uk social media usage trends - january 2014 data
DESCRIPTION
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.TRANSCRIPT
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