
week
A few times a day
Many times a day

283

Use of smartphone to make payments
Figure 6.8
Source: Ofcom consumer research September-October 2015
Base: All respondents with a mobile phone, UK=915, FRA=881, GER=931, ITA=945, USA=784,
JAP=830, AUS=824, ESP=923, SWE=918
Q.27 How often, if at all, do you use your main mobile phone to do each of the following? Pay for
goods or services (i.e. using an app/mobile wallet, QR code, NFC, premium rate text etc. and not
simply paying via a card on a supplier’s website)
6.1.5 Connected devices for daily life (internet of things)
Smartphone owners in Italy are the most likely to have used their phone for home and
car control and monitoring
Although take-up of home and car control and monitoring services was not very high in any
of our comparator countries, differences by nation in the appetite for these services are
evident.
In Italy, 23% smartphone users said they had used an app on their smartphone to check
their gas and electricity use, compared to 13% in the UK and 6% in France. Only 9% of
smartphone users in the UK had adjusted their lighting using their phone, compared to over
a fifth (22%) in Italy.
The proportion of smartphone owners who had turned on the heating or air-conditioning in
their car using their phone was 17% among Italian respondents, compared to 8% in the UK.
Respondents (%)
3
3
6
6
2
2
5
4
3
6
5
3
4
3
3
12
4
5
11
11
7
12
8
6
8
6
8
8
7
9
8
10
10
8
8
10
13
7
11
10
12
16
36
25
27
44
36
31
36
35
36
0
20
40
60
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Less than once a
month
At least once a
month
At least once a
week
A few times a day
Many times a day
21
11
10
23
22
11
18
14
9
NET: at least once
a week/a few
times a day/many
times a day

284

Use of smartphones for selected home and car control and monitoring
Figure 6.9
activities

Source: Deloitte Global Mobile Consumer Survey 2015
Base: All adults who have a smartphone (UK N=3039, FRA N=1407, GER N=1491, JPN N=952, ITA
N=1589, USA N= 1458, AUS N=1582, ESP N=1755)
Q: How frequently, if at all, do you do each of the following on your phone? (ever)
Smartwatch use remains relatively low in our comparator countries
A smartwatch is a computerised device that closely resembles a wristwatch but has
functionality beyond timekeeping. Smartwatches are designed - either on their own or when
paired with a smartphone – to provide features like connecting to the internet, running mobile
apps and making calls.
Ofcom research conducted in October 2015 found that the take-up of smartwatches was
relatively low across countries: take-up was less than 10% across all countries, and in the
majority of countries it was 5% or lower.
‘Wearable fitness/ health technology’ includes wearable devices that monitor health/fitness,
such as heart-rate monitors and sleep trackers. Take-up of wearable fitness/health
technology was highest in Japan, with 12% of respondents claiming to use a wearable
fitness/health device. The UK (9%) and Italy (9%) were among the countries with the highest
levels of take-up of wearable fitness/health devices.
Respondents (%)
10
13
9
8
7
6
8
5
11
11
13
9
20
23
22
17
14
14
13
12
5
9
5
5
12
13
13
11
16
15
15
12
0
5
10
15
20
25
Changed the room
temperature via an
app
Checked the
electricity or gas
usage
Adjusted the lighting Turned On Heating /
air-conditioning in the
car
UK
FRA
GER
ITA
USA
JPN
AUS
ESP

285

Use of wearable devices
Figure 6.10
Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004 Q.4a Which of the following devices do you personally use? 1)
smartwatch (e.g. Apple watch) 2) wearable fitness / health monitor that connects with your mobile
phone, tablet or laptop (e.g. Fitbit, Garmin).
Monitoring diet and fitness on a smartphone is most common in the US and Italy
Monitoring diet and fitness using a smartphone has become possible through the availability
of apps such as Moves and Fitbit. Apps can perform a range of functions, such as
monitoring steps taken and calories consumed, and may connect to wearable devices and/or
phone sensors.
The use of a smartphone to monitor fitness was highest in US and Italy, where 35% and
33% of smartphone owners had used their device to monitor their fitness, compared with
16% in France and 17% in Japan. In the UK, 24% of smartphone owners had monitored
their fitness.
The US and Italy had the highest proportion of smartphone owners who had used their
device to monitor their diet, at 30% and 28%, respectively. This was higher than in the UK
(21%), France (11%) and Japan (9%), where it was lowest.
5
4
4
6
5
2
5
5
3
9
2
4
9
8
12
8
5
5
0
2
4
6
8
10
12
14
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Smartwatch (e.g. Apple watch)
Wearable fitness / health
monitor that connects with your
mobile phone, tablet or laptop
(e.g. Fitbit, Garmin)
Respondents (%)
11%
5%
7%
11%
11%
13%
11%
9%
7%
Net use of smartwatch and/or
wearable fitness/health monitor

286

Use of smartphone for diet and fitness monitoring
Figure 6.11

Source: Deloitte Global Mobile Consumer Survey 2015
Base: All adults who have a smartphone (UK N=3039, FRA N=1407, GER N=1491, JPN N=952, ITA
N=1589, USA N= 1458, AUS N=1582, ESP N=1755)
Q: How frequently, if at all, do you do each of the following on your phone?
2
1
2
3
5
2
3
2
4
2
3
5
7
3
5
3
5
4
6
8
9
3
6
8
3
3
4
5
5
1
4
5
4
3
5
6
5
4
6
6
6
4
5
7
5
4
6
6
24
16
25
33
35
17
29
29
0
10
20
30
40
UK FRAGER ITA USA JPN AUS ESP
%
Monitor my fitness level
Monitor my calorie intake and diet
2
1
2
3
4
1
2
1
2
1
2
4
6
1
3
2
4
2
3
7
6
1
3
4
2
2
3
5
3
1
4
3
4
2
4
5
5
2
5
4
6
3
5
6
6
4
6
6
21
11
20
28
30
9
23
21
UK FRA GER ITA USA JPN AUS ESP
Only ever used
it once or twice
Less often than
once a week
Once a week
Several times a
week
Once or twice
per day
Several times
per day
Respondents (%)

287
Internet and devices
6.2
6.2.1 Introduction and key findings
Internet-enabled devices play a large part in defining the consumer experience and the
range of content, communications and services accessed on the internet. In this section we
examine internet access and the popularity of various devices.

Section 6.2.2 considers the technology used by consumers to access fixed and
mobile internet.


Section 6.2.3 explores how internet take-up differs by age and gender among our
comparator countries.


Section 6.2.4 examines take-up of internet-enabled devices and how this varies by
country;


Section 6.2.5 delves into the length of time spent online on laptop and desktop
computers by internet users in a selection of comparator countries.
Key findings
The key findings from this section of the chapter are:

Households in the UK and France are the most likely to have a fixed broadband
connection. Ninety-four per cent of households with broadband have a fixed
broadband connection in the UK and France, compared with 77% in Italy, where
households are least likely to have a fixed broadband connection.

Active audiences using laptops/ desktops are getting older in the comparator
countries. The highest proportion of laptop and desktop users aged over 55 was in
Australia, at 30%, and in the UK, over-55s made up a quarter of users.

Use of tablets grew in the majority of comparator countries. In five of the nine
comparator countries, the use of tablets grew year on year to 2015, including in the
UK, where take-up of tablets stands at 44%.

UK tablet users spend nearly 32 hours per month browsing. In the UK in 2015,
tablet users spent an average of nearly 32 hours browsing the internet in August
2015. This was slightly exceeded by US tablet users, who spent over 23 minutes
longer browsing in the same month.

US internet users spend the most time browsing online on a laptop or desktop,
at 34 hours per month, followed by the UK, at 33 hours per month. The least
time spent browsing was in Japan, at 18 hours per month.
6.2.2 Internet take-up, by technology
Online households in the UK and France are the most likely to have a fixed broadband
connection
Among households with any broadband connection in the comparator countries, households
in France and the UK were the most likely to have a fixed broadband connection (94%).

288
France had the highest proportion of those with broadband to have only a fixed connection,
at 81%.
Italy had the highest proportion of mobile-only households in October 2015, at 23%, as well
as the highest proportion of households with both fixed and mobile broadband (31%)130.
Having access to both mobile and fixed broadband connections was also popular in Spain
(at 27% of households). The relatively low take-up of fixed broadband in Italy, and the
corresponding high take-up of mobile broadband, might be due to a number of factors, such
as the lack of widespread high quality infrastructure and the absence of a cable network.

Take-up of fixed and mobile broadband
Figure 6.12

Source: Ofcom consumer research September-October 2015
Base: All respondents with broadband, UK=915, FRA=930, GER=842, ITA=861, USA=723, JPN=740,
AUS=894, ESP=879, SWE=915
Q.3b Which of the following services do you have in your home?
comScore
The UK Online Measurement Company (UKOM) was formed in 2009 with a mandate from
the advertising industry to establish measurement standards for digital media. In 2011,
comScore was appointed as the sole data supplier for UKOM on a three-year contract from
January 2013.
This chapter predominantly draws from three comScore sources. For analysis of laptop and
desktop computer internet activity we use comScore MMX, which employs comScore’s
Unified Digital Measurement methodology, explained below. The comScore MMX panel
excludes Apple Mac computers, but census-level activity is captured from both PCs and
Apple Macs. comScore MMX is consistent across the six comparator countries for which
data are available: France, Germany, Italy, the US, Japan, Australia and Spain.
For analysis of mobile internet activity we use comScore Mobile Metrix. In the US and the
UK comScore Mobile Metrix uses comScore’s Unified Digital Measurement methodology,
with panels of smartphone (iOS and Android handsets) and tablet users (iOS tablets only in

130 Mobile broadband access via a dongle, data-card, mobile Wi-Fi modem or data-only SIM.
Proportion of respondents with broadband in the home (%)
77
81
70
46
68
77
62
57
65
17
13
14
31
14
13
19
27
16
6
6
16
23
18
10
19
16
19
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Fixed broadband only
Fixed and mobile broadband
Mobile broadband only

289
the UK, but iOS and Android tablets in the US). However, France, Germany, Italy, Japan,
Australia and Spain comScore Mobile Metrix is informed only from census-level activity on
publishers’ digital content.
Finally, mobile phone user behaviour measurement is supplemented by consumer research,
comScore MobiLens Plus, for the US and the UK, and comScore MobiLens for France,
Germany, Italy, Japan, and Spain. The key differences between MobiLens Plus and
MobiLens are: the former reports on tablets as well as smartphones, has an enhanced
survey, and is aligned with Mobile Metrix data.
Unified Digital Measurement
comScore’s Unified Digital Measurement (UDM) methodology combines panel and census
measurement techniques to measure digital audiences. UDM uses comScore’s global
measurement panel to determine audience reach and demographics. Census-level activity is
captured from publishers’ digital content, such as on websites, videos, and computer and
mobile applications. comScore combines census-level data with those captured from the
panel, to help provide a more accurate view of audiences and their consumption habits. This
approach allows comScore to capture the most accurate consumption activity from
publishers, and attribute this to audience demographics in a way that is not affected by
cookie deletion, blocking, or rejection.
Metrics
Throughout this report we refer to a number of metrics, defined below:
Unique audience – the total number of unique persons who visited a specific website or
used a specific application at least once in a given month. Persons visiting the same website
more than once in the month are counted only once.
Active audience – the total number of people who visited any website or used any
application at least once in a given month.
Digital audience – the active audience across all platforms (laptop/desktop computers,
mobile phones and tablets, for those websites that are tagged in comScore’s census
network).
Active reach – the unique audience of a website as a proportion of the active audience.
Time spent per month – the average time spent browsing a website per unique visitor per
month (excludes time spent watching online video and listening to streamed music).
Dictionary
Each of the entities reported by comScore are attributed to a level in comScore’s Client
Focused Dictionary. Several entities can exist within one website (e.g. BBC Sport and BBC
iPlayer) and comScore’s dictionary defines how these entities are structured and related to
each other. It is ‘client-focused’ because comScore’s clients define how their websites
appear in reports, according to this dictionary. All comScore reports use the same six-tier
dictionary structure as explained below:
Property [P] - The highest level of reporting in the Client Focus structure; Properties
represent all Full Domains (i.e. felmont.com), Pages (i.e. sports.felmont.com/tennis),
Applications or Online Services, under common ownership or majority ownership for a single

290
legal entity. A Property may also contain digital media content that is not majority-owned but
has been legally signed over for reporting purposes by the majority owner.
Media Title [M] - A Media Title is an editorially- and brand-consistent collection of content in
the digital landscape that provides the marketplace with a view of online user behaviour.
This may represent a domain, a group of domains, an online service or application.
Channel [C], SubChannel [S], Group [G] and SubGroup [SG] - Within a Media Title there
may be grouped URLs of editorially consistent content that make up a Channel. For some of
the largest Media Titles, Channels themselves may be broad, and Subchannels, Groups and
Subgroups within the larger Channels may prove useful for categorisation within the
comScore Dictionary.131
6.2.3 Internet take-up
Active audiences using laptops /desktops increased in the US and the UK in 2015 but
decreased in Spain
In the UK, there was a modest increase of 0.1 million in the active internet audience using
laptops and desktops. This is in line with modest changes in the relatively mature fixed
broadband markets in almost all of the comparator countries (0); there are fewer new
adopters likely to go online. In the US, there was a more significant increase of 7 million
active users (an increase of 3.5%).
In Spain between August 2014 and August 2015, the active audience using laptops and
desktops fell from 23.5 million to 21.5 million. This decline may be a result of an increase in
mobile-only households, and the mature laptop and desktop market; there are few homes
not online that are likely to get online in the near future.
The numbers of laptop and desktop active users remained stable in France (37.0 million)
and Japan (73.7 million). In France, this may be attributable to levelling-off; there had been
consecutive decreases over the three previous years132.

131 “Glossary – Key Terms for comScore Dictionary”, comScore.
132 Active audience for Total Internet is calculated from enumeration surveys and not directly from
comScore’s panel. Consequently, year-on-year changes in total internet audience are not a reflection
of panel-specific behaviour.

291

Active audience on laptop and desktop computers: 2012-2015
Figure 6.13

Source: comScore MMX, work and home panel, August 2012 to August 2015, persons 15+
Note: Changes in comScore methodology occurred in September 2014 for Italy, in July 2014 for
Germany and in April 2014 for Australia. Data before these dates should be treated with caution and
should not be compared directly with current data.
Laptop and desktop active audiences are getting older in our comparator countries
Laptop and desktop internet users aged 55 and over made up the largest proportion of users
in most of our comparator countries (Figure 6.14). In the UK a quarter of users (25%) were
over 55, compared to 26% in France and 28% in the US. In Australia, 30% of laptop and
desktop users were over 55, the highest proportion among the comparator countries133.
Spain and Italy had the highest proportions of laptop and desktop internet users aged under
45 in August 2014. Sixty-two per cent in Spain, and 59% in Italy, were under-45s.
The US had the highest proportion of laptop and desktop internet users aged 15-24, at 20%.
In the UK, the active audience was more evenly distributed between the age groups, with
25% aged 55 and over, and the remaining age groups accounting for 18-20% each.

133 Changes in the size and composition of active audiences within countries must be viewed within
the context of population change. In many economically developed countries, there is an ageing
population:
http://www.un.org/en/development/desa/population/publications/pdf/trends/Concise%20Report%20on
%20the%20World%20Population%20Situation%202014/en.pdf
188
197
197
204
38.9
43.2
52.0
28.6
73.5
14.1
22.0
39.2
42.6
53.1
29.7
73.7
14.5
23.0
39.7
37.0
52.0
30.9
73.7
15.9
23.5
39.8
37.0
51.2
26.5
73.7
16.0
21.5
0
15
30
45
60
75
0
50
100
150
200
250
USA
UK
FRA
GER
ITA
JPN*
AUS
ESP
2012
2013
2014
2015
Online audience (millions)

292

Active audience on a laptop or desktop computer, by age: 2014-2015
Figure 6.14

Source: comScore MMX, home and work panel, August 2014 and August 2015, persons 15+
Note: Changes in comScore methodology occurred in September 2014 for Italy, in July 2014 for
Germany and in April 2014 for Australia. Data before these dates should be treated with caution and
should not be compared directly with current data.
Unlike Japan and Italy, there is little difference by age in the UK between male and
female laptop and desktop users
In Japan and Italy, male laptop and desktop internet users were more likely than female
users to be aged 55 or over in August 2015 (Figure 6.15). In Japan, 31% of the male laptop
and desktop active audience was in this age group, as was 21% in Italy; in both countries
there were proportionally fewer females in this age group. In contrast, the age breakdown by
gender was almost equal in the UK and France.
In most of the comparator countries, there was no difference, or a difference of only 1%,
between the genders among 15 to 24 year olds. The exceptions were the US and France,
where males constituted 2% more than females of the share of online audience among 15-
24s.

Active audience on a laptop or desktop computer, by age and gender:
Figure 6.15
August 2015
Source: comScore MMX, home and work panel, August 2015, persons 15+
Note: Changes in comScore methodology occurred in September 2014 for Italy, in July 2014 for
Germany and in April 2014 for Australia. Data before these dates should be treated with caution and
should not be compared directly with current data.
19
19
18
19
16
16
17
17
20
20
15
15
17
17
17
16
19
20
19
18
18
19
20
19
18
17
17
17
19
18
23
20
19
18
20
19
18
19
23
23
18
17
22
22
18
18
26
26
19
19
18
18
24
24
22
23
18
18
18
18
17
17
19
21
25
25
25
26
24
23
17
18
27
28
28
28
29
30
15
17
0
20
40
60
80
100
2014 2015 2014 2015 2014 2015 2014 2015 2014 2015 2014 2015 2014 2015 2014 2015
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
15-24
25-34
35-44
45-54
55+
Share of online audience (%)
19
18
20
18
15
16
16
17
21
19
15
15
18
17
16
17
20
20
19
18
18
19
18
20
17
17
15
18
19
18
19
20
18
19
19
20
18
19
21
24
17
17
21
23
18
18
25
26
18
19
17
19
23
24
24
23
18
18
18
19
16
17
20
21
25
24
25
26
25
22
21
16
27
28
31
25
30
29
19
15
0
20
40
60
80
100
M
F
M
F
M
F
M
F
M
F
M
F
M
F
M
F
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
15-24
25-34
35-44
45-54
55+
Share of online audience (%)

293
Japan had the oldest mobile internet users among the comparator countries
The over-55s make up a third (33%) of Japan’s mobile internet users – a significantly larger
proportion than in any of the other comparator countries. The next highest share of mobile
internet users aged over 55 was in Spain, at 23%.
The largest share of mobile internet users aged 13-17 was in France, at 10%, while the
smallest share was in Spain, at 7%.
The largest group of mobile internet users by age varied across countries, although in no
country was the largest group the 13-17s or 45-54s. In the UK, the largest group by age was
the 25-34s, at 22%, compared with the 35-44s, at 20%.

Mobile internet users, by age
Figure 6.16

Source: comScore MobiLens, August 2013 (three-month average), August 2014 (three-month
average), and August 2015 (three month average), mobile internet users aged 13+
Note: *For August 2015 (three-month average) UK and US results are from comScore MobiLens Plus
6.2.4 Internet-enabled devices
The UK had the highest proportion of people who use a connected TV to access the
internet
A TV that is connected to the internet can be connected either directly (a smart TV) or
indirectly via another device, such as a set-top box or a games console.
Ofcom research conducted in September – October 2015 found that 23% of respondents in
the UK accessed the internet through TVs with an internet connection – the highest of all the
comparator countries. However, accessing the internet through internet-connected TVs
remains a relatively niche activity across countries. Fewer respondents in France and
Germany (12% and 17% respectively), claimed to access the internet using a connected TV.
Figure 1.12 shows overall connected TV take-up, which is significantly higher than those
who use connected TVs to access the internet.
In all the comparator countries, laptops and netbooks remain the most popular devices
through which to access the internet. The country with the highest proportion of respondents
accessing the internet via a laptop or netbook was Germany (92%), while the lowest
proportion was in Japan (84%). This relatively low proportion might be due to a number of
factors including the advanced functionality of feature phones, historically popular in Japan.
9
8
9
10 10 10
9
8
8
8
7
8
8
7
8
7
7
6
6
6
7
15 15 15 16 15 14 15 13 12 13 11 12 16 16 15 10 10 10 11 10 10
22 21 22 22 21 20 21 20 20 20 18 20 22 21 20
17 16 15 20 19 18
19 18 20 18 19 18 18 18 17 22 21 23 19 19 18
19 19 19
23 23 23
16 17 17 14 15 16 18 19 20 17 19 19 17 17 17
16 16 16
17 18 19
20 21 17 20 20 22 20 21 23 20 24 17 18 20 21 31 32 33 23 25 23
0
20
40
60
80
100
2013
2014
*2015
2013
2014
2015
2013
2014
2015
2013
2014
2015
2013
2014
*2015
2013
2014
2015
2013
2014
2015
UK
FRA
GER
ITA
USA
JPN
ESP
55+
45-54
35-44
25-34
18-24
13-17
Mobile internet users 13+ (%)

294

Fixed devices used to access the internet
Figure 6.17

Source: Ofcom consumer research September-October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.7a Which of the following devices do you use to access the internet?
Spain leads in smartphone take-up, while in the UK over two-thirds of respondents
claim to have smartphones
The country with the highest take-up of smartphones was Spain, at 83%, followed by Italy
(79%) and Japan (77%).
Just over two-thirds of respondents in the UK (67%) claimed to use a smartphone.
Across the majority of the comparator countries, two-thirds of people personally use a
smartphone; smartphone use has increased significantly year on year in four of the nine
comparator countries, and in no country was there a decline in take-up.

Take-up of smartphones
Figure 6.18

Source: Ofcom consumer research September-October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.4a Which of the following devices do you personally use?
Note: Direction of arrow indicates a statistically significant difference compared to last year.
69
43
23
67
52
12
68
54
17
66
54
18
61
56
19
56
44
9
66
51
19
69
57
19
66
44
21
0
20
40
60
80
100
Laptop/ Netbook
Desktop
A TV connected to the internet
either directly (Smart TV) or via
another device such as a set-top
box or a games console
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Respondents (%)
67
66
70
79
57
77
69
83
74
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Respondents (%)

295
Take-up of tablets has grown in the majority of comparator countries
In five of the nine comparator countries, the use of tablets has grown significantly year on
year. Spain had the highest proportion of tablet users, at 52%. The UK was one of five
countries in which the use of tablets increased; up by 44%. Tablet use was also common in
Australia, with 42% of respondents claiming to personally use one.
Fewer respondents claimed to use tablets in the US, at 34%, and less still in Japan (25%).

Personal use of tablets
Figure 6.19

Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.4a Which of the following devices do you personally use?
Note: Direction of arrow indicates a statistically significant difference compared to last year.
Internet users in Spain and Italy are the most likely to use a smartphone or tablet, of
all portable devices
Ofcom research conducted in October 2015 found that out of all portable devices,
smartphones and tablets were most commonly used to access the internet. Few people in
any of the comparator countries used other portable devices, such e-readers, portable media
players and mobile phones (feature phones that aren’t smartphones) to access the internet.
The only exception was Japan, where 14% of respondents accessed the internet through a
mobile phone. In contrast, access via a smartphone in Japan was among the lowest (46%)
of the comparator countries. This is most likely due to the advanced functionality and
historical popularity of feature phones in Japan.
Spain (77%) and Italy (75%) lead among our comparator countries, in having the largest
proportion of respondents using a smartphone to access the internet. In the proportion of
those using a tablet to access the internet, the UK was third (40%), behind Spain (43%) and
Italy (46%).
44
38
35
51
34
25
42
52
37
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Respondents (%)

296

Portable devices used to access the internet
Figure 6.20

Source: Ofcom consumer research September – October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.7a Which of the following devices do you use to access the internet?
Note: Direction of arrow indicates a statistically significant difference compared to last year.
6.2.5 Time spent online
Users in the UK and the US spend the most time browsing on laptop and desktops
Internet users in the UK and the US spent the most time browsing online on a laptop or
desktop computer in August 2015 (Figure 6.21), at approximately 33 and 34 hours per
month respectively. In August 2014, France ranked third for time spent browsing on laptop
and desktop devices, 6.9 hours behind the UK. In August 2015, France was third again, and
6.6 hours behind the UK, indicating a slight narrowing.
In all of our comparator countries except Japan and Australia, there was a year-on-year
increase to August 2015 in time spent browsing on a laptop or desktop computer. Time
spent in Japan fell by 1.2 hours, to 18 hours, while in Australia it fell by 1.6 hours, to 24
hours per month.
Most of the European comparator countries analysed since 2013 follow a seasonal pattern
of internet use, with browsing increasing in the autumn to a peak in January, before falling
again as summer approaches.
Respondents (%)
57
40
10
5
4
54
33
3
3
5
59
31
5
3
3
75
46
8
7
7
49
31
10
7
4
46
23
5
4
14
59
37
5
5
5
77
43
6
4
6
64
34
1
2
5
0
20
40
60
80
100
Smartphone
Tablet
E-reader
Portable media
player
Mobile phone
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE

297

Average time spent browsing on a laptop or desktop computer
Figure 6.21

Source: comScore MMX, work and home panel, August 2013 to August 2015, persons 15+
Note: Comparisons between data before and after January 2013 in the UK, March 2013 in the US,
and July 2013 in France, Spain and Italy should be treated with caution due to a change in panel
weighting methodology. Changes in comScore methodology occurred in September 2014 for Italy, in
July 2014 for Germany and in April 2014 for Australia. Data before these dates should be treated with
caution and should not be compared directly with current data.
US smartphone owners spend 85 hours browsing per month, while UK smartphone
owners spend 66 hours
In the UK, smartphone owners spent, on average, 66 hours 6 minutes browsing in August
2015. In the US, time spent was higher, at 84 hours 50 minutes.
The US and the UK methodologies include data from a smartphone panel and therefore data
cannot be compared with other featured countries. Among the other comparator countries,
Spain had the highest time spent, at 4 hours 10 minutes in August 2015, while Germany had
the lowest, at 53 minutes.

Average time spent browsing on a smartphone
Figure 6.22

Source: comScore Mobile Metrix, August 2014 to August 2015 (where available), adults 18+,
browsing and application combined.
Note: *Mobile Metrix in the US and the UK is supplemented by panel data and should not be directly
compared with the remaining comparator countries which have a related but different methodology.
LHA denotes Left hand axis.
0
10
20
30
40
50
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Jul-15
Aug-15
USA
UK
GER
FRA
ITA
ESP
AUS
JPN
Hours per month
0
100
200
300
400
500
600
0
1000
2000
3000
4000
5000
6000
USA*
UK*
ESP
AUS
ITA
FRA
GER
LHA applies to
UK & USA only*
Minutes per month

298
UK tablet users spend nearly 32 hours per month browsing
In the UK in 2015, tablet users spent an average of nearly 32 hours browsing the internet in
August 2015. This was slightly exceeded by US tablet users, who spent over 23 minutes
longer browsing in the same month.
The US and the UK methodologies include data from a tablet panel and therefore data
cannot be compared with other featured countries.
Among the other comparator countries, excluding the UK and the US, Spain had the highest
browsing time, at 4 hours 20 minutes in August 2015. The tablet users who spent the least
time browsing were in Germany (at 48 minutes per month).

