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

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28-32

pages 3-6

7-9

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45-51

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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

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

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

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

80 88 76 83 74 81 80 75 78 74

May 2014

2.6 4.2 2.8 2.5 3.2 3.0 2.3 1.8 1.8 1.5 Average

68 42 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 38 60 63 69 57 69 65 71 72 * None

13 7 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)

12 9 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

38 Clothes

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

29 Books

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

Hotel High 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 [email protected] @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

mailto:[email protected]

SocialLife4 - UK Social Media Usage Trends - July 2014

Social Media

Transcript of SocialLife4 - UK Social Media Usage Trends - July 2014