sociallife - survey of social media usage in the uk · network operators, tv and movie subscription...

contact Lee Langford [email protected] 020 8263 5263 07966 339 606

Wave 1 June 2013

SocialLife Harris Interactive’s definitive survey of UK social media use

#SocialLife

contact Mark Baldwin [email protected] 020 8263 5303 07989 385 941

1 © Harris Interactive

mailto:[email protected]


Contents

#SocialLife 2 © Harris Interactive

The results disclosed in this report 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.

Social Media Sites

Social Media Segments

Social Media & Brands

13-48

49-59

60-66

pages

Introduction & Method 3-7

Executive Summary 8-12

What Next? 67

Introduction Social media sites have become a major part of our everyday lives in recent years and there are

new statistics published every day about usage of individual sites ... 1 billion+ facebook users, 1 billion+ unique monthly YouTube visitors, too many tweets to count but approaching 200 billion ... until now, however, there has been no survey of UK consumers that looks at our use of social media holistically.

Harris Interactive’s new survey of UK social media usage - SocialLife - rectifies this by capturing data that profiles usage of 23 separate social media sites including established favourites like facebook, twitter and YouTube; specialist sites with a social element like Spotify and Mumsnet; and relative newcomers like Vine.

To make the information more actionable at a brand level, we have profiled users / owners / subscribers / supporters of over 100 brands spanning electronic devices, automotive, mobile network operators, TV and movie subscription services, newspapers, bookmakers, financial service providers, hotels and travel services, charities, high street chains and coffee houses.

Additionally, we have profiled 28 activities that consumers might undertake.

A full list of all brands and activities profiled can be found on the following pages. For further information, or to request a custom report please contact the report authors whose details are on the cover page. Alternatively, speak to your account manager at Harris Interactive.


Brands profiled in wave 1


Automotive

Audi

BMW

Citroen

Ford

Kia

Mazda

Toyota

Vauxhall

Volkswagen

Smartphones

BlackBerry

HTC

iPhone

LG

Nokia

Samsung

Sony

Flatscreen TVs

LG

Panasonic

Samsung

Sony Laptops

Apple

Dell

HP

Lenovo

Games Consoles

Nintendo Wii

Nintendo Wii U

PlayStation 3

Xbox 360

Headphones

Beats by Dre

Tablets

iPad

Kindle Fire

Samsung Galaxy

Face or Body Care

Remington

Mobile Networks

EE

O2

Orange

T-Mobile

Three

Vodafone

Television

BBC

MTV

Sky

Virgin Media

BT Vision

Music Streaming

Spotify

Movie Streaming

LOVEFILM

Netflix

Movie Studios

Disney

Games Developers

EA

If you would like to have users / owners / subscribers / supporters of your brand profiled in wave 2 of SocialLife, please contact the report authors or your account manager at Harris Interactive.

Brands profiled in wave 1 (continued)


Newspapers

The Express

The Guardian

The Independent

The Mail

The Mirror

The Sun

The Telegraph

The Times

Price Comparison Sites

Comparethemarket

Confused

Moneysavingexpert

Moneysupermarket

Lotteries

National Lottery

Financial Services

AA

American Express

Bank of Scotland

Barclays

Co-operative

First Direct

Halifax

HSBC

LV

Metro Bank

MORE TH>N

Nationwide

NatWest

Lloyds TSB

RBS

Saga

Santander

Tesco Bank

Virgin Money

Travel Services

British Airways

Virgin Atlantic

Virgin Trains

Thomas Cook

Bookmakers

888

Betfair

Ladbrokes

William Hill

Charities

Oxfam

Save the Children

The Red Cross

UNICEF

Hotels / Resorts

Crowne Plaza

Hilton

Holiday Inn

Intercontinental

Premier Inn

Royal Caribbean

Travelodge

Retailers

Aldi

Superdrug

Food & Drink

Burger King

Coca-Cola

Costa Coffee

McDonald’s

Pret A Manger

Starbucks

If you would like to have users / owners / subscribers / supporters of your brand profiled in wave 2 of SocialLife, please contact the report authors or your account manager at Harris Interactive.

Activities profiled in wave 1 Played video games on a console in the last month Played video games on a computer in the month Placed an online bet in the last 7 days Placed a bet in a bookmakers in the last 7 days Streamed a movie in the last month Gone to the cinema in the last month Visited a theme park in the last 6 months Visited a major tourist attraction in the last 6 months Attended a live Premier League football match in the last month Taken out a new credit card in the last 6 months Switched home insurance provider in the last 12 months Switched motor insurance provider in the last 12 months Switched current account provider in the last 12 months Taken out a personal loan in the last 12 months Placed an online grocery order in the last 3 months Shopped in a supermarket in the last month Bought a drink from a coffee shop in the last 7 days Been to a fast food restaurant in the last 14 days Requested a test drive of a new vehicle in the last 12 months Bought a new or used vehicle in the last 12 months Booked a flight in the last 6 months Stayed in a hotel in the UK in the last 6 months Stayed in a hotel overseas in the last 6 months Made a payment via your mobile phone in the last 12 months Used a mobile banking app Used online banking via your PC, desktop computer, tablet or mobile phone Made a contactless payment on a credit or debit card Made a donation/placed a pledge to a charitable organisation in the past 3 months



Method and survey content We surveyed 5,000+ online UK social media users aged 16+. The data was weighted by age,

sex and region to ensure national representation of the UK online population.

