SocialLife4 - UK Social Media Usage Trends - July 2014

1© Harris Interactive #SocialLife4
follow us @Harrisint_uk
SocialLife4
The definitive survey of UK social media use from
Harris Interactive
July 3rd 2014

The results disclosed in this report may not be used for advertising, marketing, or
promotional purposes without the prior written consent of Harris Interactive. Products, logos
and brand names are trademarks or registered trademarks of their respective owners.
10-24
25-27
28-32
pages
3-6
7-9
33-38
52-53
39-44
45-51
54
Usage & Awareness trends
How we connect to social media
Social activities & opinions
Introduction
Executive Summary
The social media pound
Social brand engagement
Social complaints
Focus on Twitter
Contact details
Contents

Introduction

Welcome to SocialLife, Harris Interactive’s regular tracker of UK social media
use and attitudes. This new report offers the most comprehensive insights
available on the UK social media scene.
We investigate how online consumers are using social media, including a
detailed review of which sites they are signed up to and how often they use
them. We also capture associated experiences, opinions and a lot more besides.
SocialLife4 covers 22 social media sites including established favourites like
Facebook, Twitter and YouTube; specialist sites with a social element like Spotify
and Xbox Live; as well as up-and-coming challengers like Snapchat and Vine. We
look at which sites are gaining traction, which are losing ground and which
market segments are driving these changes.
To make the information more actionable at a brand level, we have profiled
users / owners / subscribers / supporters of over 150 brands spanning many
product and service categories.
For further information, or to request a custom report focusing on your brand or
your sector, please contact the report author, Lee Langford. Alternatively, speak
to your account manager at Harris Interactive.
Introduction

In SocialLife4, we interviewed
5,500 online UK social media users
aged 11-95.
Data has been weighted by age,
sex and region to ensure national
representation of the UK online
population.
Fieldwork completed in May, 2014
In this report, we compare current
fresh data from SocialLife4 with
two previous surveys:
SocialLife2 from September, 2013
SocialLife3 from January, 2014
Nuts & bolts of our approach

Social platforms included
We use a broad definition of social media: 22 sites ranging from established
favourites like Facebook and Twitter to services like Spotify and Xbox Live that
feature a social element

Executive Summary (1)
Facebook continues to dominate the UK social media scene with some
extremely impressive statistics:
80% active users and 62% daily use (up 2% since Sept 2013)
Active users spend approx 2 hours per day on Facebook compared with
around 1 hour on competitor platforms like Twitter
Facebook is the most important site for 61% of all social media users
Facebook has the greatest ‘share of voice’ on social media accounting for
42% of all original content – however this has fallen by 7% since Sept
2013, a sure sign that competitors are gaining traction
The more established competitors to Facebook; YouTube, Twitter and Google+,
have pretty much stood still in the last 8 months
And it is newer platforms, particularly Snapchat and Instagram, that are
beginning to emerge as equally credible threats to Facebook dominance:
Snapchat has grown its active user base by 150% (4% to 10%)
Instagram’s active user base now stands at 12%, on a par with LinkedIn

Executive Summary (2)
Social media users regularly use 2.6 platforms, on average. This has increased
from 2.4 in Sept 2013, largely driven by 16-24 year olds’ increased use of a range
of platforms
There are indications that some 16-24 year olds are tiring of the more
established and mainstream sites ... but this is words rather than actions so far
Consumers are increasingly using mobile to access their favourite platforms,
including Facebook which is accessed by mobile by 89% of its user base
In fact, Facebook currently has the highest mobile reach (among all age groups),
with Instagram (83%) and Vine (65%) the next highest
Whilst users participate in a range of different activities on social media,
including gaming, brand engagement, couponing, research for interviews,
snooping on exes etc, social media is still predominantly used for keeping in
touch and to share content and opinions
Social media is also now a very commercial environment of course and brands
can capitalise through earned as well as paid interactions. We estimate that
£2.4b is generated per annum by products and services that are recommended
on social media platforms. Social media ads generate approximately £1.9b