Average time spent browsing on a tablet
Figure 6.23

Source: comScore Mobile Metrix, August 2014 to August 2015 (where available), persons 18+,
browsing and application combined.
Note: *Mobile Metrix in the US and the UK is supplemented by panel data and should not be directly
compared with the remaining comparator countries which have a related but different methodology.
LHA denotes left hand axis.
0
150
300
450
600
750
0
500
1000
1500
2000
2500
USA*
UK*
ESP
AUS
ITA
FRA
GER
LHA applies to
UK & USA only*
Minutes per month

299
Online content
6.3
6.3.1 Introduction
This section explores the kinds of content and services that people access on the internet.

Section 6.3.2 gives an overview of the activities people undertake on the mobile
internet, and highlights the most popular web properties across eight of our
comparator countries.

Section 6.3.3 considers which apps are most popular in each of our comparator
countries.

Section 6.3.4 focuses on search, including the leading search engines, and the most
popular and fastest-rising search terms in the past year.

Section 6.3.5 looks at the take-up of social networking using different devices, the
popularity of social networking sites, and the use of check-in services.

Section 6.3.6 looks at the reach of online video sites, the popularity of different
services across platforms, and the type of online video consumed.

Section 6.3.7 examines the use of the internet for the consumption of news services.

Section 6.3.8 explores the use of online banking services.
Key findings
In summary, the key findings from this section of the chapter are:

Social networking, instant messaging and gaming apps are the most
commonly downloaded on iPhone and Google Play across comparator
countries. On iPhone, WhatsApp Messenger was the most downloaded app in
Spain, Singapore, Brazil, India and Nigeria. On Google Play, Facebook was the most
downloaded app in the UK, France, Germany, Australia, Poland and Nigeria. On both
iPhone and Google Play, at least one gaming app featured in twelve countries’ top
five most downloaded apps.

Google is the most popular search engine across all of the comparator
countries. In 2014, Google was the most popular search engine across all
comparator countries except Japan. As Yahoo! Search’s active reach in Japan
declined substantially year-on-year to August 2015, Google became the most
popular search engine.

The UK has the highest proportion of mobile phone users who access social
networks on that device almost every day (43%), along with the US (42%).
Japan has the lowest number of respondents to access social networks on a mobile
phone almost every day, at 9%.

Online banking on a smartphone is most popular in Australia and Sweden,
followed by the UK. Half of smartphone owners in Australia and Sweden, and 40%
of smartphone owners in the UK, use their device to bank online.

300
6.3.2 Overview
Among laptop and desktop users, Google-owned sites were the most popular across
all of the comparator countries in August 2015.
A handful of web properties were popular with internet users across all the comparator
countries. ‘Microsoft sites’ appeared in the top ten for every one of our comparator countries,
while Yahoo sites featured in the top ten for all except Germany134. In every comparator
country, Google-owned sites were the most popular.
The popularity of online shopping was also evident: Amazon appeared in the top ten in every
country except Australia, while eBay appeared in the top ten of every country apart from
Spain and Japan135. In Japan, Rakuten was listed, which runs Rakuten Ichiba, one of the
largest e-commerce sites in Japan.
The top ten properties on laptops and desktops indicated the popularity of social networking,
with Facebook featuring in the top five properties in all the comparator countries except
Japan, where it was the ninth most popular property. Wikimedia Foundation Sites - which
include Wikipedia - were also popular across countries, appearing in the top ten properties
for the majority of our comparator countries, but not in France or Japan.
Alongside these global web properties were popular national websites, such as the BBC in
the UK, and CBS in the US. These websites provide regional written and audio-visual
content such as news, sport and entertainment. In France, Webedia produces several
popular websites under its ‘pure’ brand. Purepeople, for example, is a popular celebrity news
site. CCM-Benchmark’s brands include the CCM technology websites, and features the
website L’internaute.
A number of media groups and multimedia publishing groups appear among the top ten web
properties, such as Axel Springer (which publishes Bild, a German tabloid newspaper), Prisa
in Spain and NewsCorp in Australia.

134 Yahoo! Japan’s largest shareholders are Softbank and Yahoo! Inc, making Yahoo! Japan distinct.

301

Top ten web properties accessed on a laptop and desktop computer, by
Figure 6.24
country

Source: comScore MMX, home and work panel, August 2014 and August 2015, persons 15+. Note:
Coloured font indicates brand appears more than once. Web property audience includes relevant
internet application audiences where available. A ‘+’ or ‘-’ number denotes change in rank since 2014
comScore data, ‘-’ only denotes no change, and ‘N’ denotes a new entrant to the top ten.
On mobile phones, media groups and Yahoo sites were among the most popular
properties
On mobile phones, Google sites were significantly less popular than on laptop and desktop
computers, appearing in the top ten properties in two of the comparator countries. Yahoo
sites, however, featured in the top ten properties in all of the comparator countries.
Media groups and multimedia publishing groups were notably popular on mobile phones.
RCS MediaGroup was the top property in Italy and Spain, while Axel Spring was the third
most popular property in both France and Germany. NewsCorp Australia, Trinity Mirror
Group and Schibsted Media Group also featured in the top ten properties.
Some properties were popular across platforms, but were higher up the rankings for mobiles
than for desktops and laptops. AOL Inc, for instance, was Japan’s most popular property on
mobile, featured in the top ten of two other countries. And whereas TripAdvisor featured in
two of the comparator countries’ top ten properties on desktop and laptop, it was in the top
ten for four countries on mobile.
Conversely, some properties were less popular on mobiles than on laptops or desktops.
Amazon was in the top ten most-accessed properties on a laptop or desktop in seven
comparator countries, but in only three countries for mobile phone access. And eBay was
among the ten most popular properties on laptops and desktops in five countries, but for
mobile phones it was in the top ten only in the UK.
UK
FRA
GER
ITA
USA-
JPN
AUS
ESP
1 Google
Sites
- Google
Sites
- Google
Sites
- Google
Sites
- Google
Sites
- Google
Sites
- Google
Sites
- Google
Sites
-
2 Microsoft
Sites
+1 Facebook
+1 Facebook
- Facebook
- Facebook
+2 Yahoo Sites - Microsoft
Sites
- Facebook
-
3 Facebook
-1 Microsoft
Sites
-1 Microsoft
Sites
+2 ItaliaOnline
- Yahoo
Sites
-1 Microsoft
Sites
+1 Facebook
- Microsoft
Sites
-
4 Amazon
Sites
+1 CCM-
Benchmark
+1 Amazon
Sites
-1 Microsoft
Sites
+1 Microsoft
Sites
-1 FC2 inc.
-1 Yahoo Sites -
Unidad
Medios
Digitales
-
5 BBC Sites
+1 Webedia
Sites
-1 eBay
-1 Banzai
+1 Amazon
Sites
+1 LINE
Corporation
N News Corp
Australia
N Prisa
+2
6 eBay
+1 Yahoo
Sites
-
Axel
Springer
SE
-
Wikimedia
Foundation
Sites
+1 AOL, Inc.
-1 DMM
+2 TripAdvisor
Inc.
N Yahoo Sites
-
7 Yahoo Sites -3 Orange
Sites
- Deutsche
Telekom
- Amazon
Sites
+3 Mode
Media
- Amazon
Sites
-
Wikimedia
Foundation
Sites
-1 Vocento
+1
8
Wikimedia
Foundation
Sites
-
Schibsted
Media
Group
-
Hubert
Burda
Media
+1 eBay
-
Wikimedia
Foundation
Sites
N Rakuten Inc -2 eBay
-3
Schibsted
Media
Group
+1
9 TripAdvisor
Inc.
N Amazon
Sites
N
United-
Internet
Sites
-1 Yahoo
Sites
-5 CBS
Interactive
- Facebook
N Mode Media N Amazon
Sites
N
10 Apple Inc.
-1 Solocal
Group
-1
Wikimedia
Foundation
Sites
-
Gruppo
Editoriale
Espresso
N eBay
-2
Kadokawa
Dwango
Corporation
N
Telstra
Corporation
Limited
-2 Alibaba.com
Corporation
N

302

Top ten web properties accessed on a mobile phone, by country
Figure 6.25

Source: comScore MoMX, browser and applications (browser only in Japan), August 2015. Note:
Coloured font indicates property appears more than once. Web property audience includes relevant
internet application audiences where available.
6.3.3 Apps
Social networking, instant messaging and gaming apps are the most commonly
downloaded on iPhone and Google Play across comparator countries.
Social networking and instant messaging apps are the most commonly downloaded on
iPhone and Google Play across the comparator countries. The social networking app,
Facebook, was popular in many of the comparator countries, appearing in the top five apps
downloaded from Google Play in all countries except Japan, Singapore, Russia and China.
In Russia, VK and its classmates (both social networking apps) were among the top five.
Instant messaging apps were also popular, with both WhatsApp Messenger and Facebook
Messenger (Messenger) in the top five most commonly downloaded apps in the EU5136.
Gaming apps were commonly downloaded in many countries, and at least one gaming app
featured in the top five most commonly-downloaded apps in 12 of the comparator countries.
In Japan, four of the five most commonly downloaded apps were gaming apps, indicating an
enthusiasm for gaming apps that significantly exceeds that in the other comparator
countries.
There were notable national differences in the popularity of apps for anti-virus protection,
mobile payments and e-commerce. Anti-virus security apps were popular in Germany, Italy,
the US, Brazil and India. Russia was the only country to have a specific e-commerce app
among its top five most downloaded (Ali Express Shopping App), and the only country to
feature a mobile payments app in its top five was Sweden (Swish Payments).

136 The EU5 comprises the UK, France, Germany, Italy and Spain.
UK
FRA
GER
ITA
USA-
JPN
AUS
ESP
1 Google
Sites
CCM-
Benchmark
Deutsche
Telekom
RCS
MediaGroup Google Sites
AOL, Inc.
News Corp
Australia
RCS
MediaGroup
2 Facebook Webedia Sites AccuWeather
Sites
Yahoo Sites
Facebook
TripAdvisor
Inc.
Gumtree
Sites
Vocento
3 BBC Sites Axel Springer
SE
Axel Springer
SE
TripAdvisor
Inc.
Yahoo Sites
DAILYMOTION
.COM
Yahoo Sites
Prisa
4 Amazon
Sites
Groupe
Amaury
Shazam
Entertainment
Ltd
Banzai
Amazon Sites
Indeed
BUZZFEED.
COM
Mediaset
España
5 Sky Sites
Shazam
Entertainment
Ltd
Webedia
Sites
ItaliaOnline
AOL, Inc.
Rakuten Inc
Mail Online /
Daily Mail
Grupo
Heraldo
6
Mail
Online /
Daily Mail
Cerise Media
AOL, Inc.
Shazam
Entertainme
nt Ltd
Comcast
NBCUniversal JIJI Press Ltd
AOL, Inc.
Yahoo Sites
7 Microsoft
Sites
DAILYMOTION
.COM
Spotify
Ciaopeople
Microsoft
Sites
Yahoo Sites
Mode Media
Grupo Godo
8 Yahoo
Sites
TripAdvisor
Inc.
Yahoo Sites
Leonardo
ADV
CBS
Interactive
FASHIONSNAP
.COM
LIKES.COM
Schibsted
Media Group
9 eBay
Orange Sites
TripAdvisor
Inc.
Populis
Apple Inc.
Weather
Company, The
9NEWS.COM
.AU
Zeta Gestión
De Medios
10
Trinity
Mirror
Group
Yahoo Sites
Xing
Gruppo
Mediaset
Twitter
AccuWeather
Sites
Amazon
Sites
Weblogs SL
Sites

303
Figure 6.26 displays the most commonly downloaded apps from Google Play (Android
smartphones and tablets). In contrast, Figure 6.27 displays information relating to downloads
of apps for iPhones only, excluding tablets. Consequently, they cannot be compared on an
exact like-for-like basis.

Most commonly downloaded apps from Google Play, by country
Figure 6.26

Source: App Annie Top App Charts Aug 31, 2015. Translation notes: 1. イルーナ戦記オンライン2.
戦艦帝国-200艘の実在戦艦を集めろ3. 連打英雄—指1本で楽しめる爽快バトルゲーム4. Yahoo!ブラウ
ザ5. 伏魔者-星海之翼资料片来袭6. 팝업캐시 - 카카오톡 사용자 필수앱 7. 러스티블러드 8. A mobile
wallet service 9. 프렌즈팝 for Kakao 10. Одноклассники. Note: coloured font indicates an App that
appears in the top five most commonly downloaded apps in five or more countries.
The popularity of social networking and instant messaging apps was mirrored among iPhone
users. In all the comparator countries except Japan, the top five most commonly
downloaded apps included at least one social networking or instant messaging app, and in
most cases both.
At least one gaming app featured in the top five most popular apps in 12 countries. A greater
enthusiasm among iPhone users for gaming apps might be inferred from the popularity of
apps such as Happy Wheels and The Walking Dead: Road to Survival. However, as data on
the most commonly downloaded apps are collated on a daily basis, the popularity of certain
gaming apps might be attributable to daily trends.
32
1
2
3
4
5
UK
Facebook
Heroes of the Alpha
Arena
WhatsApp Messenger
Messenger
Google Photos
FRA Facebook
Messenger
Snapchat
Google Photos
WhatsApp Messenger
GER WhatsApp Messenger Facebook
360 Security
Messenger
Heroes X Mortals:
Kriegsarena
ITA
WhatsApp Messenger Facebook
Messenger
360 Security
COOKING MAMA
USA Messenger
Google Photos
Facebook
360 Security
Pandora Radio
JPN RPG Iruna Senki
online 1
Collect the real
battleship empire –
200 boats2
Battered hero – exhilarating
battle game that can be
enjoyed with one finger 3
Yahoo! Browser 4
Clash of Kings
AUS Facebook
Messenger
Google Photos
Golden Lion Slots
Instagram
ESP WhatsApp Messenger Facebook
Messenger
Google Photos
64 Games
NED WhatsApp Messenger Facebook
Google Photos
Messenger
Magister 6
SWE Legend Online
Facebook
Bank ID sakerhertsapp
Swish payments
Messenger
POL Facebook
Messenger
Fallout Shelter
96% pop polsku
Snapchat
SGP Pocket Q
Facebook
WhatsApp Messenger
Demons – Xinghai Wings5 Messenger
KOR
Pop-up cache –
essential app
KakaoTalk users 6
Rusty Blood7
CLiP8
Friends Pop for Kakao9
Wonder5 Masters
BRA WhatsApp Messenger Facebook
Messenger
Easy Audio Recorder
CM Security Antivirus
AppLock
RUS VK
WhatsApp Messenger AliExpress Shopping App
Viber
Classmates10
IND
WhatsApp Messenger Facebook
Messenger
SHAREit
360 Security
CHN Google Play Games
Youtube
Google Photos
Instagram
Chrome Browser
NIG
Facebook
WhatsApp Messenger Messenger
BBM
Instagram

304

Most commonly downloaded iPhone apps, by country
Figure 6.27

Source: App Annie Top App Charts Aug 31, 2015. Translation notes: 1. 戦の海賊2. 프렌즈팝 for
Kakao 3. 코레일톡4.0 4. Сбербанк Онлайн 5.借贷宝 － 熟人借贷，人脉变钱脉，轻松玩出钱 6.全民
超神-全球首款5V5实时MOBA电竞手游 7.滑雪大冒险2 -- 3D版多人对战跑酷 8.芒果TV - 看见好时光.
Note: coloured font indicates an app that appears in the top five most commonly downloaded apps in
five or more countries.
6.3.4 Search
Google is the most popular search engine across the EU5 countries, the US, Australia
and Japan
Google was the most popular search engine across all of the comparator countries analysed
in Figure 5.20. Google’s active reach was significantly greater than its competitor search
engines in all countries except Japan, where Yahoo Search! has an active reach only 8%
behind Google Search.
Between August 2014 and August 2015 there was a decline in the active reach of Yahoo!
Search in all the comparator countries except Germany, where it remained stable at 9%.
Bing is now more popular than Yahoo! Search in all the comparator countries except Japan
and the US.
Despite the strong history of Yahoo! In Japan, the active reach of Google Search is now
greater than Yahoo! Search. In the year to August 2015, the active reach of Yahoo! Search
decreased by 20 percentage points, to 49%.
44
1
2
3
4
5
UK
Happy Wheels
WhatsApp Messenger
The Walking Dead: Road
to Survival
Messenger
Facebook
FRA The Walking Dead:
Road to Survival
Happy Wheels
WhatsApp Messenger
Messenger
iMusic Pro
GER Happy Wheels
WhatsApp Messenger
The Walking Dead: Road
to Survival
iMusic Pro
Messenger
ITA
Happy Wheels
WhatsApp Messenger
Messenger
Layout from
Instagram
Jusapp – Prank Calls
USA Happy Wheels
The Walking Dead: Road to
Survival
Messenger
Facebook
Instagram
JPN Happy Wheels
Pokemon Shuffle Mobile
Pirates of war1
SUUMO
LINE
AUS Happy Wheels
Messenger
Layout from Instagram
Facebook
Instagram
ESP WhatsApp Messenger Layout from Instagram
Messenger
Instagram
Facebook
NED Buienradar
Buienalarm
Happy Wheels
Magister 6
WhatsApp
Messenger
SWE Happy Wheels
Swish payments
Bank ID sakerhertsapp
Layout from
Instagram
Geocoaching Intro
POL Messenger
Yeah Bunny Keyboard
Facebook
Youtube
96% pop polsku
SGP WhatsApp Messenger Pokemon Shuffle Mobile
Messenger
Layout from
Instagram
Youtube
KOR Friends Pop for
Kakao2
DomiNations Asia
Collection Iltok 4.0 3
Piano Tiles 2
KakaoTalk
BRA WhatsApp Messenger Layout from Instagram
iMusic Pro
Messenger
Facebook
RUS
Layout from
Instagram
Music for iPhone and
playlists
WhatsApp Messenger
Sberbank online 4 VK
IND
WhatsApp Messenger Facebook
SHAREit
Truecaller
Messenger
CHN PIP Camera
Lending treasure –
acquaintances borrowing
money become contacts,
easy money 5
National Super God –
the world’s first real-time
MOBA gaming 5V5 hand
tour 6
Ski Adventure 2 –
3D multiplayer
version Parkou7
Mango TV – see the
good old days8
NIG
WhatsApp Messenger Instagram
Facebook
BBM
Messenger

305

Active reach of selected search engines on laptop and desktop
Figure 6.28
computers

Source: comScore MMX, home and work panel, August 2015, persons 15.
Online brands such as Facebook and Google were the most searched-for terms online
in the majority of our comparator countries
The most popular search term on Google for 11 of our 18 comparator countries in the year to
August 2015 was ‘Facebook’. However, Facebook appeared to be less popular in Russia,
where Russian social networks ‘Odnoklassniki’ and ‘VKontakte’ were two of the top three
most searched-for terms.
Country-specific search terms remained popular, such as ‘BBC’ in the UK, and ‘bon coin’,
the classified listings website, in France. In Nigeria and Singapore, the name of the country
itself featured among the three most common search terms, possibly used in addition to
other search terms as a way of narrowing the results returned by Google to those more
relevant to the respective country.
The search terms which increased in popularity the most varied, but there was a notable
increase since 2014 in terms related to geopolitical matters and current affairs. In 2014 many
of the moost popular search terms were related to the World Cup. But in 2015 ‘Charlie
Hebdo’ had the largest increase in France, ‘ebola’ in the US and ‘ISIS’ in Italy. In Singapore,
‘Lee Kuan Yew’ (the name of country’s first and longest-serving prime minister) was the
search term that increased most, and in Nigeria it was ‘Buhari’, the name of the nation’s
president, elected in 2015.
80
92
85
89
85
57
74
85
39
24
24
21
41
17
27
18
24
12
9
8
42
49
11
10
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Google Search [C]
Bing [C]
Yahoo! Search [C]
Active reach (%)

306

Most popular search terms on Google: August 2014 - August 2015
Figure 6.29
Source: Google Insights Search Tool, August 2014 to August 2015. Translation notes: 1.天気 2.画像
3.モンハン 4g
3
4. 네이버 5. 토렌트6. 밍키넷 7. 천사티비 8. вк

9. Одноклассники 10. яндекс 12. окей
google 12. 百度 13. 草榴. Note: orange font indicates ‘breakout’ status – where the frequency with
which a term is searched has increased by >5000%.
6.3.5 Social networking
Italy and Spain have the highest proportions of people accessing social networking
sites weekly
The majority of internet users accessed social networks on a weekly basis in almost all of
our comparator countries. The most active social networkers were in Italy and Spain, where
three-quarters of internet users accessed social networks at least once a week.
In the majority of the comparator countries, the proportion of weekly social networkers
increased from October 2014 to September-October 2015. Year on year, the proportion of
weekly social networkers in Germany has been broadly stable since 2013 (54%). In the UK,
nearly two-thirds of people claimed to access social networking sites weekly (65%).
Country
1ST
2ND
3RD
Largest increase
UK
facebook
bbc
google
showbox
FRA
facebook
youtube
bon coin
charlie hebdo
GER
facebook
google
ebay
kalendar 2015
ITA
facebook
youtube
google
isis
USA
facebook
google
you
ebola
JPN
weather1
image2
youtube
monster hunter 4g3
AUS
facebook
google
youtube
netflix
ESP
facebook
youtube
hotmail
gran hermano
NED
facebook
google
youtube
popcorn time
SWE
google
facebook
youtube
windows 10
POL
facebook
onet
allegro
olx
SGP
singapore
google
youtube
lee kuan yew
KOR
naver4
torrents5
Net mingki6
angel tv7
BRA
facebook
google
Youtube
bbb15
RUS
vc8
classmates9
yandex10
Okay google11
IND
facebook
video
song
sarkari result
CHN
google
baidu12
grass pomegranate13 youtube
NGA
news
nigeria
download
buhari

307

Weekly access to social networks
Figure 6.30

Source: Ofcom consumer research September – October 2015, October 2014 and September 2013.
Base (2015): All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
2013-14 Q.8 Which, if any, of the following activities do you use your internet connection for at least
once a week?
2015 Q.8 How often do you use an internet connection on any of your devices for each of the
following activities? 5.Accessing social networking sites (e.g. Facebook,Twitter)
Laptops/desktops and mobile phones are the most popular devices for accessing
social networks
Across nearly all the comparator countries, smartphones/ mobiles and laptops/ desktops/
notebooks were the most popular devices for accessing social networks. This was the case
in all comparator countries except Japan, where tablets have a similar level of popularity
(48% tablet, 49% mobile/smartphone, 49% laptop/desktop/notebook) as a device for
accessing social networks.
Italy had the highest proportion of social networkers on smartphones/ mobiles, with 74% of
those who owned a smartphone/ mobile phone claiming to have used it to access social
networks. In the UK, around two-thirds of respondents with each device type accessed
social networks using a laptop/ desktop /notebook (63%), and mobile phone/ smartphones
(68%).
In France, over a third of people (34%) accessed social networks using a TV with internet
connectivity (directly with a smart TV or via a device such a set-top box), compared to 15%
in the UK.
65
57
54
69
56
45
62
72
56
62
54
75
54
42
64
74
65
61
54
78
62
50
65
76
68
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
2013
2014
2015
Respondents (%)

308

Accessing social networks, by device ownership
Figure 6.31

Source: Ofcom consumer research September - October 2015
Base: All respondents who access internet with each type of device, UK=879/594/xx-xxxx-xxxx,
FRA=xx-xxxx-xxxx, GER=923/623/318/176, ITA=876/779/460/185, USA=xx-xxxx-xxxx,
JPN=840/573/234/98, AUS=906/610/370/191, ESP=897/803/435/194, SWE=879/678/xx-xxxx-xxxx
Q.9a Which, if any, of the following internet activities do you use each of your devices for?
Social networking is most popular among 18-24s in the majority of comparator
countries
In the UK, as in most other comparator countries, people aged between 18 and 24 are the
most likely to use social networks at least weekly, compared with other age groups. Social
networking is most popular among 18-24s in six of the nine comparator countries. In Italy
and Spain, social networking is more popular among 25-34s, used by 87% and 80%
respectively in that age group at least weekly.
Japan had the lowest weekly use of the internet to visit social networks, across all age
groups. This reflects the relatively low active reach of sites such as Facebook in Japan
relative to other comparator countries (Figure 6.28).
In Italy, use of social networks at least once a week among 55-64s was notably greater, at
72%, than in other comparator countries. And 25 to 34 year olds in Italy were the most active
social networkers across all age groups and countries.
The country with the greatest difference between age groups in weekly use of social
networks was France, with a 30 percentage point difference between the 18-24s and the 55-
64s.
Respondents with each device (%)
63
68
59
15
63
57
51
34
62
59
51
11
69
74
57
28
63
64
53
15
49
49
48
18
67
64
53
14
74
69
58
21
69
68
53
8
0
20
40
60
80
Laptop/ desktop/ notebook
Mobile phone/Smartphone
Tablet
A TV connected to the internet
either directly (Smart TV) or
via another device such as a
set-top box or a games
console
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE

309

Weekly use of internet connection to visit social networks, by age
Figure 6.32

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.8 How often do you use an internet connection on any of your devices for each of the following
activities?
Facebook is by far the most popular social network in all of our comparator countries,
apart from Japan, where it has a more modest lead
On laptops and desktops, Facebook was the most popular social network - by a significant
margin - in seven of the eight comparator countries shown in Figure 6.33. Of these
countries, Facebook was most popular in France, where 77% of respondents accessed it at
least once in August 2015 on a laptop or desktop computer. Italy (76%), Spain (71%) and
the UK (70%) were among the countries where the active reach of Facebook in August 2015
was at least 70%.
Japan was the only country where the difference in active reach between Facebook and its
competitors was more modest; 34% compared to 24% for Twitter. Since August 2014,
Facebook’s active reach in Japan has increased by 9%, while Twitter’s has fallen by 6%137.
The active reach of Facebook in August 2015 was significantly lower in Japan (34%) than in
the other comparator countries, where Facebook’s active reach ranged from 61% to 77%
There was no consistent second-place social network across the comparator countries. In
the UK, Japan and Spain, Twitter was in second place, with a 24% active reach in all three
countries. The professional-oriented social network, LinkedIn, was the second most popular
social network in Australia (24%), the US (21%) and Italy (12%). Only in France (18%) and
Germany (13%) was Google+ the second most popular social network.

