UK Social Media Usage Trends - January 2014 data

Transcript of UK Social Media Usage Trends - January 2014 data

SocialLife3Presented by:Lee Langfordllangford@harrisinteractive.com@langford_lee020 8263 5263

Georgiana Browngbrown@harrisinteractive.com@georgiana_b1020 8263 5268

Webcast: 13th March 2014

follow us @Harrisint_uk

1© Harris Interactive #SocialLife3

mailto:llangford@harrisinteractive.com

mailto:gbrown@harrisinteractive.com

#SocialLife3 3© Harris Interactive

Social media trolling

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=cIhTFKF0JsClKM&tbnid=NGCLq9_A9W-UZM:&ved=&url=http://www.dailymail.co.uk/tvshowbiz/article-2517833/Is-Tom-Daleys-boyfriend-Dustin-Lance-Black.html&ei=8HcQU5jBIZP7yAHdmoG4DQ&bvm=bv.61965928,d.aWc&psig=AFQjCNHp3Mmyoh6_EWi1fpD2cfA0lUAVsw&ust=1393674608950391

#SocialLife3© Harris Interactive 5

I love being able to follow celebs on Twitter.

They are honest and it gives you an

insight into their lives.

Celebs we have started following most recently

33% follow celebs

7© Harris Interactive

Mainstream

Mainstream & Corporate

Twitter records tumble

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=JSU_KAqzDJ0dIM&tbnid=t8M9zsbhq3HmnM:&ved=0CAUQjRw&url=http://www.express.co.uk/news/showbiz/462748/Best-selfie-ever-Jennifer-Lawrence-Meryl-Streep-and-Brad-Pitt-pose-with-Ellen-Degeneres&ei=qpQVU_fbDKS6yAHviIH4Aw&bvm=bv.62286460,d.aWc&psig=AFQjCNFTo-aSme9guuMOpQ5971CftgyCdA&ust=1394009552238788

Advertising on Snapchat

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=yyNQo-EZ7RyWhM&tbnid=yssfCAuBRF2bHM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/File:Snapchat_logo.png&ei=AfxbUsG3Gsa90QXYuYDwBw&bvm=bv.53899372,d.bGE&psig=AFQjCNEeZ3VUVwFHgklo9NXRya8XDQmjMA&ust=1381846365249974

Advertising on Snapchat

http://m.thedrum.com/news/2014/02/19/betfair-set-use-snapchat-offer-exclusive-odds-premier-league-fixtures

Facebook will lose 80% of users by 2017, say Princeton researchers

Facebook on the slide?

Facebook in acquisition mode

Usage & Awareness trends

97%

91%

90%

76%

73%

68%

64%

60%

65%

63%

61%

96%

91%

90%

79%

73%

70%

66%

65%

62%

53%

49%

46%

33%

23%

31%

40%

32%

25%

21%

16%

54%

53%

38%

35%

33%

32%

31%

24%

September

January

Among social media users aged 11+

Aided Awareness

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=NZM2cwrph0CPSM&tbnid=sjgG6XFL8NU0TM:&ved=0CAUQjRw&url=http://www.reddit.com/about/alien/&ei=gfxbUvHSJ8qN0AWY7YDYBw&bvm=bv.53899372,d.bGE&psig=AFQjCNG9XCXDg2mKxQMKb_-YfOu79bZWmQ&ust=1381846525134987

September

January

86%

50%

41%

29%

18%

15%

13%

11%

10%

6%

84%

48%

40%

33%

20%

17%

14%

13%

11%

10%

8%

7%

5%

6%

3%

2%

9%

8%

7%

6%

3%

Account Membership

80%

42%

29%

17%

11%

10%

7%

6%

4%

5%

79%

41%

29%

20%

11%

10%

9%

7%

6%

4%

3%

2%

1%

2%

1%

2%

5%

3%

2%

1%

September

January

Active Account Use

2.9 3.8 3.1 2.2 1.8 1.5 1.4

Average number of active accounts

-0.2+0.6

+0.2= -0.1 -0.1 =

#SocialLife3

Millennials increasingly active

11-15s 16-24s 25-34s 35-44s 45-54s 55-64s 65+

82%

57%

38%

24%

16%

12%

7%

9%

12%

11%

7%

85%

60%

38%

31%

17%

14%

13%

12%

11%

10%

6%

3%

2%

3%

2%

1%

8%

4%

3%

2%

1%

September

January

Last 30 days usage among social media users aged 16-34

Active Millennials

2720

1616

1413

111111

109

88

7777

655

44

Monthly volume per user

37

Average of

per month per social

media user

Change since September 2013

(-1 since Sept 2013)

