market summary United Kingdom

Country Manager

Oussama Bouras

Oussama Bouras

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Facts & Figures

  • The UK population in 2020 is 67,886,011.
  • Mobile Operators and Market Share (The UK Mobile penetration is 130%):
    • EE 27%
    • O2 22%
    • Vodafone 16%
    • Three 9%
    • Virgin 5%
    • Other MNOs 10% (Tesco, ASDA, Sky, GiffGaff, Lebara etc.)

Flows & Rules

  • The UK is regulated on a day-to-day basis by Phone-Paid Services Authorities (PSA).
  • All services are hosted by aggregators and their subesquent merchants. Content providers must comply with PSA Code of practise and carrier mandates.
  • There are 2 types of carrier billing flows:
    • standard OTP Flow – provides a more templated approach to payment pages.
    • One-off payment; 2-click; < £9.99.

Reports

status 28 days

medium: 12 (1%)technical: 9 (1%)low: 1389 (99%)1389 low

regulatory issues 28 days

price not prominent6price not prominent: 50%no price on banner/prelander3no price on banner/prelander: 25%non-compliant banner1non-compliant banner: 8%content locking1content locking: 8%misleading banner1misleading banner: 8%0%13%25%38%50%

service type compliance 28 days

gamesgames552 - 99%5523 - 1%555not classifiednot classified329 - 100%329dating/chat, non-adultdating/chat, non-adult244 - 99%2442 - 1%246glamour/adultglamour/adult85 - 96%854 - 4%89sportsport70 - 100%70educationeducation44 - 98%441 - 2%45videos/streamingvideos/streaming31 - 94%312 - 6%33musicmusic20 - 100%20competitioncompetition10 - 100%10healthhealth7 - 100%70%10%20%30%39%

payment type compliance 28 days

header enrichment / PINheader enrichment / PIN98%2%MSISDN / PINMSISDN / PIN100%0%PSMS / user initiatedPSMS / user initiated100%ICSSICSS100%0%17%33%50%66%

traffic source compliance 28 days

webweb939 - 99%9396 - 1%945in-appin-app353 - 99%3532 - 1%355FacebookFacebook71 - 95%714 - 5%75TwitterTwitter10 - 100%10YouTubeYouTube9 - 100%9InstagramInstagram9 - 100%9emailemail5 - 100%5smssms1 - 100%1TikTokTikTok1 - 100%10%17%34%50%67%