Interviews were conducted in March 2013 and captured:

Social media site awareness and usage (active and inactive)

Number of contacts per site

Volume of ‘posts’ and ‘re-posts’ per site

Devices used to connect, locations where connect per site

Social media activities undertaken

Items purchased via social media and spend

Most popular brands, celebs, sports stars

Use for work purposes

Social media attitudinal battery

Social media interaction with specific brands

Klout knowledge

Demographics – gender, age, region, social grade


Executive Summary

Executive Summary Most online UK consumers have an account with one or more social media sites and social

media is clearly now impacting, to some extent, on every aspect of modern life (home, social and work). However, the extent to which we are all using a wide range of social media platforms all the time has perhaps been over-reported.

SocialLife demonstrates clearly how the ‘big 4’ sites (facebook, YouTube, twitter and Google+) currently dominate the UK social media scene for most social media users.

Awareness and usage of other sites is typically confined to specialist audiences or to younger social media users; only a minority of all social media users have heard of the likes of Instagram, tumblr and Pinterest for example.

And it is fair to say that one site, facebook, truly dominates if we look at things holistically as SocialLife allows us to do:

73% social media users have an account with facebook, spanning all demographic segments, and 67% are active on the platform.

facebook accounts for two-fifths of all original social media activity and over half of all secondary content.

Very specific groups of consumers are driving social media activity levels; typically younger people (16-34s) who are in full-time work or education and many of whom are based in London.

On the other side of the coin, two very large segments (Barely Actives and Social Observers as we have labelled them), which together account for 41% of social media users, are actually very light users – accounting for just 2% of all social media activity between them.


Executive Summary (continued)

A range of devices are being used to access different social platforms. Currently, many are still using a fixed PC (and that alone) but usage appears to be shifting more to portable devices. This is typically in the form of laptops/notebooks or mobile/smartphones right now but tablets are also starting to come more into the equation.

Most social media users are doing so in order to keep in touch with people and about half like to broadcast their opinions. Social media is used for gaming (free and paid), to take part in competitions and even to stalk exes to see what they are up to.

From a brand perspective; social media users follow them, comment on them, seek out product recommendations and the best social media deals and almost two-fifths purchase products and services, directly or indirectly, from them, spending an average of £56 per month.

Only a minority of users are making full use of social media in their working lives at present. It will be interesting to track how this develops over future waves as more businesses become aware of the benefits that social media can generate.

Our SocialLife segmentation has generated 6 distinctive and targetable social media user groups:

Two of these – Barely Socials and Social Observers – do not engage particularly with brands at the moment.

Social Shoppers engage with brands mainly in order to get social media deals.

Brands must avoid the wrath of Social Mes and engage with them positively when required.

Social Actives (20%) and Social Pros (7%) are extremely active, and also account for 77% of social media spend – hence these two groups are very valuable to brands.


Executive Summary (continued)

A quarter of brand users, on average, engage with the brands on social media (mainly the ‘big 4’ sites) and do so mainly in a positive manner.

SocialLife demonstrates clearly that perceptions of social media performance have a major impact on whether we will promote or criticise that brand in our offline world as well as in our social media environment.

A ‘brilliant’ social media performance is likely to push recommendation levels through the roof whereas an ‘awful’ social media performance will lead to a negative outcome.

So what can we take from this wealth of data?

One of the biggest social media challenges for brands is simply figuring out where to invest time and money. New platforms are launching all the time - pick the right channel early on and you could hit the jackpot but pick one that never gets off the ground and it is a very different story.

Our main recommendation is that you think carefully about the composition of your customer base and/or the new audiences you are looking to attract through your social media initiatives. Maybe even do some research!

Once you are clear on how this looks, review the investments you have with each platform you are currently using, or any you are actively considering.

If they are delivering genuine value, by all means continue with them. If, on the other hand, all they really are at this point is a resource drain, cut your losses and re-allocate that resource to other platforms (or other marketing channels) that help you achieve your objectives more effectively.



Key stats on one page 87% online UK consumers have at least one social media account

The ‘average’ social media user is signed up to 3.1 social media sites but only uses 1.8 actively (at least monthly)

58% of 65+ year olds have a facebook account

51% of 16-24 year olds have a twitter account

The average facebook user has 210 contacts, the average twitter user tweets to 159 followers

52% access facebook through a mobile phone, 18% via a tablet

facebook and twitter combined account for 59% of all original social media activity (posts, tweets etc) and 65% of all secondary activity (likes, re-tweets etc)

16-24 year olds account for 47% of all original social media activity

38% use social media to purchase products and services and spend an average of £56 per month, directly or indirectly; clothes, music and electronic devices are the most popular items

Cadbury is the most followed brand and Stephen Fry is the most popular social media celebrity

29% ever use social media for work purposes but only 5% couldn’t do their job without social media; 14% of workers are on LinkedIn

21% check social media whist watching TV


Social Media Sites Awareness and usage


Sites included We use quite a broad definition of social media in SocialLife. In wave 1, we have included 23 different sites ranging from the long-established, like Friends Reunited, to services like Spotify and Xbox Live that feature a social element – as well as sites we hear a lot about like facebook, twitter and YouTube.

