uk social media usage trends - september 2013
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. - 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 provider 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
SocialLife2
ContactsLee [email protected] 8263 526307966 339 606
Mark [email protected] 8263 530307989 385 941
Webcast: 19th November 2013
What type of social media user are you? Take our test, to find out:
http://clientzone.harrisinteractive.com/SocialLife/
follow us @Harrisint_uk
2
What is SocialLife? SocialLife tracks how online UK consumers are using social
media and their associated experiences, opinions etc.
Wave 2 surveyed 5,500 online UK social media users aged 11-95. Data weighted by age, sex and region to ensure national representation of the UK online population. 11-15s new for wave 2 (x 500) Fieldwork 19th September – 8th October Similar surveys taking place in France and Germany
Wave 1 conducted in March Wave 3 scheduled for December
#SocialLife 3© Harris Interactive
#SocialLife 4© Harris Interactive
New usage and attitudes insights Site use frequency Most important site + why Sites using more, less + why Sites stopped using + why Sites that have momentum + buzz Sites used for work purposes
New topics Celebrity selling Social media bullying Bashtagging Live TV tweeting
New
#SocialLife 5© Harris Interactive
#SocialLife 6© Harris Interactive
97%
91%
90%
77%
60%
46%
53%
44%
38%
4%
97%
91%
91%
77%
63%
60%
52%
50%
47%
40%
23%
16%
SeptemberMarch
Aided awareness - among social media users aged 16+
#SocialLife2 7© Harris Interactive
Instagram, Pinterest & Tumblr name recognition up in last 6 months. Vine up x 4 but along with Snapchat still only familiar to a minority.
#SocialLife 8© Harris Interactive
.11-15 16-24 25-34 35-44 45-54 55-64 65+
Snapchat
#SocialLife2 9© Harris Interactive
20%
40%
60%
80%
100%
Facebook & Twitter familiar to most age groups whereas Instagram and Snapchat tail off beyond 35-44s.
Aided awareness – by age bands
Site membership - among social media users aged 16+
#SocialLife2 10© Harris Interactive
Very little growth in site membership with the ‘big 4’ sites all static. Instagram shows strongest growth, up 3%.
86%
49%
41%
29%
18%
14%
7%
7%
6%
1%
86%
49%
41%
29%
19%
14%
10%
8%
5%
5%
3%
2%
SeptemberMarch
#SocialLife2 11© Harris Interactive
of online UK consumers have at least one social media account
Active use - among social media users aged 16+
#SocialLife2 12© Harris Interactive
However, there has been growth in active use of most sites including all of the ‘big 4’ sites.
Last 30 days
78%
37%
26%
13%
9%
9%
4%
4%
3%
0%
80%
41%
29%
18%
12%
9%
6%
5%
3%
3%
1%
1%
SeptemberMarch
11 14 17 20 23 26 29 32 35 38 41 44 47 50 53 56 59 62 65 68 71 74
Snapchat
#SocialLife2 13© Harris Interactive
20%
40%
60%
80%
100%
Facebook is consistent, Twitter declines with age, Instagram & Snapchat largely 11-24 year olds, LinkedIn 35-45 year olds.
Active use – by age in detailLast 30 days
.11-15 16-24 25-34 35-44 45-54 55-64 65+
Snapchat
#SocialLife2 14© Harris Interactive
20%
40%
60%
80%
100%
Facebook is consistent, Twitter declines with age, Instagram & Snapchat largely 11-24 year olds, LinkedIn 35-45 year olds.
Active use – by age bandsLast 30 days
61%
21%
17%
8%
5%
5%
3%
3%
2%
2%
1%
1%
Daily use - among social media users aged 11+
#SocialLife2 15© Harris Interactive
Facebook stands out even more for daily usage, almost 3 times higher than any other site.
New measure
11 14 17 20 23 26 29 32 35 38 41 44 47 50 53 56 59 62 65 68 71 74
Snapchat
#SocialLife2 16© Harris Interactive
20%
40%
60%
80%
100%
Daily use of most sites, including Facebook, declines rapidly by age. LinkedIn the exception again.
