uk social media usage trends - january 2014 data

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SocialLife3 Presented by: Lee Langford llangford@harrisintera ctive.com @langford_lee 020 8263 5263 Georgiana Brown gbrown@harrisinteracti ve.com @georgiana_b1 020 8263 5268 Webcast: 13 th March 2014 follow us @Harrisint_uk 1 © Harris Interactive #SocialLife3

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SocialLife is Harris Interactive’s regular survey of UK social media use. We track interaction with 20+ social media sites ranging from the more established Facebook and Twitter to relative newcomers like Vine and Snapchat among a large, representative sample of online UK consumers. Additionally, we investigate topical social media issues and measure how effectively some of the nation’s best loved brands are leveraging social media to engage with consumers. In January 2014, we interviewed 3,400 social media users aged 11+ to understand: - Which sites we are familiar with, have accounts with and use actively/value most - How often we use each site, when we use them most and why - Which devices we use to connect to each site - How much content we post - Which sites are ‘on the up’ and which are on a downward curve - How we feel about celebrities using social media to promote products and services - How social media stacks up against traditional news sources - Who suffers from social media ‘bullying’ and where this happens - How we use social media to complain to service providers The results disclosed in these reports 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.

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Page 1: 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

Page 2: UK Social Media Usage Trends - January 2014 data

2© Harris Interactive #SocialLife3

Page 3: UK Social Media Usage Trends - January 2014 data

#SocialLife3 3© Harris Interactive

Social media trolling

Page 5: UK Social Media Usage Trends - January 2014 data

#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.

Page 6: UK Social Media Usage Trends - January 2014 data

#SocialLife3 6© Harris Interactive

Celebs we have started following most recently

33% follow celebs

Page 7: UK Social Media Usage Trends - January 2014 data

7© Harris Interactive

Page 8: UK Social Media Usage Trends - January 2014 data

#SocialLife3 8© Harris Interactive

Mainstream

Page 9: UK Social Media Usage Trends - January 2014 data

#SocialLife3 9© Harris Interactive

Mainstream & Corporate

Page 10: UK Social Media Usage Trends - January 2014 data

#SocialLife3 10© Harris Interactive

Twitter records tumble

Page 14: UK Social Media Usage Trends - January 2014 data

#SocialLife3 14© Harris Interactive

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

Facebook on the slide?

Page 15: UK Social Media Usage Trends - January 2014 data

#SocialLife3 15© Harris Interactive

Facebook in acquisition mode

Page 16: UK Social Media Usage Trends - January 2014 data

16© Harris Interactive #SocialLife3

Usage & Awareness trends

Page 17: UK Social Media Usage Trends - January 2014 data

#SocialLife3 17© Harris Interactive

Page 21: UK Social Media Usage Trends - January 2014 data

© 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+

Page 26: UK Social Media Usage Trends - January 2014 data

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

Page 28: UK Social Media Usage Trends - January 2014 data

#SocialLife3 28© Harris Interactive

How we connect

Page 29: UK Social Media Usage Trends - January 2014 data

#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

Page 33: UK Social Media Usage Trends - January 2014 data

#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

Page 34: UK Social Media Usage Trends - January 2014 data

#SocialLife3 34© Harris Interactive

53% 20% 20%7%

Based on top 10 brands

Where we engage with brands

Page 35: UK Social Media Usage Trends - January 2014 data

#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

Page 36: UK Social Media Usage Trends - January 2014 data

#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

Page 37: UK Social Media Usage Trends - January 2014 data

#SocialLife3 37© Harris Interactive

awful brilliant

7.3

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

Page 39: UK Social Media Usage Trends - January 2014 data

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

Page 40: UK Social Media Usage Trends - January 2014 data

#SocialLife3 40© Harris Interactive

Bashtagging

Page 41: UK Social Media Usage Trends - January 2014 data

#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

Page 42: UK Social Media Usage Trends - January 2014 data

#SocialLife3 42© Harris Interactive

28%

Mobile Operator

24%18%

9% 5%16%

ISP UtilitiesProvider

Pay TV FinancialServices

Other

Services complained about

Page 43: UK Social Media Usage Trends - January 2014 data

#SocialLife3 43© Harris Interactive

Providers complained about

Page 44: UK Social Media Usage Trends - January 2014 data

#SocialLife 44© Harris Interactive

Social media hacking

Page 45: UK Social Media Usage Trends - January 2014 data

#SocialLife 45© Harris Interactive

10%

Ever had an account hacked

Social media hacking

Page 46: UK Social Media Usage Trends - January 2014 data

#SocialLife 46© Harris Interactive

10%

Ever had an account hacked 18%

1%

16-24 year old

females

65+ year old men1%

Social media hacking

Page 47: UK Social Media Usage Trends - January 2014 data

#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

Page 48: UK Social Media Usage Trends - January 2014 data

#SocialLife 48© Harris Interactive

Quick wrap up

Page 49: UK Social Media Usage Trends - January 2014 data

#SocialLife 49© Harris Interactive

Quick wrap up

Page 50: UK Social Media Usage Trends - January 2014 data

#SocialLife 50© Harris Interactive

Quick wrap up

Page 51: UK Social Media Usage Trends - January 2014 data

51© Harris Interactive

Thanks for your time today

Page 52: UK Social Media Usage Trends - January 2014 data

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Lee [email protected]@langford_lee020 8263 526307966 339 606

Georgiana [email protected]@georgiana_b1020 8263 5268

#SocialLife© Harris Interactive

follow us @Harrisint_uk