#SocialLife3

Share of Voice

5.3%44.1%

13.0%4.0%

2.0%0.7%

12.6%6.1%

3.1%0.8%0.3%1.3%0.7%1.4%1.8%0.4%0.2%0.3%0.1%0.3%1.2%0.3%

2720

1616

1413

111111

109

88

7777

655

44

Monthly volume per user Total share

#SocialLife3

Share of Voice

5.3%44.1%

13.0%4.0%

2.0%0.7%

12.6%6.1%

3.1%0.8%0.3%1.3%0.7%1.4%1.8%0.4%0.2%0.3%0.1%0.3%1.2%0.3%

2720

1616

1413

111111

109

88

7777

655

44

+2.5

-4.4

+1.4

#SocialLife3

Share of VoiceMonthly volume per user Total share

74%

14%

6%

#SocialLife3© Harris Interactive

Most important

26

25%

38%

21%

16%

34%

22%

28%

10%

19%

21%

50%

16%

24%

19%

41%

8%

18%

17%

57%

2nd

3rd

4th or lower

5%

16%

21%

58%

Most important siteAmong users of each site

September

January

Other

64%

13%

6%

3%

1%

0%

10%

63%

12%

6%

3%

1%

11%

Most important siteAmong social media users aged 11+

How we connect

58% 55% 46% 27%12%

3% 3%

Portable Laptop Mobile Phone Fixed Computer Tablet

Games Console

E-Reader

Smart TV

(change since Sept 2013)

(=) (+3) (-4) (+7)

Smaller, more mobile devices

Social media brand engagement

http://www.google.co.uk/url?sa=i&rct=j&q=follow&source=images&cd=&cad=rja&docid=_vwF-h9dM3PWKM&tbnid=aaFf2KiZEDiP2M:&ved=0CAUQjRw&url=http://www.reviewsontech.com/seo-blogging/how-to-check-dofollow-or-nofollow-blog.html&ei=1OymUYCjENSc0wWO2oCoBw&psig=AFQjCNGgEe8tpz1at4wugHa13za93B4mbQ&ust=1369980476725736

http://www.google.co.uk/url?sa=i&rct=j&q=EE+logo&source=images&cd=&cad=rja&docid=BklmhF0vq0-XrM&tbnid=BimwBaq128XGXM:&ved=0CAUQjRw&url=http://www.v3.co.uk/v3-uk/news/2214337/ee-promises-live-4g-networks-by-30-october&ei=D8uIUbmwD-fX0QWSiIDoDA&bvm=bv.45960087,d.d2k&psig=AFQjCNFdDqC9LUHkmcllFNu7zk8lGUs71g&ust=1368005738778072

http://www.google.co.uk/url?sa=i&rct=j&q=bbc+logo&source=images&cd=&cad=rja&docid=m_kYyBl6KvaxvM&tbnid=E4YFLdf0CJ_IwM:&ved=0CAUQjRw&url=http://www.bitterwallet.com/bbc-hoping-to-sell-downloads-of-archive-shows/54739/bbc-logo&ei=7W2sUePxA8uqPIDHgOAG&bvm=bv.47244034,d.bGE&psig=AFQjCNHfoISTwlJLBGbS82aJBdwWohe2Kw&ust=1370341222489384

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=w45XmFsqtPF6zM&tbnid=vLRx_S06DRnsaM:&ved=0CAUQjRw&url=http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-logos&ei=bHQUU-JuqbjJAdHGgPgB&psig=AFQjCNGIEzaMhcfU3V55KrH_qPFFwLTu3A&ust=1393935772643995

http://assets.fontsinuse.com/static/use-media-items/7/6988/full-1500x800/50564279/logo.png

http://www.ranklogos.com/wp-content/uploads/2012/09/Cadbury-Logo.jpg

http://www.google.co.uk/url?sa=i&rct=j&q=itv+logo&source=images&cd=&cad=rja&docid=8UigcsFgv78u5M&tbnid=moD2oGv2nLOaZM:&ved=0CAUQjRw&url=http://nadjaeberhardt.com/designnews/the-new-itv-logo-and-rebrand/&ei=zOjbUbqYFc7I0AWlroGoAQ&bvm=bv.48705608,d.d2k&psig=AFQjCNFVMUwNALQftHU2GvNE-Kirwv64gQ&ust=1373452865259742