137 [P] Facebook has been used to measure the change in reach, whereas in Figure 6.33. Facebook
and Messenger is used. Similarly, Twitter.com is used to measure change, but [P] Twitter is used in
Figure 6.33.
80
80
74
83
74
64
78
75
80
72
74
66
87
74
53
72
80
76
71
59
58
79
69
53
65
79
64
62
56
51
70
58
49
68
76
74
56
50
47
72
57
41
55
66
64
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
18-24
25-34
35-44
45-54
55-64
Respondents (%)

310

Active reach of selected social networks on laptop and desktop
Figure 6.33
computers
Source: comScore MMX, home and work panel, August 2015, persons 15+
The UK has the highest proportion of mobile phone users who access social
networks on that device almost every day (43%), along with the US (42%).
Japan has the lowest number of respondents to access social networks on a mobile phone
at least once a month, at 24%. The prevalence of feature phones in Japan - some of which
might not have the functionality required to access social networks - might explain why fewer
Japanese mobile phone users access social networks.
Spain had the highest proportion of mobile phone users accessing social networks between
one and three times a month, at 15% of respondents. France and Italy had the highest
proportion of mobile phone users accessing social networks at least once a week (but less
than ‘almost every day’), at 15%.

Monthly access to social networks on mobile phones
Figure 6.34

Source: comScore MobiLens, August 2013 (three-month average), August 2014 (three-month
average), and August 2015 (three-month average), mobile internet users aged 13+ Note: *For
August 2015 (three-month average) UK and USA results are from comScore MobiLens Plus which
includes an additional response of ‘Used before but not in the month’ of 5% for both countries.
70
77
67
76
69
34
61
71
24
13
10
10
19
24
11
24
20
14
8
12
21
2
24
15
13
18
13
11
17
5
7
14
0
20
40
60
80
100
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
Facebook And Messenger [M]
Twitter [P]
Linkedin [P]
Google+ [C]
Active reach (%)
40
40
43
28
31
34
28
27
25
31
34
35
41
42
42
10
10
9
29
31
33
15
16
12
15
15
15
14
14
13
16
16
15
16
16
12
8
8
7
16
15
14
11
10
7
11
11
10
11
11
11
14
13
13
11
10
8
8
7
7
17
16
15
66
66
62
54
57
58
53
52
50
60
63
63
67
69
62
26
24
24
62
62
62
0
20
40
60
80
2013
2014
*2015
2013
2014
2015
2013
2014
2015
2013
2014
2015
2013
2014
*2015
2013
2014
2015
2013
2014
2015
UK
FRA
GER
ITA
USA
JPN
ESP
Almost every day
At least once a week
Once to three times a month
Mobile internet users (%)

311
6.3.6 Online video
This analysis looks at web-based video, which is defined as free videos or video clips on
websites that are accessible using a browser or the website’s application138. Information
relating to long-form video content can be found in the TV and AV chapter of this report.
Accessing the internet to watch video clips on tablets and computers increased in
popularity in the UK in 2015
In the UK, the proportion of tablet owners using their device to watch video clips over the
internet increased year on year by 8% (to 55%), while the proportion watching on their
computers also increased by 8% (to 62%).
In Italy, 75% of computer owners, and 63% of tablet owners, claimed to view online video
clips through each of these types of device in 2015 – the highest among the comparator
countries. Watching video clips on a mobile or smartphone was also most popular in Italy, at
61%.

Accessing online video clips, by device ownership
Figure 6.35

Source: Ofcom consumer research September - October 2015
Base: All respondents with each device, laptop/desktop/netbook=840-923 in each market, mobile
phone/smartphone=523-803 in each market, tablet computer=234-460 in each market, games
console attached to TV=98-235 in each market (Japan* - Caution low base size less than 100).
Q.9c What sorts of video content do you watch on each of your devices over the internet?
YouTube was visited by at least half of all laptop and desktop users in the majority of
the comparator countries
In five of the eight comparator countries, YouTube was visited by at least half of all laptop
and desktop users at least once in August 2015 (Figure 6.36). YouTube was most popular in
Spain, with 60% of its laptop and desktop users visiting the website at least once a month.
Across all comparator countries, YouTube was significantly more popular than any of our
other selected online video websites. YouTube’s narrowest lead in August 2015 was in
France, where 23% of internet users visited Dailymotion, a French video-sharing website
with global reach, compared with 52% of users who visited YouTube.
The proportion of laptop and desktop computers accessing YouTube at least once a month
declined in all eight comparator countries. The greatest year-on-year decline to August 2015

138 This excludes video on demand services such as BBC iPlayer and Netflix.
62
60
64
75
58
60
63
68
69
46
39
43
61
52
41
47
51
48
55
46
59
63
49
58
53
58
55
44
53
43
60
51
33
48
55
36
0
20
40
60
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Laptop/ desktop/ netbook
Mobile phone/ smartphone
Tablet
Fixed games console
Respondents with each device (%)

312
was in the UK and in Australia; seven percentage points lower in both countries. This is likely
to be because online video consumption is shifting from fixed laptop and desktop devices to
tablet and mobile devices.
No single selected online video website was consistently the second most popular after
YouTube. In the UK and Australia, Dailymotion and Vimeo were tied on 5%. Dailymotion was
second most popular in France (23%), Italy (7%), Japan (6%) and Spain (6%). Vimeo was
the second most popular online video website in only one country; the US (6%), its country
of origin.

Active reach of selected online video websites on laptop and desktop
Figure 6.36
computers

Source: comScore MMX, home and work panel, August 2015, persons 15+
6.3.7 Online news
Internet users in Japan and Italy are the most likely to regard the internet as their
main source of news
Internet users in Japan (43%) and Italy (42%) were the most likely to regard the internet as
their main source of world news. Those in Italy (40%) and Japan (39%) were also most likely
to see the internet as their main source of national news. For local news, internet users in
Italy (33%) were the most likely to see the internet as their main source of news, followed by
Japan (29) and Spain (29%).
In Germany, there was a significant increase (four percentage points) in the number of
respondents who regarded the internet as their main source of local news, from 17% in 2014
to 21% in 2015.
Further information relating to the consumption of news can be found in the Section 1.7 of
this report.
51
52
47
57
54
46
45
60
5
23
5
7
4
6
7
6
5
5
4
3
6
1
7
4
0
20
40
60
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
YOUTUBE.COM [M]
DAILYMOTION.COM [P]
Vimeo [P]
Active reach (%)

313

The internet as a primary source of news
Figure 6.37

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.11 Which, if any, is your main source for the following information?
Note: Direction of arrow indicates a statistically significant difference compared to last year.
Reading the news online using a smartphone/ mobile phone is most popular in Italy
Italy has the largest proportion of mobile/ smartphone users who read the news online using
their handset, at 64%. The proportion of mobile/ smartphone owners who read the news
online in the UK is lower, at 48%.
Mobile online news consumption grew significantly year on year in Italy and Spain. Between
2014 and 2015, the proportion of respondents who read the news on a mobile/ smartphone
grew by six percentage points in Italy and by seven percentage points in Spain.

Use of mobile phones/smartphones for reading the news online
Figure 6.38

Source: Ofcom consumer research October 2014 and September – October 2015
Base: All respondents who access internet with a mobile phone/ smartphone. 2015: UK=594,
FRA=568, GER=623, ITA=779, USA=523, JPN=573, AUS=610, ESP=803, SWE=678; 2014:
UK=540, FRA=469, GER=531, ITA=762, USA=443, JPN=566, AUS=579, ESP=742.
Q.9a Which, if any, of the following internet activities do you use each of your devices for?
Note: Direction of arrow indicates a statistically significant difference compared to last year.
30
27
30
42
32
43
36
36
34
32
27
27
40
36
39
36
35
30
26
22
21
33
22
29
24
29
24
0
10
20
30
40
50
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
World
National
Local
Respondents (%)
44
47
50
58
42
58
40
46
48
47
54
64
45
60
41
53
59
0
20
40
60
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
2014
2015
Mobile internet users (%)

314
6.3.8 Online banking
Forty per cent of UK smartphone users bank online using their handset
The use of smartphones for online banking in the UK increased by six percentage points,
from 34% to 40%, in the year to 2015. The UK was one of three comparator countries to
experience significant growth in the use of smartphones for online banking, along with Italy
and Germany. But the highest take-up of mobile online banking was in Sweden and
Australia, where half (50%) claimed to do this.
The countries with the lowest proportion of respondents using their smartphone for online
banking were Japan (26%), and Germany (24%).

Use of smartphone for online banking
Figure 6.39

Source: Ofcom consumer research September 2014 and September – October 2015
Base: All respondents who access internet using smartphone, UK=529/576, FRA=440/544,
GER=513/605, ITA=724/753, USA=425/503, JPN=565/469, AUS=552/583, ESP=709/774,
SWE=n/a/650. Q.9a Which, if any, of the following internet activities do you use each of your devices
for?: Online banking
Note: Direction of arrow indicates a statistically significant difference compared to last year.
Mobile users in the US and Italy are most likely to make electronic payments and
transfer money using their handsets
An electronic payment/ money transfer is an online method of transferring money from one
account to another without the need for paper documents. Providers of such services include
PayPal, Western Union, TransferWise and Azimo.com.
In the US and Italy, a fifth (20%) of mobile users made use of electronic payments or money
transfer on their mobile phones. In the US, there was a year-on-year increase of three
percentage points to August 2015 and in Italy, an increase of one percentage point. The
relatively high level of online banking on smartphones in Italy might be attributable to a
number of factors, but Poste Italiane has been at the forefront of innovation in this area,
enabling mobile money transfer services in Italy in 2009139.
In the UK, 18% of mobile users had made use of electronic payments or money transfers on
their mobile phones, up by one percentage point since 2014.

139 http://ir.moneygram.com/releasedetail.cfm?releaseid=779330
34
25
18
28
38
21
51
31
40
28
24
35
39
26
50
35
50
0
20
40
60
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
2014
2015
Smartphone internet users (%)

315

Monthly use of electronic payments or money transfer on mobile
Figure 6.40
phones

Source: comScore MobiLens, August 2014 (three-month average), and August 2015 (three-month
average), mobile users aged 13+
Note: *For August 2015 (three-month average) UK and USA results are from comScore MobiLens
Plus
Mobile users 13+ (%)
17
9
13
19
17
6
18
18
10
16
20
20
6
17
0
10
20
30
UK
FRA
GER
ITA
USA
JPN
ESP
2014
2015

316

317

International Communications
Market Report 2015

7

Post
7

318
Contents

Section

Page
Key market developments in post
319
7.1
7.1.1
Introduction
319
7.1.2
Parcel volumes continue to grow
319
The postal industry
325
7.2
7.2.1
Introduction
325
7.2.2
Letter mail revenues and volumes across our comparator countries
325
7.2.3
Letter mail volumes in our comparator countries
327
7.2.4
Letter mail revenues in our comparator countries
329
7.2.5
Single-piece stamp prices in our comparator countries
331
7.2.6
Competition in letters
337
7.2.7
Direct mail
338
Post and the residential consumer
340
7.3
7.3.1
Introduction
340
7.3.2
The number of items sent
340
7.3.3
Types of items sent
342
7.3.4
The number of items received
344
7.3.5
Types of items received in the past week
346
7.3.6
Reliance on post as a way of communicating
348

319
Key market developments in post
7.1
7.1.1 Introduction
The post chapter of this report is divided into three sections. These cover: parcel trends
among our comparator countries where parcel data are available, an overview and country-
level analysis of letter mail trends among our comparators, and consumer research into the
use of post by residential consumers.

The Key market developments section looks at parcels among our comparator
countries, using information from WIK and relevant findings from our consumer
research.

The Postal industry section looks at letter mail volume and revenue trends since
2010, and presents a comparison of consumer stamp prices in our comparator
countries.

The Post and the residential consumer section looks at consumer trends in sending
and receiving mail.

Industry metrics and summary
Figure 7.1

Sources: WIK / Ofcom analysis
7.1.2 Parcel volumes continue to grow
This section looks at parcel volume trends across those countries where parcel data are
available.140 It also highlights some of the findings from our consumer research into sending
and receiving parcels.
Comparable data were available for the UK141, Germany, the US, Japan, the Netherlands,
Sweden, Poland (2013 and 2014 only) and China. These data include parcels sent to

140 Although it has not been possible to obtain robust and comparable data on mail volume by type for
all our comparator countries, information on the size and growth of the parcel market has been
included for all the countries for which this information is available.
141 UK parcel data are sourced from information collected by Ofcom from operators providing UK-wide
services. Detailed information on the scope of this data collection is set out in Ofcom’s Annual

UK
FRA
GER ITA
USA
JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN
Letter mail
volume
(billion items)
12.7
13.6 15.7
3.8 150.2 18.1
4.3
3.6
3.5
2.4
1.8
0.6
4.3
8.3
3.1 5.6 26.7
Letter mail
revenue (£bn)
4.3
6.7
6.9
2.6
28.9 10.5
1.2
1.1
2.0
1.0
0.7
0.1
1.6
2.1
0.6 0.4
1.6
Letter mail
volume per
capita
197
211
191
62
471 143 183
75
210
253
46
118
87
41
21
4
20
Letter mail
revenue per
capita (£)
66.0 103.9 83.3 42.0
90.6 82.3 52.3 22.7 118.6 104.6 17.2 21.6 33.2 10.3
3.9 0.3
1.2
Standard (C5)
domestic stamp
price (£)
0.63
1.53 1.17 1.94
xx-xxxx-xxxx
1.67
1.24 0.45 0.29
n/a xx-xxxx-xxxx

320
businesses as well as consumers. We conducted consumer research in the UK, France,
Germany, Italy, the US, Japan, Australia, Spain and Sweden, where residential consumers
were asked about parcels they had received.
Parcel volumes per head of population are highest in Japan
Although China has the largest overall parcel volume, when this is adjusted for population
size, it is among the lowest among our comparator countries in terms of parcel volume per
person. Japan has the highest parcel volume per head of population (71), followed by the
US (35) and Germany (34). The high parcel volumes per head of population in Japan are
probably due to a high number of parcels sent from businesses to other businesses. The
equivalent figure for the UK is slightly lower at 28, although this is higher than the other
European comparators for which we have comparable data (the Netherlands, Sweden and
Poland).
Japan was the only country in Figure 7.2 where total parcel volumes declined year-on-year.
This is likely to be due to the lack of economic growth in Japan, which has been fallen into
recession a number of times since the 2008 global financial crisis. Year-on-year growth was
high in Poland, where parcel volume increased by 67% and in China, where parcel volume
increased by 52%.

Parcel volume per head of population: 2013-2014
Figure 7.2

Source: WIK / Ofcom analysis
Parcels are becoming more important
The proportion of total mail volume made up of parcels is highest in China (34%) and in
Japan (33%). In all the countries that we have data for, the proportion of total mail volume
made up by parcels has increased each year since 2010. In the UK, 12% of mail volumes
were parcels in 2014, up from 9% in 2010. This is comparable to Germany, where 15% of
total volumes were parcels in 2014, up from 12% in 2010.

monitoring update on the postal market: Financial year 2014-15,
http://stakeholders.ofcom.org.uk/post/monitoring_reports/monitoring-report-14-15/
10
6
9
13
71
35
34
28
7
4
9
12
73
34
32
28
0
20
40
60
80
CHN
POL
SWE
NED
JPN
USA
GER
UK
2013
2014
Volume per head
7%
5%
5%
-2%
8%
9%
67%
52%
Parcel volume
Year-on-year growth

321

Proportion of parcels in total mail volume: 2010-2014
Figure 7.3

Source: WIK / Ofcom analysis
Around seven in ten online shoppers in most of the countries we surveyed said they
had received a parcel in the past week
Parcel volume growth, particularly where items are sent from businesses to consumers, has
been driven by continued increases in online shopping. The findings of Ofcom’s consumer
research demonstrate this. Figure 7.4 shows the proportion of people who had received a
parcel in the past week, split by whether they were a regular online shopper (i.e. shop online
at least once a week) or not.
In all of our comparators, regular online shoppers were more likely than those who did not
shop online on at least a weekly basis to have received a parcel, which indicates the
influence of online shopping on parcel volumes. In most cases, around seven in ten regular
online shoppers had received a parcel in the past week. The exceptions to this were Spain,
where 63% of online shoppers had received a parcel and the US and Japan, where 65%
had received a parcel in the past week.
12
6
30
3
2
8
12
15
7
33
6
4
11
34
0
20
40
UK
GER
USA
JPN
NED
SWE
POL
CHN
2010
2011
2012
2013
2014
Proportion of parcels in total mail (%)

322

Proportion of regular online shoppers and who had received a parcel in
Figure 7.4
the last week compared to those who are not regular online shoppers

Source: Ofcom consumer research September - October 2015 Base: All weekly online shoppers who
have received any items of post in the last week/non-weekly online shoppers who have received any
items of post in the last week, UK=361/525, FRA=111/768, GER=257/616, ITA=187/523,
USA=256/497, JPN=153/638, AUS=220/593, ESP=115/616, SWE=120/655 Q.16 Which of these
types of items would you say you have personally received through the post in the last week? - NET:
Any parcels
People in the US reported receiving the most parcels in the past week
Among people who had received a parcel in the past week, those in the US reported
receiving the most parcels (3.6 on average). The only other country where the reported
average was greater than two was Italy (2.4). Respondents in the UK reported receiving 1.9
parcels on average, close to the figure the previous year (2.0), broadly similar to France
(1.8) and higher than Germany (1.5).
Although Japan has the highest parcel volume per head, as shown in Figure 7.2, people in
Japan reported receiving an average of 1.8 parcels in the past week. The data from the
consumer research shown in Figure 7.5 are not comparable with the parcel volume per
head, as this is calculated from the total parcel volumes for the year, while the consumer
research asks respondents to recall how many parcels they had received in the past week.
The difference between the industry and the research data for Japan may be because a high
number of parcels are sent from businesses to businesses in Japan.
Respondents who received a parcel in the last week (%)
69
73
72
71
65
65
71
63
69
47
53
52
51
48
51
42
47
47
0
20
40
60
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Weekly online shoppers
Not weekly online shoppers

323

Average number of parcels received in the past week
Figure 7.5

Source: Ofcom consumer research September - October 2015 Base: All respondents who have
received any items of post in the last week, UK=888/886, FRA=896/879, GER=883/873,
ITA=767/710, USA=739/753, JPN=838/791, AUS=865/813, ESP=700/731, SWE=775 Q.15
Approximately how many of these items you received in the last week were parcels i.e. items that
wouldn't easily fit through a standard household letterbox?
People in France were more likely to receive a small parcel than a large parcel
While at least 50% of all those who had received an item of post in the past week had
received a parcel, across all of the countries that we surveyed, there were some differences
in the types of parcels that people had received. Those in France were far more likely to
have received a small parcel in the past week, with almost half (47%) having done so.
People in the UK were the next most likely to have received a small parcel, at 38%, while
those in Spain were the least likely to have received a small parcel (28%).
People in France were the least likely to have received a large parcel. A fifth (20%) of those
who had received an item of post in the past week had received a large parcel, by far the
lowest among the countries we surveyed. Respondents in Australia and Sweden were also
less likely to have received a large parcel, with three in ten having received one in the past
week. Those in the UK were among the most likely to have received a large parcel in the
past week (36%), similar to Germany, Italy and the US (all 38%).
2.0
1.5
1.9
2.1
3.8
1.9
1.8
2.1
1.9
1.8
1.5
2.4
3.6
1.8
1.6
1.3
1.3
0
1
2
3
4
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
2014
2015
All respondents who have received any items of post in the last week

324

Types of parcel received in the past week
Figure 7.6

Source: Ofcom consumer research September - October 2015 Base: All respondents who have
received any items of post in the last week, UK=886, FRA=879, GER=873, ITA=710, USA=753,
JPN=791, AUS=813, ESP=731, SWE=775 Q.16 Which of these types of items would you say you
have personally received through the post in the last week?
56
38
36
56
47
20
57
36
38
56
32
38
54
34
38
54
36
34
50
33
29
50
28
34
51
35
30
0
20
40
60
Any parcel
Smaller parcels - that will fit
through a letterbox
Larger parcels - that will not fit
through a letterbox
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
All respondents who have received any parcel in the last week (%)

325
The postal industry
7.2
7.2.1 Introduction
This section examines letter mail volume and revenue trends, and presents a comparison of
consumer stamp prices across the countries analysed in this report. We also look at direct
mail volumes in the countries where this information is available. The main findings include:

Letter mail volumes across our comparator countries have declined by 10.2%
since 2010. Volumes have fallen from a total of 309.7 billion items in 2010 to 278.2
billion items in 2014. Year on year, total volumes fell by 2.5%. The rate of decline
varied among the countries included in this report and was faster among our
European comparators (4.0%).

Year on year, letter mail revenues across all our comparators increased by
0.7%. Revenue across all our comparator countries increased from £71.6bn in 2013
to £72.1bn in 2014. Revenue grew across all our country groups, with the exception
of the European comparators, where revenue fell by 2.3%.

Volume decline year on year in the UK was among the lowest of our
comparators. Mail volume in the UK fell by 1.5% in 2014, the slowest rate of decline
among our European comparators.

The UK was the only country among our European comparators in which
revenue did not decline in 2014. Letter revenue in the UK grew slightly in 2014,
increasing by 0.4% year on year. Losses in revenue for our other European
comparators were more pronounced, particularly in Italy and Spain, where declines in
volume contributed to revenue losses of 8.2% and 6.8% respectively.

Italy is the most expensive country in which to send a small letter, followed by
the UK. At 65p, Italy is the most expensive country in which to send a small letter
(DL size, 20g or less), followed by the UK at 63p. The price in the UK is only slightly
more expensive than in Sweden (62p) and France (61p).

The UK is among the cheapest in Europe in which to send a medium-sized
letter. It costs 63p to send a First Class medium-sized (C5 size, 100g or less) letter
in the UK. The only European country in which this is cheaper is Poland (45p). With
the exception of Spain, it costs over £1 to send a medium-sized letter in all of our
other European comparators.
7.2.2 Letter mail revenues and volumes across our comparator countries
Ofcom commissioned WIK-Consult to provide a range of metrics for the postal industry in
our comparator countries. For the majority of the volume and revenue metrics, we have
concentrated on addressed letter mail as much as possible. However, differences between
countries mean that in some cases the categories of mail that are included are not an exact
match.142 Where information is available only for the financial year, we have used estimates

142 The way that post is defined and volumes and revenues are recorded differs from country to
country. In all of our comparators, addressed letter mail delivered within the country is included. In
Australia and Japan, the volume and revenue figures also include unaddressed advertising mail as
this could not be excluded from the reported figures. In South Korea, postal parcels could not be
excluded from the reported volume and revenue figures.

326
to provide a calendar year figure. Finally, in the few cases where data are not available,
market estimates based on long-term trends and local insight has been used.
Letter mail volumes across our comparator countries have declined by 10.2%
between 2010 and 2014
Across our comparator countries as a whole, mail volumes have fallen from 309.7 billion
items in 2010 to 278.2 billion items in 2014. Decline has been fastest in our European
comparators, where volumes fell by 16.6%, to 57.0 billion items, between 2010 and 2014.
The rate of decline in the US, which accounts for 54% of mail volumes among our
comparators, was 9.9%, similar to the decline among our Asia Pacific comparators (9.7%).
Mail volume was more stable among the BRICs, although still in decline, falling by 1.5%
between 2010 and 2014.
Between 2013 and 2014, total volumes fell by 2.5%. Again, the rate of decline was faster
among our European comparators (4.0%).

Total letter mail volumes in our comparator countries: 2010-2014
Figure 7.7

Source: WIK / Ofcom analysis
Year on year, letter mail revenues increased by 0.7%
Letter mail revenue across all our comparator countries increased from £71.6bn in 2013 to
£72.1bn in 2014. Revenue grew across all our country groups, with the exception of the
European comparators, where revenue fell by 2.3%.
Between 2010 and 2014, letter mail revenues across our comparator countries as a whole
fell by 0.7%. In our European, Asia Pacific and BRIC comparators, revenues increased in
this period, most notably in the BRICs, where revenue grew by 31.6%. For our European
comparators the increase was 1.0%; to £25.1bn, and for the Asia Pacific countries there was
1.2% growth, to £13.5bn.
In the US, revenues declined by 6.6% between 2010 and 2014. As the US accounts for 40%
of overall revenue among our comparators, the comparatively smaller increases from the
other country groups did not fully offset this decline.
44.3
45.1
45.1
44.5
43.6
30.3
29.5
28.9
28.1
27.4
166.7
xx-xxxx-xxxx
155.3
153.2
150.2
68.3
65.9
62.7
59.4
57.0
309.7
304.5
292.1
285.2
278.2
0
50
100
150
200
250
300
350
2010
2011
2012
2013
2014
Total
Europe
USA
Asia Pacific
BRIC
Billion items
-2.5%
-4.0%
-2.0%
-2.5%
-2.0%
Year-on-year
change

327

Total letter mail revenues in our comparator countries: 2010-2014
Figure 7.8

Source: WIK / Ofcom analysis
Note: Figures are nominal
7.2.3 Letter mail volumes in our comparator countries
Letter mail volumes declined in all of our comparator countries in 2014
Mail volume declined in all of our comparator countries again in 2014, continuing the trend of
structural decline in letter mail as continued growth in broadband take-up encourages the
use of digital communications instead of letter mail.
The largest proportional decline was in Spain, where volume has declined by one third
(34.2%) between 2010 and 2014. Decline has also been significant in the Netherlands,
where volumes have fallen by more than a quarter (26.2%) and in Italy, where they have
fallen by more than a fifth (21.8%).
Between 2010 and 2014, decline in the UK (18.5%) has been similar to France (17.9%). In
Germany, decline has been much slower. In 2014 there were 700 million fewer items in
Germany when compared to 2010; a 4.3% fall. However, there was some growth in
Germany over the past four years, as volumes grew between 2010 and 2011, but they have
declined each year since.
3.5
3.8
4.1
4.4
4.7
13.3
13.2
13.0
13.1
13.5
30.9
29.9
28.7
28.4
28.9
24.8
27.9
26.9
25.7
25.1
72.6
74.8
72.7
71.6
72.1
0
20
40
60
80
2010
2011
2012
2013
2014
Total
Europe
USA
Asia Pacific
BRIC
£ billion
0.7%
-2.3%
1.6%
2.7%
6.5%
Year-on-year
change

328

Letter mail volumes: 2010-2014
Figure 7.9

Source: WIK / Ofcom analysis
Volume decline year on year in the UK was among the lowest of our comparators
Mail volumes in the UK fell by 1.5% in 2014, the slowest rate of decline among our European
comparators. This slower rate of decline may be partly due to the better economic conditions
in the UK during 2014, and might also have been affected by the volume of election-related
items sent during the Scottish referendum and the European Parliament elections. Only
Singapore, Brazil and China had lower rates of decline.
The largest proportional fall among all of our comparators was in Russia, where volumes
declined by 12.6%. This is the second year of decline in Russia. Volumes had been broadly
stable until 2013, when volumes fell by 7.8% year on year.
The largest proportional declines for our European comparators were in the Netherlands
(8.0%), Spain (7.4%) and Italy (7.3%). In Italy and Spain, volume decline is primarily driven
by difficult economic conditions.

