UK Social Media Usage Trends - September 2013
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UK Social Media Usage Trends - September 2013
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SocialLife is Harris Interactive’s regular survey of UK social media use. We track interaction with 20+ social media sites ranging from the more established Facebook and Twitter to relative newcomers like Vine and Snapchat among a large, representative sample of online UK consumers. Additionally, we investigate topical social media issues and measure how effectively some of the nation’s best loved brands are leveraging social media to engage with consumers. - Which sites we are familiar with, have accounts with and use actively/value most - How often we use each site, when we use them most and why - Which devices we use to connect to each site - How much content we post - Which sites are ‘on the up’ and which are on a downward curve - How we feel about celebrities using social media to promote products and services - How social media stacks up against traditional news sources - Who suffers from social media ‘bullying’ and where this happens - How we use social media to complain to service provider The results disclosed in these reports 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.
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UK Social Media Usage Trends - September 2013
- 1. SocialLife2 Contacts Lee Langford llangford@harrisinteractive.com 020 8263 5263 07966 339 606 Mark Baldwin mbaldwin@harrisinteractive.com 020 8263 5303 07989 385 941 Webcast: 19th November 2013 What type of social media user are you? Take our test, to find out: http://clientzone.harrisinteractive.com/SocialLife/ follow us @Harrisint_uk
- 2. 2
- 3. What is SocialLife? SocialLife tracks how online UK consumers are using social media and their associated experiences, opinions etc. Wave 2 surveyed 5,500 online UK social media users aged 11-95. Data weighted by age, sex and region to ensure national representation of the UK online population. 11-15s new for wave 2 (x 500) Fieldwork 19th September – 8th October Similar surveys taking place in France and Germany Wave 1 conducted in March Wave 3 scheduled for December #SocialLife 3© Harris Interactive
- 4. #SocialLife 4© Harris Interactive New usage and attitudes insights Site use frequency Most important site + why Sites using more, less + why Sites stopped using + why Sites that have momentum + buzz Sites used for work purposes New topics Celebrity selling Social media bullying Bashtagging Live TV tweeting
- 5. #SocialLife 5© Harris Interactive
- 6. #SocialLife 6© Harris Interactive
- 7. 97% 91% 90% 77% 60% 46% 53% 44% 38% 4% 97% 91% 91% 77% 63% 60% 52% 50% 47% 40% 23% 16% March September Aided awareness- among social media users aged 16+ #SocialLife2 7© Harris Interactive Instagram, Pinterest & Tumblr name recognition up in last 6 months. Vine up x 4 but along with Snapchat still only familiar to a minority.
- 8. #SocialLife 8© Harris Interactive
- 9. .11-15 16-24 25-34 35-44 45-54 55-64 65+ Facebook Twitter Instagram LinkedIn Snapchat #SocialLife2 9© Harris Interactive 20% 40% 60% 80% 100% Facebook & Twitter familiar to most age groups whereas Instagram and Snapchat tail off beyond 35-44s. Aided awareness– by age bands
- 10. Site membership- among social media users aged 16+ #SocialLife2 10© Harris Interactive Very little growth in site membership with the ‘big 4’ sites all static. Instagram shows strongest growth, up 3%. 86% 49% 41% 29% 18% 14% 7% 7% 6% 1% 86% 49% 41% 29% 19% 14% 10% 8% 5% 5% 3% 2% March September
- 11. #SocialLife2 11© Harris Interactive of online UK consumers have at least one social media account
- 12. Active use- among social media users aged 16+ #SocialLife2 12© Harris Interactive However, there has been growth in active use of most sites including all of the ‘big 4’ sites. Last 30 days 78% 37% 26% 13% 9% 9% 4% 4% 3% 0% 80% 41% 29% 18% 12% 9% 6% 5% 3% 3% 1% 1% March September
- 13. 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 Facebook Twitter Instagram LinkedIn Snapchat #SocialLife2 13© Harris Interactive 20% 40% 60% 80% 100% Facebook is consistent, Twitter declines with age, Instagram & Snapchat largely 11-24 year olds, LinkedIn 35-45 year olds. Active use– by age in detail Last 30 days
- 14. .11-15 16-24 25-34 35-44 45-54 55-64 65+ Facebook Twitter Instagram LinkedIn Snapchat #SocialLife2 14© Harris Interactive 20% 40% 60% 80% 100% Facebook is consistent, Twitter declines with age, Instagram & Snapchat largely 11-24 year olds, LinkedIn 35-45 year olds. Active use– by age bands Last 30 days
- 15. 61% 21% 17% 8% 5% 5% 3% 3% 2% 2% 1% 1% Daily use- among social media users aged 11+ #SocialLife2 15© Harris Interactive Facebook stands out even more for daily usage, almost 3 times higher than any other site. New measure
- 16. 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 Facebook Twitter Instagram LinkedIn Snapchat #SocialLife2 16© Harris Interactive 20% 40% 60% 80% 100% Daily use of most sites, including Facebook, declines rapidly by age. LinkedIn the exception again. Daily use– by age in detail New measure
- 17. 3.9 4.6 4.1 3.4 3.0 2.6 #SocialLife 17© Harris Interactive Total sample Male Female 11-15s 16-24s 25-34s 35-44s 45-54s 55-64s 3.5 3.7 3.3 2.2 Males and 16-24 year olds are signed up to most sites. Average number of accounts held – among social media users 65+
- 18. 3.9 4.6 4.1 3.4 3.0 2.6 #SocialLife 18© Harris Interactive Total sample Male Female 11-15s 16-24s 25-34s 35-44s 45-54s 55-64s 3.5 3.7 3.3 2.2 Males are active on more sites and active use tends to fall away as people reach their mid-30s. Average number of active accounts– among social media users 65+ Last 30 days 3.1 3.2 2.9 2.2 1.9 1.6 2.4 2.6 2.2 1.4
- 19. 3.9 4.6 4.1 3.4 3.0 2.6 #SocialLife 19© Harris Interactive Total sample Male Female 11-15s 16-24s 25-34s 35-44s 45-54s 55-64s 3.5 3.7 3.3 2.2 11-24 year olds stand out from older people in their daily use of social media sites. Daily use of sites– among social media users 65+ 3.1 3.2 2.9 2.2 1.9 1.6 2.4 2.6 2.2 1.42.4 2.3 1.7 1.2 0.9 0.8 1.4 1.5 1.3 0 . 6
- 20. 61% 21% 17% 8% 5% 5% 3% 1% 63% 36% 26% 12% 19% 13% 9% 3% Total sample 11-15s Daily useof selected sites - all social media users versus 11-15 year olds #SocialLife2 20© Harris Interactive 11-15 year olds over-index most in their daily use of YouTube, Xbox Live, Twitter, Instagram and Snapchat.
