uk social media demographics 2016
TRANSCRIPT
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we are Flint
UK Social Media Demographics 2016August 2016
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Research. Design. Communications.
Branding & Visual IdentitiesWebsite Design & DevelopmentCommunications ResearchDigital & Social Media
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we are Flint
We were on the hunt for breakdowns of social media users in the UK and couldn’t find any so we ran our own study. We figured others may find it useful (we’re into the whole open source thing) so here it is for you.
If you can’t find the stat you’re looking for double check the Methodology & Approach slide (up next) to see whether we’ve got it and get in touch. If we don’t, check the Other Resourcesslide right at the end.
Shout with any questions and I hope you find what you’re looking for. If you’d like to be added to our mailing list to receive more bits and bobs like this, drop me a note.
[email protected]@tomhashemi
Hello,
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We are Flint interviewed n=2,092 online UK adults aged 18+ between the 3rd and 4th August 2016 via online panel survey on their social media usage. Respondents were screened and weighted to be UK nationally representative of age, gender and region. The margin of error on the study is +/- 2.2%.
The social media networks tested were Twitter, Instagram, Pinterest, Facebook, LinkedIn, Snapchat, WhatsApp, Periscope, YouTube and Google+.
This presentation contains profiles of each network by gender, age, social grade, household income, and geography.
We also ran the following demographic questions and can provide social media profiles on request for the following: region, recent foreign holiday, home ownership, car ownership, working status, disability, household food purchaser, ethnicity, religion, public sector worker, children, marital status, city.
Methodology & Approach
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Topline
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Of the 52.2 million adults in the UK, two-thirds use social media every day
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52.2million*
100%
45.9million*
88%
43.6million
84%
34.4million
66%
* Source: ONS
Number of UK adults
Number of UK adults online
Number of UK adults who use
social media
Number of UK adults who use
social media daily
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We’re addicted: among UK online adults, nearly all use social media.
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52.2million*
45.9million*
100%
43.6million
95%
34.4million
75%
* Source: ONS
Number of UK adults
Number of UK adults online
Number of UK adults who use
social media
Number of UK adults who use
social media daily
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YouTube & Facebook take gold in the three tiers of social media useAmong online UK adults aged 18+, the % using each network
85%78%
50% 48%45%
30% 29% 29%
20%
6%
YouTube Facebook Google+ WhatsApp Twitter LinkedIn Instagram Pinterest Snapchat Periscope
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In the battle of the corporates, Facebook and Google dominateAmong online UK adults aged 18+, the % using each network
85%78%
50% 48%45%
30% 29% 29%
20%
6%
YouTube Facebook Google+ WhatsApp Twitter LinkedIn Instagram Pinterest Snapchat Periscope
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Corporate owners
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Facebook & WhatsApp (both FB owned) top the chart for number of daily usersAmong online UK adults aged 18+, the % using each network vs. daily use
85%
78%
50% 48%45%
30% 29% 29%
20%
6%
27%
59%
15%
28%
17%4% 13% 5%
9% 2%
YouTube Facebook Google+ WhatsApp Twitter LinkedIn Instagram Pinterest Snapchat Periscope
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Use
Daily use