94%

89%

88%

74%

71%

65%

63%

61%

61%

56%

49%

41%

39%

33%

28%

28%

28%

25%

21%

19%

18%

4%

3%

Aided awareness - among UK internet users


Most online consumers have heard of facebook, YouTube and twitter but only a minority have heard of a number of the others sites we featured including Instagram, tumblr and Pinterest.

73%

43%

34%

25%

18%

14%

13%

12%

10%

8%

7%

7%

7%

6%

6%

5%

5%

4%

3%

3%

2%

1%

0%


Account holder - among UK internet users

Beyond facebook, which almost three-quarters of online consumers have an account with, the numbers fall somewhat and we can already see that 3 or 4 sites dominate UK social media use.

Total Male Female 16-24 25-34 35-44 45-54 55-64 65+

73% 70% 77% 81% 81% 74% 69% 64% 58%

43% 50% 36% 71% 55% 38% 31% 22% 16%

34% 35% 34% 51% 41% 34% 29% 20% 14%

25% 28% 22% 46% 33% 22% 15% 13% 11%

18% 15% 21% 4% 10% 19% 27% 29% 29%

14% 16% 13% 9% 15% 18% 15% 15% 12%

13% 19% 7% 34% 22% 8% 4% 2% *%

12% 13% 11% 26% 12% 10% 7% 6% 4%

10% 11% 9% 21% 13% 8% 8% 4% 2%

8% 13% 3% 19% 14% 5% 3% 2% 1%

7% 8% 6% 9% 9% 6% 7% 4% 3%

7% 6% 8% 20% 8% 4% 2% 2% *%

7% 7% 7% 21% 8% 3% 3% 1% *%

% 4% 8% 8% 8% 5% 5% 3% 1%

6% 5% 6% 13% 6% 3% 4% 3% 2%

5% 5% 6% 19% 6% 2% 1% 1% *%

5% 6% 5% 5% 7% 5% 4% 5% 6%

4% 5% 3% 11% 5% 3% 2% 1% *%

3% 3% 2% 4% 4% 2% 2% 1% *%

3% 2% 3% 4% 5% 2% 1% 1% *%

2% *% 3% 1% 2% 3% 2% 1% *%

1% 1% *% 2% 1% *% 0% *% 0%

*% 1% *% 1% 1% 1% 0% *% 0%

Account holder – by demographics

With the exceptions of Friends Reunited & LinkedIn, younger people are much more likely to have accounts with most social media sites. There is more variation in the gender profile of account holders.



87% of online UK consumers have an account with at least one social media site. Incidence is significantly lower among older consumers although a clear majority still qualify as social media users.

87%

13%

use social media

don’t use

86%

14%

87%

13%

94%

6%

87%

13%

72%

28%

95%

5%

82%

18%

Total sample

Male Female

16-24s 25-34s 35-44s 45-54s 55-64s 65+

Social media usage (% who hold any accounts)

78%

22%

5.0 3.8 2.8 2.4 2.0 1.6


Usage of social media sites is clearly much higher among younger consumers with 16-24 year olds typically signed up to 5 sites compared with fewer than 2 sites for 65+ year olds.

Total sample Male Female

16-24s 25-34s

35-44s 45-54s 55-64s 65+

3.1 3.3 3.0

Social media usage (average number of accounts held)

67%

32%

22%

11%

8%

7%

5%

4%

4%

3%

3%

2%

2%

2%

2%

1%

1%

1%

1%

1%

1%

0%

0%


Active usage - among UK internet users

If we look at last 30 days usage, the numbers shrink further and we see that only 4 sites are used actively by more than one in ten online UK consumers. Most of the 23 sites have a very niche audience.

2.8 2.2 1.6 1.4 1.2 1.0


Online UK consumers have, on average, just under two sites that they use actively. This rises to almost three sites among 16-24 year olds and falls to just one site among 65+ year olds.

Total sample Male Female

16-24s 25-34s

35-44s 45-54s 55-64s 65+

1.8 2.0 3.0

Social media usage (active accounts)

males females

49%

85%

83%

80%

69%

61%

60%

60%

60%

58%

57%

56%

51%

48%

46%

34%

28%

27%

51%

15%

17%

20%

31%

39%

40%

40%

40%

42%

43%

44%

49%

52%

54%

66%

72%

73%

Active users (last 30 days)

Gender profile

There is a significant male skew in the active profile of several sites including the gaming platforms. Pinterest, tumblr and Instagram, by contrast, have a more female active user profile.


All active users

16-24 25-34 35-44 45-54 55+

16%

66%

56%

42%

41%

41%

37%

33%

31%

30%

26%

25%

24%

21%

17%

16%

7%

7%

25%

25%

25%

25%

40%

32%

44%

34%

37%

31%

30%

22%

36%

37%

26%

26%

29%

10%

23%

6%

11%

18%

12%

20%

9%

16%

17%

18%

23%

32%

21%

20%

23%

15%

30%

11%

19%

1%

4%

11%

5%

5%

6%

10%

10%

13%

14%

14%

16%

14%

18%

16%

18%

27%

17%

2%

4%

5%

1%

2%

6%

8%

5%

8%

8%

7%

3%

9%

15%

28%

16%

46%


Active users (last 30 days)

Age profile

Most sites have a young active user profile with tumblr and Instagram in particular skewing to 16-34 year olds. Friends Reunited and LinkedIn again stand out from the rest in their older user profile.