Key stats on one page
Social media users actively use 2.6 platforms on average
This increases to 4.2 platforms among 16-24 year olds
62% use Facebook on a daily basis – for an average of c. 2 hours
89% of Facebook users access the site via a mobile phone
43% of all social media users have heard of Snapchat, 28% for Vine
Snapchat’s user base has doubled from 6-12% in the last 8 months
55% of Snapchat users name Facebook as the most important site
25% of 11-15 year olds are active on Instagram
47% of 16-24 year olds are active Twitter users
18% of 35-44 year olds use LinkedIn actively
42% of men are getting a bit bored with social media
42% of 16-24 year olds don’t watch TV without checking social media
14% have bought something they came across on a social media site
45% of 16-24 year old males have bashtagged about poor service

Usage & Awareness trends

46%
49%
53%
23%
33%
40%
31%
25%
32%
16%
21%
53%
54%
54%
38%
38%
33%
35%
31%
32%
24%
24%
58%
56%
54%
43%
42%
35%
32%
32%
31%
28%
24%
97%
91%
90%
76%
73%
68%
60%
61%
64%
65%
63%
96%
91%
90%
79%
73%
70%
66%
62%
66%
65%
62%
97%
91%
89%
77%
71%
71%
71%
66%
65%
65%
64%
Sept 13
Jan 14
Among social media users aged 11+
Aided brand awareness
May 14
Instagram, Pinterest and Snapchat have continued to build awareness
= Strong growth

10%
10%
7%
5%
6%
6%
6%
2%
3%
2%
2%
11%
9%
8%
7%
6%
6%
6%
3%
3%
3%
3%
10%
9%
8%
7%
6%
5%
5%
4%
3%
3%
3%
86%
50%
41%
29%
18%
18%
13%
11%
15%
6%
8%
84%
48%
40%
33%
20%
17%
14%
13%
14%
10%
9%
85%
49%
41%
32%
21%
17%
16%
15%
12%
12%
12%
Sept 13
Jan 14
Account holder
May 14
Snapchat has doubled its user base in less than 12 months
= Strong growth

4%
3%
3%
2%
2%
1%
1%
1%
2%
2%
1%
5%
3%
3%
3%
2%
2%
2%
2%
1%
1%
1%
5%
3%
2%
2%
2%
2%
2%
2%
2%
2%
1%
80%
42%
29%
17%
11%
7%
7%
4%
10%
5%
6%
79%
41%
29%
20%
11%
9%
9%
7%
10%
6%
7%
80%
42%
30%
19%
12%
12%
10%
10%
9%
7%
6%
Sept 13
Jan 14
Active use (last 30 days)
May 14
Snapchat has also grown most in terms of active users (up 150%)
= Strong growth

Total 16-24Male Female 11-15 25-34 35-44 45-54 55-64 65+
80 8876 83 74 81 80 75 78 74
May 2014
2.6 4.22.8 2.5 3.2 3.0 2.3 1.8 1.8 1.5Average
6842 47 36 45 52 35 31 25 19
30 31 29 33 35 33 21 18 11
19 22 16 17 24 15 14 15 10
12 15 10 5 16 18 11 13 10
12 9 14 25 14 6 3 2 1
10 8 12 22 10 2 1 0 0
7 4 11 8 10 5 5 4 3
47
32
7
31
37
14
16-24 year olds really stand out in their active use of multiple sites

Up / down / no change since Sept 13
+0.2 +1.0+0.2 +0.3 +0.1 +0.1 +0.1 -0.1 +0.2 +0.1
= = =
+1 +1 = = -2 +4 -3 = +3+8
+1 +2 = +1 +1 +3 -1 +7 ==
+5 +3 +6 +8 +6 +2 +1 +1 +1+14
+4= -4 +4 -8 = -1 = = +4
+2 +1 +2 +1 +9 = = +4 +1+6
+6 +5 +7 +10 +6 +1 = -1 =+25
+2 +2 +3 = +2 = +1 +3 +2+8
Average
-1 -5 +9 -2 -4 -2 +2
And 16-24s have increased their active use of sites more than other age groups
particularly Snapchat and Instagram

Column2 Column3 Column8 Column9 Column10 Column11 Column12
Facebook
YouTube
Twitter
Google+
LinkedIn
Instagram
Snapchat
Pinterest
20%
40%
60%
80%
100%
11-15 16-24 25-34 35-44 45-54 55-64 65+
Facebook remains the only platform used actively by all age groups