Daily use – by age in detailNew measure
3.9 4.6 4.1 3.4 3.0 2.6
#SocialLife 17© Harris Interactive
Total sample Male Female
11-15s 16-24s 25-34s 35-44s 45-54s 55-64s
3.5 3.7 3.3
2.2
Males and 16-24 year olds are signed up to most sites.
Average number of accounts held – among social media users
65+
3.9 4.6 4.1 3.4 3.0 2.6
#SocialLife 18© Harris Interactive
Total sample Male Female
11-15s 16-24s 25-34s 35-44s 45-54s 55-64s
3.5 3.7 3.3
2.2
Males are active on more sites and active use tends to fall away as people reach their mid-30s.
Average number of active accounts – among social media users
65+
Last 30 days
3.1 3.2 2.9 2.2 1.9 1.6
2.4 2.6 2.2
1.4
3.9 4.6 4.1 3.4 3.0 2.6
#SocialLife 19© Harris Interactive
Total sample Male Female
11-15s 16-24s 25-34s 35-44s 45-54s 55-64s
3.5 3.7 3.3
2.2
11-24 year olds stand out from older people in their daily use of social media sites.
Daily use of sites – among social media users
65+
3.1 3.2 2.9 2.2 1.9 1.6
2.4 2.6 2.2
1.42.4 2.3 1.7 1.2 0.9 0.8
1.4 1.5 1.3
0.6
61%
21%
17%
8%
5%
5%
3%
1%
63%
36%
26%
12%
19%
13%
9%
3%
11-15sTotal sample
Daily use of selected sites - all social media users versus 11-15 year olds
#SocialLife2 20© Harris Interactive
11-15 year olds over-index most in their daily use of YouTube, Xbox Live, Twitter, Instagram and Snapchat.
#SocialLife2 21© Harris Interactive #SocialLife2 21© Harris Interactive
#SocialLife2 22© Harris Interactive #SocialLife2 22© Harris Interactive
2216
1113
2510
1311
579
127
911
611
99
412
4© Harris Interactive
Facebook accounts for almost half of all original content ‘posted’ on social media. Add YouTube and Twitter and 75% is accounted for.
‘Posts’ in last 30 days
Content
48.5%
13.2%
13.0%
6.3%
2.8%
2.7%
2.6%
1.9%
1.5%
1.3%
1.2%
1.2%
0.5%
0.5%
0.5%
0.4%
0.4%
0.4%
0.3%
0.3%
0.3%
0.1%
23
Original (volume per user) Original (total share)
61 57 43 33 25 20
#SocialLife 24© Harris Interactive
Total sample MaleFemale
11-15s 16-24s25-34s
35-44s45-54s 55-64s
38 42 34
20
Males and younger consumers are much more likely to post original social media content.
Average monthly social media posts / all sites – Original Content
65+
#SocialLife© Harris Interactive 25
#SocialLife© Harris Interactive 26
#SocialLife© Harris Interactive 27
It gives me greater connectivity with family and friends. This is particularly important since my children live and work overseas
these days.
82%
78%
70%
76%
58%
63%
54%
61%
45%
31%
50%
51%
41%
32%
38%
36%
38%
31%
39%
21%
#SocialLife© Harris Interactive
Younger users tend to use social media for a much wider range of purposes.
Activities done ‘a lot’ on social media – by age groups
28
Keep in touch
View others’ photos
Play free games
Watch music videos
Comment on interests
Post own photos
Comment personal life
Movie trailers
Follow brands
Take up deals
Comment film/TV
Follow celebrities
Comment on brands
Buy products/services
Seek recommends
Post own blogs
Follow sports stars
Post to brand pages
Post own videos
Sell things
11-15s 16-24s 25-34s 35-44s 45-54s 65+s55-64s63%
60%
25%
16%
20%
27%
17%
14%
10%
20%
12%
6%
14%
13%
16%
7%
4%
9%
4%
5%
76%
72%
58%
64%
53%
60%
46%
58%
49%
48%
46%
42%
41%
38%
40%
34%
34%
32%
32%
26%
77%
76%
53%
55%
60%
65%
56%
49%
46%
41%
46%
33%
41%
32%
42%
28%
30%
30%
32%
29%
75%
70%
47%
47%
54%
53%
45%
34%
31%
33%
34%
23%
30%
23%
28%
21%
19%
21%
20%
21%
72%
65%
39%
41%
42%
40%
31%
24%
25%
23%
26%
15%
23%
13%
21%
15%
12%
14%
11%
8%
66%
57%
34%
27%
26%
30%
19%
15%
15%
21%
14%
11%
17%
18%
16%
10%
6%
8%
5%
9%
#SocialLife 29© Harris Interactive
#SocialLife 30© Harris Interactive
Overall, portable laptops are the most popular devices for social media engagement with mobile phones just ahead of fixed PCs.
