Young men drive ChatGPT’s momentum in the UK
Maite Azkuna
Senior Analyst, Marketing Content & InsightsComscore
On average, interest in AI in the UK shot up 81% over the period Q4 2020 to Q4 2022– an increase of 3.2 million unique visitors over two years (see chart below).
Both OpenAI, the research organization that developed ChatGPT, and ChatGPT itself are the object of much buzz on social media: OpenAI registered more than one million actions on social media in January 2023 – double the number it generated in the entire fourth quarter of 2022. For ChatGPT, the numbers are even higher, with 9.2 million actions in January 2023, a 330% increase compared to Q4 2022. These trends are reflected in the chart a keyword cloud below.
How do people access ChatGPT?
A measure of this can be approximated through the number of people who visited OpenAI’s website – either through desktop or mobile devices. Specifically, OpenAI.com received over 1.6 million unique visitors in the UK as of January 2023. Desktop was the most popular platform for accessing the website, with 916K unique visitors, compared with 702K on mobile devices. However, mobile users spend slightly more time on OpenAI’s website – 14.1 minutes per visitor per month – compared to 11.8 minutes per visitor per month on desktop.
What about OpenAI.com’s audience profile?
A demographic breakdown of OpenAI’s audience shows that those aged 18-24 years old are the most over-represented: OpenAI’s reach within this group (at 9.6%) is 3.41 times higher (UV composition index = 341) than its average reach on the internet (at 2.8%).
For men aged 18-24, the hype around ChatGPT has propelled OpenAI.com into the top 200 sites and apps most visited in the UK. However, in terms of user engagement, this demographic spent an average of 10.2 minutes per month on the site - significantly less than the 28 hours per month they spent on YouTube.com or the 15 hours per month they spent on the TikTok mobile app. Yet it compares well with high profile sites such as Wikipedia (26.6 minutes), media sites such as BBC, Men's Health and talkSPORT (4.2, 2.9, and 1.2 minutes, respectively). It also does better than… ahem … the content-sharing site, OnlyFans (7 minutes).
Learn more by contacting your Comscore representative or visiting comscore.com/learnmore