Supermarkets: the big winners in multi-platform digital audiences (Feb 2016)

Brands in the supermarket and fitness sectors were among the highest risers in the IMRG comScore Top 100 Retailer Ranking – which measures unique visitors to UK online retail sites – in December 2015.

Insights from comScore MMX Multi-platform found that while the top 4 (Amazon, Argos, Tesco and Apple) remained the same compared to a year earlier, the most notable increases were in the supermarket category – with Asda (up 4 places), Sainsbury’s (+10) and Waitrose (+6) all recording a rise.

Iceland was among the highest riser – up 35 places to 64 – and Aldi entered the list for the first time high up the list for a debutant at 53, having recently launched an online wine store.

The growing popularity of wearable technology seems to have provided a boost for fitness firms, with Adidas (78) and Fitbit (86) both making entries into the list.

Several brands in the apparel sector were among those losing ground in the list this quarter, with Selfridges (-32 places), Topshop (-29) and Dorothy Perkins (-21) falling sharply. River Island, Matalan, BHS, Zara, and H&M were also down on last year.

Justin Opie, managing director, IMRG: “The supermarkets were the clear winners this quarter, which may be a reflection of the time of year – with supermarkets’ promoting use of their online services quite heavily and shoppers needing to stock the cupboards in the lead-up to Xmas, it may be that they were seeing the result of that activity. It will be interesting to see if they can sustain and build on these positions at other times of year too, much of which will depend on the quality of the experience customers got over Xmas no doubt.

Mobile has become an important component of consumers’ shopping habits.” said Mike Shaw, VP Sales, Media at comScore. “Understanding how multi-platform users access content allows marketers to map user journeys and streamline their experience.”

The IMRG comScore Top 100 Retailer Ranking is published quarterly and measures digital audiences based on comScore MMX Multi-platform data of those selling goods and services within the IMRG Capgemini Index Classification**. Source: comScore MMX Multi-platform, Custom Ranking based on Total Unique Visitors/Viewers, Desktop and Mobile, December 2015, UK.

*The IMRG comScore Retailer Ranking list excludes eBay, marketplace and price comparison / aggregator websites.

** IMRG Capgemini Index Classification: Beer / wine / spirits; Books; CDs / tapes / records; Clothing / footwear / accessories; Computer hardware / peripherals / consumables; Consumer electronics; Digital downloads (e.g. music, software); Flowers; Food, beverages and household supplies; Furniture; Garden / DIY; Health and beauty; Home appliances (e.g. washing machines); Household goods (e.g. kitchenware, bedding); Jewellery / watches; Software; Sporting goods; Tickets (e.g. cinema, theatre, events); Toys; Travel (e.g. flights, holidays, hotels, car hire); Video games; Videos / DVDs



Andy Mulcahy
Tel: 0203 696 0980

Ana Laura Zain
Email :
Tel. 0203 111 1730

About IMRG

For over 20 years, IMRG (Interactive Media in Retail Group) has been the voice of online retail in the UK. We are a membership community comprising businesses of all sizes – multichannel and pureplay, SME and multinational, and solution providers to industry.

We support our members through a range of activities – including market tracking and insight, benchmarking and best practice sharing. Our indexes provide in-depth intelligence on online sales, mobile sales, delivery trends and over 40 additional KPIs.

Our goal is to ensure our members have the information and resources they need to succeed in rapidly-evolving markets – both domestically and internationally.

About comScore

comScore (NASDAQ: SCOR) is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement. For more information on comScore, please visit


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