Proportional change in letter mail volume: 2013-2014
Figure 7.10

Source: WIK / Ofcom analysis
12,681
13,571
15,700
3,800
18,142
4,333
3,550
3,527
2,433
1,757
648.7
4,284
8,299
3,052
5,559
26,682
0
5
10
15
20
25
30
UK
FRA GER ITA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN
2010
2011
2012
2013
2014
Volume (million items)
150,202
0
30
60
90
120
150
180
USA
-1.5
-4.8
-2.5
-7.3
-2.0 -2.1
-4.0
-7.4 -8.0
-4.4
-5.9
-0.5
-3.3
-1.0
-12.6
-2.6
-0.8
-15
-10
-5
0
5
UK
FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN
Change (%)

329
Mail volume per head of population was highest in the US
Volume per head of population in the US was 471 in 2014, down slightly from 484 in the
previous year but still far higher than in any of our other comparators. This was followed by
Sweden, at 253 items per head, then France and the Netherlands at 211 and 210 items per
head respectively. In the UK, there were 197 items per head of population in 2014, slightly
higher than Germany at 191 items.
The lowest volumes per head of population were in the BRIC countries, and Poland had the
lowest among our European comparators (46).

Letter mail volume per head of population: 2012-2014
Figure 7.11

Source: WIK / Ofcom analysis
7.2.4 Letter mail revenues in our comparator countries
Despite falling volumes, revenues were more stable
Despite the long-term trend of falling volumes across all of our comparator countries, mail
revenue has been more stable. In the US, Australia and Japan, revenues increased in 2014.
For the US and Australia, this is the first increase in revenue since 2010 and is partly due to
price increases in both countries.
Only the UK, Singapore, South Korea and the BRICs had higher revenue in 2014 than in
2010. In the BRICs, revenue has increased each year since 2010.
197
211
191
62
471
143
183
75
210
253
46
118
87
41
21
4
20
0
200
400
600
UK
FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN
2012
2013
2014
Items per capita

330

Letter mail revenues: 2010-2014
Figure 7.12

Source: WIK / Ofcom analysis
Note: Figures are nominal
The UK was the only country among our European comparators in which revenue did
not decline in 2014
Letter revenue in the UK grew slightly in 2014, increasing by 0.4% year on year. This slight
growth is partially due to the slower rate of volume decline, plus incremental price increases
from Royal Mail. Royal Mail’s revenue declined slightly, falling by 0.2%, but revenues from
other operators delivering end-to-end143 rose from £11m in 2013 to £35m in 2014, offsetting
the £7m loss from Royal Mail’s letter revenue.
In France and Germany, letter mail revenue fell by 1.3% and 1.2% respectively. Losses in
revenue for our other European comparators were more pronounced, particularly in Italy and
Spain, where declines in volume contributed to revenue losses of 8.2% and 6.8%
respectively.

Proportional change in letter mail revenue: 2013-2014
Figure 7.13

143 Primarily from Whistl, who have now ceased delivery operations and continue to be an access mail
provider.
4.3
6.7
6.9
2.6
28.9
10.5
1.2
1.1
2.0
1.0
0.7
0.1
1.6
2.1
0.6
0.4
1.6
0
10
20
30
40
UK
FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN
2010
2011
2012
2013
2014
Revenue (£bn)
Change (%)
0.4
-1.3 -1.2
-8.2
1.6
2.6
2.2
-6.8
-2.3
-4.4 -5.7
-1.6
4.3
2.9
4.7
12.7
10.5
-15
-10
-5
0
5
10
15
UK
FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN

331
Source: WIK / Ofcom analysis
Note: Figures are nominal
The Netherlands has the largest mail sector in terms of revenue per head
While the mail sector in the US is the largest among our comparators, in absolute terms for
both volume and revenue, the Netherlands has the greatest revenue per head of population.
In 2014, this was £118.60 in the Netherlands, followed by Sweden at £104.60 and France at
£103.90. In the UK, this was £66.00. In Europe, the lowest revenue per head was in Poland
(£17.20) followed by Spain (£22.70). The lowest revenue per head overall was in India
(£0.30).
Figure 7.14 shows that revenue per head of population is higher in a number of comparator
countries than it is in the US, despite the higher mail volumes per head in the US (Figure
7.11). As shown in our analysis in section 7.2.5, it is cheaper to send mail in the US than in
these countries, which goes some way to explaining this difference. The disparity between
the high volume per head and lower revenue per head in the US also suggests that the mix
of mail in the US includes a higher proportion of lower-priced and pre-sorted bulk business
mail.

Letter mail revenue per head of population: 2012-2014
Figure 7.14

Source: WIK / Ofcom analysis
Note: Figures are nominal
7.2.5 Single-piece stamp prices in our comparator countries
This section looks at domestic stamp prices across the countries analysed in this report. In
each case, we have considered the fastest letter mail product, which most commonly has a
next-day (D+1) delivery target; although as Figure 7.15 shows, there is some variance by
country. The products that we have looked at are all single-piece, domestic tariffs, available
to all consumers. In line with other currency conversions in this report, prices have been
converted into British Sterling using the International Monetary Fund average exchange
rates for 2014. The prices of the products are compared as they were published on the
operators’ websites on 31 October 2015, and have not been adjusted for purchasing power
parity. Where we look at previous years’ prices, these are the prices on 31 December of
each year.
Revenue per capita (£)
66.0
103.9
83.3
42.0
90.6
82.3
52.3
22.7
118.6
104.6
17.2
21.6
33.2
10.3
3.9
0.3
1.2
0
50
100
150
UK
FRA GER ITA USA JPN AUS ESP NED SWE POL SGP KOR BRA RUS IND CHN
2012
2013
2014

332

Delivery specifications for the fastest letter mail product
Figure 7.15

Source: WIK
Note: Delivery targets in Japan, Australia, Brazil, Russia, India and China are dependent on the point
of origin and destination.
We have looked at the prices for three mailings with different characteristics, based on
typical envelope sizes. These are:

a small letter – based on a DL envelope, 110mm by 220mm by 5mm, weighing 20g
or less;

a medium letter – based on a C5 envelope, 229mm by 162mm by 5mm, weighing
100g or less;144 and

a large letter – based on a C4 envelope, 324mm by 224mm by 25mm, weighing
101-150g.
In those countries where a Second Class product is available, we have also looked at those
prices. However, these products are available to consumers only in the UK, France,
Sweden, Poland, South Korea and Russia.
Italy is the most expensive country in which to send a small letter, followed by the UK
At 65p, Italy is the most expensive country in which to send a small letter, followed by the UK
at 63p. The price in the UK is only slightly more expensive than in Sweden (62p) and France
(61p).
The cheapest country in which to send a small letter is India, where it costs 5p, followed by
China (12p). Outside the BRC and the Asia Pacific countries, the US has the lowest price for
sending a small letter (30p), followed by Spain (34p). As shown in Figure 7.15, both of these
countries have a D+3 delivery standard for their fastest standard letter mail product.
The UK is among the cheapest in Europe in which to send a medium-sized letter
It costs 63p to send a First Class medium-sized letter in the UK. The only European country
in which this is cheaper is Poland (45p). With the exception of Spain, it costs over £1 to send
a medium-sized letter in all of our other European comparators. The most expensive country
is Italy (£1.94), where the price increased by 40% in 2013 and then by a further 14% in
2015. India is the cheapest country in which to send a medium-sized letter (25p), followed by
Singapore (29p).
The reason that the UK is more expensive for a small letter and cheaper for a medium-sized
letter is due to the different tariff structures that are used in each country. Most postal
operators in Europe have a lower price for small letters and postcards weighing 20g or less,
and a higher price for items which weigh more than 20g or exceed the dimensions of a DL
envelope. In the UK, there is no separate price for a small letter, so the price is the same
whether a small or medium-sized letter is being sent.

144 Most greetings cards in the UK are no larger than a C5 envelope
UK FRA GER ITA
USA
JPN
AUS
ESP NED SWE POL SGA BRA
RUS
IND
CHN
D+1
D+1
D+1
D+1
D+3
Variable
Variable
D+3
D+1
D+1
D+1
D+1
D+2-5
Variable
Variable
Variable

333

Published stamp prices for small (DL) and medium (C5) domestic letters
Figure 7.16

Source: WIK / Ofcom analysis
Note: South Korea is not included as the additional charge for the ‘Priority Mail’ product is not
published.
The largest price increases for sending a small letter since 2011 have been in the
Netherlands and the UK
On a nominal basis, 14 of our comparator countries have increased the price of the stamp
required to send a small letter since 2011, as Figure 7.17 shows. The largest increase has
been in the Netherlands, where it is now 50% more expensive than in 2011 to send a small
letter. In the UK, it is now 37% more expensive to send a small letter using a First Class
stamp.
Prices have risen by at least one fifth in Italy (33%), France (27%), Poland (21%) and Spain
(20%). In Spain, the price has increased every year since 2011, and in France prices have
risen each year since 2013. The entirety of the 21% increase in Poland took place in 2013
and is due to the reconfiguration of the tariff structure used there. Previously, there was a
separate price for small and medium-sized letters. When this was changed, the price of a
small letter increased, and the price of medium-sized letter fell slightly, as Figure 7.18
shows.

Nominal increase in stamp price for the fastest available small (DL)
Figure 7.17
letter since 2011

0.61
0.50
0.65
0.30
0.47
0.38
0.34
0.56
0.62
0.45
0.14
0.22
0.41
0.05
0.12
0.63
1.53
1.17
1.94
0.98
0.80
0.77
0.74
1.67
1.24
0.29
0.48
0.79
0.25
0.59
0
1
2
UK
FRA GER
ITA
USA JPN AUS ESP NED SWE POL SGP BRA RUS
IND CHN
Small
Medium
Single piece stamp price (£)
1
1.1
1.2
1.3
1.4
1.5
2011
2012
2013
2014
2015
NED
UK
ITA
FRA
POL
ESP
SWE
AUS
SGP
BRA
GER
USA
RUS
JPN
2011=1

334
Source: WIK / Ofcom analysis
Note: Figures are nominal
Medium-sized stamp prices have increased in Italy by 60% since 2011
Figure 7.18 shows the nominal trend in the price of sending a medium-sized letter since
2011. Current and previous years are indexed to 2011 prices, on a nominal basis, in each of
the comparator countries in which prices have increased.
The highest proportional increase has been in Italy, where the price to send a medium-sized
letter is now 60% higher than in 2011. Prices have also risen significantly in the Netherlands,
and have increased each year; it is now 50% more expensive than 2011 to send a medium-
sized letter in the Netherlands. In the UK, prices increased each year except 2013, and the
price of a First Class stamp is now 37% higher than in 2011.
Poland is the only comparator country in which the price of sending a medium-sized letter
has fallen. Before 2012, there were separate prices for small letters, weighing less than 20g,
and for medium-sized letters. A new pricing structure was then introduced, with a single
price for medium-sized letters and anything smaller, similar to the tariff structure in the UK.

Nominal increase in stamp price for the fastest available medium-sized
Figure 7.18
(C5) letter since 2011

Source: WIK / Ofcom analysis
Note: Figures are nominal
The UK is among the cheapest countries in Europe in which to send a large letter
Poland is the cheapest country among our European comparators in which to send a large
letter (98p), followed by the UK (£1.26). In four of the eight European comparators, it costs
more than £2 to send a large letter; Sweden is the most expensive at £2.48, closely followed
by France at £2.46. The lowest price overall is in India (40p), followed by Singapore (55p).
The most expensive country to send a large letter is Australia (£4.52). This is because the
maximum thickness of a large letter in Australia is 20mm, and as this analysis is based on
the prices for letters that are up to 25mm thick, this price represents the ‘small parcel’ price
offered by Australia Post. To send a large letter up to 20mm thick in Australia would cost
£1.15. Excepting Australia, Russia is the most expensive country in which to send a large
letter, as we have defined it.
0.9
1
1.1
1.2
1.3
1.4
1.5
1.6
2011
2012
2013
2014
2015
ITA
NED
UK
RUS
FRA
SGP
SWE
AUS
BRA
ESP
USA
POL
2011=1

335

Published stamp prices for large (C4) domestic letters
Figure 7.19

Source: WIK / Ofcom analysis
Note: South Korea is not included as the additional charge for the ‘Priority Mail’ product is not
published.
South Korea is the cheapest of our comparators in which to send a Second Class
equivalent letter of any size
Not all of our comparator countries offer a lower-priced single piece product with a slower
delivery standard, in the same way that First and Second Class are available in the UK.
Alongside the UK, this choice is available to consumers in France, Sweden, Poland, South
Korea and Russia. These are almost all D+3 products, with the exception of France and
Russia, as shown in Figure 7.20.

Delivery specifications for the Second Class equivalent letter product
Figure 7.20

Source: WIK
Note: Delivery targets in Russia are dependent on the point of origin and destination.
South Korea is the cheapest country in which to send a Second Class equivalent letter,
regardless of the format. To send a small letter, the price in the UK (54p) is comparable with
France and Sweden where it costs 53p and 58p respectively. But it is far cheaper to send a
medium-sized Second Class letter in the UK than in France or Sweden, where it costs more
than £1. This is because the price to send a medium-sized letter in the UK is the same as a
small letter.
1.26
2.46
1.94
2.38
1.23 1.18
4.52
1.64
2.23 2.48
0.98
0.55 0.61
2.69
0.40
0.79
0
1
2
3
4
5
UK
FRA GER
ITA
USA JPN AUS ESP NED SWE POL SGP BRA RUS
IND CHN
Single piece stamp price (£)
UK
FRA
SWE
POL
KOR
RUS
D+3
D+3-4
D+3
D+3
D+3
Variable

336

Published stamp prices for Second Class small (DL), medium (C5) and
Figure 7.21
large (C4) domestic letters: October 2015

Source: WIK / Ofcom analysis
The price to send a Second Class medium-sized letter in the UK has increased by 50%
since 2011
Price increases for the Second Class medium-sized letter in the UK have been the highest
among our comparator countries that offer this product. The majority of the increase in the
UK occurred in 2012, but smaller increases also took place in 2014 and 2015. Russia and
France have also increased the price of a Second Class equivalent stamp, with significant
increases in France in 2014 and 2015.
There was no change to the price of a Second Class stamp price in South Korea over this
period.

Nominal increase in stamp price for Second Class equivalent medium-
Figure 7.22
sized (C5) letter since 2010

Source: WIK / Ofcom analysis
Note: Figures are nominal
0.54
0.54
1.19
0.53
1.17
2.02
0.58
1.15
2.30
0.34
0.34
0.72
0.17
0.29
0.36
0.27
0.39
0.65
0
1
2
3
Small
Medium
Large
UK
FRA
SWE
POL
KOR
RUS
Single piece stamp price (£)
0.9
1
1.1
1.2
1.3
1.4
1.5
2011
2012
2013
2014
2015
UK
RUS
FRA
SWE
POL
2011=1

337
7.2.6 Competition in letters
With the exception of the UK, operators other than those providing the universal
postal service have a greater share of letters sector volume than revenue
This section looks at the share of the letters sector, by revenue and by delivered volume,
accounted for by postal operators other than the provider of the universal postal service.
Among our comparator countries, there are seven European comparators where letters
competition exists, as set out in Figure 7.23.
There are two main forms of competition in the letters sector; access and end-to-end.
Access competition is where the operator collects mail from the customer, sorts it and
transports it to the universal service provider for delivery. This enables other operators to
offer letter postal services to larger business customers without setting up their own delivery
network. Access competition is well established in the UK and is the most predominant form
of competition. Access also exists in Germany, where it is known as ‘consolidation’ or ‘partial
services’.
End-to-end competition is where an operator other than the universal service provider
undertakes the entire process of collecting, sorting and delivering mail to the intended
recipients.
Apart from the UK, in all of the countries in Figure 7.23 where data are available for both
revenue and delivered volume from operators other than the universal postal service
provider, these operators have a greater share of letters volume than of revenue. The
difference is greatest in Poland, where competing postal operators have a 17.3% share of
delivered volume and a 7.9% share of revenue. This is likely to be due to competitors to
Poczta Polska, the universal postal service provider, primarily competing for lower-value bulk
mail, particularly transactional mail from utility companies, and providing an end-to-end
service for this mail.
In the Netherlands, operators other than Post NL, the universal service provider in the
Netherlands, have the highest share of delivered volume across all of our comparators.
Sandd is the largest postal operator in the Netherlands after Post NL and the only other
national end-to-end delivery provider. There are also a number of smaller operators offering
end-to-end delivery in certain regions. Competition in letter delivery is more established in
the Netherlands than in many other countries, and this is reflected in the higher share of
delivered volume accounted for by competitors.
For the first time in the UK, the share of delivered letter volumes accounted for by operators
other than Royal Mail was greater than 1%. Other operators’ share by volume in 2014 was
1.2%, increasing from 0.4% the previous year. However, it is unlikely that this growth will
continue. The majority of the increase in delivered volume (and therefore share) was due to
Whistl, which began delivering letters end to end in April 2012. Although Whistl had
extended its network to deliver to two million addresses, it announced the closure of its end-
to-end operations in June 2015 after its investment partner, LDC, announced that it would
not fund further roll-out.
In the UK, the higher share of letter revenue than delivered letter volume accounted for by
postal operators other than Royal Mail reflects access competition. This is because access
operators obtain revenue from providing these services but do not gain any share of
delivered letter volumes as Royal Mail is the operator delivering the letters. Operators other
than Royal Mail in the UK handled 56% of total letter volume in 2014, accounting for 3.9% of
letter revenue. End-to-end competition accounted for 0.8% of total letters revenue.

338
Although access competition exists in Germany, it is not on as wide a scale as in the UK.
Revenues from access operators in Germany accounted for a 1.4% share of the total letters
market.145

Revenue and end-to-end delivered letter shares accounted for by
Figure 7.23
operators other than the universal postal service provider: 2013-2014

Source: WIK / Ofcom analysis
Note: 2014 shares for Spain are approximate. Data are not available for volumes in Italy and revenue
in the Netherlands
7.2.7 Direct mail
Over half of total mail volume in the US is advertising mail
The importance of direct advertising mail to total volumes is most striking in the US, where
51% of total mail in 2014 was direct mail. Direct mail accounts for 39% of total mail in
Germany, the second highest among our comparator countries, followed by France, where
32% of total mail volumes are direct mail. Comparatively, direct mail accounted for 21% of
total mail in the UK. The smallest proportion of direct mail in total mail volume was in Russia,
where only 2% of total mail was made up of direct mail.
Despite contributing to only 2% of total mail, direct mail volume in Russia increased by
42.2% between 2012 and 2013 and by a further 61.1% in 2014. Russia is the only one of our
comparators where the volume of direct mail has increased over the past two years.

145 Bundesnetzagentur, Marktuntersuchung Bericht über den lizenzpflichtigen Briefbereich 2014,
March 2015, p.11
0.4
1.2
12.3
13.0
12.8
13.0
21.0
23.5
13.9
15.1
13.9
17.3
4.2
4.7
12.3
12.7
12.8
14.6
8.5
9.0
7.3
7.7
4.9
7.9
0
5
10
15
20
25
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
2013
2014
UK
GER
ITA
ESP
NED
SWE
POL
End-to-end volume
Revenue
Share (%)

339

Proportion of direct mail in total letter volume: 2013-2014
Figure 7.24

Source: WIK / Ofcom analysis
23
30
38
32
50
16
15
8
8
25
1
21
32
39
34
51
17
16
9
8
25
2
0
20
40
60
UK
FRA
GER
ITA
USA
AUS
ESP
POL
KOR
BRA
RUS
2013
2014
Proportion of direct mail in total letter volume (%)

340
Post and the residential consumer
7.3
7.3.1 Introduction
This section presents the findings of our consumer research, the methodology of which is
detailed in Appendix A. The questions include sending and receiving post, the types of mail
sent and received, and respondents’ perceived reliance on post as a way of communicating.
The key findings in this section are:

Seven in ten (72%) of the online population in the UK had sent an item of post
in the past month. Only in France and in Germany, where nearly eight in ten had
sent at least one item, were people more likely to have sent something by post in the
past month.

The average number of items of post sent per month has remained broadly
stable in the UK and has increased in France, Italy and the US. The average
number of items sent per month in 2015 in the UK was 4.2, broadly similar to the
average of 3.9 for the previous year. This is lower than in 2013, when the average
number of items sent was 4.7.

Among those that had sent an item, six in ten of those in Spain and over half of
those in the UK had sent a parcel. For the UK, Germany, Italy, Australia and Spain,
over half of those that had sent something in the past month had sent a parcel. This
was highest in Spain, where 59% had done so.

People in the UK are more likely than those in any of the other countries we
surveyed to send invitations, cards and postcards. One-third of those in the UK
who had sent any item of post in the past month had sent an invitation, card or
postcard in this time period, higher than any of the other countries that we
researched.

Nine in ten (88%) people in the UK had received an item of post in the past
week. People in the UK were among the most likely of those in our comparator
countries to have received an item of post in the past week. Almost nine in ten (88%)
had received at least one item, the same proportion as in France and Germany.

People in the US report receiving the most post of all our comparators. The
average number of items received by people in the US in 2015 was 9.3, the same as
the previous year. The next highest average number of items received was in France
(8.4), followed by the UK (6.7).

People in the UK and the US consider themselves more reliant in post in 2015
than they did in 2014. In the UK, the proportion of people considering themselves
reliant on post increased by 6 percentage points to 62%. In the US, this increased by
9 percentage points, also to 62%.
7.3.2 The number of items sent
Seven in ten (72%) of the online population in the UK had sent an item of post in the
past month
Respondents in the UK were among the most likely of those in all the countries we surveyed
to have sent an item of post in the past month. Only in France and in Germany, where nearly

341
eight in ten had sent at least one item, were people more likely to have sent something by
post in the past month.
In Spain, over half of those surveyed said that they had not sent anything by post in the past
month, the highest of all the countries in Figure 7.25. Two-fifths of those in Japan (44%),
Italy (41%) and Sweden (41%) had not posted anything in the past month.
Where people had sent something in the past month, they were most likely to have sent one
or two items only, across all of our comparators.

