UK Social Media Usage Trends - January 2014 data
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Transcript of UK Social Media Usage Trends - January 2014 data
SocialLife3Presented by:Lee [email protected]@langford_lee020 8263 5263
Georgiana [email protected]@georgiana_b1020 8263 5268
Webcast: 13th March 2014
follow us @Harrisint_uk
1© Harris Interactive #SocialLife3
2© Harris Interactive #SocialLife3
#SocialLife3 3© Harris Interactive
Social media trolling
#SocialLife3 4© Harris Interactive
Social media trolling
#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.
#SocialLife3 6© Harris Interactive
Celebs we have started following most recently
33% follow celebs
7© Harris Interactive
#SocialLife3 8© Harris Interactive
Mainstream
#SocialLife3 9© Harris Interactive
Mainstream & Corporate
#SocialLife3 10© Harris Interactive
Twitter records tumble
#SocialLife3 11© Harris Interactive
Twitter records tumble
#SocialLife3 12© Harris Interactive
Advertising on Snapchat
#SocialLife3 13© Harris Interactive
Advertising on Snapchat
#SocialLife3 14© Harris Interactive
Facebook will lose 80% of users by 2017, say Princeton researchers
Facebook on the slide?
#SocialLife3 15© Harris Interactive
Facebook in acquisition mode
16© Harris Interactive #SocialLife3
Usage & Awareness trends
#SocialLife3 17© Harris Interactive
97%
91%
90%
76%
73%
68%
64%
60%
65%
63%
61%
96%
91%
90%
79%
73%
70%
66%
66%
65%
62%
62%
#SocialLife3 18© Harris Interactive
53%
49%
46%
33%
23%
31%
40%
32%
25%
21%
16%
54%
54%
53%
38%
38%
35%
33%
32%
31%
24%
24%
September
January
Among social media users aged 11+
Aided Awareness
September
January
86%
50%
41%
29%
18%
18%
15%
13%
11%
10%
6%
84%
48%
40%
33%
20%
17%
14%
14%
13%
11%
10%
#SocialLife3 19© Harris Interactive
10%
8%
7%
5%
6%
6%
6%
3%
2%
2%
2%
9%
9%
8%
7%
6%
6%
6%
3%
3%
3%
3%
Among social media users aged 11+
Account Membership
80%
42%
29%
17%
11%
10%
7%
7%
6%
4%
5%
79%
41%
29%
20%
11%
10%
9%
9%
7%
7%
6%
#SocialLife3 20© Harris Interactive
4%
3%
3%
2%
2%
1%
1%
1%
2%
1%
2%
5%
3%
3%
3%
2%
2%
2%
2%
1%
1%
1%
September
January
Among social media users aged 11+
Active Account Use
© Harris Interactive 21
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%
17%
14%
13%
12%
11%
10%
#SocialLife3 22© Harris Interactive
6%
3%
2%
2%
2%
3%
3%
2%
1%
1%
1%
8%
4%
3%
3%
3%
2%
2%
2%
2%
1%
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
© Harris Interactive 23
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
© Harris Interactive 24
Monthly volume per user Total share
Change since September 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
© Harris Interactive 25
+2.5
-4.4
+1.4
Change since September 2013
#SocialLife3
Share of VoiceMonthly volume per user Total share
74%
14%
6%
6%
#SocialLife3© Harris Interactive
Most important
26
25%
38%
21%
16%
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
#SocialLife3 27© Harris Interactive
September
January
Other
64%
13%
6%
3%
3%
1%
0%
10%
63%
12%
6%
3%
3%
1%
1%
11%
Most important siteAmong social media users aged 11+
#SocialLife3 28© Harris Interactive
How we connect
#SocialLife3 29© Harris Interactive
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
#SocialLife3 30© Harris Interactive
31© Harris Interactive
19%
19%
15%
14%
13%
13%
12%
12%
11%
11%
#SocialLife3 32© Harris Interactive
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
#SocialLife3 33© Harris Interactive
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
#SocialLife3 34© Harris Interactive
53% 20% 20%7%
Based on top 10 brands
Where we engage with brands
#SocialLife3 35© Harris Interactive
Posts Products
21% 21% 20% 19% 15%
11% 9% 9% 9% 9%
Based on top 10 brands
How we engage with brands
#SocialLife3 36© Harris Interactive
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
#SocialLife3 37© Harris Interactive
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
#SocialLife3 38© Harris Interactive
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
7.63
7.59
7.54
7.53
#SocialLife3 39© Harris Interactive
(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
#SocialLife3 40© Harris Interactive
Bashtagging
#SocialLife3 41© Harris Interactive
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
#SocialLife3 42© Harris Interactive
28%
Mobile Operator
24%18%
9% 5%16%
ISP UtilitiesProvider
Pay TV FinancialServices
Other
Services complained about
#SocialLife3 43© Harris Interactive
Providers complained about
#SocialLife 44© Harris Interactive
Social media hacking
#SocialLife 45© Harris Interactive
10%
Ever had an account hacked
Social media hacking
#SocialLife 46© Harris Interactive
10%
Ever had an account hacked 18%
1%
16-24 year old
females
65+ year old men1%
Social media hacking
#SocialLife 47© Harris Interactive
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
Social media hacking
#SocialLife 48© Harris Interactive
Quick wrap up
#SocialLife 49© Harris Interactive
Quick wrap up
#SocialLife 50© Harris Interactive
Quick wrap up
51© Harris Interactive
Thanks for your time today
52
Lee [email protected]@langford_lee020 8263 526307966 339 606
Georgiana [email protected]@georgiana_b1020 8263 5268
#SocialLife© Harris Interactive
follow us @Harrisint_uk