All active users

210

174

159

121

118

113

75

64

55

53

36

34

29

24

22

20

19

13

13

8

8

*or followers etc.

Average number of

friends* by site


facebook is the site where users have the widest social circle, with twitter not too far behind.

48%

16%

12%

5%

3%

3%

3%

2%

2%

1%

1%

1%

1%

First social media site

joined


Almost half of users got into social media through facebook. Friends Reunited and YouTube are the other popular routes into social media.

* * * * * * * * * *

Total 16-24 25-34 35-44 45-54 55+ 48% 39% 54% 53% 44% 45%

16% 1% 6% 16% 26% 32%

12% 17% 14% 12% 9% 7%

Many older consumers came into social media through Friends Reunited whereas younger consumers are relatively more likely to have joined YouTube first.


Social Media Sites How we access them

62%

62%

61%

57%

65%

57%

38%

61%

59%

23%

59%

57%

49%

50%

37%

35%

41%

49%

47%

49%

42%

46%

50%

18%

48%

52%

22%

49%

41%

50%

60%

72%

60%

69%

46%

49%

52%

57%

33%

39%

82%

36%

26%

13%

21%

25%

32%

19%

9%

12%

9%

19%

23%

18%

20%

21%

17%

30%

10%

16%

5%

11%

20%

8%

7%

5%

13%

5%

83%

PC laptop/ netbook

mobile/ smartphone tablet e-Reader smart

TV console

Consumers use a range of different devices to access social media sites – with the more popular sites accessed by a wider range of devices.


Devices we use to

access social

media sites

Around half of users of the most popular sites are accessing them on a mobile phone or smartphone and around 1 in 5 are doing so on a tablet.

90%

93%

95%

97%

86%

95%

91%

88%

87%

93%

90%

94%

86%

89%

96%

96%

97%

36%

29%

21%

22%

17%

22%

17%

5%

14%

12%

10%

14%

18%

11%

16%

11%

22%

17%

25%

22%

12%

14%

16%

36%

16%

12%

26%

30%

13%

9%

15%

31%

22%

20%

15%

27%

34%

24%

24%

21%

17%

17%

21%

15%

13%

12%

36%

29%

18%

17%

15%

at home

someone else’s home

at work

school/ college

when commute

other travel

out shopping

out socialising

Consumers access social media sites in a wide range of locations. Instagram, tumblr and twitter are most likely to be accessed on the move.


Locations where we

access social

media sites


Social Media Sites How we use them

yes no 91%

87%

86%

82%

80%

80%

79%

79%

76%

75%

72%

71%

69%

62%

61%

58%

57%

55%

55%

46%

46%

9%

13%

14%

18%

20%

20%

21%

21%

24%

25%

28%

29%

31%

38%

39%

42%

43%

45%

45%

54%

54%

30

45

16

117

90

14

57

11

17

47

18

11

98

6

7

8

4

30

7

59

16

average number in last 30 days

by ‘original post’ we mean any activity that the respondent originated including updating their status, posting comments,

photographs, videos or articles

we asked respondents to exclude any activities such as ‘liking’ or ‘retweeting’ content that others have posted

Incidence of posting ‘original content’ in last

30 days


A majority of those with a social media account are active in a 30 day period. Those who use bebo, Xbox Live and tumblr tend to be most active.

86%

83%

75%

72%

70%

60%

59%

55%

52%

45%

43%

42%

41%

40%

38%

36%

36%

34%

32%

32%

28%

14%

17%

25%

28%

30%

40%

41%

45%

48%

55%

57%

58%

59%

60%

62%

64%

64%

66%

68%

68%

72%

Incidence of propagating

‘secondary content’

(likes, retweets, commenting on others’ posts etc.)

yes no

49

38

132

31

26

10

18

11

19

13

4

7

66

7

7

3

7

4

3

52

12

average number in last 30 days


facebook and Instagram also top the list of sites that consumers use to propagate other people’s content. tumblr users propagate the highest volume of secondary content.

Secondary content Original content

41%

18%

13%

7%

6%

15%

55%

10%

9%

8%

18%

Share of social media volume (in last 30 days)

Other sites


facebook dominates when it comes to overall social media volume, generating two-fifths of all original content and over half of all secondary content.

107

60

245

100

33

34

24

11


Men are much more active on social media than women and 16-24 year olds account for 47% of all original content.