- 21. #SocialLife2 21© Harris Interactive #SocialLife2 21© Harris Interactive
- 22. #SocialLife2 22© Harris Interactive #SocialLife2 22© Harris Interactive
- 23. 22 16 11 13 25 10 13 11 5 7 9 12 7 9 11 6 11 9 9 4 12 4 © Harris Interactive Facebook accounts for almost half of all original content ‘posted’ on social media. Add YouTube and Twitter and 75% is accounted for. ‘Posts’ in last 30 days C o n t e n t 48.5% 13.2% 13.0% 6.3% 2.8% 2.7% 2.6% 1.9% 1.5% 1.3% 1.2% 1.2% 0.5% 0.5% 0.5% 0.4% 0.4% 0.4% 0.3% 0.3% 0.3% 0.1% 23 Original (volume per user) Original (total share)
- 24. 61 57 43 33 25 20 #SocialLife 24© Harris Interactive Total sample Male Female 11-15s 16-24s 25-34s 35-44s 45-54s 55-64s 38 42 34 20 Males and younger consumers are much more likely to post original social media content. Average monthly social media posts / all sites – Original Content 65+
- 27. #SocialLife© Harris Interactive 27 It gives me greater connectivity with family and friends. This is particularly important since my children live and work overseas these days.
- 28. 82% 78% 70% 76% 58% 63% 54% 61% 45% 31% 50% 51% 41% 32% 38% 36% 38% 31% 39% 21% #SocialLife© Harris Interactive Younger users tend to use social media for a much wider range of purposes. Activities done ‘a lot’ on social media– by age groups 28 Keep in touch View others’ photos Play free games Watch music videos Comment on interests Post own photos Comment personal life Movie trailers Follow brands Take up deals Comment film/TV Follow celebrities Comment on brands Buy products/services Seek recommends Post own blogs Follow sports stars Post to brand pages Post own videos Sell things 11-15s 16-24s 25-34s 35-44s 45-54s 65+s55-64s 63% 60% 25% 16% 20% 27% 17% 14% 10% 20% 12% 6% 14% 13% 16% 7% 4% 9% 4% 5% 76% 72% 58% 64% 53% 60% 46% 58% 49% 48% 46% 42% 41% 38% 40% 34% 34% 32% 32% 26% 77% 76% 53% 55% 60% 65% 56% 49% 46% 41% 46% 33% 41% 32% 42% 28% 30% 30% 32% 29% 75% 70% 47% 47% 54% 53% 45% 34% 31% 33% 34% 23% 30% 23% 28% 21% 19% 21% 20% 21% 72% 65% 39% 41% 42% 40% 31% 24% 25% 23% 26% 15% 23% 13% 21% 15% 12% 14% 11% 8% 66% 57% 34% 27% 26% 30% 19% 15% 15% 21% 14% 11% 17% 18% 16% 10% 6% 8% 5% 9%
- 29. #SocialLife 29© Harris Interactive
- 30. #SocialLife 30© Harris Interactive Overall, portable laptops are the most popular devices for social media engagement with mobile phones just ahead of fixed PCs. Devices used to connect with social media – any site 58% 52% 50% 20% 11% 3% 3% Portable Laptop Mobile Phone Fixed Computer Tablet Games Console E-Reader Smart TV
- 31. #SocialLife 31© Harris Interactive
- 32. 21.01 - 24.0018.01 - 21.0015.01 - 18.0012.01 - 15.0009.01 - 12.0006.01 - 09.0003.01 - 06.0000.01 to 03.00 Reading a newspaper Reading a book Playing video games Listening to the radio Using social media Watching television Using the internet Approximately 20% of our total time spent on these activities is spent on social media during a 24 hour period. Time of day spent ...– among social media users #SocialLife 32© Harris Interactive
- 33. #SocialLife 33© Harris Interactive 18% Barely Social 13% Social Shoppers 22% Social Observers 17% Social Me 22% Social Actives 9% Social Pros
- 34. Social Me 17% of social media users 28%of social media activity 18% 13% 22% 17% 22% 9% Barely Social Social Shoppers Social Observers Social Me Social Actives Social Pros Social Mes view social media as a way of letting the world know what they are up to and what they think about things. If they complain, respond quickly to avoid escalating negativity. Although they tend to favour Facebook, Twitter is an excellent platform for reaching this group as is Instagram. Proactively engage with them through a light and engaging voice and leverage celebrity endorsements to impress them. 34
- 35. • 25% use for work • 46% interact with brands • 49% follow celebrities • 11% have been harassed/bullied 40% 60% 96% 54% 53% • Comment on interests and passions • Post own photos • Comment on personal life 95% 44% 40% 88% 19% 24% 60% 70% 44% 24% 10% Have 4 site accounts Actively use 2.7 sites 96% use any site daily Devices used for social media • 56 original ‘posts’ per month • 62 secondary ‘reposts’ per month • Use for 1 hour 25 mins per day • Using more popular sites a little more than 12 months ago • Attach higher importance to Facebook (79%) than any other segment Social media activities Social media use Social media miscellany Portable laptop Smartphone Fixed PC Tablet Games console Younger than average: 36 years Social Me 17% of social media users 28%of social media activity 35
- 36. #SocialLife© Harris Interactive 36 I love being able to follow celebs. They are honest on Twitter and it gives you an insight into their lives.
