SocialLife4 1 © Harris Interactive #SocialLife4 The definitive survey of UK social media use from...

SocialLife4

1© Harris Interactive #SocialLife4

The definitive survey of UK social media use from

Harris InteractiveJuly 3rd 2014

follow us @Harrisint_uk


SocialLife4

Social platforms included


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

Brand profiling


Usage & Awareness trends


46%

49%

53%

23%

33%

40%

31%

25%

32%

16%

21%

58%

56%

54%

43%

42%

35%

32%

32%

31%

28%

24%

97%

91%

90%

76%

73%

68%

60%

61%

64%

65%

63%

97%

91%

89%

77%

71%

71%

71%

66%

65%

65%

64%

Sept 13

Among social media users aged 11+

Aided brand awareness

May 14




46%

49%

53%

23%

33%

40%

31%

25%

32%

16%

21%

58%

56%

54%

43%

42%

35%

32%

32%

31%

28%

24%

97%

91%

90%

76%

68%

60%

61%

97%

91%

89%

77%

71%

71%

71%

66%

65%

65%

64%

Sept 13



May 14




46%

49%

53%

23%

33%

40%

31%

25%

32%

16%

21%

58%

56%

54%

43%

42%

35%

32%

32%

31%

28%

24%

97%

91%

90%

76%

73%

68%

60%

61%

64%

65%

63%

97%

91%

89%

77%

71%

71%

71%

66%

65%

65%

64%

Sept 13



May 14


= Strong growth



58%

56%

54%

43%

42%

35%

32%

32%

31%

28%

24%

60%

69%

69%

73%

25%

53%

35%

46%

44%

58%

35%

97%

91%

89%

77%

71%

71%

71%

66%

65%

65%

64%

96%

92%

87%

84%

72%

75%

79%

60%

65%

39%

68%

May 14

Among social media users aged 16-24

Aided brand awareness among 16-24s

16-24 years




65%

66%

58%

28%

35%

32%

31%

65%

32%

24%

42%

65%

60%

60%

58%

53%

46%

44%

39%

35%

35%

25%

97%

91%

89%

77%

71%

71%

43%

71%

56%

54%

64%

96%

92%

87%

84%

79%

75%

73%

72%

69%

69%

68%

May 14


Aided brand awareness among 16-24s

16-24 years




Facebook is dominant


0%

10%

20%

30%

40%

50%

60%

70%

40% 50% 60% 70% 80% 90% 100%

Have an account

Use

dai

ly

Bubble size reflects average original monthly content per user



Platform categories


Hares


Active user

Tweets per month

Account holder 1511

127

126

104

128

75

1318

2531

46

Sept 13May 14

Platform categories



Snails


Sept 13May 14

4950

4242

4141

3029

3228

1917

119

1617

1314

Active user

Tweets per month

Account holder

Platform categories




Less so among 16-24s


0%

10%

20%

30%

40%

50%

60%

70%

40% 50% 60% 70% 80% 90% 100%

Have an account

Use

dai

ly

Bubble size reflects average original monthly content per user



Active use (last 30 days)

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

80 8876 83 74 81 80 75 78 74

2.6 4.22.8 2.5 3.2 3.0 2.3 1.8 1.8 1.5Average

68

47

32

31

37




Up / down / no change since Sept 13

Active use (last 30 days)

+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





Sites likely to stop using


62 3860 63 69 57 69 65 71 72* None

137 7 8 6 8 5 76

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




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


Previous day use of site


Among active Facebook users

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

1 hour 59 minutes

Other

64%

13%

6%

3%

3%

1%

0%

10%

61%

13%

7%

3%

3%

2%

1%

10%

Sept 13May 14

Most important site




Twitter mocks Facebook ...


... but actually!


53%

22%

11%

3%2%

9%

others

Among active Twitter users who have used the platform in the last 30 days

US context


Source: Piper Jaffray, via BI Intelligence

3119

1817

1411

1099

8887

66655555

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





How we connect


89

79

79

83

57655663

5155

4548

3744

38

35

3334

Percentage of users who

access platform by

mobile phone or

smartphone

Sept 2013May 2014

Increasingly mobile social


Among active site users


The social media pound (£)

14% have bought a product or service they came across on social media

14%

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 33#SocialLife4 33© 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%

£93 £60

77.55p£

Last 30 days spend

average

£1-£5

£6-£20

£21-£50

£51+

9%

24%

32%

33%

£89 £69

79.73p£

Last 30 days spend

average


£2.4b per annum

£1.9b per annum

© Harris Interactive 36#SocialLife4 36© Harris Interactive #SocialLife4


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



#SocialLife4 39© 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%

EverMost often

Sale

Mobile Operator

ISP UtilitiesProvider

Pay TV Airline Financial Services

HotelHigh StRetailer

Train Operator


Among social media bashtaggers

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 40© Harris Interactive

Completely resolved

44%Partly

resolved

26%

Unresolved

30%

Bashtagging – outcome?


Among social media bashtaggers

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


Focus on Twitter


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


0%


Focus on Twitter

11

47

27

86

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


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



Wrap up

51© Harris Interactive #SocialLife 51© Harris Interactive 51© Harris Interactive #SocialLife4

Thanks for joining us today


follow us @Harrisint_uk

Lee [email protected]@langford_lee020 8263 526307966 339 606

mailto:[email protected]

SocialLife4 1 © Harris Interactive #SocialLife4 The definitive survey of UK social media use from...

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