2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
2%
1%
2%
1%
1%
1%
1%
1%
1%
1%
1%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
61%
21%
17%
8%
3%
2%
4%
5%
3%
5%
3%
60%
21%
17%
10%
3%
3%
4%
6%
5%
5%
4%
62%
22%
19%
9%
8%
7%
5%
4%
4%
3%
2%
Sept 13
Jan 14
Daily use
May 14
Facebook continues to dominate generally in terms of daily use per se
= Strong growth

Previous day use of site
1 hour 59 minutes
1 hour 25 minutes
1 hour 4 minutes
1 hour 4 minutes
30 minutes
1 hour 1 minute
1 hour 2 minutes
45 minutes
Among active site users
And Facebook also has the highest average daily use time of any site

Previous day use of site
1 hour 45 minutes
2 hours 12 minutes
1 hour 42 minutes
1 hour 11 minutes
2 hours 10 minutes
2 hours 55 minutes
1 hour 41 minutes
1 hour 41 minutes
1 hour 47 minutes
16-24 years
Male
Female
11-15 years
25-34 years
35-44 years
45-54 years
65+ years
55-64 years
Among active Facebook users
Active 16-24 year old Facebook users spend almost 3 hours per day on the site
1 hour 59 minutes

Other
64%
13%
6%
3%
3%
1%
0%
10%
63%
12%
6%
3%
3%
1%
1%
11%
61%
13%
7%
3%
3%
2%
1%
10%
Sept 13
Jan 14
May 14
Most important site
Facebook remains comfortably the most important site overall

74%
9%
5%
2%
2%
2%
1%
49%
29%
7%
1%
2%
2%
1%
53%
11%
22%
2%
3%
1%
1%
52%
17%
7%
2%
2%
13%
0%
56%
8%
7%
19%
1%
2%
0%
51%
10%
11%
1%
15%
0%
2%
55%
12%
9%
0%
8%
0%
7%
Most important site
And Facebook is the most important site, even for active users of other sites
M
O
S
T
I
M
P
O
R
T
A
N
T

Use of site (versus 12 months ago)
31%34% 27% 19%42% 22%48% 41%
53%54% 51% 61%44% 62%40% 39%
16%12% 22% 20%14% 17%12% 20%
36% 28% 22% 21% 15% 5% 5% 1%
Increased
No change
Decreased
NET
(or new)
However, Snapchat & Instagram show highest net use growth in the last year

31
19
18
17
14
11
10
9
9
8
8
8
7
6
6
6
5
5
5
5
5
3
Average of
per month
per social
media user
Ave. monthly volume per active site user
39
(+1 since Sept 2013)
Share of voice
7.2%
41.9%
5.2%
13.5%
6.9%
2.3%
2.0%
10.1%
0.4%
0.5%
0.2%
0.4%
1.0%
1.7%
0.5%
1.2%
0.2%
0.2%
1.8%
0.2%
0.4%
0.3%
Total share
+4.8
-6.6
+2.6
Up / down
since Sept 13
And Facebook’s share of voice has been eroded by Snapchat and Instagram

Sites likely to stop using
62 3860 63 69 57 69 65 71 72* None
137 7 8 6 8 5 7
6
4
6 7 5 4 8 4 2 4 3
4 4 4 2 4 4 6 5 6
3 2 3 2 4 1 0 0 0
2 2 3 5 2 2 1 0 0
2 2 3 2 2 2 2 1 1
2 3 1 4 4 1 2 1 0
14
3
9
7
5
2
(in next 12 months)
129 9 8 7 12 7 7 6 7
* None of 22 sites
Significant 16-24s claim to be likely to stop using mainstream sites in future

How we connect

Percentage
of users who
access
platform by
mobile
phone or
smartphone
Sept 2013
May 2014
Increasingly mobile social
Users are much more likely to access most sites by mobile nowadays

Facebook
YouTube
Twitter
Google+
LinkedIn
Instagram
Snapchat
Pinterest
20%
40%
60%
80%
100%
11-15 16-24 25-34 35-44 45-54 55-64 65+
Active mobile use (last 30 days)
Facebook has highest mobile reach among all age groups

Social activities & opinions

Male
Female
100%
Social activities
Social is primarily about keeping in touch with people and sharing content
0%
20%
40%
60%
80%