Approximate number of items of post sent per month
Figure 7.25

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004
Q.12 Approximately how many items of post - including letters, cards and parcels - have you
personally sent in the last month?
The average number of items of post sent per month has remained broadly stable in
the UK and has increased in France, Italy and the US
The average number of items sent per month in 2015 in the UK was 4.2, broadly similar to
the average of 3.9 for the previous year. This is lower than in 2013, when the average
number of items sent was 4.7. The average number of items sent was also broadly stable in
Japan, Australia and Spain.
The average number of items sent in France, Italy and the US has increased. In France, the
average number of items rose from 4.2 in 2014 to 5.2 in 2015. This was the largest increase,
and as Figure 7.25 shows, this is due to a larger proportion of people saying that they had
sent more than 21 items in the past month. The increase in France brings the average
number of items sent there into line with the US, where the number of items sent per month
has been highest of all the countries we survey for the past three years.
Respondents (%)
31
26
21
19
20
20
40
41
32
32
45
44
35
36
55
53
41
33
34
32
35
34
38
32
27
23
25
31
34
31
32
24
26
31
16
20
22
22
21
21
12
14
15
15
10
10
14
15
8
9
13
9
11
16
10
15
12
7
6
12
11
6
5
9
7
5
4
6
4
3
4
4
4
5
2
2
6
6
2
2
3
3
1
1
2
2
4
2
6
2
2
2
5
3
7
2
3
2
4
2
3
4
2
2
2
4
1
2
2
4
6
4
2
3
3
4
4
3
4
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2015
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Don't know
21+ items
11 to 20 items
5 to 10 items
3 or 4 items
1 or 2 items
None
100
80
60
40
20
0

342

Average number of items sent per month: 2013-2015
Figure 7.26

Source: Ofcom consumer research September - October 2015, October 2014, September 2013
Base: All respondents, UK=1000/1011/1006, FRA=1007/1027/1003, GER=1010/1006/1007,
ITA=1010/1006/1003, USA=1004/1000/1009, JPN=1005/1003/1006, AUS=1007/1000/1000,
ESP=1020/1002/1002, SWE=1004 Q.12 Approximately how many items of post - including letters,
cards and parcels - have you personally sent in the last month?
7.3.3 Types of items sent
Among those who had sent any item of post, six in ten of those in Germany and Spain
and around half of those in the UK, Australia and Italy had sent a parcel
In the UK, Germany, Italy, Australia and Spain, over half of those who had sent something in
the past month had sent a parcel. This was highest in Spain, where 59% had done so. This
is an increase of 11pp year on year.
People in the UK and the US were the most likely to have sent personal mail, with over half
of those who had sent an item in the past month in these countries having sent this type of
mail. The UK and the US were the only countries in which a higher proportion of people had
sent personal mail than parcels.
In France and the US, the category of post sent most frequently by consumers was mail to
businesses. Three-quarters (75%) of those in France and two-thirds (66%) of those in the
US had sent this category of post. Over half of those in Germany (57%) and in Italy (52%)
had sent mail to businesses. In France, the US and Sweden a higher proportion of people
had sent mail to businesses than had sent a parcel. These were the only three countries in
which this was the case.
4.7
4.4
4.9
3.8
5.6
2.3
3.4
5.1
3.9
4.2
4.4
3.3
4.9
2.5
3.6
2.1
4.2
5.2
3.8
3.9
5.5
2.6
3.7
2.5
3.2
0
1
2
3
4
5
6
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
2013
2014
2015
Average number of items

343

Categories of post sent in the past month
Figure 7.27

Source: Ofcom consumer research September - October 2015
Base: All respondents who have sent any items of post in the last month, UK=731, FRA=772,
GER=790, ITA=549, USA=643, JPN=533, AUS=601, ESP=435, SWE=547
Q.13 Which of these types of mail would you say you have personally sent in the last month by post?
People in the UK are more likely than those in any of the other countries we surveyed
to send invitations, cards and postcards
One-third of those in the UK who had sent any item of post in the past month had sent an
invitation, card or postcard in this time period, higher than any of the other countries that we
researched. This is the same proportion as the previous year. Those in the US were the next
most likely to have sent this type of post, with 27% doing so.
As Figure 7.27 shows, people in France and the US were the most likely to send mail to
businesses. Looking at the specific types of items sent (Figure 7.28) indicates that this is
primarily driven by payments for bills being sent through the post.
People in the UK were among the most likely to have sent a small parcel in the past month,
with two-fifths having done so. This is on a par with Germany (41%), and Spain (40%).
People in Germany were the most likely to have sent a large parcel; one-third (34%) had
sent this type of item in the past month.
Respondents who have sent items of post in the past month (%)
55
42
44
44
51
44
46
41
38
44
75
57
52
66
37
42
42
47
52
44
59
55
39
49
50
59
45
0
20
40
60
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Personal mail
Mail to businesses
Parcels

344

Type of items sent in the past month
Figure 7.28

Source: Ofcom consumer research September - October 2015
Base: All respondents who have sent any items of post in the last month, UK=731, FRA=772,
GER=790, ITA=549, USA=643, JPN=533, AUS=601, ESP=435, SWE=547
Q.13 Which of these types of mail would you say you have personally sent in the last month by post?
7.3.4 The number of items received
Nine in ten (88%) people in the UK had received an item of post in the past week
People in the UK were among the most likely of those in our comparator countries to have
received an item of post in the past week. Almost nine in ten (88%) had received at least one
item, the same proportion as in France and Germany.
People in Italy and in Spain were the most likely to have received no post in the past week,
with a quarter of respondents in each of these countries saying that they had not received a
single item.
Respondents who have sent items of post in the past month (%)
21
40
25
46
36
15
16
41
34
30
36
29
57
25
22
9
35
24
22
35
28
20
40
27
14
32
22
0
20
40
60
Payment for bills/ invoices/
statements
Smaller parcels - that will fit through a
letterbox
Larger parcels - that will not fit
through a letterbox
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
33
33
30
35
17
52
34
20
49
31
24
34
35
27
19
33
19
33
31
24
26
32
16
26
27
19
36
0
20
40
60
Personal letters
Invitations/ cards/ postcards
Formal letters to organisations or
individuals

345

Approximate number of items of post received in the past week
Figure 7.29

Source: Ofcom consumer research September - October 2015
Base: All respondents, UK=1006, FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006,
AUS=1000, ESP=1002, SWE=1004 Q.14 Approximately how many items of post - including letters,
cards and parcels - have you personally received in the last week?
People in the US report receiving the most post of all our comparators
The average number of items received by people in the US in 2015 was 9.3, the same as
the previous year. The next highest average number of items received was in France (8.4),
followed by the UK (6.7).
This claimed measure is not consistent with the ‘volume per head of population’ metric,
calculated from the industry data and set out in Figure 7.11. This is because the number of
items received is sourced from consumer research, in which people are asked how many
items of mail they have received in the past week, while the data in Figure 7.11 are derived
from the total letter volume for each year divided by the population of each country. The
consumer research does not include mail sent to businesses, which may explain why there
is a high volume per head of population in Sweden, despite it having one of the lowest
average numbers of items received by consumers.
The high number of items received in the US is likely to be driven by advertising mail, which
accounts for 51% of total mail volume in that country. As section 7.3.5 shows, people in the
US are the most likely among our comparators to have received advertising mail in the past
week.
Respondents (%)
9
8
8
7
9
10
21
25
18
19
14
17
11
15
26
24
18
23
27
15
22
25
31
39
37
17
18
33
33
29
31
40
41
34
23
22
25
20
27
27
19
17
12
16
22
22
25
26
16
19
23
26
25
26
25
24
19
10
9
17
16
18
15
23
17
9
9
14
10
9
12
12
7
6
4
3
15
12
7
6
7
3
2
2
3
4
5
8
9
4
4
2
5
12
12
4
3
2
3
3
3
3
3
4
4
5
3
4
3
4
8
7
3
3
3
4
4
3
5
0
20
40
60
80
100
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2014
2015
2015
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Don't know
21+ items
11 to 20 items
5 to 10 items
3 or 4 items
1 or 2 items
None

346

Number of items received in the past week
Figure 7.30

Source: Ofcom consumer research September - October 2015, October 2014,
Base: All respondents, UK=1000/1011, FRA=1007/1027, GER=1010/1006/, ITA=1010/1006/,
USA=1004/1000, JPN=1005/1003, AUS=1007/1000/, ESP=1020/1002, SWE=1004
Q.14 Approximately how many items of post - including letters, cards and parcels - have you
personally received in the last week
7.3.5 Types of items received in the past week
Mail from businesses is the category of mail most likely to be received, in all our
comparator countries
With the exception of Japan, in all of our comparators around eight in ten people who had
received an item of post in the past week had received mail from businesses. Although a
smaller proportion of those in Japan had received this type, it was still the most likely
category of mail to be received; seven in ten (69%) said they had received it.
In all of our comparators except the US, parcels were the next most likely category of mail to
have been received, with at least half of those in each country who had received any post in
the past week saying they had received at least one parcel during this time period.
A quarter (24%) of those in the UK who had received any post in the past week had received
personal mail. This was lower than in France (34%) the US (32%) and Germany (28%).
6.3
8.0
5.9
4.0
9.3
4.9
5.1
3.4
6.7
8.4
5.2
4.4
9.3
4.6
4.5
3.3
4.2
0
5
10
15
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
2014
2015
Average number of items

347

Categories of items received in the past week
Figure 7.31

Source: Ofcom consumer research September - October 2015 Base: All respondents who received at
least one item of post in the last week, UK=886, FRA=879, GER=873, ITA=710, USA=753, JPN=791,
AUS=813, ESP=731, SWE=775 Q.16 Which of these types of items would you say you have
personally RECEIVED through the post in the last WEEK? Please think about items that are
addressed to you personally rather than items like leaflets or anything else that may come through
your letterbox.
Although people in the UK are the most likely to have sent a card, those in the US are
the most likely to have received one
Although one-third of people in the UK who had sent mail in the past month had sent an
invitation, greetings card or postcard (Figure 7.28), this type of mail had been received by
just 13% of those who had received any mail during the past week. People in the US were
most likely to have received this type of mail, with one-fifth (19%) saying that they had. This
compares to the 27% who said they had sent a card in the past month.
The difference in the proportions who had sent and received this type of mail may be due to
the differing time periods that are asked about in the consumer research. When asked about
mail sent, respondents were asked to recall what they had sent in the past month; when
asked about mail received, they were asked about the past week.
Those in the US were the most likely to have received direct mail, with two-fifths (41%)
saying they had received direct mail in the past week. This was slightly higher than in the UK
(36%), which was on a par with Germany (35%) and Italy (34%). Those in Spain and
Australia were the least likely to have received direct mail in the past week.
In all countries apart from Japan, bills, invoices or statements were the type of mail that the
highest proportion of people reported receiving in the past week. In Japan, the type of mail
that the greatest proportion said they had received was a small parcel (36%).
Respondents who have received any item of post in the past week (%)
24
34
28
23
32
20
22
20
19
80
83
82
82
85
69
78
77
82
51
41
50
46
57
45
35
28
41
56
56
57
56
54
54
50
50
51
0
20
40
60
80
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Personal mail
Business mail
Advertising mail
Parcels

348

Types of mail received in the past week
Figure 7.32

Source: Ofcom consumer research September - October 2015 Base: All respondents who had
received any item of post in the past week, UK=886, FRA=879, GER=873, ITA=710, USA=753,
JPN=791, AUS=813, ESP=731, SWE=775Q.16 Which of these types of items would you say you
have personally received through the post in the last week?
7.3.6 Reliance on post as a way of communicating
The proportion of people in the UK and the US who consider themselves reliant on
post as a way of communicating has increased
The proportion of people in the UK who said they were either ‘very reliant’ or ‘fairly reliant’ on
post as a way of communicating increased by 6pp in 2015 to 62%. In the US, the proportion
of people who said this increased by 9pp, also to 62%. These two countries were the most
reliant of all our comparator countries on post, followed by Italy (61%) and Australia (60%).
In almost all of the other comparators, the proportion of people who considered themselves
reliant on post remained broadly the same year on year. The exception was Germany,
where the proportion of people who considered themselves reliant on post fell by 5pp to
47%.
People in Japan were the least likely to consider themselves reliant on post (20%), followed
by Spain (25%).
38
36
36
55
47
20
21
60
36
38
35
55
32
38
34
55
34
38
41
64
36
34
26
30
33
29
18
60
28
34
11
53
35
30
25
67
0
20
40
60
80
Smaller parcels
Larger parcels
Direct mail
Bills/ invoices/ statements
Respondents who have received any item of post in the past week (%)
40
33
37
40
31
48
34
33
49
26
24
44
31
43
45
22
30
33
41
24
41
20
21
47
34
30
45
0
20
40
60
Letters from organisations you have a
relationship with
Standard circulars
Catalogues/ brochures
15
13
17
25
14
32
20
14
31
15
13
23
21
19
41
13
10
10
14
12
17
15
8
19
12
11
39
0
20
40
Personal letters
Invitations/ greetings cards/ postcards
Magazines you subscribe to
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE

349

Reliance on post as a way of communicating
Figure 7.33

Source: Ofcom consumer research October 2015, October 2014 Base: All respondents, UK=1006,
FRA=1003, GER=1007, ITA=1003, USA=1009, JPN=1006, AUS=1000, ESP=1002, SWE=1004 Q.17
How reliant would you say you are on post as a way of communicating?

13
18
11
13
14
13
10
13
20
26
4
4
20
20
3
5
15
43
44
41
40
38
34
49
48
33
36
15
16
42
40
23
20
34
21
21
23
26
28
28
20
20
21
19
35
34
20
20
34
35
25
14
12
16
14
14
17
16
15
13
8
31
33
10
11
22
21
15
6
5
8
6
5
6
4
3
8
7
14
12
5
6
17
18
9
0
20
40
60
80
100
2014 2015 2014 2015 2014 2015 2014 2015 2014 2015 2014 2015 2014 2015 2014 2015 2015
UK
FRA
GER
ITA
USA
JPN
AUS
ESP
SWE
Very reliant
Fairly reliant
Neither reliant nor not reliant
Not very reliant
Not at all reliant
Don’t know
Respondents (%)

350

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International Communications
Market Report 2015

8

Appendix A – Consumer
research methodology

352
Appendix A: Consumer research
methodology
Introduction
This section describes the methodology used for the 2015 international communications
behaviour research, which was carried out by Populus, an independent market research
agency, on behalf of Ofcom.
The survey covered the communications behaviour of internet users in nine markets: the UK,
France, Germany, Italy, the US, Japan, Australia, Spain and Sweden. As in previous years,
the research looked at the ownership and use of communications services and devices such
as TV, mobile, fixed landline and the internet. In addition, it explored the changing nature of
communication, and use of connected devices, postal services, online shopping, mobile
payments, and take up of 4G and superfast broadband in the various markets.
The 2015 research comprised 9,040 interviews completed between 23 September and 8
October 2015. Eight previous waves of the research have been undertaken (2014, 2013,
2012, 2011, 2010, 2008, 2007 and 2006) and a number of key issues have been tracked
across all waves.
In previous years, China was included in the research, however, due to internet take-up
being relatively low in China and despite the members of the online panel in China being
representative of that country’s online population, they were perhaps more likely to be
affluent and urban and exhibit the behaviour of early adopters than were the samples from
the other eight countries. It was therefore decided to replace China with Sweden in the 2015
study. This provides representation from a Scandinavian country, a region which was not
represented in previous years, while the continued inclusion of Japan ensures that the Far
East is represented.
Research methodology
Overview
The international communications behaviour research was conducted using an international
online consumer access panel. In 2015, as in previous years, the research panel employed
was managed by Toluna. The numbers of active panel members in each market are shown
in Figure 8.1. A total of 9,040 interviews with internet users were completed – with at least
1,000 in each market. Age and gender quotas in each market were set in line with those
employed in earlier waves to ensure historical consistency.
The study was carried out among adults aged over 18. Data for setting quotas for the
different online panels came from a range of data sources. Where possible, data from the
respective countries’ statistical departments was used. This related to Spain (National
Statistics Institute), Japan (Japanese Statistical Yearbook 2014), Australia (Household Use
of Information Technology) and Sweden (Statistics Sweden). For two countries, data were
obtained from centres of research – France (Centre de Recherche pour L’Etude et
L’Observations des conditions de Vie: La diffusion des tehnologies de I’information et de la
communication dans la societe) and US (The Pew Research Centre). The German quotas
came from a survey undertaken by the two largest broadcast companies – ARD/ZDF
Onlinestudie 2014 and Spain from Audioweb.

353
Members of Toluna’s access panel were screened to meet age and gender requirements.
Respondents were invited to participate using a random online sampling approach to ensure
a representative sample. The following methods were used:

Email invitation via random sampling from the panel, within qualifying age bands.

Real-time sampling, allowing visitors to the Toluna website to access the screeners
and participate (if they qualified).
Toluna sampled its panel by selecting email addresses randomly within the market and
demographic quotas required, taking account of predicted response rates by target
demographic, and country, to avoid over-contacting panellists and to ensure that a bias was
not introduced in the responses. The sample itself was then automatically randomised for
potentially-qualifying individuals. A 25-minute self-completion web-based survey was
completed by all respondents in each market.
Quotas
Quotas of 1,000 interviews per market were set to match previous waves and at least 1,000
interviews were completed per country.
The quotas had been set in the previous waves to reflect the age and gender profile of
internet users in each market of consumers. For the eight countries previously surveyed, the
same quotas were set this year. Quotas were set on the Swedish sample based on data
obtained from Statistics Sweden. The data were weighted using proportions comparable to
previous waves.

Achieved sample, by nation and demographics
Figure 8.1

Statistical significance
Demographic quotas were employed to match internet use in each market. Results were
tabulated and significance testing (at 95% confidence) was applied.
Statistical significance is indicated by the use of directional arrows on some of the figures in
the report. An upward arrow indicates a significantly greater proportion and a downward

354
arrow indicates a significantly lower proportion (see individual figure footnotes for details of
years/sub-groups being compared).
Access panel
The 2015 survey used Toluna’s access panel. The panel includes the following number of
members in each of the relevant markets:

Toluna panel member volumes
Figure 8.2

Panel members were recruited from a variety of sources, using a ‘double opt-in’ procedure.
The process was as follows:

Step 1 - A prospective panellist completes a panel registration form, which includes
contact and demographic information (first opt-in).

Step 2 - An automatic email is sent to the prospect, requesting verification of their
panel registration by clicking a link that confirms their log-in details.

Step 3 - Once the prospect has clicked the link (second opt-in), he or she is officially
a panellist and is presented with an opportunity to complete additional profiling.
Another automatic email is sent that includes the panellist’s account log-in
information for future reference by the panellist.
For this survey, all panellists completing the survey were paid a small incentive payment for
their time

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Market Report 2015

9

Appendix B – TV viewing
analysis methodology

356
Appendix B: TV viewing analysis
methodology
Introduction
This section outlines the parameters and definitions used in the broadcast TV viewing
analysis, within the TV and audio-visual chapter.
The source for the analysis is extracted from the One Television Year In The World 2015
report which is published by Eurodata TV Worldwide.
Data in the report are based on measured viewing, using TV meter technology.
Overview
Eurodata TV Worldwide works with audience measurement and research organisations for
each country that is included in its publication, and brings together their respective industry
standard viewing data into a single annual review.
We set out the industry standard criteria for reported TV viewing in each of the comparator
countries, below.
The information reflects the status and data for each country when the Eurodata TV
Worldwide report was published in April 2015.

Comparator countries and their industry audience measurement criteria
Figure 9.1

Source: MediaMetrie, Eurodata Worldwide
Country
Audience base
Area
2014 date range
Type of viewing measured
UK
Individuals 4+
National
1st Jan 2014 - 31st Dec 2014
Live + viewing on the same day as live + up to 7 days
time-shifted
France
Individuals 4+
National
30th Dec 2013 - 28th Dec 2014 Live + viewing on the same day as live + up to 7 days
time-shifted
Germany
Individuals 3+
National
1st Jan 2014 - 31st Dec 2014
Live + viewing on the same day as live + up to 3 days
time-shifted
Italy
Individuals 4+
National
1st Jan 2014 - 31st Dec 2014
Live + viewing on the same day as live + up to 7 days
time-shifted
USA
Individuals 2+
National
30th Dec 2013 - 28th Dec 2014 Live + viewing on the same day as live + up to 7 days
time-shifted
Japan
Individuals 4+
Kanto region (the most selected region for analysis
of TV viewing in Japan but should not be considered
as equivalent to nationally representative data)
1st Jan 2014 - 31st Dec 2014
Live only
Australia
Individuals 0+
A combination of regional areas to reflect national
data: Queensland, Northern New South Wales
(NSW), Southern NSW, Victoria and Tasmania and
Regional Western Australia.
1st Jan 2014 - 31st Dec 2014
Live + viewing on the same day as live + up to 7 days
time-shifted
Spain
Individuals 4+
National
1st Jan 2014 - 31st Dec 2014
Live only
Netherlands
Individuals 6+
National
1st Jan 2014 - 31st Dec 2014
Live + viewing on the same day as live + up to 6 days
time-shifted
Sweden
Individuals 3+
National
1st Jan 2014 - 31st Dec 2014
Live + viewing on the same day as live + up to 7 days
time-shifted
Poland
Individuals 4+
National
1st Jan 2014 - 31st Dec 2014
Live + viewing on the same day as live + up to 7 days
time-shifted
South Korea
Individuals 4+
National
1st Jan 2014 - 31st Dec 2014
Live only
Brazil
Individuals 4+
15 markets - Florianópolis, Campinas, Porto Alegre,
Distrito Federal (Brasilia), São Paulo, Rio de
Janeiro, Curitiba, Grand Belo Horizonte, Salvador,
Vitória, Manaus, Goiânia, Fortaleza, Recife, Belém
1st Jan 2014 - 31st Dec 2014
Live only
Russia
Individuals 4+
National. Cities with a population greater than
100,000 inhabitants
1st Jan 2014 - 31st Dec 2014
Live only
China National
Individuals 4+
National
1st Jan 2014 - 31st Dec 2014
Live only

357
Live - viewing of broadcast programmes at the time of transmission.

Viewing on the same day as live (VOSDAL) – viewing to broadcast programmes other
than at the time of broadcast but on the same day as it was aired.

Time-shifted viewing – for the purpose of the descriptions in Figure 9.1, time-shifted
viewing is defined as viewing of broadcast programmes up to the specified number of days
after live broadcast, excluding viewing on the same day as live.

Total time-shifted viewing includes VOSDAL plus any subsequent time-shifted viewing.

Time-shifted includes viewing through recording devices (such as a DVR) as well as to
catch-up TV services (where applicable to the country). Viewing of catch-up through devices
such as PCs and laptops, tablets and smart phones where attached to the TV set and the
screen is being used to view programmes, may also be included.

Guest viewing (i.e. people who are not normally part of the household in a panel home) is
included where measured by a country.

358

359

International Communications
Market Report 2015

10

Appendix C – Comparative
international pricing
methodology

360
Appendix C: Comparative international
pricing methodology
Introduction and objectives
For the 2015 international price benchmarking analysis we have largely used the same
methodology as in previous years, and have made some updates to the household usage
profiles to ensure that they more accurately reflect current use of communications services
in the comparator countries.
We use a bespoke pricing model commissioned from pricing consultancy Teligen. The
model is populated with specifically-sourced tariff data for fixed-line voice, mobile phone,
fixed broadband, mobile broadband, television and ‘bundled’ services (i.e. incorporating
more than one service, such as ‘triple-play’ tariffs) in the UK, France, Germany, Italy, Spain
and the US. The key objectives of the work are as follows:

to identify and compare the pricing that is available for consumers buying fixed-line
voice services, mobile services, broadband internet and TV services;

to identify and compare the pricing that is available by purchasing communications
services within ‘bundled’ tariffs (for example, ‘triple-play’ services, which typically
offer a single bill for the delivery of fixed-line voice, broadband and television
services);

to compare pricing across a wide range of service usage scenarios, from the
requirements of those with basic needs to those of consumers with more
sophisticated consumption;

to incorporate the cost of hardware such as set-top boxes or mobile handsets in
order to reflect the real prices that consumers pay, and to compare like-with-like by
allowing for equipment subsidies when they are included within propositions from
service providers; and

to represent average or typical use as accurately as possible across the five
countries in order to avoid biases associated with comparing pricing based on usage
characteristics that are more typical of one country than another.
Basic methodology
Further detail is provided below, but the basic principles are as follows. We constructed five
‘typical’ household types, which collectively may be seen as representative of the average
population across our countries, and defined a basket of communications services (fixed-line
voice, mobile, broadband, TV) appropriate for each household type. A wide range of
components were included within the household usage profiles to ensure as accurate as
possible a representation of the real prices consumers pay. For example:

Fixed voice minutes were distributed by whether they were to fixed or mobile lines,
by call distance (local, regional, national and international, including a range of
international destinations), and time of day (day, evening, weekend). Non-geographic
calls were excluded from the analysis.

361

Mobile calls (and messaging) were split between on-net and off-net, and voicemail
was included.

Call set-up and per-minute charging were incorporated, and a range of call lengths
were used (distributed around a defined mean based on averages across 30 OECD
countries).

Incoming calls were included, in recognition of the different pricing mechanism in the
US.

The fixed broadband component was defined both by minimum headline speed and
by minimum data and time online requirements (in recognition that in some markets
some broadband service providers charge by time spent online, in addition to, or in
place of data-based charging).

The mobile broadband component was defined in the same way as the fixed
broadband component, although there were no minimum connection speed criteria
(as services are seldom marketed in this way).
The television element included the licence fee (where applicable), a digital receiver and, for
some household usage profiles, a digital video recorder (DVR). Because of difficulties in
comparing programming bundles, two tiers of pay-TV were considered: the most basic
service available above the channels available on free-to-air TV; and a premium service
defined by a top-price film/entertainment package and the best package of top-tier football
matches.
The average monthly use across all of the household usage profiles was adjusted to ensure
that it was aligned with average use across the countries included in the analysis.
Mobile handsets, broadband routers, mobile broadband modems, digital set-top boxes and
DVRs are included within the household usage profiles (and amortised over an appropriate
period in order to attribute a monthly cost). This is necessary because this equipment is
often inseparable from the service price, as operators frequently include subsidised or ‘free’
equipment (for example a mobile handset or a WiFi router) within the monthly subscription.
For similar reasons, connection and/or installation costs are included.
In July 2014 and July 2015, details of every tariff and every tariff combination (including
bundled services) were collected from the largest three operators in each country by retail
market share (and from more than three operators, if this was required to ensure that a
minimum of 80% of the overall market was represented). Bundled tariffs (i.e. those which
incorporate more than one service) were also collected. Only those tariffs available on the
websites of the operators were included (i.e. the analysis excludes bespoke tariffs which are
offered only to certain customers).
Across the six countries, the tariff data in 2015 consisted of:

443 fixed voice tariffs;

342 fixed broadband tariffs;

3,202 mobile tariffs;

623 mobile broadband tariffs;

484 television tariffs; and

362

10,240 bundled tariff options.
Our model identifies the tariffs that offer the lowest price for meeting the requirements of
each household. All sales taxes and surcharges have also been included, in order to reflect
the prices that consumers actually pay (although we do not account for differences in other
areas of personal taxation policy within each country), and all prices are converted back to
UK currency using a purchasing power parity (PPP) adjustment based on OECD
comparative price levels and exchange rates as of 1 July 2015.
In order to provide an illustration of representative prices for the individual services in each
country, and an illustration of the best value that consumers could get for their full ‘basket’ of
services, we have provided three types of analysis for each household usage profile:

The first, which we call ‘average stand-alone’ pricing, illustrates the price of each
individual service, as defined by the average of the lowest price tariff from each of the
operators for each service in each country, weighted by the market share of the
service provider in order to ensure fair representation.

The second, which we call ‘average bundle’ pricing is the average of the lowest
bundled service prices (including separate stand-alone services where a bundle does
not include all of the services required by the household) offered by each operator
that provides a suitable bundled tariff in each country, weighted by their fixed
broadband market shares. This is the first time that this analysis has been included in
these reports, and it should be noted that fixed broadband shares are used to weight
the results, regardless of whether or not the household in question requires a fixed
broadband service.

The third, which we call ‘lowest available’ pricing, identifies the lowest price a
consumer could pay for this basket of services, including, where appropriate, by
purchasing ‘bundled’ services.
Principles of the model
The model developed for Ofcom by Teligen uses individual consumption baskets for each of
the services in the pricing analysis, combined in a structure that allows the definition of
household usage profiles of any combination of services.

363

Components of the pricing comparison model
Figure 10.1

Source: Teligen
Each household usage profile may include any of the four services, with any combination of
basket parameters, describing the use of each service within the household. For the mobile
service the system allows definitions of multiple users, for each member of the household.
The tariff information contains all charges and elements that will typically be part of a service
offering. Some costs have been excluded as beyond the scope of the current analysis:

PC/laptop/s for use with the broadband service

Television set/s

Recording equipment beyond those built into digital decoders

Fixed telephone handset/s
However, mobile handsets, modems/routers and set-top boxes/TV receivers are included as
they are an integral part of the service offerings, and are often subsidised by operators who
recoup the value of the hardware throughout the course of a contract.
Bundled service offerings
An important part of the analysis is the inclusion of the ‘bundled’ service offers available in
each of the study countries, whereby more than one service is purchased from a stand-alone
provider, often at a discount compared with purchasing the services separately. As the
household definition determines which services are required by the household, and as this
may or may not correspond with the bundled offerings available, it is necessary to combine
the bundled offerings with the available stand-alone tariffs in each market. Where the
bundled offer does not cover the household requirement for a particular service, a suitable
stand-alone tariff is used to fill the gap. In such cases the best possible tariff (the cheapest
stand-alone offer that can fulfil the usage requirements) is used.
•Connection
•Rental
•Allowance
•Call charges
(local, regional,
national, to
mobile &
international)
•Billing system
•Call durations
•Call type
distribution
•Time of day
•Call volumes
•Call durations
•Call type
distribution
•Time of day
•Call volumes
•Messages
•Data use
Fixed broadband
•Hours of usage
•Usage volumes
•Session time
•Speed limits
•Time of day
•Hours of usage
•Usage volumes
•Session time
•Speed limits
•Time of day
•Channel
requirements
•Technical
requirements
•Connection
•Rental
•Allowance
•Call charges
(local, national,
on-net, off-net to
mobile &
international,
data)
•Billing system
•Handset
•Speed up/down
•Connection
•Rental
•Allowance
•Usage charge
•Modem / router
•Usage cap
•Speed up/down
•Connection
•Rental
•Allowance
•Usage charge
•Modem / router
•Usage cap
•Connection
•Rental
•Set-top box
•Recording
•High definition
•Usage cap
•Licence fee
Basket
Television
Mobile broadband
Mobile
Service tariffs
Household

364

Examples of combinations of bundled and stand-alone offers
Figure 10.2

Source: Teligen
Geographic scope
We made pricing comparisons between six countries – the UK, France, Germany, Italy,
Spain and the US. These countries have broadly similar socio-demographic, economic and
communications-use characteristics. High-level parameters such as population per
household and comparative price levels (which is a proxy for cost of living) suggest that fair
comparison can be made more easily, as relative prices are not substantially influenced by
differences in economic development.
Because of the existence of local markets in the US, we have used tariffs available in the
state of Illinois. This was chosen as being reasonably representative of the US as a whole in
terms of its relative wealth and rural-urban split. Nevertheless, US pricing should not be
viewed as being representative of the whole country.