19%

15%

14%

13%

12%

11%

8%8%8%

7%7%7%7%7%7%7%

6%6%6%6%6%6%6%6%6%6%6%6%

5%5%5%5%5%5%

REDA

CTED

REDA

CTED

Brands we engage with11%11%11%

10%10%10%10%10%10%

9%9%9%9%9%

8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%

Top 1048% engage with any of these 67 brands

Total Male Female 11-15 16-24 25-34 35-44 45-54 55-64 65+

19% 19% 18% 24% 33% 21% 15% 16% 7% 11%

19% 20% 18% 23% 32% 25% 15% 14% 9% 6%

15% 17% 13% 21% 32% 19% 10% 5% 7% 6%

14% 14% 13% 16% 28% 16% 12% 9% 4% 2%

13% 13% 12% 19% 26% 18% 8% 6% 3% 1%

13% 13% 14% 12% 25% 18% 10% 9% 6% 3%

12% 10% 15% 19% 23% 17% 9% 7% 2% 0%

12% 11% 13% 15% 23% 15% 7% 9% 4% 4%

11% 15% 7% 21% 24% 18% 6% 2% 0% 0%

11% 12% 10% 18% 22% 15% 8% 6% 2% 1%

48% 47% 48% 52% 73% 58% 42% 39% 28% 22%Any

Brands we engage with

53% 20% 20%7%

Based on top 10 brands

Where we engage with brands

Posts Products

21% 21% 20% 19% 15%

11% 9% 9% 9% 9%

Based on top 10 brands

How we engage with brands

http://mombizcoach.com/images/2013/05/social-media-like.jpg

24% 21% 19% 17% 23% 22% 21% 18% 24% 22%

14% 23% 14% 19% 26% 19% 29% 16% 26% 19%

36% 10% 27% 8% 21% 13% 9% 31% 30% 14%

13% 19% 13% 10% 23% 25% 32% 17% 20% 20%

11% 15% 9% 12% 20% 15% 19% 9% 19% 20%

7% 14% 10% 13% 13% 13% 10% 9% 13% 9%

3% 25% 8% 19% 5% 10% 5% 4% 10% 5%

4% 18% 5% 21% 6% 9% 6% 6% 12% 7%

15% 6% 10% 7% 9% 8% 8% 8% 13% 8%

4% 8% 3% 8% 5% 7% 2% 4% 7% 4%

Liked a post

Liked a product/service

Watched a video

Competition

Signed to fan page

Deal or special offer

Bought a product/service

Submitted review

Followed blog

Customer services

How we engage with brands

awful brilliant

7.3

Rating brands on social media(1-10 = awful to brilliant)

10

+75%

-44%

4-6

+17%

8

9

+56%

1-3

-49%

+2%

7

AWFUL BRILLIANTSocial Media Rating

http://www.google.co.uk/url?sa=i&rct=j&q=nps&source=images&cd=&cad=rja&docid=uVbxRepz82xQDM&tbnid=XOZyJu9XeJG4BM:&ved=0CAUQjRw&url=http://www.smartinsights.com/customer-engagement/customer-engagement-analytics/online-net-promoter-scor/&ei=zvilUfaSDqml0AWeu4CICw&bvm=bv.47008514,d.bGE&psig=AFQjCNHBq_e1f--TUjLrWQHxuSxmtHgjkg&ust=1369917939773064

7.217.207.197.197.197.187.177.167.147.117.117.107.087.087.087.067.037.037.006.976.976.966.966.956.946.936.936.79

7.80

7.76

7.75

7.66

7.65

7.63

7.59

7.54

7.53

(1-10 = awful to brilliant)

REDA

CTED

REDA

CTED

Average

Social media engagement score7.527.487.487.447.447.437.397.397.387.377.377.377.367.357.347.317.307.297.297.287.257.257.257.247.237.237.237.237.22

Top 10

Bashtagging

72%

Now and again

Whenever I have a problem

Never do this

8%

20%

(change since Sept 2013)

(+3)

(-3)30% active users complain

43% active users complain

43% among males aged 16-24

Bashtagging

28%

Mobile Operator

24%18%

9% 5%16%

ISP UtilitiesProvider

Pay TV FinancialServices

Other

Services complained about

Providers complained about

Social media hacking

10%

Ever had an account hacked

10%

Ever had an account hacked 18%

1%

16-24 year old

females

65+ year old men1%

10%

Ever had an account hacked 18%

1%

16-24 year old

females

65+ year old men1%

66%

25%

8%

7%

72% among women

37% among 25-34s

12% among men

11% among men

Main hacked accounts

Quick wrap up

Thanks for your time today

52

Lee Langfordllangford@harrisinteractive.com@langford_lee020 8263 526307966 339 606

Georgiana Browngbrown@harrisinteractive.com@georgiana_b1020 8263 5268

follow us @Harrisint_uk

mailto:llangford@harrisinteractive.com

UK Social Media Usage Trends - January 2014 data

Social Media

Transcript of UK Social Media Usage Trends - January 2014 data

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