Devices used to connect with social media – any site
58% 52% 50% 20% 11%3% 3%
Portable Laptop Mobile Phone Fixed Computer
Tablet
Games Console
E-Reader
Smart TV
#SocialLife 31© Harris Interactive
21.01 - 24.0018.01 - 21.0015.01 - 18.0012.01 - 15.0009.01 - 12.0006.01 - 09.0003.01 - 06.0000.01 to 03.00
Reading a newspaper
Reading a book
Playing video games
Listening to the radio
Using social media
Watching television
Using the internet
Approximately 20% of our total time spent on these activities is spent on social media during a 24 hour period.
Time of day spent ... – among social media users
#SocialLife 32© Harris Interactive
#SocialLife 33© Harris Interactive
18%
Barely Social
13%
Social Shoppers
22%
Social Observers
17%
Social Me
22%
Social Actives
9%
Social Pros
Social Me17% of social media users
28% of social media activity
18% 13% 22% 17% 22% 9%
Barely Social
Social Shoppers
Social Observers
Social Me
Social Actives
Social Pros
Social Mes view social media as a way of letting the world know what they are up to and what they think about things. If they complain, respond quickly to avoid escalating negativity. Although they tend to favour Facebook, Twitter is an excellent platform for reaching this group as is Instagram. Proactively engage with them through a light and
engaging voice and leverage celebrity endorsements to impress them.
34
• 25% use for work• 46% interact with brands• 49% follow celebrities• 11% have been harassed/bullied 40% 60%
96%
54%
53%
• Comment on interests and passions• Post own photos• Comment on personal life
95%
44%
40%
88%
19%
24%
60%
70%
44%
24%
10%
Have 4 site accounts
Actively use 2.7 sites
96% use any site daily
Devices used for social media
• 56 original ‘posts’ per month• 62 secondary ‘reposts’ per month• Use for 1 hour 25 mins per day• Using more popular sites a little
more than 12 months ago• Attach higher importance to
Facebook (79%) than any other segment
Social media activities
Social media use
Social media miscellanyPortable laptop
SmartphoneFixed PC
TabletGames console
Younger than average: 36 years
Social Me17% of social media users
28% of social media activity
35
#SocialLife© Harris Interactive 36
I love being able to follow celebs. They are honest on Twitter and it gives you an
insight into their lives.
Social Pros
9% of social media users22% of social media activity
18% 13% 22% 17% 22% 9%
Barely Social
Social Shoppers
Social Observers
Social Me
Social Actives
Social Pros
Social Pros is the smallest segment and is highly differentiated from the rest – these are younger, more affluent, extreme social media users - the audience you are most likely
to reach through tumblr and vine for example. Help these guys to grow their social networks by offering early access to new content, maybe even get them to co-create
content. Your communications must really stand out to engage them.
37
Social Pros
62% 38%
Youngest segment: 29 yearsHighest % in work
88%
73%
58%
• Post recommendations on brand pages• Post own videos and blogs• Buy and sell products and services
• 63% use for work• 79% interact with brands• 53% follow celebrities• 16% have been harassed/bullied
86%
69%
51%
81%
57%
37%
65%
59%
61%
26%
23%
Have 5.6 site accounts
Actively use 4.3 sites
96% use any site daily
Devices used for social media
• 82 original ‘posts’ per month• 84 secondary ‘reposts’ per month• Use for 2 hours 39 mins per day• Using more popular and emerging
sites much more than 12 months ago
• Attach higher importance to Facebook (65%) than to YouTube (14%) or Twitter (7%)
Social media activities
Social media use
Social media miscellanyPortable laptop
SmartphoneFixed PC
TabletGames console
9% of social media users22% of social media activity
#SocialLife© Harris Interactive 39
I met my husband through Twitter and it’s how I keep up with what’s happening
in the world.