Secondary content Original content

Social media volume (total content generated in last 30 days)

Males

Females

16-24s

25-34s

35-44s

45-54s

55-64s

65+

85

57

202

75

37

38

19

10

do this a lot

do this now and again

rarely do this

28% 39%

25% 17%

14% 16%

12% 14% 17%

26% 14%

11% 10% 9% 10%

16% 11% 11% 7% 8% 8% 7% 7% 6% 6% 7% 7% 6% 4% 6% 5% 8%

42% 33%

38% 34%

33% 32%

29% 30% 26%

19% 25%

23% 23%

21% 24%

21% 22% 22%

20% 19%

16% 16% 16%

16% 13% 14% 16%

13% 11% 11% 11%

10%

17% 12%

18% 26%

27% 22%

27% 23%

21% 18%

24% 25% 25%

27% 23% 18%

23% 22%

26% 22%

20% 21% 21%

19% 21% 20% 16%

15% 18% 15%

14% 10%

86% 85%

81% 76%

74% 69%

68% 67%

64% 63% 63%

59% 59%

56% 56% 56% 55% 55%

53% 50%

44% 44% 44%

41% 41% 40%

38% 34% 34%

32% 30%

28%

View other people's photos

Keep up with news about friends and relatives

Exchange private messages with my contacts

Watch other people's videos

Post my own photos

Comment on my interests and things I am passionate about

Comment on my personal life

Read or watch other people's blogs

Watch music videos

Play free games

Take part in competitions

Follow particular brands or products

Comment on the news and current affairs

Comment on brands, products or services

Comment on films or TV programmes

Complete surveys

Take advantage of product deals or special offers

Watch movie trailers

Comment on my health and general wellbeing

Seek out product recommendations

Follow celebrities

Comment on politics

Post ideas or recommendations on brand or company pages

Comment on my work

Post my own videos

Post my own blogs

Buy products or services

Follow sports stars

Keep tabs on former boyfriends / girlfriends

Carry out research for a job interview

Sell things to other people

Play games I pay to use

There is very little that we do not do on social media sites these days from keeping up with family and friends to buying and selling things.


Things we do on social media sites

‘Ever do this’ on social media sites

total males females 16-24s 25-34s 35-44s 45-54s 55-64s 65+ View other people's photos 86% 82% 89% 92% 90% 85% 82% 80% 76% Keep up - news re friends & relatives 85% 82% 88% 92% 90% 84% 80% 79% 77% Exchange private messages – contacts 81% 78% 85% 90% 88% 82% 77% 71% 66% Watch other people's videos 76% 77% 76% 92% 86% 74% 70% 62% 58% Post my own photos 74% 72% 77% 90% 86% 73% 69% 57% 46% Comment on my interests and passions 69% 68% 71% 82% 82% 69% 62% 54% 43% Comment on my personal life 68% 64% 72% 81% 80% 70% 59% 50% 37% Read or watch other people's blogs 67% 67% 67% 80% 74% 64% 59% 57% 57% Watch music videos 64% 68% 60% 87% 76% 59% 58% 45% 30% Play free games 63% 61% 65% 86% 72% 62% 55% 46% 29% Take part in competitions 63% 60% 66% 78% 74% 61% 59% 43% 37% Follow particular brands or products 59% 57% 61% 79% 74% 58% 49% 40% 26% Comment on news and current affairs 59% 60% 57% 73% 72% 59% 48% 41% 36% Comment on brands, products, services 56% 55% 58% 72% 71% 53% 48% 39% 30% Comment on films or TV programmes 56% 55% 58% 75% 71% 57% 48% 33% 23% Complete surveys 56% 58% 54% 76% 63% 49% 48% 45% 44% Take advantage of deals / special offers 55% 55% 56% 73% 69% 52% 47% 38% 31% Watch movie trailers 55% 59% 50% 82% 68% 51% 46% 32% 21% Comment on my health & wellbeing 53% 50% 57% 67% 67% 55% 45% 34% 24% Seek out product recommendations 50% 50% 49% 69% 62% 47% 40% 31% 28% Follow celebrities 44% 44% 45% 70% 61% 43% 30% 20% 12% Comment on politics 44% 50% 39% 52% 55% 44% 36% 33% 29% Post ideas on brand or company pages 44% 44% 44% 61% 59% 40% 36% 25% 18% Comment on my work 41% 46% 35% 65% 58% 41% 24% 16% 8% Post my own videos 41% 45% 37% 64% 59% 38% 27% 17% 8% Post my own blogs 40% 44% 37% 59% 52% 37% 30% 26% 21% Buy products or services 38% 43% 34% 63% 49% 35% 26% 21% 21% Follow sports stars 34% 41% 27% 58% 50% 30% 20% 14% 10% Keep tabs on exes 34% 37% 31% 56% 48% 30% 20% 18% 12% Carry out research for a job interview 32% 38% 26% 57% 48% 29% 18% 10% 3% Sell things to other people 30% 34% 27% 52% 45% 26% 15% 13% 10% Play games I pay to use 28% 35% 21% 56% 41% 23% 12% 9% 5%


Women are more likely to use social media to keep up with family and friends generally whereas men are more ‘vocal’.


Social Media Sites What we buy on them

Social media

purchases either directly via a social network or

click through

Men are more likely than women to buy items via social media and there is a clear correlation by age group.