Demographic characteristics and relative price levels across countries
Figure 10.3

Source: OECD / IMF / US census bureau
Household requirement
Fixed voice
Fixed broadband
Mobile
Television
Bundled offer
Single services
Bundled offer
Single services
Bundled offer
Single services
Bundled offer
Single services
Television
Bundled fixed voice & broadband
Bundled fixed voice, fixed broadband &
Single mobile tariff
Single TV service
Single mobile tariff
Single mobile tariff
Single broadband
bundled TV service
bundled TV service
Bundled landline &
Bundled fixed voice, fixed broadband, mobile and TV service
Comparative price levels (UK = 100)
100
80
75
75
68
82
2.42
2.28
2.03
2.39
2.70
2.68
0
1
2
3
0
25
50
75
100
125
150
UK
FRA
GER
ITA
ESP
USA
Comparative
price levels,
July 2015
(right axis)
Population
per
household
(left axis)
Population per household

365
Tariff data
For practical reasons, it was not possible to incorporate every tariff from all of the operators
in every country. Instead, we set a requirement that the analysis included the three largest
operators by retail market share for each service and represented at least 80% of the retail
market. Therefore, in markets where the three largest operators had collective market share
of over 80%, we limited our analysis to tariffs from these three operators; otherwise we
included the fourth and fifth largest operators to ensure that we represented a minimum of
80% of the market. All the operators included by these criteria were also considered for
‘bundled’ offers. While this methodology excludes smaller operators, which may offer the
lowest prices for some services, we believe that using the prices of the largest operators is
appropriate, both because they are the best reflection of the general consumer experience
and because they are in large part defined by the competitive environment in which they
operate.
Research was undertaken in July of each year from 2008 to 2015, and only those tariffs
detailed on the websites of the operators were included. Special offers and promotions (for
example, reduced line rental for a number of months, or ‘free’ installation or hardware) were
included, but only if they were available to all new customers and were available for the
whole month.
Household types
For this study we make reference to five hypothetical ‘typical’ households, and have defined
their requirements for communications services. These household types are designed to be
collectively broadly representative of the overall population of the five countries; although in
order to provide comparison across the full range, from very basic to advanced
communications-service users, we have created significant variation in the contents of the
baskets of communications services. The details of the household usage profile composition
are provided in Section 2 above.

Household types
Figure 10.4

Source: Ofcom
‘Typical’
household
type
Summary
Fixed
voice
Mobile
voice
Mobile
messaging
Mobile
handset
data
Fixed line
broadband
Mobile
broadband Television
1
Basic
needs
A low use
household
with basic
needs
Medium
use
Low use
None
None
None
None
Free-to-
air
2
Late
adopters
A
broadband
household
with basic
needs
High use
Low use
Low use
Low use
Low use
None
Free-to-
air
3
A mobile
‘power
user’
A mobile-
only
household
None
High use
High use
High use
4G
None
High use
Basic
pay-TV
with DVR
4 Connected
family
A family
household
with
multiple
needs
Medium
use
Medium
use
High use
Medium
use
Medium
use
None
Basic
pay-TV
with HD
& DVR
5 Sophisticat
ed couple
An affluent
two person
household
Low use
Medium
use
Medium
use
Medium
use
High use
superfast
None
Premium
pay-TV
with HD
& DVR

366
Fixed-line voice services
Fixed-line tariff information
The fixed voice service is assumed to be a home-based fixed telephony service. A
household is assumed to have no more than one fixed-line service.
Single fixed-voice services are normally offered on a dedicated analogue line (PSTN
services). In the context of bundled services, the fixed voice service may be delivered as a
VoIP telephony service over a broadband connection, and these are included in our
analysis. From a user point of view, these services are exchangeable, but from a technical
point of view they are very different. As connection and line rental charges are covered by
the broadband service, the bundled fixed voice services can have zero or very small fixed
charges over and above the broadband charges.
Typically, fixed-voice tariffs incorporate some or all of the following types of charging:

Connection charge and takeover charge.

Monthly rental charge, plus the monthly charge for any additional options taken.

Allowances in terms of minutes included per month, or a value deducted from use
each month. These allowances are mapped onto the different types of calls and
times of day.

Billing system information.

Call charges for day, evening and weekend:
o Local calls
o Regional calls
o National calls
o Calls to mobiles (for each network, weighted)
o International calls to ten destinations
As such, calls to non-geographic numbers are excluded from the analysis.
The billing system information is used to determine the price elements included in a typical
call. Seven types of billing are possible.

Types of billing for fixed voice calls
Figure 10.5

Source: Teligen
Calculation types
1
Per second
2
Per unit
3
Per minute
4
Per second with allowance
5
Per second with initial minute
6
Per second capped
7
Per minute capped

367
Each tariff is handled individually, and will have the most appropriate call cost calculation
system applied.
Fixed voice basket
The fixed voice basket defines the use per month for the household, and calculates the
monthly cost of using the fixed voice service. The basket elements are listed below, with
values for each of the five households. The cost of customers’ equipment is amortised over
a five-year period.

Components of the fixed voice baskets
Figure 10.6

Source: Teligen
Note: All fixed call types are calculated with five different durations, below and above the number of
minutes indicated.
International calls are weighted according to the table below, considering each originating
country and each destination country.

Fixed voice international call destinations for comparator countries
Figure 10.7

Source: Teligen
Note: Vertical axis is the originating country and horizontal is the destination country.
Basket 1
Basket 2
Basket 3
Basket 4
Basket 5
Units
Call durations
Local
4
4
n/a
4
4
Mins
Regional
6
6
n/a
6
6
Mins
National
6
6
n/a
6
6
Mins
Fixed to mobile
2
2
n/a
2
2
Mins
International
6
6
n/a
6
6
Mins
Destination weights
Local
67
70
n/a
68
67
%
Regional
10
8
n/a
9
10
%
National
16
13
n/a
14
16
%
Fixed to mobile
7
7
n/a
7
7
%
International
0
2
n/a
2
0
%
Time of day weights
Day
58.3
58.3
n/a
59.2
58.3
%
Evening
24.5
24.5
n/a
24.9
24.5
%
Weekend
17.2
17.2
n/a
15.9
17.2
%
Depreciation
5
5
5
5
5
years
Call to
CAN
FRA
GER
ITA
JPN
RUS
SAF
ESP
UK
USA
Call from
CAN
2.2%
2.1%
1.7%
1.0%
0.3%
6.5%
86.2%
FRA
2.8%
25.2%
19.0%
1.4%
13.7%
24.7%
13.2%
GER
2.7%
21.6%
20.0%
1.7%
2.3%
0.8%
8.6%
20.4%
22.0%
ITA
3.4%
26.5%
30.3%
1.0%
7.0%
15.6%
16.2%
JPN
4.4%
5.0%
6.8%
2.5%
1.6%
1.1%
11.5%
67.1%
RUS
2.2%
8.8%
35.1%
11.8%
2.0%
3.4%
10.6%
26.1%
SAF
4.4%
5.0%
13.9%
4.4%
1.8%
46.7%
23.7%
ESP
0.8%
27.6%
23.8%
11.2%
0.7%
0.7%
0.2%
24.0%
10.9%
UK
6.2%
18.1%
19.5%
8.7%
2.8%
2.7%
8.0%
34.0%
USA
47.9%
5.6%
12.2%
4.6%
8.7%
1.3%
0.8%
2.2%
16.7%

368
Basket logic
Once the cost of using each fixed voice package is calculated, the cheapest package per
provider and per country is identified. These are the packages that are considered in the
household cost scenarios. The packages that are part of a bundled offering are identified
separately from the single packages.
Fixed voice data issues
Fixed voice services are covered with both direct and indirect services. Any line installation
or monthly rental charges incurred by those using indirect services are included in the
service costs. Some providers offer a wide range of add-on options for their tariff packages,
with possible cost reductions. Where relevant, these have been incorporated in order to
identify the lowest prices available for a basket of services.
Mobile services
Mobile tariff information
The mobile service is assumed to be a personal service; a household may have several
users with individual usage profiles and requirements. VoIP over mobile networks’ services
were excluded from the analysis. Typically, the mobile tariffs will use some or all of the
following charge categories:

Connection charge.

Monthly rental charge, plus the monthly charge for any additional options taken.

Allowances in terms of call minutes and/or messages included per month, or a value
deducted from usage each month. These allowances are mapped onto the different
types of calls and times of day.

Billing system information.

Call charges for day, evening and weekend:
o Local calls
o National calls
o On-net calls to mobiles
o Off-net calls to mobiles (for each network, weighted)
o Voicemail calls
o International calls to ten destinations

Data use and technology (3G/4G)

Messages.
The billing system information is used to determine the price elements included in a typical
call. Seven types of billing are possible:

369

Types of billing for mobile voice calls
Figure 10.8

Source: Teligen
Each tariff is handled individually, and will have the most appropriate call calculation system
applied.
Mobile basket
The mobile basket defines the use per month for the user, and calculates the monthly cost of
using the mobile service. The basket elements are listed below, with values for some of the
typical user types. Mobile handsets were assumed to have a three-year life.

Components of the mobile baskets
Figure 10.9

Source: Teligen
Notes: All mobile call types are calculated with five different durations, below and above the number
of minutes indicated.
International calls are weighted according to the table below, considering each originating
country and each destination country.
Calculation types
1
Per second
2
Per unit
3
Per minute
4
Per second with allowance
5
Per second with initial minute
6
Per second capped
7
Per minute capped
Basket 1Basket 2Basket 3Basket 4
Basket 5
Users
1&2
Users
1&2
User 1
User 1
User 2
User 3
User 4
User 1
User 2
Call durations
Local
1.5
1.5
1.7
1.8
1.8
1.5
1.5
1.7
1.8 Mins
National
1.5
1.5
1.7
1.8
1.8
1.5
1.5
1.7
1.8 Mins
On-net
1.6
1.6
1.9
1.9
1.9
1.6
1.6
1.9
1.9 Mins
Off-net
1.4
1.4
1.8
1.7
1.7
1.4
1.4
1.8
1.7 Mins
Voicemail
-
-
1
1
1
1
1
1
1 Mins
International
2
2
2
2
2
2
2
2
2 Mins
Destination weight
Local
16
16
8
11
13
20
20
13
20
%
National
8
8
5
6
7
10
10
7
10
%
On-net
38
38
37
33
34
30
30
29
30
%
Off-net
38
38
37
33
34
30
30
29
30
%
Voicemail
0
0
7
7
12
10
10
8
10
%
International
0
0
6
10
0
0
0
14
0
%
Time of day weight
Day
48
48
60
50
50
48
48
60
50
%
Evening
25
25
19
24
24
25
25
19
24
%
Weekend
27
27
21
26
26
27
27
21
26
%

370
Mobile voice international call destinations for comparator countries
Figure 10.10

Source: Teligen
Note: Vertical axis is the originating country and horizontal is the destination country.
The internet traffic is defined both as megabytes of download volume and minutes of use, as
tariffs may be charged according to either of these two methods. Handsets are defined in
three categories:

Basic: 2.5G or basic 3G, above 2MP camera, + MP3 player / FM radio

Mid-range: 3G smartphone

High-end: 3G/4G smartphone.
Basket logic
Once the cost of using each mobile package is calculated, the following checks take place:

Does the package include a handset, or can a suitable handset be included with the
package? If not, the cost of a suitable handset, amortised over three years, will be
added to the package’s monthly usage cost.

If the basket assumes an amount of data traffic, the package must also be able to
offer this. If not, the package will not be considered. In such instances the handset
must be compatible with data services.
Then the cheapest package per provider and per country is identified. These are the
packages that will be considered in the household cost scenarios. The packages that are
part of a bundled offering will be identified separately from the single packages.
Mobile service data issues
Although the model allows for pre-pay and post-pay services to be considered separately,
we have not defined whether the mobile phone component in a basket is pre-pay or post-
pay. We believe this enables better international comparison, given the very different pre-
pay/post-pay splits in different countries (for example, around 90% of Italian mobile
connections are pre-pay, while around 90% of US mobile connections are post-pay).
However, a consequence of this is that the analysis does not recognise the different
characteristics of the services; for example, a pre-pay mobile may be the only option
available to consumers with a poor credit rating, and may also offer advantages to those
who vary their use month by month.
Call to
CAN
FRA
GER
ITA
JPN
RUS
SAF
ESP
UK
USA
Call from
CAN
2.2%
2.1%
1.7%
1.0%
0.3%
6.5%
86.2%
FRA
2.8%
25.2%
19.0%
1.4%
13.7%
24.7%
13.2%
GER
2.7%
21.6%
20.0%
1.7%
2.3%
0.8%
8.6%
20.4%
22.0%
ITA
3.4%
26.5%
30.3%
1.0%
7.0%
15.6%
16.2%
JPN
4.4%
5.0%
6.8%
2.5%
1.6%
1.1%
11.5%
67.1%
RUS
2.2%
8.8%
35.1%
11.8%
2.0%
3.4%
10.6%
26.1%
SAF
4.4%
5.0%
13.9%
4.4%
1.8%
46.7%
23.7%
ESP
0.8%
27.6%
23.8%
11.2%
0.7%
0.7%
0.2%
24.0%
10.9%
UK
6.2%
18.1%
19.5%
8.7%
2.8%
2.7%
8.0%
34.0%
USA
47.9%
5.6%
12.2%
4.6%
8.7%
1.3%
0.8%
2.2%
16.7%

371
Allowances or ‘free’ minutes/ messages/ data are included in the tariffs, and are treated as
similarly to the billing system principles as possible (e.g. per-minute or per-second charging).
The deduction of minutes and messages will follow the traffic weights defined by the basket
profiles.
Broadband services
Broadband tariff information
The broadband services covered may be on any platform typical for home use; the most
common are ADSL, cable and fibre. Mobile broadband is included as a separate
requirement to fixed broadband for one household basket. Tariffs are categorised by
headline speed. Typically, broadband tariffs use some or all of the following charge
categories:
Connection charge.
Installation charge, for either self install or engineer install (the cheapest solution is used).

Purchase price for modem, and possibly router.

Any specific connection charges paid to the incumbent operator.

Monthly rental for broadband service.

Possibly, a monthly price for modem and router rental.

Any specific rental charges paid to the incumbent operator:
o Usage time allowance
o Usage time limit
o Usage time charge (per minute or hour beyond allowance)
o Usage data volume allowance
o Usage data technology for mobile services (3G/4G)
o Usage data volume limit
o Usage data volume charge (per MB or GB beyond allowance)
o Maximum cost per month
Broadband basket
The broadband basket is relatively simple, and basically calculates the monthly cost of using
a broadband service in a home environment. The basket parameters are generally given per
month. The values below are related to the five defined households.

372
Components of the broadband baskets
Figure 10.11

Source: Teligen
The ‘up to’ advertised 'speed of each tariff package is checked against the usage volume,
and if the speed is too low to accommodate the traffic indicated, the tariff is excluded from
the analysis. The speed of each tariff package is checked against the speed range required
by the basket, and if the speed is outside this range the tariff is excluded from the analysis. If
the tariff package has a penalty for excess use whereby the speed delivered is ‘throttled’, the
tariff is excluded from the analysis once this penalty takes effect. The resulting cost is
presented as connection/set-up cost, rental and use.

The monthly connection/set-up cost is the sum of all one-off charges (including any
discount/promotions), amortised over three years.

The rental cost is the sum of all monthly charges.

The usage cost is calculated from any per-minute or per-MB charges. The session
durations and usage volumes of the baskets are used for this calculation, along with
any time or volume allowances.
Basket logic
Once the cost of using each package is calculated, the following checks take place:

If the package uses a limiting mechanism that will take effect when the allowance is
exceeded, the status of this limit has to be checked. If it turns out that the package is
not able to accommodate the traffic defined in the basket within this allowance, and
that download speed will be limited as a result, the package cannot be considered.

If the download speed of the package is outside the range defined by the basket, the
package will not be considered.

The basket will define whether a fixed or wireless package is used, and this will also
be checked.

The resulting total monthly cost of the remaining packages will be compared, and the
cheapest package from each provider and also for each country will be identified.
Basket 1
Basket 2
Basket 3
Basket 4
Basket 5
Type of service
n/a
Fixed
Mobile
Fixed
Fixed
Usage time (hours/month)
n/a
100
160
300
500
Usage volume (GB/month)
n/a
25
5
50
75
Session duration (mins)
n/a
20
20
20
20
Minimum speed (Mbit/s)
n/a
5
n/a
10
30
Usage in daytime (%)
n/a
30
30
30
30
Usage in evening (%)
n/a
40
40
40
40
Usage at weekend (%)
n/a
30
30
30
30
Depreciation (years)
n/a
3
1
3
3

373
Broadband data issues
Broadband services of different types are covered: ADSL, cable and fibre as well as
wireless. The bitrates used are the headline ‘up to’ speeds published by the provider, not
considering any speed reductions caused by local circumstances. Only the download speed
is considered, although the upload speed is also covered. Where available, the prices for
both self-installation and engineer installation are covered. However, in some cases only one
of these may be available. The cheapest option is always used.
It is common to have special offers with reduced rental for the first few months. This is
included wherever it applies, given that the promotional offer is valid in the month of tariff
data collection (July 2014 and July 2015). The monthly rental is then averaged over the
depreciation period of three years. The research shows that some providers will only offer
broadband services bundled with other services, as a bundled package. Hence there will not
always be stand-alone offers for all providers listed.
Television services
Television tariff information
Television services are probably those where there is most variance between the countries
in terms of services’ description and quality. In this benchmarking study the television
services covered fall into three categories:

Basic service with a range of free-to-air channels.

Basic pay-TV service, with a basic set of channels beyond the free-to-air channels.

Premium service, based on the provider’s top-of-the-range offering, including top
league football/NFL matches and a top-price film/entertainment package.
Two additional parameters will be considered:

Whether or not a digital recording (DVR) facility is included in the set-top box.

Whether or not high definition (HD) services are included.
The basket definitions below will show how these parameters are defined for each of the
households.
Television services will cover the most relevant offerings from each provider based on the
two broad definitions above. Typically, television tariffs will use some or all of the following
charge categories:

Connection charge.

One-off charges for the set-top box (STB) and digital video recorder (DVR).

Monthly rental for basic television service.

Monthly rental for additional channel packages.

Monthly rental for hardware (STB, DVR).

Licence fee.

374
The cost of the TV set is excluded from the analysis.
Television basket
The television basket is relatively simple, and calculates the monthly cost of having the
relevant channel package, together with the cost of installation and/or equipment amortised
over three years. The basket parameters are generally given per month. The values below
are related to the five defined households.
Components of the television baskets
Figure 10.12

Source: Teligen
Basket logic
Once the charges for using each television package are calculated, the following checks
take place:

Is the number of channels offered in the package equal to or above the minimum
number of channels defined in the basket?

Is HD capability required by the basket and offered by the package?

Are a top price film/entertainment package and top-level football / NFL required by
the basket and offered by the package?
If any of these are answered with a “no”, the package will not be considered. The cheapest
package is identified for each provider and for each country, and these are used in the
household cost assessment.
Television data issues
The television data have been limited to packages offering channels that are within the
basket definition, largely resulting in three categories of offers:

Basic ‘free-to-air’ packages over a digital transmission network.

Basic pay-TV access with no special programme requirements.

HD premium pay-TV access, including premium channels with a top-price
film/entertainment package and top-level football/NFL matches. This option requires
hardware with a DVR capability.
A vast number of optional offers exist, and it is not feasible to cover them all.
Basket 1
Basket 2
Basket 3
Basket 4
Basket 5
Free-to-air or pay-TV
Free-to-air
Free-to-air
Pay-TV
Pay-TV
Pay-TV
HD capable
No
No
No
Yes
Yes
DVR included
No
No
Yes
Yes
Yes
Football channels
No
No
No
No
Yes
Movie channels
No
No
No
No
Yes
Depreciation
3
3
3
3
3

375
Purchasing power parity adjustment
All prices have been converted back to UK currency, using a purchasing power parity (PPP)
adjustment based on OECD comparative price levels in July 2015 and exchange rates as at
1 July 2015. Comparative price levels represent the number of specified monetary units
necessary to buy the same representative basket of consumer goods and services, relative
to any specified country (in this case, the UK), and enable a comparison of relative
consumer pricing for any product or service.
In addition, in order to ensure that the changes we identify within countries have been driven
by changes in the market, rather than simply by changes in the currency exchange rate, we
have used the exchange rate used for 2014 and applied it to 2013 data.
Purchasing power parity conversion rates
Figure 10.13

Source: Teligen, using OECD data
Analysis
Having identified the lowest prices for each single service from each of the three largest
operators in each country, and the lowest-price ‘bundled’ services appropriate to meet the
needs of all, or part of, each basket, we performed two types of analysis, which are detailed
in the write-up of the findings:

The ‘average stand-alone’ price for each of the components in every household
usage profile (fixed-line voice, broadband, post-pay mobile, pre-pay mobile, pay TV).
This was calculated as the average of the lowest-price tariffs from every provider of
each service in each country, weighted by the market share of the service provider in
order to ensure fair representation.

The ‘average bundle’ price for each household usage profile. This is calculated as
the average of the lowest-price tariffs from every provider of suitable bundled
services in each country (plus separate stand-alone services where a bundle does
not include all of the services required by the household), weighted by their fixed
broadband market shares. It should be noted that fixed broadband shares are used
to weight the results regardless of whether or not the bundles in question include
fixed broadband.

The ‘lowest available’ price available for each household. This identifies the lowest
price that a consumer could pay for this basket of services, including, where
appropriate, by purchasing ‘bundled’ services. This was calculated by identifying the
lowest price from any tariff for each component of every basket, together with the
lowest-price bundled services suitable for the basket, and identifying the overall
lowest price available.
Country
Currency
Exchange rate
August 2013 to July
2014 (£)
Comparative price
level (July 2014)
PPP adjusted rate
(£)
UK
GBP (£)
1.00
100.00
100.00
FRA
EUR (€)
1.41
80.33
112.99
GER
EUR (€)
1.41
75.41
106.07
ITA
EUR (€)
1.41
75.41
106.07
ESP
EUR (€)
1.41
68.03
95.70
USA
USD ($)
1.57
81.97
128.93

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We believe all three types of analysis are important for providing an overall understanding of
comparative pricing.
Stand-alone pricing provides a useful comparison of the relative costs of communications
services, and, because it is an average weighted by market share, it provides a good
indication of the prices that many consumers are actually paying. However, an important
limitation is that stand-alone offers are sometimes not available from leading suppliers. For
example, in the UK, TalkTalk offers broadband only with its fixed-voice service.
We believe the inclusion of ‘average bundle’ and ‘lowest available’ pricing is also essential to
understand the pricing of communications services, which are increasingly being delivered
as multi-service propositions (examples in the UK include TalkTalk and Sky’s triple-play
offers which provide TV, fixed voice and fixed broadband, and Virgin Media’s quad-play offer
which includes TV, fixed voice, fixed broadband and mobile). However, a limitation is that
‘bundled’ service offerings are typically not available to all consumers, as they are generally
geographically confined to areas where premises are connected either to a cable network or
to an unbundled telephone exchange. And although focusing on the ‘lowest available’
provides insight into the lowest prices available to some customers, it is not as good a
reflection of the prices that consumers are actually paying as the ‘weighted average’ analysis
that is possible when looking at stand-alone pricing.
Limitations
One of our key learnings in constructing international price comparison models is that it is a
very problematic exercise, which requires assumptions to be made and imposes ‘like-for-like’
comparisons on markets that are very different. In future years, we will look to continue to
improve our methodology, and we welcome any feedback on the research.
We highlight the following limitations to the analysis:

The analysis assumes a systematic and rational consumer who has a full
understanding of his or her usage requirements and is prepared to shop around and
undertake some often quite complex calculations to identify the tariff which offers the
best value. In reality, few consumers act in this way and will be on the lowest-cost
combination of services for their usage profile, but we believe the assumption is
necessary in order to provide effective international comparisons.

In looking only at tariffs offered by the largest operators in each country, lower prices
which might be available from smaller operators seeking to disrupt markets are not
included, purely for practical reasons. Nevertheless, we believe that using the prices
of the largest operators is appropriate, both because they are the best reflection of
the general consumer experience and because their pricing both defines and is
defined by the competitive environment in which they operate.

Although we have been as comprehensive as possible, tariffs are often highly
complicated and there are some components that we have been unable to
incorporate into our model; for example, benefits that are available only to certain
types of consumers, such as BT Basic which offers lower-price line rental to
consumers on income support, and differing levels of customer service.

In order to calculate the weighted average, we have used market share calculations
based on operators’ retail customers. Market share calculations are based on the
overall subscriber base, not the subscriber base for the particular tariff (for which
figures are not available).

377

Pay-TV services are a component of three of the baskets we examine. However, it
has not been possible to compare like-for-like subscriptions, principally because of
differences in the composition of basic and premium channels across the six
countries. As a consequence, quantitative comparison of international TV pricing is
arguably less meaningful than for telecoms services. This is also an issue in the
pricing of ‘triple-play’ services, where there is a wide variation in the types of TV
content.

For television services in some countries there are only two operators with
nationwide coverage and/or significant market share (or only one, for some premium
TV offerings). In these instances, we have identified the best-value tariff from each of
them and calculated a blended average based on their market shares.

Some services are not available nationwide. This is particularly true for services
which are available only where local exchanges have been unbundled, and for IPTV,
which requires a high-speed broadband connection, but is also true for cable TV and
all types of broadband.