- 37. Social Pros 9% of social media users 22% of social media activity 18% 13% 22% 17% 22% 9% Barely Social Social Shoppers Social Observers Social Me Social Actives Social Pros Social Pros is the smallest segment and is highly differentiated from the rest – these are younger, more affluent, extreme social media users - the audience you are most likely to reach through tumblr and vine for example. Help these guys to grow their social networks by offering early access to new content, maybe even get them to co-create content. Your communications must really stand out to engage them. 37
- 38. Social Pros 62% 38% Youngest segment: 29 years Highest % in work 88% 73% 58% • Post recommendations on brand pages • Post own videos and blogs • Buy and sell products and services • 63% use for work • 79% interact with brands • 53% follow celebrities • 16% have been harassed/bullied 86% 69% 51% 81% 57% 37% 65% 59% 61% 26% 23% Have 5.6 site accounts Actively use 4.3 sites 96% use any site daily Devices used for social media • 82 original ‘posts’ per month • 84 secondary ‘reposts’ per month • Use for 2 hours 39 mins per day • Using more popular and emerging sites much more than 12 months ago • Attach higher importance to Facebook (65%) than to YouTube (14%) or Twitter (7%) Social media activities Social media use Social media miscellany Portable laptop Smartphone Fixed PC Tablet Games console 9% of social media users 22% of social media activity
- 39. #SocialLife© Harris Interactive 39 I met my husband through Twitter and it’s how I keep up with what’s happening in the world. Cuz yolo.
- 40. What type of social media user are you? Take our test, to find out: http://clientzone.harrisinteractive.com/SocialLife/ 18% Barely Social 13% Social Shoppers 22% Social Observers 17% Social Me 22% Social Actives 9% Social Pros #SocialLife© Harris Interactive 40
- 41. 75% 15% 6% 4% #SocialLife© Harris Interactive Most important 41 Most important site– among users of each site 2nd 3rd 4th or lower Facebook is the most important social media site for three-quarters of those who use the site.
- 42. 75% 15% 6% 4% #SocialLife© Harris Interactive Most important 42 Most important site– among users of each site 26% 38% 23% 13% 16% 28% 17% 39% 10% 18% 22% 50% 15% 37% 23% 25% 7% 17% 23% 53% 2nd 3rd 4th or lower Facebook is the most important social media site for three-quarters of those who use the site.
- 43. 64% 13% 6% 3% 3% 3% 2% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% #SocialLife 43© Harris Interactive Facebook is the most important social media site for almost two-thirds of all social media users. Most important site– among all social media users
- 44. #SocialLife 44© Harris Interactive
- 45. 33% 28% 24% 22% 20% 14% 13% 10% 7% 6% 4% 1% -1% -4% -4% -6% -23% -27% -28% -46% -48% -51% #SocialLife 45© Harris Interactive Frequency of using sites– net change compared with 12 months ago Facebook and YouTube are among the sites that see reported usage grow significantly in the last 12 months.
- 46. 54% 31% 15% 22% 14% 21% 19% 11% #SocialLife© Harris Interactive Positive perceptions outweigh negative for all of these sites with YouTube and Instagram particularly strong. Descriptions that apply to sites– all social media users For people like me For younger people On the way up Hearing lots of positive things Hearing lots of negative things On the way down 46 For older people None apply 44% 26% 11% 25% 4% 22% 4% 20% 29% 32% 13% 24% 9% 21% 14% 16% 22% 13% 15% 21% 12% 16% 9% 28% 22% 10% 33% 16% 13% 13% 7% 23% 19% 33% 8% 25% 7% 19% 8% 23% 19% 19% 15% 22% 11% 18% 8% 26% 14% 44% 5% 24% 8% 18% 10% 23% 13% 25% 9% 22% 10% 17% 7% 30%
- 47. #SocialLife 47© Harris Interactive
- 48. 71% #SocialLife 48© Harris Interactive Couldn’t do job properly without them 29% of social media users ever use social media for work purposes but very few completely rely on them. Use of social media for work purposes– among employed Use them regularly but not every day Use them now and again but not essential Never use them for work purposes 6% 11% 13%
- 49. 49% 32% 26% 17% 11% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0% #SocialLife 49© Harris Interactive Sites used for work purposes– among employed who use social media this way Facebook is used more than LinkedIn overall for work purposes – due to its higher overall usage incidence.
- 50. 2 1 3 #SocialLife 50© Harris Interactive
- 51. #SocialLife© Harris Interactive Stephen Fry and David Beckham are the most followed UK celebs with international pop stars making up the rest of the top 10. 51 Celebrities we follow on social media – among those who follow celebs Open response in wave 1 of SocialLife in March 2013
- 52. #SocialLife 52© Harris Interactive
- 53. #SocialLife 53© Harris Interactive Follow famous people on social media – all social media users 11-34 year olds are more likely to follow famous people on social media but only a minority do so. 33% 30% 36% 42% 44% 42% 35% 26% 14% 9% Total sample Male Female 11-15 years 16-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65+ years 54% among female 16-24 year olds
- 54. #SocialLife 54© Harris Interactive
- 55. 54% #SocialLife 55© Harris Interactive Is it obvious when celebs are advertising/promoting? – among those who follow famous people 36% 10% Only 36% say it is always clear when a celeb is promoting something, although the vast majority can usually tell. Yes, always obvious Usually obvious but not always No, never obvious
- 57. 54% #SocialLife 57© Harris Interactive I get annoyed by this Over half of celeb followers haven’t really noticed them selling. Those who have noticed are just as likely to think this +tive as -tive. Attitude to famous people advertising on social media – among those who follow famous people I haven’t really noticed this I think this is a good thing 21% 25%
- 58. 74% #SocialLife 58© Harris Interactive Yes, all the time A quarter (26%) of those who follow celebrities have ever bought something they have seen them promote but few do so regularly. Yes, on a regular basis Yes, once or twice Never done this 4% 17% Whether bought what celebs promote on social media – among those who follow famous people 6%
- 59. #SocialLife 59© Harris Interactive Yes Ever stopped following celebs who advertise/promote – among those who follow famous people 86%14% No Vast majority have not stopped following celebs who do this.