38%

43%

34%

63%

49%

35%

26%

23%

19%

average

male

female

16-24

25-34

35-44

45-54

55-64

65+

buy any products or services

38% 24% 24%

23% 22% 22%

21% 21%

20% 19% 19% 19% 19%

18% 17% 17% 17% 17% 17%

16% 16% 16% 16%

15% 15%

14% 13%

12% 12%

buy any products or services

clothes

music

electronic products

video games

books

DVDs/Blu-ray

travel services

cinema tickets

toys

gig/concert tickets

hotel accommodation

groceries

charitable donation

sports event tickets

health/fitness products

current account

mobile subscription

lottery tickets

home insurance

motor insurance

TV package subscription

movie package subscription

credit card

your work lunch

property

car/bike/moped brochure

car/bike/moped test drive

personal loan

Things we buy on

social media sites either directly via a social network or

click through

Clothes, music and electronic products are the items most commonly purchased through social media sites.


18%

26%

56%

are you more likely to seek out information about

products or services from social networking sites or by

asking friends or family in person?

seek info from social

networks

ask friends/ family

in person about

the same


Reliance on social networks for

product/ service recommendations

18

21

16

36

24

14

8

9

8

average

male

female

16-24

25-34

35-44

45-54

55-64

65+

Most social media users still prefer a verbal recommendation but younger consumers are relatively more likely to consult social media sources.


Social Media Sites Who we follow on them


Men follow sports and consumer electronics brands. Women, by contrast, follow fmcg brands, high street brands and supermarkets.

Most popular brands on social media – by gender

16-24s

55-64s #SocialLife 42 © Harris Interactive

Most popular brands on social media – by age

16-24 year olds follow sports and consumer electronics brands with Cadbury also featuring strongly. Older consumers are more likely to follow Samsung, fmcg brands and supermarkets.


Most popular celebrities on social media – by gender

Again there is a big gender split with males most likely to follow Stephen Fry, David Beckham and Ricky Gervais whereas women are relatively more likely to follow women (particularly pop stars).


For younger people it is all about pop stars. Older social media users follow Stephen Fry and Philip Schofield.

16-24s

55-64s


Social Media Sites How we use them for work

no, don’t use for work

Use of social networks for

work purposes among employed

5

6

3

13

6

4

1

1

1

average

male

female

16-24

25-34

35-44

45-54

55-64

65+

Most social media users do not use social media to generate business although younger consumers are beginning to do so more.

5%

10%

14% 71%

Couldn’t do job properly without them

Use regularly

Use now and again



Social Media Sites What we think about them

54%

49%

49%

46%

41%

40%

40%

39%

34%

34%

33%

28%

25%

23%

22%

21%

21%

21%

20%

19%

13%

12%

5%

5%

5%

helps me get to know friends better express myself and share content prefer to watch than get involved

talk about myself and what I’m up to know people with shared interests

starting to get bored with them keeps me up-to-date in real time

gives me useful info to form opinions research products or get promotions

enables brand/product recommendations take up too much of my time

love giving opinions trust them with my personal info

couldn’t manage without them don’t know which ones are best can’t remember how filled time

check them while watching TV purchase decisions influenced

signed up but don’t know how to use use them just as much on holiday

rely to help make purchase decisions avoid destination if unconnected

transformed the way we do business have won business through them

only use for work purposes

% agree


Attitudes to social

media

The highest levels of agreement relate to ‘social’ activities, then engagement with brands but some of us are getting bored with social media.

Introducing our SocialLife Segments


SocialLife segments The segments were created by Harris

Interactive’s proprietary Predictive Segmentation technique, taking into account consumer characteristics as well as social media behaviour and attitudes.

Six distinct and targetable segments were generated, spanning those who barely use social media to those who use it all the time.

An algorithm has been created so we can attach these segments to any future study in the UK for any client (it adds about 2 minutes to a questionnaire)



Most online UK consumers have signed up to at least one social media site. However, this does not imply particularly active use in all cases.

21%

barely social

87%

13%

use social media

don’t use

15%

social shoppers

20%

social observers

17%

social me

20%

social actives

social pros

7%

The segments are ranked left to right in order of their volume of social media activity and the size of their social network. Two of the larger segments, barely social and social observers account for only 2% of total social media activity between them. 71% of social media activity comes from social actives and social pros.

demographics 60% male oldest segment high percent retired low percent students

accessing facebook mainly via PC (57%) or laptop (43%) just 20% via a mobile phone typically access at home only 7% access ‘on the move’

last 30 days 23 facebook posts 14 tweets 30 fb likes/comments 3 retweets

most differentiated activities play free games complete surveys take part in competitions

ownership / habits generally lower than average

ownership of consumer electronics devices

21% barely social

most differentiated attitudes starting to get bored

with social media sites

prefer to watch what is happening than get involved in conversations

have signed up but don’t really know how to use them

recommendations 74% prefer to ask

in-person than seek social media recommendations

work only 8% ever use social

media for work purposes

spend 9% ever buy things via

social media sites with £9 average pm spend

follow brands = Sony, Baileys, Cadbury celebs = Fry, Gervais, Lemon sports = Beckham, Button, Terry

less than 1% heard of Klout score

social media accounts 2.1 accounts 64% on facebook (lowest) 25% on Friends Reunited (high) 32% inactive in last 30 days