'11-15
16-24
25-34
35-44
45-54
55-64
65+
Social activities
Younger consumers are more likely to participate in most social activities
100%
0%
20%
40%
60%
80%

100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
Social opinions
11-15 16-24 25-34 35-44 45-54 55-64 65+
I love giving my opinions on social media
11-15 16-24 25-34 35-44 45-54 55-64 65+
11-15 16-24 25-34 35-44 45-54 55-64 65+
I couldn’t manage without social media now
11-15 16-24 25-34 35-44 45-54 55-64 65+
I trust social media sites to manage my personal info
Younger people are more ‘dependent’ on social, older people are more trusting
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
I don’t watch TV without checking social media

Social opinions
Column2 Column3
Social media helps me get to know friends better
Column2 Column3
Social media keeps me up-to-date in real time
Column2 Column3
Social media lets me express myself & share content
Column2 Column3
I’m starting to get a bit bored with social media
Connecting and sharing for females, men tiring of social more
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%

The social media pound (£)
We wanted to understand how much money UK consumers are
spending on products and services as a consequence of paid and earned
social media interactions ...
Overall, we estimate that UK
consumers spend £2.4b per
annum on products or services
recommended to them by their
contacts on social media sites.
£2.4 billion
And we estimate that the
equivalent figure for social
media advertisements is
£1.9b per annum.
£1.9 billion

14% have bought a product
or service they came across
on social media
14%
30%
16-24 year olds are
twice as likely to
have done so
in the last 30 days

9% have bought a product or
service recommended by a
contact on a social media site
7% have bought a product or
service after seeing an advert on
a social media site
© Harris Interactive 35#SocialLife4 35© Harris Interactive #SocialLife4
11
20
20
74
15
19
23
70

12
16
12
14
15
15
19
22
28
24
19
18
10
11
14
12
15
20
15
13
15
20
27
38Clothes
Books
Music
Video games
DVDs / Blu-ray
Electronic products
Cinema tickets
Groceries
Tickets for a gig / concert
Hotel accommodation
Toys
Travel services
22%23%28% 22%
9
12
10
11
14
15
18
29
19
16
19
17
8
7
12
10
10
11
14
8
19
25
21
29Books
Music
Clothes
Groceries
Video games
Cinema tickets
DVDs / Blu-ray
Hotel accommodation
Tickets for a gig / concert
Toys
Electronic products
Work lunch
20%20%23% 19%
female
male
Most popular items Most popular items

£1-£5
£6-£20
£21-£50
£51+
10%
31%
29%
31%
£
Last 30 days spend
£1-£5
£6-£20
£21-£50
£51+
9%
24%
32%
33%
£
Last 30 days spend

Calculations:
* 36 million UK consumers are online
every day
** of whom 80% use a social media site
each month = 28.8m consumers
of whom 9% have bought a product or
service recommended by a contact on a
social media site in the last 30 days =
2.6m consumers
average spend of ***£78 per consumer
= £202.2m per month
x 12 months = £2.4b per annum
* source: Office for National Statistics (2013)
** source: SocialLife4 by Harris Interactive
Calculations:
* 36 million UK consumers are online
every day
** of whom 80% use a social media site
each month = 28.8m consumers
of whom 7% have bought a product or
service recommended by a contact on a
social media site in the last 30 days =
2.0m consumers
average spend of ***£80 per consumer
= £161.3m per month
x 12 months = £1.9b per annum
* source: Office for National Statistics (2013)
** source: SocialLife4 by Harris Interactive
*** capped at £500 *** capped at £500
© Harris Interactive 38#SocialLife4 38© Harris Interactive #SocialLife4
The social media pound (£)

Social complaints

22%10%
Complain
now and again
Complain
whenever they
have a problem
Peaks at 45% among males aged 16-24
Bashtagging
32%
Up 7% since September 2013
Social media is increasingly used to complain about poor service

#SocialLife4 41© Harris Interactive
Services complained about(on social media platforms)
25%
23% 22%
18%
13% 12%
9% 9%
6%
17%
15% 15%
12%
7% 8%
5% 4%
2%
Ever
Most often
Sale
Mobile
Operator
ISP Utilities
Provider
Pay TV Airline Financial
Services
HotelHigh St
Retailer
Train
Operator
Among social media bashtaggers
Mobile operators, retailers and ISPs are most complained about