- 60. #SocialLife 60© Harris Interactive
- 61. #SocialLife 61© Harris Interactive Yes The vast majority of social media users have never suffered what they perceive to be harassment or bullying. Ever suffered harassment or abuse on a social media site – among all social media users 92%8% No
- 62. 74% 12% 9% 4% 3% 3% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% #SocialLife© Harris Interactive Facebook is the site where those who have suffered harassment or abuse are most likely to have done so – reflecting its high usage. 62 Sites where harassment or abuse suffered – among those who have suffered 69% 16% 13% 2% 1% 2% 1% 5% 2% 1% 1% 3% 3% 2% 0% 0% 1% 1% 1% 1% 0% 0% 77% 9% 6% 6% 5% 3% 4% 0% 2% 3% 1% 0% 0% 0% 1% 1% 1% 0% 0% 0% 0% 0% 66% 12% 15% 21% 5% 4% 0% 4% 6% 9% 0% 0% 0% 3% 7% 2% 3% 0% 2% 0% 0% 0% 77% 8% 11% 8% 10% 0% 4% 7% 1% 1% 0% 4% 5% 0% 0% 0% 1% 0% 0% 0% 0% 0% 75% 17% 8% 1% 1% 2% 4% 1% 4% 0% 2% 1% 0% 2% 1% 1% 1% 2% 1% 1% 0% 0% 77% 15% 5% 0% 0% 10% 1% 0% 2% 6% 4% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 74% 10% 12% 1% 0% 0 3% 0% 0% 0% 0% 0% 0% 0% 0% 3% 0% 0% 0% 0% 0% 0% Total Male Female 11-15s 16-24s 35-44s25-34s 45-54s
- 63. #SocialLife 63© Harris Interactive 12% Reported them to the site Actions taken as a result of social media harassment or abuse – among those who have suffered 65% 35% Blocked them Harassed or abused them back Nothing 15% Blocking is the most common response but a third have reported this type of thing to the site in question.
- 64. #SocialLife 64© Harris Interactive Yes Whether would have reported harassment if had known how to or if it were easier – among those who have suffered and not reported to site 50%50% No 57% among women 77% among 11-15s There does appear to be a call for simpler reporting mechanisms.
- 65. #SocialLife 65© Harris Interactive
- 66. #SocialLife 66© Harris Interactive The vast majority of social media users do not use social media platforms to complain about poor service. Ever complain about service providers on social media – among all social media users 75% Now and again Whenever I have a problem Never do this 8% 17%
- 67. #SocialLife 67© Harris Interactive
- 68. #SocialLife 68© Harris Interactive 30% of Twitter users ever ‘live tweet’ about TV programmes they are watching. Ever ‘live tweet’ about TV programmes – among Twitter users 70% Regularly when I watch TV Every time I watch TV Now and again when I watch TV Never do this 21% 4% 6%
- 69. #SocialLife© Harris Interactive Not surprisingly, it is live TV shows that drive ‘live tweeting’ with talent and reality shows featuring heavily. 69 TV programmes ‘live tweeted’ about – among all Twitter users
- 73. #SocialLife 73© Harris Interactive
Notas del editor
- THIS IS JUST THE HOLDING PAGE FOR THOSE WHO JOIN EARLYMUSIC???
- BEGINCOMMENTARY ON SLIDE 2 – GO TO THIS ON 5, 4, 3, 2, 1 COUNTDOWNGood afternoon and welcome everybody to today’s webcast.My name is Lee Langford. I’m a Research Director at Harris Interactive and I will be your host today as we showcase insights from the latest wave of SocialLife, our survey tracking UK social media use.The webcast today will last about 40 minutes. If you have any questions for us whilst I am talking, please type them into the comments box on your screen. My colleague and co-author, Mark Baldwin, will aim to respond to any questions as they are posted. And we will come back to you directly after the broadcast to follow up on any outstanding points raised. GO TO SLIDE 3
- For those of you joining us today for the first time, SocialLife is the most comprehensive tracker of UK social media use.Each quarter, we survey a very large and representative sample of online UK social media users, and we ask which sites they are aware of, which they use, how often they use them, for what purposes, which devices they use and so forth.In SocialLife2, we spoke to five and a half thousand social media users aged between 11 and 95.This is slight change from the previous wave of SocialLife when we spoke 16 year olds and above.Fieldwork closed about a month ago - and when we contrast SocialLife2 findings with wave 1, we are looking at how things have progressed over a 6 month period since March.A final thing to bear in mind, before we get started, is that our teams in France and Germany are also currently conducting similar research right now. So there is potential for cross-market comparisons for organisations that have a European footprint. Do get in touch with us if this is something you would be interested in discussing.GO TO SLIDE 4
- So, other than the addition of 500 kids aged 11-15 to our sample frame, what’s new in SocialLife2?Firstly,we have expanded the set of questions we ask to profile social media use. So we can now measure which sites are used on a daily basis for example.We have asked which sites people consider to be most important in their lives – and why.We have asked for views about which sites are ‘on the up’ and which are losing traction. And we have quantified how social media use compares to use of other media.Specific topics we have explored this time include how we feel about celebrities using social media to promote products & services, social media bullying and bashtagging. And, for a bit of fun, we have asked about live TV tweeting as well.GO TO SLIDE 5
- We have again used a broad definition of social media in SocialLife2 - with 22 different sites ranging from those we hear a lot about,Facebook, Twitter, YouTube for example, to newer sites like Vine. Also included are the likes of Spotify and Xbox Live which are perhaps better know for other functions but do have a social element to them.And in SocialLife2, we have added sites that have come to public attention more during 2013 such as Snapchat and Ask.fm.If you don’t recognise all of these names, don’t worry,you are not on your own as most UK social media users aged 30+ are only aware of the most popular sites.GO TO SLIDE 6
- Before getting into the numbers, it is worth highlighting, upfront, that the UK social media story is still very much about the dominance of Facebook. Facebook is ...The site we are most familiar withThe site most of use most oftenThe most important siteThe site we are most likely to use for work purposesThe site we are most likely to use to complain about service providersandThe site we are most likely to be bullied onBut there is a lot more to UK social media than Facebook of course.GO TO SLIDE 7
- Let’s start by looking at aided awareness of some of the more established, as well as the up-and-coming sites. We are tracking against March here so we have to exclude 11-15 year olds just for now.There have been sizeable increases in name recognition for a number of sites including Instagram (which is up 14%) and Pinterest (up 9%).Vine is growing quickly - up 400% since March - but is still at a relatively low absolute level at 16%.Ask.fm, which has had lots of rather negative publicity during 2013, is familiar to 40% of UK consumers. This is significantly higher than fast emerging, hot news property Snapchat, which just 23% of UK consumers have heard of.GO TO SLIDE 8