555 gross contacts across all sites (lowest)

accounts for 4% of all social media activity 1% of all social media spend


15% social shoppers

demographics equal gender split slightly older above average not in work

accessing facebook mainly via laptop (63%) or PC (47%) 40% via a mobile phone typically access at home 22% access ‘on the move’

last 30 days 17 facebook posts (low) 6 tweets (lowest) 17 fb likes/comments 8 retweets

most differentiated activities complete surveys take part in competitions keep up with friends & family

ownership / habits high mobile and laptop usage support charities play Lotto Daily Mail readers use price comparison sites

most differentiated attitudes allow me to research

products and take advantage of promotions

give me access to useful information to help form opinions

prefer to watch what’s happening without getting involved

recommendations 19% prefer to seek social

media recommendations than ask in-person





follow brands = Heinz, L’Oreal, Amazon celebs = Fry, Perry, Script sports = Rooney, Hamilton, Beckham

just 3% heard of Klout score

social media accounts 3.2 accounts 38% on twitter (below average) 14% on LinkedIn (lowest) 96% active in last 30 days

722 gross contacts across all sites (low) – high % of which are on facebook, Myspace & Instagram


#SocialLife © Harris Interactive 53

demographics 59% female 2nd oldest segment higher retired low students

accessing facebook mainly via laptop (58%) or PC (48%) 43% via a mobile phone typically access at home 23% access ‘on the move’

last 30 days 15 facebook posts (low) 8 tweets (lowest) 11 fb likes/comments 6 retweets

most differentiated activities keep up with friends & family view others’ photos play free games

ownership / habits car owners online banking switch FS providers shop at Tesco Kindle readers

20% social observers

most differentiated attitudes prefer to watch what is

happening without getting involved

starting to get bored with social media sites

help me get to know friends better and keep up with their news







follow brands = Dove, Heinz, Cadbury celebs = Fry, Ant & Dec, Wiggins sports = Wiggins, Cavendish, Beckham

just 2% heard of Klout score

social media accounts 2.6 accounts 94% on facebook (2nd highest) 29% on twitter (low) 96% active in last 30 days

811 gross contacts across all sites (low)



demographics 65% female slightly younger higher in P/T work higher self-employed

accessing facebook above average mobile (64%) above average tablet access (20%) lower fixed PC access (45%) 45% access ‘on-the-move’

last 30 days 58 facebook posts 23 tweets 83 fb likes/comments 34 Pinterest pins

most differentiated activities keep up with friends & family view others’ photos exchange private messages

17% social me



work 14% ever use social media

for work purposes



4% heard of Klout score

social media accounts 4.3 accounts 96% on facebook (highest) 55% on twitter (high) 99% active in last 30 days

1,126 gross contacts across all sites

most differentiated attitudes let me express myself and

share content – photos, videos and music

let me talk about myself and what I am up to

help me get to know my friends better and keep up with their news

ownership / habits laptop owners Kindle readers well-travelled online bankers Guardian readers Wii homes

follow brands = Cadbury, Amazon, Tesco celebs = Fry, A Carr, V Beckham sports = D Beckham, Rooney, Murray



demographics mixed gender 69% aged <34 high % in London high students & P/T work

accessing facebook more access on mobile (71%) than

fixed PC or laptop, and 26% do so via tablet

52% access ‘on-the-move’

last 30 days 152 Steam posts 91 Xbox Live posts 63 YouTube posts 66 tweets

most differentiated activities exchange private messages comment on things interested in watch videos

ownership / habits Beats headphones wearers BlackBerry owners gamers gamblers

20% social actives

most differentiated attitudes my purchase decisions

are influenced by what I read on them

enable me to recommend brands and products to others easily

I love giving my opinions on social networks

recommendations more (37%) seek

recommendations from social media sites than ask in-person (33%)

work 29% ever use social media

for work purposes



follow brands = Nike, Apple, Amazon celebs = Fry, Beckham, Rihanna sports = Beckham, Rooney, Ennis


social media accounts 4.9 accounts – joined earlier 55% on twitter 49% on Google+ lower for LinkedIn (16%) 99% active in last 30 days

1,892 gross contacts across all sites (high % of which on bebo, Instagram, tumblr)



demographics 69% male 36% aged 16-24 29% London highest F/T work

accessing facebook 69% via phone 26% via tablet 13% via console 9% via smartTV

last 30 days 138 facebook posts 231 tweets 229 tumblr posts 135 bebo posts

most differentiated activities post comments on brand pages

post own videos comment on brands, celebs etc

ownership / habits smartTV owners cinema attendees well-travelled gamblers coffee house patrons 39% own iPhone

7% social pros

most differentiated attitudes rely on social media to

help make purchase decisions

would not go to a holiday destination that could not connect at all times

continue to use as much when on holiday

recommendations more (55%) seek social media

recommendations than ask in-person (25%)

work 47% ever use social media for

work purposes (and 35% agree strongly it has transformed how they do business)



follow brands = Adidas, Nike, Sony celebs = Bieber, Beyoncé, Rihanna sports = Beckham, Rooney, Ronaldo


social media accounts 6.1 accounts 62% on twitter (highest) 58% on Google+ (highest) 22% on LinkedIn (highest) 27% on Spotify 99.5% active in last 30 days

2,524 gross contacts across all sites (highest) – 410 on FB, 361 on twitter




Instagram has the highest share of social pros and actives, LinkedIn has the lowest share (after facebook which is close to the average).

Segment profiles of active site

users

What type of social media user are you?