1 23
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SocialProfiles
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YouTubeAmong online UK adults aged 18+, the % who use YouTube
84%
86%
70%
83%
91%
96%
85%
86%
C2DE
ABC1
65+
50 - 64
30 - 49
18 - 29
Female
Male
12
83%
86%
84%
81%
81%
85%
89%
94%
Rural
Urban
Up to £14k
£14k - 21k
£21k - 28k
£28 - 34k
£34 - 48k
£48k+
Gender
Age
Social Grade
HH Income
Geography
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FacebookAmong online UK adults aged 18+, the % who use Facebook
78%
79%
66%
71%
84%
92%
82%
75%
C2DE
ABC1
65+
50 - 64
30 - 49
18 - 29
Female
Male
13
77%
79%
78%
77%
72%
76%
80%
87%
Rural
Urban
Up to £14k
£14k - 21k
£21k - 28k
£28 - 34k
£34 - 48k
£48k+
Gender
Age
Social Grade
HH Income
Geography
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Google+Among online UK adults aged 18+, the % who use Google+
52%
48%
43%
44%
55%
54%
49%
50%
C2DE
ABC1
65+
50 - 64
30 - 49
18 - 29
Female
Male
14
47%
50%
48%
48%
44%
56%
48%
57%
Rural
Urban
Up to £14k
£14k - 21k
£21k - 28k
£28 - 34k
£34 - 48k
£48k+
Gender
Age
Social Grade
HH Income
Geography
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WhatsAppAmong online UK adults aged 18+, the % who use WhatsApp
43%
52%
24%
35%
57%
76%
52%
43%
C2DE
ABC1
65+
50 - 64
30 - 49
18 - 29
Female
Male
15
37%
50%
40%
40%
42%
47%
52%
69%
Rural
Urban
Up to £14k
£14k - 21k
£21k - 28k
£28 - 34k
£34 - 48k
£48k+
Gender
Age
Social Grade
HH Income
Geography
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TwitterAmong online UK adults aged 18+, the % who use Twitter
40%
49%
20%
33%
57%
64%
43%
46%
C2DE
ABC1
65+
50 - 64
30 - 49
18 - 29
Female
Male
16
40%
46%
37%
37%
37%
44%
53%
62%
Rural
Urban
Up to £14k
£14k - 21k
£21k - 28k
£28 - 34k
£34 - 48k
£48k+
Gender
Age
Social Grade
HH Income
Geography
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LinkedInAmong online UK adults aged 18+, the % who use LinkedIn
17%
40%
17%
21%
38%
40%
26%
33%
C2DE
ABC1
65+
50 - 64
30 - 49
18 - 29
Female
Male
17
26%
30%
16%
24%
18%
26%
39%
64%
Rural
Urban
Up to £14k
£14k - 21k
£21k - 28k
£28 - 34k
£34 - 48k
£48k+
Gender
Age
Social Grade
HH Income
Geography
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InstagramAmong online UK adults aged 18+, the % who use Instagram
22%
36%
7%
12%
37%
64%
32%
27%
C2DE
ABC1
65+
50 - 64
30 - 49
18 - 29
Female
Male
18
21%
31%
24%
23%
23%
30%
33%
46%
Rural
Urban
Up to £14k
£14k - 21k
£21k - 28k
£28 - 34k
£34 - 48k
£48k+
Gender
Age
Social Grade
HH Income
Geography
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PinterestAmong online UK adults aged 18+, the % who use Pinterest
25%
33%
12%
20%
36%
50%
38%
20%
C2DE
ABC1
65+
50 - 64
30 - 49
18 - 29
Female
Male
19
24%
31%
29%
22%
24%
24%
33%
42%
Rural
Urban
Up to £14k
£14k - 21k
£21k - 28k
£28 - 34k
£34 - 48k
£48k+
Gender
Age
Social Grade
HH Income
Geography
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SnapchatAmong online UK adults aged 18+, the % who use Snapchat
15%
25%
2%
5%
21%
61%
23%
18%
C2DE
ABC1
65+
50 - 64
30 - 49
18 - 29
Female
Male
20
15%
22%
15%
12%
13%
21%
22%
42%
Rural
Urban
Up to £14k
£14k - 21k
£21k - 28k
£28 - 34k
£34 - 48k
£48k+
Gender
Age
Social Grade
HH Income
Geography
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PeriscopeAmong online UK adults aged 18+, the % who use Periscope
5%
8%
1%
2%
9%
13%
4%
8%
C2DE
ABC1
65+
50 - 64
30 - 49
18 - 29
Female
Male
21
2%
7%
5%
2%
4%
9%
8%
11%
Rural
Urban
Up to £14k
£14k - 21k
£21k - 28k
£28 - 34k
£34 - 48k
£48k+
Gender
Age
Social Grade
HH Income
Geography
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UsageBreakouts
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16%11%
19%
11% 13%16% 14%
Several times a day
Once a day Once every few days
Once a week Once every few weeks
Less often than every few
weeks
Never
YouTubeAmong online UK adults aged 18+, frequency of use of YouTube
23
85% use
Numbers may not add up due to rounding.