- Snapchat has received lots of media coverage throughout 2013, but as we have just seen, there is still only relatively low awareness of this site.This tweet from Gary Lineker correctly highlights that we are not really looking at the proper target audience if we only look at 16 year olds and above, as we just did. So can we assume that most younger social media users are familiar with this site? GO TO SLIDE 9
- Snapchat awarenessis higher among 11-24 year olds, but the majority of this younger demographic do not recognise the Snapchat name either.We have included a few other sites here for context.Instagram has higher name recognition generally than Snapchat and this holds up through to people in their mid-40s before tailing off somewhat.LinkedIn, as might be anticipated, is one of the few sites we profiled that has higher name recognition among over 24s.Established sites like Facebook and Twitter are, by now, familiar to most age groups in equal measure.GO TO SLIDE 10
- Next, we can look at which sites consumers have an account with. This does not mean that they are active users of these sites however. Active use is something we will come on to look at shortly.There has been very little growth in site membership in the last 6 months - with what I will be referring to throughout as the ‘big 4’ sites (Facebook, YouTube, Twitter and Google+) all static on this metric. Instagram again shows strongest growth, with 3% growth in site membership since March.GO TO SLIDE 11
- The 16% of online consumers who did not have an account with any of these sites were screened out of the survey at this point. This means that the overall incidence of online consumers having at least one social media account is 84%. This is 3% lower than in March when the total incidence stood at 87% - suggesting that social media usage has now reached a plateau and may be declining among older consumers in particular.Bebo, Ask.fm, Myspace and Friends Reunited top the list of sites that social media users told us they have stopped using in recent months.GO TO SLIDE 12
- Next we come on to look at active use of social media – we define this as having used a site at least once in the last 30 days.Whereas we saw very little change in site membership in the last 6 months – and in fact a slight decline at the overall level - we see clearly here that social media users are now making greater ‘active’ use of the sites they are signed up to. In other words, they are being more selective in the sites they choose to use.All four of the top sites see active growth, most significantly in the case of Google+, which is up from 13% to 18%.If we look at where this growth in active use has come from – which demographics are driving this upward trend in other words – males and females are equally responsible.And interestingly, active use of the top 4 sites has fallen among 16-24 year olds with the overall growth coming more from older consumers.We don’t have time to show all of the demographic splits that I am referring to in the session today but do get in touch if you have a question about a particular group.And a much fuller report of SocialLife2 will be available about a week from now – you will be sent a link to this or you can request a copy through the dedicated SocialLife page on our website if you are not joining us live today.GO TO SLIDE 13
- This slide looks at current ‘active use’ data split out for all ages individually from 11 year olds through to 75 year olds.Active use of Facebook declines very gradually as the sample ages whereas most other sites – and again we are including just a few here – see active use decline significantly by age.GO TO SLIDE 14
- We can ‘smooth out’ the data by grouping consumers into age bands – as we have done in this slide.This also reveals more clearly that LinkedIn is again the exception with active usage highest among 25-44 year olds.GO TO SLIDE 15
- 72% of social media users are daily users of any of these social media sites. Facebook is largely responsible for this overall figure with just over three-fifths using it on a daily basis.This is a new, more granular, measure of usage for SocialLife2 and we have included 11-15 year olds because we don’t have any benchmarks from March. Females stand out in their use of Facebook, with67% using it daily compared with 56% of males.Males are more active daily on several of the other top sites – in particular on YouTube.GO TO SLIDE 16
- 16-24 year olds stand out as the most active daily users of social media sites generally – again here we are showing the full age trend for Facebook and a few other sites.Overall, 89% of 16-24 year olds are daily social media users compared with the 72% average I mentioned earlier.GO TO SLIDE 17
- We can now look at some more demographic comparisons, beginning here with the average number of accounts social media users have.So overall, UK social media users are signed up to three and a half sites, on average, with males on more sites than females.16-24 year olds lead the various age groups with around four and a half accounts and 11-15 year olds are also above average. And clearly membership of multiple sites declines as consumers get older.GO TO SLIDE 18
- If we then move to active use of social media sites - shown here in the darker blue circles - we can see the male / female gap maintained ... males are more active users.But we see 11-15 year olds move into 2nd place, just behind 16-24 year olds.GO TO SLIDE 19
- And now looking at daily use of social media sites, males are again slightly more active than females.And we now see 11-15 year olds ranked in equal first place, alongside 16-24 year olds – using almost two and a half sites, on average, each day.GO TO SLIDE 20
- Let’s have a look at some of the sites that 11-15 year olds over-index on most, in terms of daily use. YouTube, Xbox Live, Twitter, Instagram and Snapchat stand out in particular.But it is also worth noting that 11-15s are just as likely as older consumers to use Facebook on a daily basis.GO TO SLIDE 21
- This contradicts some of the stories I have seen recently – that often rely on anecdotal evidence – and suggest younger people are moving away from Facebook in their droves.Facebook’s own CFO has also recently accepted that younger teens are leaving the social network. But of course, he’s commenting on global figures and US teens in particular. Clearly Facebook is worried about retaining its youth base and is willing to act to prevent this. It already owns Instagram, which is one of the fast emerging challenger sites in the UK as we have seen.And there has been lots of media coverage, in recent days, about a multi-billion dollar offer to buy Snapchat.GO TO SLIDE 22