We do not define whether the mobile phone component in a household usage profile
is pre-pay or post-pay. We believe this enables better international comparison, given
the very different pre-pay / post-pay splits in different countries (for example, over
75% of mobile connections in Italy, but less than 20% in France, are pre-pay).
However, a consequence of this is that the analysis does not recognise the different
characteristics of the services; for example, a pre-pay mobile may be the only option
available to consumers with a poor credit rating and may also offer advantages to
those who vary their use month by month.

Representative pricing in the US as a whole is difficult, due to large regional
variations as a result of local incumbent telco operators and cable operators offering
localised prices for fixed-line services. We use only those tariffs available within the
state of Illinois, chosen because it is broadly representative of the US as a whole in
terms of its relative wealth and rural-urban split (it incorporates the city of Chicago as
well as large agricultural regions). Nevertheless, US pricing should not be viewed as
representative of the whole country.

In order to ensure that the changes we identify within countries have been driven by
changes in the market rather than simply by changes in the currency exchange rate,
we have used the same PPP-adjusted exchange rate in 2015 and applied it to 2014
data. This means that there may be some distortions in the relative positions of
countries compared to the findings in the 2014 report. The prices quoted are in
nominal terms.

378

379

International Communications
Market Report 2015

11

Glossary and Table of
Figures

380
Glossary
2.5G In mobile telephony, 2.5G protocols extend 2G systems to provide additional features
such as packet-switched connections (GPRS) and higher-speed data communications.
2G Second generation of mobile telephony systems. Uses digital transmission to support
voice, low-speed data communications, and short messaging services.
3.5G Refers to evolutionary upgrades to 3G services, starting in 2005-2006, that provide
significantly enhanced performance. High Speed Downlink Packet Access is expected to
become the most popular 3.5G technology (see HSDPA).
3DTV Three-dimensional television. A television viewing system whereby a 3D effect is
created for the viewer. The 3D image is generated using red and blue colour tints on two
overlaid images intended for left and right eye. Some forms of 3D TV can involve the viewer
wearing glasses (stereoscopic) but more advanced systems do not require glasses (auto-
stereoscopic).
3G LTE See LTE
3G Third generation of mobile systems. Provides high-speed data transmission and supports
multimedia applications such as full-motion video, video-conferencing and internet access,
alongside conventional voice services.
4G The fourth generation of mobile phone mobile communication technology standards,
which provides faster mobile data speeds than the 3G standards that it succeeds.
802.11 see Wireless LANs (WiFi)
Access Allowing other companies operating in the postal market, or other users of postal
services, to use Royal Mail’s facilities for the partial provision of a postal service.
Access network An electronic communications network which connects end-users to a
service provider; running from the end-user’s premises to a local access node and
supporting the provision of access-based services. It is sometimes referred to as the ‘local
loop’ or ‘last mile’.
Active audience – the total number of people who visited any website or used any internet
connected application at least once in a given month.
ADSL Asymmetric digital subscriber line. A digital technology that allows the use of a
standard telephone line to provide high-speed data communications. Allows higher speeds
in one direction (towards the customer) than the other.
ADSL2+ A technology which extends the maximum theoretical downstream data speed of
ADSL from 8Mbit/s to 24Mbit/s/
ADSL Max BT's range of commercial ADSL services.
ADS-RSLs Audio distribution systems restricted service licences. These licences are issued
for broadcast radio services using spectrum outside the 'traditional' broadcast bands (i.e. FM
and AM). Typically offering commentary and other information for attendees within a stadium
or venue on specially-designed radio receivers for sale at the event (as they do not use
standard broadcast frequencies).
Alternative operator Refers to service providers, usually in telecoms, other than the
incumbent (or established) operator/s (see incumbent operator/s).

381
AM Amplitude modulation. Type of modulation produced by varying the strength of a radio
signal. This type of modulation is used by broadcasters in three frequency bands: medium
frequency (MF, also known as medium wave (MW)); low frequency (LF, also known as long
wave (LW)), and high frequency ((HF, also known as short wave (SW)). The term AM is also
used to refer to the medium frequency band (see MF, below).
ARPU Average revenue per user. A measurement used by pay-television or mobile
companies to indicate the average monthly revenue earned from a subscriber.
Asynchronous transfer mode (ATM) A networking technology designed to handle high
data volumes and low-latency content such as real-time voice and video.
ATT Analogue terrestrial television. The television broadcast standard that all television
industries launched with. Most countries in this study are planning to phase out ATT in the
next ten years.
BARB Broadcasters’ Audience Research Board. The pan-industry body that measures
television viewing in the UK.
Bit-rates The rate at which digital information is carried within a specified communication
channel.
BitTorrent A peer-to-peer file sharing protocol which uses ‘trackers’ on websites to index
content and is used by a number of BitTorrent clients to download and upload content.
Blog Short for weblog. A weblog is a journal (or newsletter) that is frequently updated and
intended for general public consumption. Blogs generally represent the personality of the
author or the website.
Bluetooth Wireless standard for short-range radio communications between a variety of
devices such as PCs, headsets, printers, mobile phones, and PDAs.
Broadband A service or connection generally defined as being ‘always on’ and providing a
bandwidth greater than narrowband.
Bulk mail High volumes of mail sent in one posting, typically of the same format and weight
and often sorted to a predetermined level before being handed to the operator
CAGR Compound Annual Growth Rate. The average annual growth rate over a specified
period of time. It is used to indicate the investment yield at the end of a specified period of
time. The mathematical formula used to calculate CAGR = (present value/base value)^(1/#of
years) – 1
Catch-up TV Usually refers to services that allow consumers to watch or listen to content on
a non-live basis after the initial broadcast.
Communications Act Communications Act 2003, which came into force in July 2003.
Connected TV Any television set connected to the internet either directly (such as a smart
TV) or via another device such as a set-top box, video game console or other internet-
enabled devices.
Contention ratio An indication of the number of customers who share the capacity available
in an ISP’s broadband network. Figures of 50:1 for residential broadband connections and
20:1 for business are typical).
CPS Carrier pre-selection. The facility offered to customers which allows them to opt for
certain defined classes of call to be carried by an operator, selected in advance and with

382
whom they have a contract. CPS does not require the customer to dial a routing prefix or use
a dialler box.
DAB Digital audio broadcasting. A set of internationally-accepted standards for the
technology by which terrestrial digital radio multiplex services are broadcast in the UK.
Data packet In networking, the smallest unit of information transmitted as a discrete entity
from one node on the network to another.
DCMS Department for Culture, Media & Sport
Delivery office A facility serving a defined geographical area where postal packets are
prepared for final delivery
Digital audience The active audience across laptop/desktop computers and mobile phones.
Digital Britain The government report, published in June 2009, outlining a “strategic vision
for ensuring that the UK is at the leading edge of the global digital economy”.
Digital broadcast radio Uses digital technology to transmit radio services. This includes the
DAB set of internationally-accepted standards, plus other technologies such as HD radio and
Integrated Services Digital Broadcasting (ISDB).
Digital switchover The process of switching over the analogue television or radio
broadcasting system to digital.
Direct mail Addressed advertising mail
DMB Digital mobile broadcasting. A variant of the DAB digital radio standard for mobile TV
services, and an alternative to DVB-H (see DVB, below).
Dongle A physical device, attached to a PC's USB port, which adds hardware capabilities.
Downstream access Access to Royal Mail’s postal network at an inward mail centre or at
any point in the postal chain after that.
Downstream The activities of inward sortation and delivery.
DRM Digital rights management. The technology that controls access and use of digital
content.
DSL Digital subscriber line. A family of technologies generally referred to as DSL, or xDSL,
capable of transforming ordinary phone lines (also known as 'twisted copper pairs') into high-
speed digital lines, capable of supporting advanced services such as fast internet access
and video on demand. ADSL, HDSL (high data rate digital subscriber line) and VDSL (very
high data rate digital subscriber line) are all variants of xDSL).
DTR See DVR
DTT Digital terrestrial television. The television technology that carries the Freeview service.
Dual-carrier LTE 4G A 4G LTE mobile service which uses double the bandwidth of standard
LTE services, resulting in a higher data rate.
DVB Digital video broadcasting. A set of internationally-accepted open standards for digital
broadcasting, including standards for distribution by satellite, cable, radio and hand-held
devices (the latter known as DVB-H). The DVB Project develops the standards.

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DVB-T2. The latest digital terrestrial transmission technology developed by DVB. The
technology is being used to facilitate the introduction of HDTV on DTT in the UK. DVB-S2
(satellite) and DVB-C2 (cable) are also available.
DVD Digital versatile disc. A high-capacity CD-size disc for carrying audio-visual content.
Initially available as read-only, but recordable formats are now available.
DVR Digital video recorder (also known as ‘personal video recorder’ and ‘digital television
recorder). A digital TV set-top box including a hard disk drive which allows the user to
record, pause and rewind live TV.
End-to-end Operators other than Royal Mail that provide a full postal service from collection
to delivery
EPG Electronic programme guide. A programme schedule, typically broadcast alongside
digital television or radio services, to provide information on the content and scheduling of
current and future programmes.
E-reader An electronic, portable device capable of downloading and displaying text such as
digital books or newspapers.
E-retail Distance shopping, using online services to order and pay for goods
EST Electronic sell-through. For the purposes of this report electronic sell-through is audio
visual content that is purchased and a copy permanently kept, ie not rented.
Feature phone A low-end mobile phone that has less computing ability than a smartphone,
but more capability than the most basic handsets.
Fibre-to-the-last-amplifier (FTTLA) A form of fibre-optic communication delivery in which
the last stage of the access network is delivered by Hybrid fibre-coaxial (HFC) cable that is
run directly onto the customer’s premises.
Fibre-to-the-building (FTTB) A form of fibre-optic communication delivery in which an
optical fibre is run directly onto the customer’s premises.
Fibre-to-the-cabinet (FTTC) Access network consisting of optical fibre extending from the
access node to the street cabinet. The street cabinet is usually located only a few hundred
metres from the subscriber premises. The remaining segment of the access network from
the cabinet to the customer is usually a copper pair but could use another technology, such
as wireless.
Fibre-to-the-home (FTTH) A form of fibre optic communication delivery in which the optical
signal reaches the end-user's living or office space.
Fibre-to-the-premises (FTTP) A form of fibre-optic communication delivery in which an
optical fibre is run directly onto the customer’s premises.
First-run acquisitions A ready-made programme bought by a broadcaster from another
rights holder and broadcast for the first time in the UK during the reference year.
First-run originations Programmes commissioned by or for a licensed public service
channel with a view to their first showing on television in the United Kingdom in the reference
year.
FM Frequency modulation. Type of modulation produced by varying the frequency of a radio
carrier in response to the signal to be transmitted. This is the type of modulation used by
broadcasters in part of the VHF (Very High Frequency) band, known as VHF Band 2.

384
Format The type of programme service broadcast by radio stations. Also, the part of a radio
station’s licence which describes the programme service.
Frame relay A wide area network technology which is used to provide a continuous,
dedicated connection between sites without the need for a leased line.
Free-to-air Broadcast content that people can watch or listen to without having to pay a
subscription.
Fulfilment mail Requested goods including tickets, brochures, packets and parcels
GDP Gross Domestic Product.
GPRS General packet radio service, a packet data service provided over 2.5G mobile
networks.
GPS The GPS (global positioning system) is a ‘constellation’ of 24 well-spaced satellites that
orbit the Earth and make it possible for people with ground receivers to pinpoint their
geographic location.
GSM Global standard for mobile telephony, the standard used for 2G mobile systems.
HDTV High-definition television. A technology that provides viewers with better quality, high-
resolution pictures.
Headline connection speed The theoretical maximum data speed that can be achieved by
a given broadband. A number of factors, such as the quality and length of the physical line
from the exchange to the customer, mean that a given customer may not experience this
headline speed in practice.
HSPA Jointly, downlink and uplink mobile broadband technologies are referred to as HSPA
(high speed packet access) services.
Hyper-local website An online news or content services pertaining to a town, village, single
postcode or other small geographically-defined community.
IDTV Integrated digital television set. A television set that includes a digital tuner (as well as
analogue) and therefore does not require an additional set-top box to receive digital
television. IDTVs are most commonly capable of receiving DTT but also digital satellite
(Freesat).
Incumbent operator/s An incumbent operator usually refers to a market’s established
provider/s, in the UK fixed market this is BT and Kingston Communications.
International roaming A service offered by mobile operators that allows customers to use
their phone abroad. The home operator has agreements with foreign operators that allow
customers to make and receive calls, send and pick up text messages, and use some of the
other mobile services (such as access to voicemail or topping-up credit on pre-pay phones).
The exact services available and the charges for their use vary between operators.
Internet A global network of networks, using a common set of standards (e.g. internet
protocol), accessed by users with a computer via a service provider.
Internet-enabled mobile phone A mobile phone which allows its user to access the internet
via in-built access technology such as GPRS or WCDMA.

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Internet-enabled TV An umbrella term covering any television set connected to the internet
via a third-party device, such as a set-top box, a games console, a laptop/PC or other
internet-enabled device.
Internet property A full domain (i.e. felmont.com), pages (i.e. sports.felmont.com/tennis),
applications or online services under common ownership or majority ownership for a single
legal entity.
IP (internet protocol) The packet data protocol used for routing and carrying messages
across the internet and similar networks.
IPTV Internet protocol television. The term used for the television platform that delivers
channels to viewers using internet protocol (IP) technology over a broadband connection.
For the purposes of this report, hybrid systems such as BT TV in the UK (i.e. those that
provide television services through both an aerial and an IP connection) are considered
IPTV platforms.
ISDN Integrated services digital networks. A standard developed to cover a range of voice,
data, and image services intended to provide end-to-end, simultaneous handling of voice
and data on a single link and network.
ISP Internet service provider. A company that provides access to the internet.
ITC Independent Television Commission, one of the regulators replaced by Ofcom in 2003
ITV All references to ITV should be read as including STV, UTV and Channel Television.
ITV licensees ITV Broadcasting Limited, STV, UTV and Channel Television.
LAN (Local area network) A network for communication between computers covering a
local area, like a home or an office.
Large letter This refers to Royal Mail’s definition Large Letter. A Large Letter is any item
larger than a Letter and up to 353mm in length, 250mm in width and 25mm in thickness, with
a maximum weight of 750g.
L-Band A range of frequencies within which an allocation has been made in much of the
world for broadcasting (1452 to 1492 MHz), generally by satellite, but in Europe for terrestrial
digital sound broadcasting in the range 1452 to 1480 MHz. Some DAB digital radio receivers
can tune to this range.
Leased line A transmission facility which is leased by an end-user from a public carrier, and
which is dedicated to that user's traffic.
LLU (local loop unbundling) LLU is the process where the incumbent operators (in the UK
it is BT and Kingston Communications) make their local network (the lines that run from
customers premises to the telephone exchange) available to other communications
providers. The process requires the competitor to deploy its own equipment in the
incumbent’s local exchange and to establish a backhaul connection between this equipment
and its core network.
Local loop The access network connection between the customer's premises and the local
PSTN exchange, usually a loop comprised of two copper wires.
L-RSL See also S-RSLs – Long Term Restricted Service Licences. L-RSLs are a means of
providing a radio service for a non-resident population within a defined establishment such
as hospital patients and staff, students on a campus, or army personnel. They are available

386
on demand, provided they meet the licensing criteria and that a suitable frequency is
available. Licences are renewable after the initial five-year term.
LTE (Long-term evolution). Part of the development of 4G mobile systems that started with
2G and 3G networks (also see dual-carrier LTE 4G).
Machine to machine (M2M) – wired and wireless technologies that allow systems to
communicate with each other.
Mail centre A facility serving a geographical area used for the sortation of postal packets
Micro-blogging short form blogging, where posts are typically small elements of content
such as short sentences, individual images or video links.
MMS Multimedia messaging service. The next generation of mobile messaging services,
adding photos, pictures and audio to text messages.
MNO Mobile network operator, a provider which owns a cellular mobile network.
Mobile broadband Various types of wireless high-speed internet access through a portable
modem, telephone or other device.
Modem sync speed The data rate at which a broadband network negotiates with a modem
and the maximum data rate that a particular broadband service can support.
MP3 (MPEG-1 Audio Layer-3) A standard technology and format for compressing a sound
sequence into a very small file (about one-twelfth the size of the original file) while
preserving the original level of sound quality when it is played.
MP3 player A device that is able to store and play back MP3 files.
MPEG Moving Picture Experts Group. A set of international standards for compression and
transmission of digital audio-visual content. Most digital television services in the UK use
MPEG2, but MPEG4 offers greater efficiency and is likely to be used for new services
including TV over DSL and high-definition TV.
Multichannel In the UK, this refers to the provision or receipt of television services other
than the main five channels (BBC One and Two, ITV, Channel 4/S4C and Channel 5) before
digital switchover took place in 2012. ‘Multichannel homes’ comprised all those with digital
terrestrial TV, satellite TV, cable TV or TV over broadband, excluding analogue terrestrial
only homes
Multiplex A device that sends multiple signals or streams of information on a carrier at the
same time in the form of a single, complex signal. The separate signals are then recovered
at the receiving end.
MVNO An organisation which provides mobile telephony services to its customers, but does
not have allocation of spectrum or its own wireless network.
MW See MF and AM above.
Narrowband A service or connection providing data speeds up to 128kbit/s, such as via an
analogue telephone line, or via ISD.
Near video on demand (NVoD), a service based on a linear schedule that is regularly
repeated on multiple channels, usually at 15-minute intervals, so that viewers are never
more than 15 minutes away from the start of the next transmission.

387
Net neutrality The principle that all traffic on the internet should be treated equally,
regardless of content, site or platform.
Next-generation access networks (NGA) New or upgraded access networks that will allow
substantial improvements in broadband speeds. This can be based on a number of
technologies including cable, fixed wireless and mobile. Most often used to refer to networks
using fibre optic technology.
Next-generation core networks (NGN) Internet protocol-based core networks which can
support a variety of existing and new services, typically replacing multiple, single service
legacy networks
Non-linear Content that is delivered ‘on demand’ as opposed to live TV
Oftel Office of Telecommunications, whose functions transferred to Ofcom on 29 December
2003.
‘Over-the-top’ video Refers to audio-visual content delivered on the ‘open’ internet rather
than over a managed IPTV architecture.
Pact Producers Alliance for Cinema and Television, the UK trade association for
independent film, television, animation and interactive media companies.
Pay-per-view A service offering single viewings of a specific film, programme or event,
provided to consumers for a one-off fee.
PDA Personal Digital Assistant.
Peak time The period during which: a radio station broadcasts its breakfast show and, on
weekdays only, also its afternoon drive-time show; a television station broadcasts its early-
and mid-evening schedule, typically used by Ofcom to refer to the period between 18:00 and
22:30 each day (including weekends).
Peer-to-peer (P2P) distribution The process of directly transferring information, services or
products between users or devices that operate on the same hierarchical level.
Pipeline Stages involved in the production and distribution process of a good or service from
the initiation of the process to the delivery of the final product. In postal services the pipeline
refers to the stages from collection to delivery of a postal item.
Podcasting A way for digital audio files to be published on the internet, and then
downloaded onto computers and transferred to portable digital audio players.
Postal packets A letter, parcel, packet or other article transmissible by post
PSB Public service broadcasting, or public service broadcaster. The Communications Act in
the UK defines the PSBs as including all BBC channels, ITV (including GMTV, STV and
UTV), Channel 4, Channel 5 main channels and S4C.
PSTN Public switched telephone network. The network that manages circuit-switched fixed-
line telephone systems.
Publications Regularly produced publications such as periodicals and magazines
‘Pull’ VOD A video-on-demand system where content is delivered in real time to the
viewers. The approach is usually favoured on platforms that have a high-speed return path,
such as cable or IPTV

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‘Push’ VOD A video-on-demand system where content is downloaded to the hard disk of a
set-top box rather than streamed in real time via a wired network. The approach is usually
favoured on platforms that do not have a high-speed return path, such as satellite or
terrestrial.
PVR See DVR
RAJAR Radio Joint Audience Research – the pan-industry body which measures radio
listening.
Registered items A service of conveying postal packets from one place to another by post
which provides for the registration of the packets in connection with their conveyance by post
and for the payment of an amount determined by the person providing the service in the
event of the theft or loss or damage to the packets
Repeats All programmes not meeting the definition of first-run origination or first-run
acquisition.
Royal Mail Wholesale A business unit within Royal Mail Group that negotiates with any
postal operator or user who applies for access to Royal Mail Group’s postal network.
RSL Restricted service licence. A radio licence serving a single site (e.g. a hospital or
university campus) or serving a wider area on a temporary basis (e.g. for festivals and
events).
Service bundling (or multi-play) A marketing term describing the packaging together of
different communications services by organisations that traditionally only offered one or two
of those services.
Service provider A provider of electronic communications services to third parties, whether
over its own network or otherwise.
Share (radio) Proportion of total listener hours, expressed as a percentage, attributable to
one station within that station’s total survey area.
Share (TV) The percentage of the total TV viewing audience watching over a given period of
time. This can apply to channels, programmes, time periods etc
SIM (subscriber identity module) A SIM or SIM card is a small flat electronic chip that
identifies a mobile customer and the mobile operator. A mobile phone must have a SIM card
inserted before it can be used.
SIM-only A mobile contract that is sold without a handset.
Simulcasting The broadcasting of a television or radio programme service on more than
one transmission technology (e.g. FM and MW, DAB and FM, analogue and digital terrestrial
television, digital terrestrial and satellite).
Smart glasses
1. A wearable computer that displays information in the wearer’s field of vision and may
support speech interaction. Much of the information is retrieved via a mobile network
internet connection, although this link may require use of a mobile phone connected
wirelessly to the glasses. Typical applications include mapping and directions, phone
call initiation and answering, and taking photographs and videos.
2. A secondary category of smart glasses, designed for use by people with visual
impairments, using sensors to provide higher-contrast display of objects in front of
the wearer.

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Smartphone A mobile phone that offers more advanced computing ability and connectivity
than a contemporary basic 'feature phone’.
Smart TV A standalone television set with inbuilt internet functionality, allowing users to
either connect a broadband router directly into the TV or to connect wirelessly.
Smartwatch A wearable computer that provides features in addition to those to be expected
of a watch. Typically they are connected wirelessly to a mobile phone and display incoming
messages, call status and provide some degree of control over the phone, including call
answering and control of audio playback. Other features can include motion sensors,
cameras and GPS.
SME Small to medium-sized enterprise. A company with fewer than 250 employees.
SMS Short Messaging Service, usually used to refer to mobile text messaging (see text
message below).
Social networking site (SNS) A website that allows users to join communities and interact
with friends or to others that share common interests.
Socio-economic group (SEG) A social classification, classifying the population into social
grades, usually on the basis of the Market Research Society occupational groupings (MRS,
1991). The groups are defined as follows.

A.
Professionals such as doctors, solicitors or dentists, chartered people
like architects; fully qualified people with a large degree of responsibility such as
senior civil servants, senior business executives and high ranking grades within the
armed forces. Retired people, previously grade A, and their widows.

B.
People with very senior jobs such as university lecturers, heads of
local government departments, middle management in business organisations,
bank managers, police inspectors, and upper grades in the armed forces.

C1.
All others doing non-manual jobs, including nurses, technicians,
pharmacists, salesmen, publicans, clerical workers, police sergeants and middle
ranks of the armed forces.

C2.
Skilled manual workers, foremen, manual workers with special
qualifications such as lorry drivers, security officers and lower grades of the armed
forces.

D.
Semi-skilled and unskilled manual workers, including labourers and
those serving apprenticeships. Machine minders, farm labourers, lab assistants and
postmen.

E.
Those on the lowest levels of subsistence including all those
dependent upon the state long-term. Casual workers and those without a regular
income.
S-RSLs Short-term restricted service licences (S-RSLs) are issued for temporary local radio
stations which usually serve a very localised coverage area, such as an education campus,
a sports event, or a music or religious festival site. These licences are also used for
temporary trials of community stations, sometimes to gauge interest before applying for a
five-year community licence.
Streaming content Audio or video files sent in compressed form over the internet and
consumed by the user as they arrive. Streaming is different to downloading, where content is
saved on the user’s hard disk before the user accesses it.

390
Superfast broadband Sometimes known as next-generation broadband, super-fast
broadband delivers actual modem sync speeds of 30Mbit/s or higher
Superfast product Fixed-line broadband with headline speeds of more than or equal to
30Mbit/s
Tablet computer A mobile computer which is included within a single panel with a
touchscreen.
Telecommunications, or 'telecoms' Conveyance over distance of speech, music and other
sounds, visual images or signals by electric, magnetic or electro-magnetic means.
Text message A short text-only communication sent between mobile devices.
Time-shifting In the UK, the recording of programmes by viewers (using DVRs, recordable
DVDs or VCRs) to watch at another time, or using catch-up ‘player’ services through the TV
set. It can sometimes refer to the broadcast of a television programme on more than one
channel with a specified delay (typically an hour to provide more than one opportunity for
viewers to watch the service). These are most commonly known as ‘+1’ channel services. In
reported UK viewing data from BARB, time-shifted viewing applies to the former.
Transactional mail Business mail usually sent on a regular scheduled basis, often used in
financial transactions, including statements, invoices and credit card bills
Transmitter A device which amplifies an electrical signal at a frequency to be converted, by
means of an aerial, into an electromagnetic wave (or radio wave). The term is commonly
used to include other, attached devices, which impose a more simple signal onto the
frequency, which is then sent as a radio wave. The term is sometimes also used to include
the cable and aerial system referred to above, and indeed the whole electrical, electronic
and physical system at the site of the transmitter.
TSA Total survey area. The coverage area within which a radio station’s audience is
measured by RAJAR.
TV over DSL/TV over broadband A technology that allows viewers to access TV content –
either in a linear programme schedule, or on demand – using internet protocol via
broadband services, either on a PC or (via a set-top box) on a TV set.
TVWF Television Without Frontiers. A range of provisions designed to achieve coordination
of the legal, regulatory and administrative frameworks of European Union member states
with respect to television broadcasting, adopted by the European Council in 1989 and
amended in 1997. TVWF was replaced by the Audio Visual Media Services (AVMS)
Directive in December 2007.
UKOM UK Online Measurement. A media industry measurement of UK consumers’ online
activity, specified by UKOM Ltd and delivered by comScore.
UKPIL UK Parcels, International and Letters is a division of Royal Mail Group which
comprises parcels, international and media & unaddressed mail services
UMA Unlicensed Mobile Access, a technology that provides roaming between GSM and
802.11 WiFi
UMTS Universal mobile telecommunications system. The 3G mobile technologies most
commonly used in the UK and Europe.