Cuz yolo.
What type of social media user are you?
Take our test, to find out:http://clientzone.harrisinteractive.com/SocialLife/
18%
Barely Social
13%
Social Shoppers
22%
Social Observers
17%
Social Me
22%
Social Actives
9%
Social Pros
#SocialLife© Harris Interactive 40
75%
15%
6%
4%
#SocialLife© Harris Interactive
Most important
41
Most important site – among users of each site
2nd
3rd
4th or lower
Facebook is the most important social media site for three-quarters of those who use the site.
75%
15%
6%
4%
#SocialLife© Harris Interactive
Most important
42
Most important site – among users of each site
26%
38%
23%
13%
16%
28%
17%
39%
10%
18%
22%
50%
15%
37%
23%
25%
7%
17%
23%
53%
2nd
3rd
4th or lower
Facebook is the most important social media site for three-quarters of those who use the site.
64%13%
6%3%3%3%
2%1%1%1%1%1%1%
0%0%0%0%0%0%0%0%0%
#SocialLife 43© Harris Interactive
Facebook is the most important social media site for almost two-thirds of all social media users.
Most important site – among all social media users
#SocialLife 44© Harris Interactive
33%
28%
24%
22%
20%
14%
13%
10%
7%
6%
4%
1%
-1%
-4%
-4%
-6%
-23%
-27%
-28%
-46%
-48%
-51%
#SocialLife 45© Harris Interactive
Frequency of using sites – net change compared with 12 months ago
Facebook and YouTube are among the sites that see reported usage grow significantly in the last 12 months.
54%
31%
15%
22%
14%
21%
19%
11%
#SocialLife© Harris Interactive
Positive perceptions outweigh negative for all of these sites with YouTube and Instagram particularly strong.
Descriptions that apply to sites – all social media users
For people like me
For younger people
On the way up
Hearing lots of positive things
Hearing lots of negative things
On the way down
46
For older people
None apply
44%
26%
11%
25%
4%
22%
4%
20%
29%
32%
13%
24%
9%
21%
14%
16%
22%
13%
15%
21%
12%
16%
9%
28%
22%
10%
33%
16%
13%
13%
7%
23%
19%
33%
8%
25%
7%
19%
8%
23%
19%
19%
15%
22%
11%
18%
8%
26%
14%
44%
5%
24%
8%
18%
10%
23%
13%
25%
9%
22%
10%
17%
7%
30%
#SocialLife 47© Harris Interactive
71%
#SocialLife 48© Harris Interactive
Couldn’t do job properly
without them
29% of social media users ever use social media for work purposes but very few completely rely on them.
Use of social media for work purposes – among employed
Use them regularly but not every day
Use them now and again but not essential
Never use them for work
purposes
6%
11% 13%
49%32%
26%17%
11%2%
1%1%1%1%1%1%1%1%1%
0%0%0%0%0%0%0%
#SocialLife 49© Harris Interactive
Sites used for work purposes – among employed who use social media this way
Facebook is used more than LinkedIn overall for work purposes – due to its higher overall usage incidence.
2 1 3
#SocialLife 50© Harris Interactive
#SocialLife© Harris Interactive
Stephen Fry and David Beckham are the most followed UK celebs with international pop stars making up the rest of the top 10.
51
Celebrities we follow on social media – among those who follow celebs
Open response in wave 1 of SocialLife in March 2013
#SocialLife 52© Harris Interactive
#SocialLife 53© Harris Interactive
Follow famous people on social media – all social media users
11-34 year olds are more likely to follow famous people on social media but only a minority do so.
33%
30%
36%
42%
44%
42%
35%
26%
14%
9%
Total sample
Male
Female
11-15 years
16-24 years
25-34 years
35-44 years
45-54 years
55-64 years
65+ years
54% among female 16-24 year olds
#SocialLife 54© Harris Interactive
54%
#SocialLife 55© Harris Interactive
Is it obvious when celebs are advertising/promoting? – among those who follow famous people
36% 10%
Only 36% say it is always clear when a celeb is promoting something, although the vast majority can usually tell.