- In the UK, I think it is more accurate right now to say that Facebook faces stiffer competition from other sites, when it comes to teens, but it is still the dominant site for all demographics, young and old.This is something we will continue to monitor closely in SocialLife, of course.GO TO SLIDE 23
- We thought it would be interesting to look at the extent to which different sites are shaping what we see and read about on social media. We did this by quantifying the amount of original content each site accounts for.Original content we defined as the number of times sites are used for any activity in a 30 day period ... so that could be status updates, tweets, comments, uploading photos or videos or blogs and so on.This is obviously an estimate but reveals that Facebook is truly dominant, generating almost half of all original content – a percentage that has increased from closer to two-fifths back in March.But, as you may already have spotted, Facebook is not the site that is used most often by its user base. That honour falls to Snapchat with 25 original photos sent per thirty day period per user.GO TO SLIDE 24
- So who is posting all of this content?Well, younger people are much more prolific social media users, with 11-15 year olds posting 3 times more original content, on average, than those aged 55 or above.GO TO SLIDE 25
- So far, we have looked at which sites are being use and how often – but how are UK consumers actually using social media sites?We quantify over 30 different activities in SocialLife.There has been little change in participation levels since March, but these actions help to drive our social media segmentation – something I will talk about shortly.GO TO SLIDE 26
- The most common types of social media activity involve two key themes.Firstly, keeping in touch with friends and family.And secondly, sharing content such as photos and videos.GO TO SLIDE 27
- The dominance of these fairly basic activities, among older consumers in particular, helps to explain the continued success of Facebook in the UK. This is neatly summed up by a 69 year old we spoke to who made the quote you are reading now when asked why Facebook is the site he uses most often.PAUSE BRIEFLY TO LET THEM READ THE COMMENTGO TO SLIDE 28
- Younger consumers have come up with many other ways of occupying their time on social media. They like watching content – music videos or movie trailers for example - they like gaming, broadcasting their opinions, following famous people or brands and so on and so forth.Little wonder then, as I read only yesterday, that social media is now the number one activity on the web. I will leave it to you to guess which activity it has taken the number one position from. But that activity begins with the letter P.GO TO SLIDE 29
- Now let’s look at which devices people are using when they connect to social media sites. GO TO SLIDE 30
- Of course, many consumers use several different devices to connect, depending on where they are at the time and which devices they have available.Portable laptops (or similar, larger portable devices like notebooks or netbooks) are still the most popular device for social media.However, mobile phones are not too far behind and have now overtaken fixed computers.Mobile already generates 30% of Facebook’s ad revenue and is likely to become even more important as consumers brought up on social media begin to dominate. For example, 25% of younger smartphone owners, who were recently surveyed, said that they couldn’t remember the last time their smartphone wasn’t next to them.The figures on this slide relate to all social media sites, but we do see demographic differences.So for example,females are relatively more likely to connect to social media via a portable laptop, whereas males are relativelymore likely to connectvia a fixed PC.And younger people are more likely to use mobile phones and tablets to connect with social media (in fact mobile phones came top for 11-34 year olds). Older people are much more likely to use a fixed PC.GO TO SLIDE 31
- And, of course, the sites we are using can determine which devices we use to connect – or perhaps vice versa.So, interaction with Instagram, Snapchat and Vine is largely through mobile phones.Pinterest, Google+ and LinkedIn skew to laptop use.YouTube is relatively more fixed PC use.And Facebook spans all devices – because, as we have seen, it spans all demographics too.GO TO SLIDE 32
- We looked at the times of day and night that people are connecting to social media sites and we benchmarked this against a number of other activities such as watching TV or listening to the radio for example.Obviously there is significant overlap across many of these activities – with lots of multi-screening going on, particularly from 6 o’clock in the evening onwards. But, roughly speaking, social media (which is shown here in dark blue) consistently accounts for around 20% of the time that we spend doing any of these things.Social media use peaks, in terms of its relative share of our time, between mid-day and 3 o’clock in the afternoon. And social media’s weakest grip on our time is between 9pm and midnight when TV viewingdominates more.GO TO SLIDE 33
- Those of you who joined us for our first SocialLife webinar earlier this year will hopefully remember that we used our predictive segmentation technique to create six distinctive social media segments.SocialLife2 has allowed us to update the segment profiles and I will briefly run you through just couple of these.Our segmentation approach takes into account consumer characteristics, social media behaviour and social media attitudes ...The names and sizes of the six segments are showing now. Barely Social and Social Observers, on the left, have a very limited relationship with social media. Whereas, the two we will look at now - Social Me and Social Pros – are much more engaged with social media.GO TO SLIDE 34
- Those who belong to the Social Me segment have a lot to say for themselves on social media, accounting for over a quarter of all social media content despite accounting for only 17% of social media users.Social Mes view social media as a way of letting the world know what they are up to, and what they think about things, even if they are not particularly qualified to do so.If they use social media to complain, the response must be timely, to prevent this from escalating to their large networks of like-minded people.Although they use Facebook heavily (and say that it is their most important site), Twitter is an excellent platform for reaching this audience, as is Instagram which they are beginning to use in greater numbers.GO TO SLIDE 35
- Social Mes are more likely to be female than male and they favour their mobile phone for social media interactions.They follow brands and celebrities and they love letting the world know what they are up to.GO TO SLIDE 36