Companies complained about
Among social media bashtaggers aged 11+
(on social media platforms)
Companies that deliver multiple services tend to suffer most social criticism

Believe it is important to share
bad service with others
46%
Believe that social media always
gets a faster response than other
methods of complaint
36%
Bashtagging – why?
#SocialLife4 43© Harris Interactive

Completely
resolved
44%
Partly
resolved
26%
Unresolved
30%
Bashtagging – outcome?
Less than half of all social media complaints are completely resolved

Focus on Twitter
We decided to investigate
whether new innovations in the
look and feel of the site are likely
to stimulate growth ...
Lacklustre growth, plunging stocks and senior departures – it has
not been a good start to 2014 for Twitter.

89% 41% 30% 19%
Aware
Have
account
Used last
30 days Use daily
Focus on Twitter
Our awareness & usage data reflects Twitter’s relative
Up / down
since Sept 13
-1% = +1% +2%
2 in 5 have a Twitter account but less than 1 in 3 use Twitter actively

11 to 15 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
20%
40%
60%
80%
100%
11-15 16-24 25-34 35-44 45-54 55-64 65+
Aware of name
Have account
Used last 30 days
Use daily
Focus on Twitter
Twitter use declines sharply among 35+ year olds despite high awareness
0%

19 posts on
31 snaps on
Only 22% of regular Twitter users
choose it as their favourite site
Only 17 original
tweets in last 30
days on average
(+ 16 retweets)
53% choose
Twitter users are more attached to Facebook and tweet infrequently
Focus on Twitter

We assessed response to recent Twitter changes as follows ...
Focus on Twitter
As a Twitter user, you may be aware that Twitter
has begun implementing a series of changes
recently.
For example, there are new photo features that
allow users to tag people in photos as well as
posting up to four photos per tweet. There will also
be a redesign of the profile page and the classic
retweet button has changed into a prompt asking
users whether they want to “share” or “add
comment and share”.
The changes are aimed at making the user
experience more intuitive and attractive for people
who have not used Twitter before or those who
have stopped using it. Some people have said that
this will give Twitter a similar look and feel to
Facebook.
How do you feel about this?
As you may have read or heard, Twitter, a site that
you told us you are not signed up to, has begun
implementing a series of changes recently.
For example, there are new photo features that
allow users to tag people in photos as well as
posting up to four photos per tweet. There will also
be a redesign of the profile page and the classic
retweet button has changed into a prompt asking
users whether they want to “share” or “add
comment and share”.
The changes are aimed at making the user
experience more intuitive and attractive for people
who have not used Twitter before or those who
have stopped using it. Some people have said that
this will give Twitter a similar look and feel to
Facebook.
How do you feel about this?
Twitter users Twitter non-users

The changes are unlikely to increase use among active or inactive account holders
Focus on Twitter
11
47
27
8
6
Very positive -
will likely use
Twitter more in
future
Don't like changes
but will use
Twitter as now
Don't like changes -
will use Twitter less
in future
Positive -
will continue
to use Twitter
as now
Don't like changes -
will stop using
Twitter
12
50
27
7 3 10
39
28
10
13
Account holders Active users Inactive account holders

Most non-users are unconvinced by the changes but 1 in 6 will take a look
Focus on Twitter
This sounds
interesting and
I will investigate
the site
16
84
Non-users
I am still not
interested in
signing up to
Twitter

Social brand engagement

Social influence
Please rate each of these brands based on what you have seen or read about them on social media sites in the last few months?
1 = mainly negative, 5 = neutral, 9 = mainly positive
(on brand perceptions)
The highest rated brand achieves 6.6 out of 9 compared with a low of 5.1
6.6 6.5 6.4 6.4
6.3 6.3 6.2 6.2
Service providers and newspapers
are least likely to benefit from
positive social media influence

Lee Langford
llangford@harrisinteractive.com
@langford_lee
020 8263 5263
07966 339 606
We hope you have enjoyed our SocialLife4 report.
For further details or to discuss how your organisation can
capitalise on SocialLife please contact:
Contact details

SocialLife4 - UK Social Media Usage Trends - July 2014

SocialLife4 - UK Social Media Usage Trends - July 2014

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