Yes, always obvious
Usually obvious but not always
No, never obvious
56© Harris Interactive
54%
#SocialLife 57© Harris Interactive
I get annoyed by this
Over half of celeb followers haven’t really noticed them selling. Those who have noticed are just as likely to think this +tive as -tive.
Attitude to famous people advertising on social media – among those who follow famous people
I haven’t really noticed this I think this
is a good thing
21% 25%
74%
#SocialLife 58© Harris Interactive
Yes, all the time
A quarter (26%) of those who follow celebrities have ever bought something they have seen them promote but few do so regularly.
Yes, on a regular basis
Yes, once or twice
Never done this
4%
17%
Whether bought what celebs promote on social media– among those who follow famous people
6%
#SocialLife 59© Harris Interactive
Yes
Ever stopped following celebs who advertise/promote– among those who follow famous people
86%14%
No
Vast majority have not stopped following celebs who do this.
#SocialLife 60© Harris Interactive
#SocialLife 61© Harris Interactive
Yes
The vast majority of social media users have never suffered what they perceive to be harassment or bullying.
Ever suffered harassment or abuse on a social media site– among all social media users
92%8%
No
74%
12%
9%
4%
3%
3%
3%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
#SocialLife© Harris Interactive
Facebook is the site where those who have suffered harassment or abuse are most likely to have done so – reflecting its high usage.
62
Sites where harassment or abuse suffered – among those who have suffered
69%
16%
13%
2%
1%
2%
1%
5%
2%
1%
1%
3%
3%
2%
0%
0%
1%
1%
1%
1%
0%
0%
77%
9%
6%
6%
5%
3%
4%
0%
2%
3%
1%
0%
0%
0%
1%
1%
1%
0%
0%
0%
0%
0%
66%
12%
15%
21%
5%
4%
0%
4%
6%
9%
0%
0%
0%
3%
7%
2%
3%
0%
2%
0%
0%
0%
77%
8%
11%
8%
10%
0%
4%
7%
1%
1%
0%
4%
5%
0%
0%
0%
1%
0%
0%
0%
0%
0%
75%
17%
8%
1%
1%
2%
4%
1%
4%
0%
2%
1%
0%
2%
1%
1%
1%
2%
1%
1%
0%
0%
77%
15%
5%
0%
0%
10%
1%
0%
2%
6%
4%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
74%
10%
12%
1%
0%
0%
3%
0%
0%
0%
0%
0%
0%
0%
0%
3%
0%
0%
0%
0%
0%
0%
Total Male Female 11-15s 16-24s 35-44s25-34s 45-54s
#SocialLife 63© Harris Interactive
12%
Reported them to the site
Actions taken as a result of social media harassment or abuse – among those who have suffered
65% 35%
Blocked them
Harassed or abused them
back Nothing15%
Blocking is the most common response but a third have reported this type of thing to the site in question.
#SocialLife 64© Harris Interactive
Yes
Whether would have reported harassment if had known how to or if it were easier – among those who have suffered and not reported to site
50%50%
No
57% among women77% among 11-15s
There does appear to be a call for simpler reporting mechanisms.
#SocialLife 66© Harris Interactive
The vast majority of social media users do not use social media platforms to complain about poor service.
Ever complain about service providers on social media – among all social media users
75%Now and
again
Whenever I have a problem
Never do this
8%
17%
#SocialLife 67© Harris Interactive
#SocialLife 68© Harris Interactive
30% of Twitter users ever ‘live tweet’ about TV programmes they are watching.
Ever ‘live tweet’ about TV programmes – among Twitter users
70%Regularly
when I watch TV
Every time I watch TV
Now and again when I watch TV
Never do this
21%4% 6%
#SocialLife© Harris Interactive
Not surprisingly, it is live TV shows that drive ‘live tweeting’ with talent and reality shows featuring heavily.
69
TV programmes ‘live tweeted’ about – among all Twitter users
#SocialLife© Harris Interactive 70
#SocialLife© Harris Interactive 71
#SocialLife© Harris Interactive 72
#SocialLife 73© Harris Interactive