- Here is a comment from a 31 year old female Social Me – where she outlines why Twitter is her most important social media site.PAUSE BRIEFLY TO LET THEM READ THE COMMENTGO TO SLIDE 37
- If we now go to the end of the social media spectrum, we meet Social Pros.This is by some way the smallest segment at 9% and it is highly differentiated from the rest.GO TO SLIDE 38
- Social Pros are are younger, more male, more affluent and heavy users of a range of social media sites. This is the audience you are most likely to reach through Tumblr and Vine for example. GO TO SLIDE 39
- Here a couple of comments to help bring Social Pros to life ...The longer one at the top is from a 28 year old, female social pro, talking about her relationship with Twitter.The more succinct comment, at the bottom, is from an 18 year old, male Social Pro, responding to a question about why he is using Instagram more often nowadays. PAUSE BRIEFLY TO LET THEM READ THE COMMENTGO TO SLIDE 40
- If you haven’t done so already, please feel free to take our segmentation test to find out which social media segment you belong to. It is also available to organisations looking to profile their customers’ social media habits – please get in touch if this is of interest to you.It takes just a couple of minutes but the tool is accurate to about 80% for those who are interested in these types of statistics.GO TO SLIDE 41
- As well as quantifying social media use, we wanted to understand which sites are valued most.So we asked users to rank all of the social media sites that they use, in order of their importance.Here you see the individual results for Facebook – revealing that this is the number one site for most of its users.GO TO SLIDE 42
- And here we have added some of the other most used sites to the chart .... and all of these suffer by comparison with Facebook.GO TO SLIDE 43
- So, if we apply this individual site data to our overall sample, we have a very clear answer. Facebook is the most important site for 64% of all UK social media users.Does this differ by demographics?Well, Facebook is also the most important site for all age groups. YouTube is relatively more important to 16-24 year olds whilst Xbox Live ranks 2nd for 11-15 year olds.GO TO SLIDE 44
- What about brand momentum? Which sites are on the up and which are on a downward curve?Here we asked users of each site whether they are using them more often nowadays, less often, or about the same as they were 12 months ago.GO TO SLIDE 45
- If we subtract the percentage using a site less often, from the percentage using it more, we get a net figure for each site.And there are some clear winners and losers.Facebook, YouTube and Twitter are among the sites that see reported use growing significantly in the last 12 months, along with Instagram, Pinterest and newer kids on the block, like Snapchat and Vine.GO TO SLIDE 46
- We also asked social media users to attribute various descriptions to nine of the social media sites we profiled, regardless of whether they had used them or not.Firstly it is clear that there is a lot more positivity (highlighted in green) than negativity (in red) for all nine sites.But it is YouTube and Instagram where the green outweighs the red most on this slide most.The other main point of interest here is that Facebook is twice a likely to be perceived as being for younger people than older people. This is similar to Twitter and YouTube although not as extreme as the younger / older response for Snapchat and Instagram.GO TO SLIDE 47
- We didn’t quantify how many people access their personal social media accounts while they are at work (something for the next wave maybe) ... but it is safe to assume that the numbers are significant. Another recent US survey put the figure at around on in three. We did, however, establish whether those in work are taking advantage of social media for actual work purposes?GO TO SLIDE 48
- Although a small minority say they couldn’t do their job properly without social media sites, for the vast majority, social media is for personal use and not for work use.Younger people are significantly more likely to be sold on the benefits of using social media for work purposes. And the 29% you see here who use social media at all for work purposes rises to 47% among 16-24 year olds.GO TO SLIDE 49
- If we factor in Facebook’s high usage incidence, Facebook is the number one site that we use, in the UK, for work purposes. Ahead of LinkedIn even.GO TO SLIDE 50
- As some of you may have read, Katy Perry has recently overtaken Justin Bieber in having the most Twitter followers – some ludicrous number like 47 million I think.These figures are global of course so what about in the UK?GO TO SLIDE 51
- In SocialLife1, we identified the most popular UK celebrities across all social media.Stephen Fry came out on top for pretty much any demographic split we looked at and others who came through strongly were David Beckham and then several US pop stars including Justin Bieber, Rihanna, Beyonce and Lady Gaga. Katy Perry is in there somewhere, if you look hard enough.GO TO SLIDE 52
- Around the time that we were reporting wave 1 of SocialLife, there was a big stink in the media about a couple of soap stars caught promoting bogus products on Twitter without using the relevant hashtags stipulated by the Advertising Standards Authority.And recently, Nike has been cleared of misleading fans in a Wayne Rooney Twitter campaign promoting football boots.So, are celebrities – like Jack Whitehall here - correct to make light of this sort of thing?We decided to investigate.GO TO SLIDE 53
- First of all, we established what proportion of social media users actually follow famous people on social media.The overall incidence is 33%, peaking at 54% among 16-24 year old females, so potentially celebrity selling can affect a great number of people.GO TO SLIDE 54
- Next, we asked celebrity followers, whether they think it is obvious when something is being advertised or promoted by a celebrity.GO TO SLIDE 55
- Looked at in one way, the response shows that the vast majority of celebrity followers say they canusually, or always, decipher when they are being sold something.An alternative read of this chart, of course, is that the vast majority are not always sure about when this is taking place.GO TO SLIDE 56
- Next we looked at the impact of celebrity promotions ...Do we mind? And if so, what have we done about it?Or, do we welcome celebrity selling? And if so, how has this affected our buying habits?GO TO SLIDE 57
- Well firstly, over half of those we asked told us that they haven’t really noticed this taking place at all. Obviously, it is impossible to tell whether this assessment is accurate or not, but it does indicate that social media users, by and large, do not think things have gone too far.And in fact, slightly more of those who have noticed it, welcome it as get annoyed by it.GO TO SLIDE 58