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44%
15%
7%4% 3% 4%
21%
Several times a day
Once a day Once every few days
Once a week Once every few weeks
Less often than every few
weeks
Never
FacebookAmong online UK adults aged 18+, frequency of use of Facebook
24
78% use
Numbers may not add up due to rounding.
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8% 7% 9%5%
8%13%
50%
Several times a day
Once a day Once every few days
Once a week Once every few weeks
Less often than every few
weeks
Never
Google+Among online UK adults aged 18+, frequency of use of Google+
25
50% use
Numbers may not add up due to rounding.
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22%
6% 8%4% 4% 5%
52%
Several times a day
Once a day Once every few days
Once a week Once every few weeks
Less often than every few
weeks
Never
WhatsAppAmong online UK adults aged 18+, frequency of use of WhatsApp
26
48% use
Numbers may not add up due to rounding.
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11%6% 8% 6% 5%
9%
55%
Several times a day
Once a day Once every few days
Once a week Once every few weeks
Less often than every few
weeks
Never
TwitterAmong online UK adults aged 18+, frequency of use of Twitter
27
45% use
Numbers may not add up due to rounding.
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2% 2% 4% 4%7%
10%
70%
Several times a day
Once a day Once every few days
Once a week Once every few weeks
Less often than every few
weeks
Never
LinkedInAmong online UK adults aged 18+, frequency of use of LinkedIn
28
30% use
Numbers may not add up due to rounding.
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8%5% 4% 3% 3%
6%
70%
Several times a day
Once a day Once every few days
Once a week Once every few weeks
Less often than every few
weeks
Never
InstagramAmong online UK adults aged 18+, frequency of use of Instagram
29
29% use
Numbers may not add up due to rounding.
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2% 3% 5% 4% 6%10%
70%
Several times a day
Once a day Once every few days
Once a week Once every few weeks
Less often than every few
weeks
Never
PinterestAmong online UK adults aged 18+, frequency of use of Pinterest
30
29% use
Numbers may not add up due to rounding.
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6%3% 3% 2% 2% 4%
79%
Several times a day
Once a day Once every few days
Once a week Once every few weeks
Less often than every few
weeks
Never
SnapchatAmong online UK adults aged 18+, frequency of use of Snapchat
31
20% use
Numbers may not add up due to rounding.
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1% 1% 0% 1% 1% 2%
93%
Several times a day
Once a day Once every few days
Once a week Once every few weeks
Less often than every few
weeks
Never
PeriscopeAmong online UK adults aged 18+, frequency of use of Periscope
32
6% use
Numbers may not add up due to rounding.
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Other resources
Pew Research Center’s research into social media. See http://www.pewinternet.org/topics/social-media/ (US only)
We are Social - Digital in 2016. See http://wearesocial.com/uk/special-reports/digital-in-2016 (UK section starts at slide 481)
Brandwatch - 96 Amazing Social Media Statistics and Facts for 2016. See https://www.brandwatch.com/2016/03/96-amazing-social-media-statistics-and-facts-for-2016/ (Global)
The Last Hurdle – The Demographics of UK Social Media Users. See http://www.thelasthurdle.co.uk/demographics-of-uk-social-media-users/
Sprout Social - Social Media Demographics to Inform a Better Segmentation Strategy. See http://sproutsocial.com/insights/new-social-media-demographics/ (mostly US, some global data)
Dept. for Culture, Media and Sport – Taking Part focus on social media. See https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/519678/Social_media_-_FINAL.pdf
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Thank You.
Tom Hashemi, Director
E: [email protected]: weareflint.co.ukT: +44 (0) 208 133 3532 M: +44 (0) 7919 346 27