391
Unaddressed mail Also known as door-to-door and door drops, unaddressed mail is
advertising mail with no specified recipient, usually distributed to all households within a
targeted geographical area
Unbundled A local exchange that has been subject to local loop unbundling (LLU).
Unique audience The number of different people visiting a website or using an application.
Usage caps Monthly limits on the amount of data which broadband users can download,
imposed by some ISPs.
UWB Ultra-wideband A technology developed to transfer large amounts of data wirelessly
over short distances, typically less than ten metres.
VCR Video cassette recorder.
VDSL Very High Speed DSL A high speed variant of DSL technology, which provides a
high headline speed through reducing the length of the access line copper by connecting to
fibre at the cabinet.
VHF Very high frequency The part of the spectrum between 30MHz and 300MHz. FM radio
is broadcast on part of this band (87.6MHz to 107.9MHz) and DAB digital radio is broadcast
on another (Band III: 217.5MHz to 230MHz in the UK, and over a wider range, but shared
with TV services, elsewhere in Europe).
VOD Video-on-demand A service or technology that enables TV viewers to watch
programmes or films whenever they choose to, not restricted by a linear schedule (also see
‘push’ VOD and ‘pull’ VOD.
VoIP Voice over internet protocol. A technology that allows users to send calls using internet
protocol, using either the public internet or private IP networks.
WAP Wireless application protocol.
Web 2.0 A perceived ‘second generation’ of web-based communities and hosted services
such as social networking sites and wikis, which facilitate collaboration and sharing between
users.
Widget Widgets are small chunks of code embedded on desktops, web pages, mobile
phones and TVs to enable content to be distributed.
WiFi hotspot A public location which provides access to the internet using WiFi technology.
WiMAX A wireless MAN (metropolitan area network) technology, based on the 802.16
standard. Available for both fixed and mobile data applications.
Wireless LAN or WiFi (Wireless fidelity) Short-range wireless technologies using any type
of 802.11 standard such as 802.11b or 802.11a. These technologies allow an over-the-air
connection between a wireless client and a base station, or between two wireless clients.
WLR (Wholesale line rental) A regulatory instrument requiring the operator of local access
lines to make this service available to competing providers at a wholesale price.
XHTML (Extensible HTML) A mark-up language for web pages from the W3C. XHTML
combines HTML and XML into a single format (HTML 4.0 and XML 1.0).

392
Table of Figures

Global communications revenues ................................................................ 21
Figure 1.1

Communications sector revenues, by country: 2014 .................................... 22
Figure 1.2

Communications sector revenue per head: 2014 ......................................... 23
Figure 1.3

Communications revenues per head, adjusted for comparative price
Figure 1.4
levels: 2014 .................................................................................................. 24

Sources of global revenue for radio and television industries: 2014 ............. 25
Figure 1.5

Global advertising expenditure, by medium: 2014 ........................................ 26
Figure 1.6

Fixed voice and mobile connections per 100 population: 2014..................... 28
Figure 1.7

Fixed broadband connections per 100 population: 2014 .............................. 29
Figure 1.8

Fixed broadband connections, by headline speed: 2009 and 2014 .............. 30
Figure 1.9

DTV homes per 100 TV households: 2014................................................... 31
Figure 1.10

Ownership and personal use of devices ....................................................... 32
Figure 1.11

Claimed ownership of audio-visual devices (DVR, HDTV and connected
Figure 1.12
TV) ............................................................................................................... 33

Online television and film services used in the past week ............................ 34
Figure 1.13

Regular use of selected communications services / media .......................... 35
Figure 1.14

Comparison of ‘lowest available’ stand-alone pricing ................................... 37
Figure 1.15

Proportion of consumers buying more than one communications service
Figure 1.16
from the same provider ................................................................................ 38

‘Lowest available’ (including bundles) pricing for the ‘connected family’
Figure 1.17
household .................................................................................................... 39

‘Lowest available’ (including bundles) pricing for the ‘basic needs’
Figure 1.18
household .................................................................................................... 40

Comparison of international pricing: 2015 .................................................... 41
Figure 1.19

Average overall rank based on ‘weighted average’ stand-alone and
Figure 1.20
bundled and ‘lowest available’ prices across all five households (Lower
is better) ....................................................................................................... 41

Household ownership of connected TV sets ................................................ 43
Figure 1.21

Types of audio-visual content watched on a connected TV set .................... 44
Figure 1.22

Types of audio-visual content watched on a tablet ....................................... 45
Figure 1.23

Types of AV content watched on connected TVs and tablets ....................... 45
Figure 1.24

Use of any online services to watch TV or films ........................................... 46
Figure 1.25

Use of free-to-air broadcaster catch-up TV services .................................... 47
Figure 1.26

Use of catch-up or on-demand services through a pay-TV provider ............. 48
Figure 1.27

Use of non-broadcaster SVoD services ....................................................... 49
Figure 1.28

SVoD subscription numbers, by country: 2013 and 2014 ............................. 50
Figure 1.29

Types of content accessed via SVoD services ............................................. 51
Figure 1.30

Claimed changes in watching TV programmes at the time of broadcast ...... 52
Figure 1.31

Claimed changes in watching DVDs/Blu-ray ................................................ 53
Figure 1.32

4G population coverage (%) by country: 2013-2014 .................................... 56
Figure 1.33

Mobile connections, by technology: 2009 and 2014 ..................................... 57
Figure 1.34

Reasons for choosing 4G ............................................................................. 58
Figure 1.35

Proportion of respondents video streaming/ downloading on a mobile
Figure 1.36
phone at least weekly, 4G and non-4G users ............................................... 59

Satisfaction with 4G mobile phone services ................................................. 60
Figure 1.37

Contextual data in our comparator countries ................................................ 61
Figure 1.38

Mobile and smartphone take-up ................................................................... 61
Figure 1.39

Use of smartphones and mobile phones to access the internet.................... 62
Figure 1.40

Checking smartphone at the start of the day ................................................ 63
Figure 1.41

First application accessed in the morning .................................................... 64
Figure 1.42

Frequency of checking smartphone ............................................................. 65
Figure 1.43

Checking smartphones at the end of the day ............................................... 66
Figure 1.44

393

Regular smartphone communication methods ............................................. 67
Figure 1.45

News and entertainment, use in general and outside the home ................... 68
Figure 1.46

Smartphone use and financial activities ....................................................... 69
Figure 1.47

Using a smartphone (very often/almost always) while doing other
Figure 1.48
activities ....................................................................................................... 70

Number of apps downloaded per month ...................................................... 71
Figure 1.49

Most commonly downloaded apps on Google Play, by country .................... 71
Figure 1.50

Most commonly downloaded apps on iPhone, by country ............................ 72
Figure 1.51

Levels of interest in types of news ............................................................... 75
Figure 1.52

Starting points for online news consumption, by country .............................. 76
Figure 1.53

Number of online sources, by country .......................................................... 76
Figure 1.54

Social media as a source of news, by country .............................................. 77
Figure 1.55

Top three social networks used as a source of news, by country ................. 78
Figure 1.56

Devices used for reading news online, by country ........................................ 79
Figure 1.57

Main sources of international news .............................................................. 79
Figure 1.58

Main sources of national news ..................................................................... 80
Figure 1.59

Main sources of regional / local news ........................................................... 81
Figure 1.60

Main sources of sports news ........................................................................ 81
Figure 1.61

Main sources of celebrity news/gossip ......................................................... 82
Figure 1.62

Devices used to access government services, by country ............................ 84
Figure 1.63

Perceptions of the accuracy of search engine results pages ........................ 85
Figure 1.64

Attitudes towards providing online personal information to companies ......... 86
Figure 1.65

Concern about others accessing personal information ................................. 86
Figure 1.66

Summary of household usage profiles used in the analysis ....................... 106
Figure 2.1

‘Weighted average’ stand-alone fixed-line voice pricing ............................. 111
Figure 2.2

‘Lowest available’ stand-alone fixed-line voice pricing ................................ 112
Figure 2.3

Summary of mobile connections used in the analysis ................................ 113
Figure 2.4

‘Weighted average’ stand-alone mobile pricing .......................................... 114
Figure 2.5

‘Lowest available’ stand-alone mobile pricing ............................................. 115
Figure 2.6

‘Lowest available’ stand-alone fixed broadband pricing .............................. 116
Figure 2.7

‘Lowest available’ stand-alone mobile broadband pricing ........................... 117
Figure 2.8

‘Lowest available’ stand-alone pay-TV pricing ............................................ 119
Figure 2.9

Composition of Household 1 ...................................................................... 119
Figure 2.10

Household 1: ‘weighted average’ stand-alone pricing ................................ 120
Figure 2.11

Household 1: ‘weighted average’ bundled service pricing .......................... 121
Figure 2.12

Household 1: ‘lowest available’ pricing ....................................................... 122
Figure 2.13

Composition of Household 2 ...................................................................... 122
Figure 2.14

Household 2: ‘weighted average’ stand-alone pricing ................................ 123
Figure 2.15

Household 2: ‘weighted average’ bundled service pricing .......................... 124
Figure 2.16

Household 2: ‘lowest available’ pricing ....................................................... 125
Figure 2.17

Composition of Household 3 ...................................................................... 125
Figure 2.18

Household 3: ‘weighted average’ stand-alone pricing ................................ 126
Figure 2.19

Household 3 ‘lowest available’ pricing ........................................................ 127
Figure 2.20

Composition of Household 4 ...................................................................... 127
Figure 2.21

Household 4: ‘weighted average’ stand-alone pricing ................................ 129
Figure 2.22

Household 4: ‘weighted average’ bundled service pricing .......................... 129
Figure 2.23

Household 4: ‘lowest-available’ pricing ....................................................... 130
Figure 2.24

Composition of Basket 5 ............................................................................ 131
Figure 2.25

Household 5: ‘weighted average’ stand-alone pricing ................................ 132
Figure 2.26

Household 5: ‘weighted average’ bundled service pricing .......................... 133
Figure 2.27

Household 5: ‘lowest available’ pricing ....................................................... 134
Figure 2.28

Summary of ‘weighted average’ stand-alone and bundled, and ‘lowest
Figure 2.29
available’, household usage profile pricing ................................................. 135

Difference between ‘lowest available’ stand-alone and bundled prices ...... 136
Figure 2.30

Average overall rank .................................................................................. 136
Figure 2.31

394

TV industry metrics: 2014 .......................................................................... 139
Figure 3.1

Global TV broadcast advertising, public licence fee and channel
Figure 3.2
subscription revenues ................................................................................ 140

Global TV industry revenues, by source ..................................................... 141
Figure 3.3

Household ownership of high-definition TV sets ......................................... 142
Figure 3.4

Number of HD homes, by platform and country: 2014 ................................ 143
Figure 3.5

Number of HDTV channels: 2014 .............................................................. 144
Figure 3.6

Household ownership of 3D-ready TV sets and 3D TV services ................ 145
Figure 3.7

Household ownership of DVRs .................................................................. 146
Figure 3.8

Total TV industry revenues among comparator countries .......................... 148
Figure 3.9

TV industry figures among European comparator countries ....................... 149
Figure 3.10

Total TV industry revenues among BRIC countries and Nigeria ................. 150
Figure 3.11

TV revenues by comparator countries, by source: 2009 and 2014 ............. 151
Figure 3.12

TV advertising revenue annual growth: 2013-2014 .................................... 152
Figure 3.13

TV revenue per head, by revenue source: 2014 ........................................ 153
Figure 3.14

Changes in components of TV revenues per head: 2013-2014 .................. 154
Figure 3.15

TV licence fees: 2014 ................................................................................ 154
Figure 3.16

Latest reported advertising revenues for selected free-to-view TV
Figure 3.17
operators: 2014 .......................................................................................... 155

Latest reported subscription revenues for selected pay-TV operators:
Figure 3.18
2014........................................................................................................... 156

Pay-TV ARPU, by country: 2009-2014 ....................................................... 157
Figure 3.19

Online TV and video revenue among selected comparator countries ......... 158
Figure 3.20

UK television industry export revenues in selected countries: 2013 and
Figure 3.21
2014........................................................................................................... 159

UK television industry export revenues, by type: 2013 and 2014 ............... 160
Figure 3.22

Take-up of digital television: top nine comparator countries ....................... 162
Figure 3.23

Take-up of digital television: the next nine comparator countries ............... 163
Figure 3.24

Timeline for digital switchover, by country and date ................................... 163
Figure 3.25

Most popular TV platform: 2014 ................................................................. 164
Figure 3.26

TV platform take-up: 2014 .......................................................................... 165
Figure 3.27

Year-on-year changes in platform take-up, by country and platform:
Figure 3.28
2013-2014.................................................................................................. 166

IPTV take-up on main TV sets in countries where take-up was at least
Figure 3.29
10% in 2014 ............................................................................................... 167

Take-up of pay-TV among groups of comparator countries ........................ 168
Figure 3.30

Take-up of pay and free-to-air television: 2014 .......................................... 169
Figure 3.31

Pay-TV take-up, millions of homes: 2009 and 2014 ................................... 170
Figure 3.32

Average minutes of broadcast TV viewing per person per day: 2013-
Figure 3.33
2014........................................................................................................... 172

Top five channels’ audience share: 2013-2014 .......................................... 173
Figure 3.34

Viewing of publicly-owned channels ........................................................... 174
Figure 3.35

Legacy terrestrial vs. all other channels’ share ........................................... 175
Figure 3.36

Key radio metrics: 2014 ............................................................................. 179
Figure 4.1

Total radio revenues for the 18 comparator countries ................................ 180
Figure 4.2

Absolute changes in radio revenue, by country: 2013-2014 ....................... 181
Figure 4.3

The most substantial absolute increases in radio revenue, by
Figure 4.4
component: 2013-2014 .............................................................................. 182

Absolute changes in radio revenue among comparator countries with
Figure 4.5
public radio licence fees, by component: 2013-2014 .................................. 183

Global radio revenue: 2010-2014 ............................................................... 185
Figure 4.6

Radio industry revenues: 2014 ................................................................... 185
Figure 4.7

Radio industry revenue annual growth: 2013-2014 .................................... 186
Figure 4.8

Proportion of radio revenue, by source ...................................................... 187
Figure 4.9

Radio industry revenues, per head of population: 2014 ............................. 188
Figure 4.10

395

Number of radio stations, by country: 2009-2014 ....................................... 188
Figure 4.11

Population per radio station: 2014 .............................................................. 189
Figure 4.12

Growth in the number of broadcast radio stations: 2009-2014 ................... 190
Figure 4.13

Proportion of digital broadcast stations to analogue broadcast stations,
Figure 4.14
in countries with stations broadcasting digitally: 2014 ................................ 191

Take-up of digital radio sets among adult regular radio listeners: 2015 ...... 193
Figure 4.15

Population coverage of DAB/ DAB+/ DMB digital radio: 2012-2015 ........... 194
Figure 4.16

Take-up of any radio set, and FM-only, WiFi and satellite radio sets,
Figure 4.17
among adult regular radio listeners ............................................................ 195

Proportion of adults who claim to regularly consume audio content ........... 196
Figure 4.18

Reach of radio: 2009-2014 ......................................................................... 197
Figure 4.19

Average weekly radio listening hours, by country: 2009-2014 .................... 197
Figure 4.20

Change in average weekly listening hours: 2009-2014 .............................. 198
Figure 4.21

Use of a smartphone / mobile phone to consume audio content ................ 199
Figure 4.22

Listening to streaming audio on mobile phones ......................................... 199
Figure 4.23

Frequency of downloading/streaming music on mobile phone (4G vs.
Figure 4.24
non-4G) ..................................................................................................... 200

Frequency of listening to music on a mobile phone .................................... 201
Figure 4.25

Proportion who specify radio as their main source of news ........................ 202
Figure 4.26

Key telecoms indicators: 2014 ................................................................... 206
Figure 5.1

Population availability of NGA networks, by country and technology:
Figure 5.2
2014........................................................................................................... 208

NGA broadband connections per 100 people, by technology: 2014 ........... 209
Figure 5.3

Fixed broadband connections, by headline speed: 2009 and 2014 ............ 211
Figure 5.4

Reason for choosing current fixed broadband service ................................ 212
Figure 5.5

Managed VoIP revenues as a proportion of fixed voice revenues: 2009
Figure 5.6
and 2014 .................................................................................................... 214

Monthly managed VoIP revenue per connection ........................................ 215
Figure 5.7

Average price per managed VoIP minute ................................................... 216
Figure 5.8

Average monthly managed VoIP call minutes per connection .................... 217
Figure 5.9

Managed VoIP connections per 100 people ............................................... 218
Figure 5.10

Managed VoIP connections as a proportion of total voice connections ...... 219
Figure 5.11

OTT VoIP use, by device type.................................................................... 220
Figure 5.12

Total comparator country retail telecoms revenue, by sector: 2009- 2014 .. 221
Figure 5.13

Total comparator country retail telecoms revenue, by country type:
Figure 5.14
2009-2014.................................................................................................. 222

Telecoms service retail revenues, by country and sector: 2009 and 2014 .. 223
Figure 5.15

Mobile as a proportion of total telecoms revenues: 2009 and 2014 ............ 224
Figure 5.16

Total fixed broadband and mobile data revenue across all comparator
Figure 5.17
countries: 2009-2014 ................................................................................. 225

Data revenue as a proportion of total telecoms revenue: 2009 and 2014 ... 226
Figure 5.18

Retail fixed line voice revenues: 2009-2014 ............................................... 227
Figure 5.19

Fixed line voice call volumes: 2009 and 2014 ............................................ 228
Figure 5.20

Monthly outbound minutes per fixed line: 2009-2014 ................................. 229
Figure 5.21

Incumbent operator’s share of fixed voice call volumes: 2009 and 2014 .... 230
Figure 5.22

Fixed exchange lines: 2009 and 2014 ........................................................ 231
Figure 5.23

Fixed broadband revenues: 2009 and 2014 ............................................... 232
Figure 5.24

Fixed broadband as a proportion of total fixed revenues: 2009-2014 ......... 233
Figure 5.25

Retail fixed broadband average revenue per connection: 2009-2014 ......... 234
Figure 5.26

Fixed broadband connections: 2009-2014 ................................................. 235
Figure 5.27

Retail connection share of the three largest fixed broadband providers:
Figure 5.28
2009-2014.................................................................................................. 236

Total comparator country retail mobile telecoms revenue, by sector:
Figure 5.29
2009-2014.................................................................................................. 237

396

Total comparator country retail mobile telecoms revenue, by country
Figure 5.30
type: 2009-2014 ......................................................................................... 237

Retail mobile revenues, by service and country: 2009 and 2014 ................ 238
Figure 5.31

Average monthly revenue per mobile connection: 2009-2014 .................... 239
Figure 5.32

Data as a proportion of total mobile service revenues: 2009 and 2014 ...... 240
Figure 5.33

Mobile voice call volumes: 2009 and 2014 ................................................. 241
Figure 5.34

Mobile messaging volumes: 2009 and 2014 .............................................. 242
Figure 5.35

Mobile data volumes: 2009 and 2014......................................................... 243
Figure 5.36

Mobile connections: 2009 and 2014 ........................................................... 244
Figure 5.37

Mobile connections, by type: 2009 and 2014 ............................................. 245
Figure 5.38

Dedicated mobile broadband as a proportion of total mobile connections:
Figure 5.39
2009 and 2014 ........................................................................................... 246

Per-capita monthly telecoms service revenue: 2009-2014 ......................... 247
Figure 5.40

Regular use of fixed and mobile telephony services ................................... 248
Figure 5.41

Household take-up of fixed and mobile broadband data connections ......... 249
Figure 5.42

Use of OTT VoIP services at least once a week ........................................ 250
Figure 5.43

Average monthly per-capita fixed voice revenue: 2009-2014 ..................... 251
Figure 5.44

Average price of a fixed voice call minute: 2009-2014 ............................... 252
Figure 5.45

Per-capita monthly fixed voice call minutes: 2009-2014 ............................. 253
Figure 5.46

Household take-up and personal use of fixed telephony services .............. 254
Figure 5.47

Fixed voice connections per 100 population: 2009 and 2014 ..................... 255
Figure 5.48

Fixed broadband availability: 2009 and 2014 ............................................. 256
Figure 5.49

Average per-capita fixed broadband revenue: 2009-2014 .......................... 257
Figure 5.50

Average monthly fixed broadband data volume per person: 2009-2014 ..... 258
Figure 5.51

Fixed broadband connections per 100 population: 2009-2014 ................... 259
Figure 5.52

Satisfaction with fixed broadband service .................................................. 260
Figure 5.53

2G, 3G and 4G mobile network availability: 2014 ....................................... 261
Figure 5.54

Average per-capita monthly retail mobile revenue: 2009-2014 ................... 262
Figure 5.55

Per-capita mobile data average revenue: 2009 and 2014 .......................... 263
Figure 5.56

Activities undertaken on a mobile phone .................................................... 265
Figure 5.57

Mobile phone connectivity .......................................................................... 266
Figure 5.58

Average per-capita monthly mobile voice call minutes: 2009-2014 ............ 267
Figure 5.59

Average number of monthly mobile messages per head: 2009-2014 ......... 268
Figure 5.60

Average per-capita monthly mobile data use: 2009-2014 ........................... 269
Figure 5.61

Mobile connections per 100 people: 2009-2014 ......................................... 270
Figure 5.62

Mobile internet connections per 100 people: 2009 and 2014 ..................... 271
Figure 5.63

Satisfaction with mobile service ................................................................. 272
Figure 5.64

Fixed internet advertising expenditure per head: 2010-2014 ...................... 278
Figure 6.3

Fixed internet advertising expenditure, by category: 2013-2014 ................. 279
Figure 6.4

Mobile internet advertising expenditure, per head: 2010-2014 ................... 280
Figure 6.5

Use of smartphones for selected home and car control and monitoring
Figure 6.9
activities ..................................................................................................... 284

Use of smartphone for diet and fitness monitoring ..................................... 286
Figure 6.11

Take-up of fixed and mobile broadband ..................................................... 288
Figure 6.12

Active audience on laptop and desktop computers: 2012-2015.................. 291
Figure 6.13

Active audience on a laptop or desktop computer, by age: 2014-2015 ....... 292
Figure 6.14

Active audience on a laptop or desktop computer, by age and gender:
Figure 6.15
August 2015 ............................................................................................... 292

Average time spent browsing on a laptop or desktop computer ................. 297
Figure 6.21

Top ten web properties accessed on a mobile phone, by country .............. 302
Figure 6.25

Most commonly downloaded apps from Google Play, by country ............... 303
Figure 6.26

Active reach of selected online video websites on laptop and desktop
Figure 6.36
computers .................................................................................................. 312

The internet as a primary source of news .................................................. 313
Figure 6.37

Use of mobile phones/smartphones for reading the news online ................ 313
Figure 6.38

397

Industry metrics and summary ................................................................... 319
Figure 7.1

Parcel volume per head of population: 2013-2014 ..................................... 320
Figure 7.2

Proportion of parcels in total mail volume: 2010-2014 ................................ 321
Figure 7.3

Proportion of regular online shoppers and who had received a parcel in
Figure 7.4
the last week compared to those who are not regular online shoppers ...... 322

Average number of parcels received in the past week ............................... 323
Figure 7.5

Types of parcel received in the past week ................................................. 324
Figure 7.6

Total letter mail volumes in our comparator countries: 2010-2014 ............. 326
Figure 7.7

Total letter mail revenues in our comparator countries: 2010-2014 ............ 327
Figure 7.8

Letter mail volumes: 2010-2014 ................................................................. 328
Figure 7.9

Proportional change in letter mail volume: 2013-2014 ................................ 328
Figure 7.10

Letter mail volume per head of population: 2012-2014 ............................... 329
Figure 7.11

Letter mail revenues: 2010-2014 ................................................................ 330
Figure 7.12

Proportional change in letter mail revenue: 2013-2014 .............................. 330
Figure 7.13

Letter mail revenue per head of population: 2012-2014 ............................. 331
Figure 7.14

Delivery specifications for the fastest letter mail product ............................ 332
Figure 7.15

Published stamp prices for small (DL) and medium (C5) domestic letters .. 333
Figure 7.16

Nominal increase in stamp price for the fastest available small (DL) letter
Figure 7.17
since 2011 ................................................................................................. 333

Nominal increase in stamp price for the fastest available medium-sized
Figure 7.18
(C5) letter since 2011 ................................................................................. 334

Published stamp prices for large (C4) domestic letters .............................. 335
Figure 7.19

Delivery specifications for the Second Class equivalent letter product ....... 335
Figure 7.20

Published stamp prices for Second Class small (DL), medium (C5) and
Figure 7.21
large (C4) domestic letters: October 2015 .................................................. 336

Nominal increase in stamp price for Second Class equivalent medium-
Figure 7.22
sized (C5) letter since 2010 ....................................................................... 336

Revenue and end-to-end delivered letter shares accounted for by
Figure 7.23
operators other than the universal postal service provider: 2013-2014 ....... 338

Proportion of direct mail in total letter volume: 2013-2014 .......................... 339
Figure 7.24

Approximate number of items of post sent per month ................................ 341
Figure 7.25

Average number of items sent per month: 2013-2015 ................................ 342
Figure 7.26

Categories of post sent in the past month .................................................. 343
Figure 7.27

Type of items sent in the past month.......................................................... 344
Figure 7.28

Approximate number of items of post received in the past week ................ 345
Figure 7.29

Number of items received in the past week ................................................ 346
Figure 7.30

Categories of items received in the past week ........................................... 347
Figure 7.31

Types of mail received in the past week ..................................................... 348
Figure 7.32

Reliance on post as a way of communicating ............................................. 349
Figure 7.33

Achieved sample, by nation and demographics ......................................... 353
Figure 8.1

Toluna panel member volumes .................................................................. 354
Figure 8.2

Comparator countries and their industry audience measurement criteria ... 356
Figure 9.1

Components of the pricing comparison model ........................................... 363
Figure 10.1

Examples of combinations of bundled and stand-alone offers .................... 364
Figure 10.2

Demographic characteristics and relative price levels across countries ..... 364
Figure 10.3

Household types ........................................................................................ 365
Figure 10.4

Types of billing for fixed voice calls ............................................................ 366
Figure 10.5

Components of the fixed voice baskets ...................................................... 367
Figure 10.6

Fixed voice international call destinations for comparator countries ........... 367
Figure 10.7

Types of billing for mobile voice calls ......................................................... 369
Figure 10.8

Components of the mobile baskets ............................................................ 369
Figure 10.9
Mobile voice international call destinations for comparator countries ......... 370
Figure 10.10
Components of the broadband baskets ...................................................... 372
Figure 10.11
Components of the television baskets ........................................................ 374
Figure 10.12
Purchasing power parity conversion rates .................................................. 375
Figure 10.13