- So let’s follow this positive train of thought and look at the claimed impact of celebrity promotions on actual purchases.Remember from the previous slide that around a quarter of celeb followers, consider celeb selling to be ‘a good thing’.Well, a very similar number told us they have ever bought something they have seen promoted by a celebrity in this way. One in ten do so on a ‘regular basis’ or ‘all the time’.Clearly this is a very significant number figure and one that will be of interest to many brands.And it is younger consumers who are relatively more likely to purchase goods promoted by celebs on social media – with the 26% who have ever purchased in the slide, rising to 39% of 16-24 year olds.GO TO SLIDE 59
- What about the 21% who get annoyed by celebrity promotions? Do they stop following the celebrity in question?Well, we can infer that a significant number do so, with 14% choosing to walk away from a celebrity they deem to have infringed. And again it is younger Twitter users who are more likely to have done this with the 14% average rising to 22% among 16-24 year olds.GO TO SLIDE 60
- Social media bullying has been another major news topic throughout 2013.Facebook has, very recently, launched a “bullying prevention hub” aimed at helping teens deal with online harassment, and back in August, Tony Wang, the head of Twitter UK, issued an apology to women who have experienced abuse on the site.So what did we learn about social media abuse from SocialLife2?GO TO SLIDE 61
- Firstly, it is worth highlighting that the vast majority of social media users have never suffered what they consider to be harassment or abuse on any social media site.Now that is not to make light of what is a very real problem for those who have suffered, but this does put into context the scale of the problem. For most users, many of whom are daily users of multiple sites, social media is completely free of this sort of thing.However, the problem is much more significant for younger people – with 18% of females aged 16-24 experiencing social media harassment or bullying.GO TO SLIDE 62
- So far in what I have shown you today, FB has benefitted from being the most used social media site. But, in the same way as it benefits, it also suffers when we are looking at negative stuff, with Facebook accounting for the vast majority of all harassment or bullying suffered on social media sites by UK people, irrespective of their age or gender.GO TO SLIDE 63
- Now we didn’t specify what we meant by bullying or harassment – this was left up to the individual to assess.But we can see, from the actions taken in response to the harassment, that almost two-thirds considered it sufficiently serious to block the person responsible.And just over a third reported the abuser to the site where the abuse took place.Very few – just one in ten – did nothing in response.GO TO SLIDE 64
- We followed up with those who did not report the abuse to check whether they would have done so if they had known how to, or if the process were simpler.Overall, half said yes they would have done so, and this figure rises to over three-quarters of the very young in our sample.It would appear that Facebook’s ‘bullying prevention hub’ is a very timely intervention and other sites should also be looking closely at these numbers.GO TO SLIDE 65
- What about consumers ‘bullying’ or ‘bashtagging’ brands and service providers? We probably all know people who like to vent about brands on social media, but is this the norm?GO TO SLIDE 66
- In fact, most social media users donot use social media to complain about service providers.And only an 8% minority are serial bashtaggers.16-44 year olds are more likely than average to use social media in this way but still only a minority of this age group do so.Facebook is the site used most to complain about service providers and Twitter is also commonly used for this purpose.GO TO SLIDE 67
- Time to lighten the mood a little perhaps – let’s do so by looking at the still relatively new phenomenon that is ‘live tweeting’ about television shows.Now, as a Twitter user myself, it would be fair to say that it often looks like most Twitter users are doing this at some time or other. But is this really the case?GO TO SLIDE 68
- In fact, no it is not. Only 30% of Twitter users ever ‘live tweet’ about TV programmes and only one in ten do so on a regular basis.There is a clear correlation between age and participation in ‘live tweeting’ with almost half of 11-15 Twitter users likely to do so compared with just 4% of OAPs who are on Twitter.GO TO SLIDE 69
- The most tweeted about show is comfortably X Factor and I must confess to this a few times myself.Live football matches are in second place and then there is little to choose between other talent and reality shows such as Strictly, Big Brother and Britain’s Got Talent.If we look at different demographics, the focus changes somewhat:For 11-15 year olds, Hollyoaks, Geordie Shores and TOWIE come into the equation more.Men are more likely to comment about live sport generally – and also about Match of the Day.And the over 50’s are more likely to tweet about Downton Abbey, Question Time and Great British Bake Off.GO TO SLIDE 70
- To sum up very briefly ...Three things really stood out when I came to review the wealth of statistics that we have generated.Firstly, social media may well have peaked in terms of its overall reach among online consumers but we have seen clear uplift in usage frequency for popular as well as up-and-coming sites during 2013. This suggests that social media is still very much in rude health in the UK.GO TO SLIDE 71
- Secondly, although Facebook has retained its crown as the most important and influential social media site for all types of UK social media user, newer platforms are positioning themselves well in terms of increased salience and influence. Instagram, Vine and Snapchat are notable for their growth among younger consumers in particular.GO TO SLIDE 72
- And thirdly, mobile is increasingly the device of choice for younger social media users, which has implications for which platforms brands should be investing in as they build their social media footprint moving into 2014.GO TO SLIDE 73
- Thanks for taking the time to join us today and I hope we have given you some food for thought. A particular thanks to those who posted questions.A copy of the full report will be sent to you in about a week’s time so do look out for this and please share it with colleagues.The next wave of UK research will be fielded in December, so if you are interested in profiling how your consumers are interacting with social media, please get in touch with us.We hope that you will be able to join us for SocialLife3 in the new year. Many thanks again for your time today.