#SocialLife 59 © Harris Interactive #SocialLife 59 © Harris Interactive

To find out, please click on the link below and follow the instructions:

http://clientzone.harrisinteractive.com/SocialLife

http://clientzone.harrisinteractive.com/SocialLife


Social Media & Brands How we engage with them


We have profiled the social media interaction that 28 brands, spanning a range of market sectors, have with their consumers.

http://www.google.co.uk/url?sa=i&rct=j&q=EE+logo&source=images&cd=&cad=rja&docid=BklmhF0vq0-XrM&tbnid=BimwBaq128XGXM:&ved=0CAUQjRw&url=http://www.v3.co.uk/v3-uk/news/2214337/ee-promises-live-4g-networks-by-30-october&ei=D8uIUbmwD-fX0QWSiIDoDA&bvm=bv.45960087,d.d2k&psig=AFQjCNFdDqC9LUHkmcllFNu7zk8lGUs71g&ust=1368005738778072

http://www.google.co.uk/url?sa=i&rct=j&q=cooperative+bank+logo&source=images&cd=&cad=rja&docid=vv74H7T3x2I0dM&tbnid=Wi7ebxN1b-n53M:&ved=0CAUQjRw&url=http://www.which.co.uk/news/2011/10/co-operative-bank-offers-200-to-switch-bank-268423/&ei=ysqIUYHNNaHU0QXm7oDQAw&bvm=bv.45960087,d.d2k&psig=AFQjCNFe1gicjCICvBoZTd4lBJNueImnmA&ust=1368005689359042

http://www.google.co.uk/url?sa=i&rct=j&q=bbc+logo&source=images&cd=&cad=rja&docid=m_kYyBl6KvaxvM&tbnid=E4YFLdf0CJ_IwM:&ved=0CAUQjRw&url=http://www.bitterwallet.com/bbc-hoping-to-sell-downloads-of-archive-shows/54739/bbc-logo&ei=7W2sUePxA8uqPIDHgOAG&bvm=bv.47244034,d.bGE&psig=AFQjCNHfoISTwlJLBGbS82aJBdwWohe2Kw&ust=1370341222489384

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

26%

15%

7%

6%

6%

1%

1%

1%

1%

1%

1%

1%

average of 28 brands (6,000+ observations)

Any site


Just over ¼ of consumers of these 28 brands engage with them on social media. This varies from 13% up to 42% who are most engaged. facebook is easily the most used site and only 3 other sites are used by a significant number.

Sites through

which we engage

with brands

28%

24%

24%

24%

22%

22%

22%

19%

16%

16%

15%

15%

14%

11%

visited their site by clicking link

liked one of their products

watched one of their videos

taken part in their competitions

liked one of their posts

liked one of their ads

signed up to their fan page

posted positive messages on their page or site

taken up their social media deals/offers

forwarded/retweeted their posts to other people

followed their blogs

submitted a product review

bought one of their products via a link

posted negative messages on their page or site


Driver analysis shows that signing up to a brands’ fan page and following their blogs are the ‘social actions’ most likely to result in a high social media rating.

How/why consumers

interact with brands

on social media


13% 24%

awful brilliant

37% 31%


Here is the average ‘social media score’ for the 28 brands. 37% of ratings were at the top end of the scale but almost a third rated the performance 6 or under.

Rating of social

media performance


The range of scores across the 28 brands is wide with the best top-2-box performance at 51% and the lowest performance at just 24%.

All users

-0.5%

Do not interact on social

media

-6%

* Interact on social media

+14%


We have compared those who had engaged with the 28 brands on social media with those who had not by looking at their willingness to recommend the brand (NPS).

* based on over 6,000+ observations across 28 brands

Social media engagement appears to positively impact customer commitment as there is higher willingness to promote among those who had engaged with them on social media than those who had not.

10

+75%

-44%

4-6

+17%

8

9

+56%

1-3

-49%

+2%

AWFUL BRILLIANT Social Media Rating


And we can see how a brilliant social media performance can truly impact customer commitment with scores of 9 or 10 out of 10 driving NPS through the roof.

What next? Thanks for your interest in SocialLife. We hope you enjoyed our report and that it has given

you food for thought.

Please get in touch with us:

To order a custom report for your brand or your sector of interest

To discuss how you can make use of our SocialLife segmentation algorithm in other surveys

To discuss how we might involve your brand(s) in the next wave of SocialLife which is scheduled to field in H2 2013


contact Lee Langford [email protected] 020 8263 5263 07966 339 606

contact Mark Baldwin [email protected] 020 8263 5303 07989 385 941



A full range of qual and quant research services, including:

• Customer relationship health

• Customer experience management

• Brand health/tracking

• Brand strategy/portfolio development

• Communications testing and tracking

• Usage and attitude

• Predictive segmentation

• Concept testing

• Product/service launching/conjoint

• Market sizing/opportunity assessment

• Employee research

• Global omnibus research

• Syndicated research

Automotive Entertainment

& Media Travel &

Transport Technology & Telecoms

Energy & Industrial

Public Sector & Charities

Retail Financial Services

http://www.harrisinteractive.co.uk


sociallife - survey of social media usage in the uk · network operators, tv and movie subscription...

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