sociallife4 - uk social media usage trends - july 2014
DESCRIPTION
Now in its fourth wave, 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 April and May 2014, we interviewed 5,500+ UK 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 social media stacks up against traditional news sources - How we use social media to complain to service providers These results were first shared in July 2014.TRANSCRIPT
1 © Harris Interactive #SocialLife4
follow us @Harrisint_uk
SocialLife4 The definitive survey of UK social media use from
Harris Interactive July 3rd 2014
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.
10-24
25-27
28-32
pages 3-6
7-9
33-38
52-53
39-44
45-51
54
Usage & Awareness trends
How we connect to social media
Social activities & opinions
Introduction
Executive Summary
The social media pound
Social brand engagement
Social complaints
Focus on Twitter
Contact details
Contents
2 © Harris Interactive #SocialLife4
Introduction
3 © Harris Interactive #SocialLife4
Welcome to SocialLife, Harris Interactive’s regular tracker of UK social media use and attitudes. This new report offers the most comprehensive insights available on the UK social media scene.
We investigate how online consumers are using social media, including a detailed review of which sites they are signed up to and how often they use them. We also capture associated experiences, opinions and a lot more besides.
SocialLife4 covers 22 social media sites including established favourites like Facebook, Twitter and YouTube; specialist sites with a social element like Spotify and Xbox Live; as well as up-and-coming challengers like Snapchat and Vine. We look at which sites are gaining traction, which are losing ground and which market segments are driving these changes.
To make the information more actionable at a brand level, we have profiled users / owners / subscribers / supporters of over 150 brands spanning many product and service categories.
For further information, or to request a custom report focusing on your brand or your sector, please contact the report author, Lee Langford. Alternatively, speak to your account manager at Harris Interactive.
Introduction
4 © Harris Interactive #SocialLife4
In SocialLife4, we interviewed 5,500 online UK social media users aged 11-95.
Data has been weighted by age, sex and region to ensure national representation of the UK online population. Fieldwork completed in May, 2014
In this report, we compare current fresh data from SocialLife4 with two previous surveys:
SocialLife2 from September, 2013
SocialLife3 from January, 2014
Nuts & bolts of our approach
5 © Harris Interactive #SocialLife4
Social platforms included
6 © Harris Interactive #SocialLife4
We use a broad definition of social media: 22 sites ranging from established favourites like Facebook and Twitter to services like Spotify and Xbox Live that feature a social element
Executive Summary (1)
7 © Harris Interactive #SocialLife4
Facebook continues to dominate the UK social media scene with some extremely impressive statistics:
80% active users and 62% daily use (up 2% since Sept 2013) Active users spend approx 2 hours per day on Facebook compared with
around 1 hour on competitor platforms like Twitter Facebook is the most important site for 61% of all social media users Facebook has the greatest ‘share of voice’ on social media accounting for
42% of all original content – however this has fallen by 7% since Sept 2013, a sure sign that competitors are gaining traction
The more established competitors to Facebook; YouTube, Twitter and Google+, have pretty much stood still in the last 8 months
And it is newer platforms, particularly Snapchat and Instagram, that are beginning to emerge as equally credible threats to Facebook dominance:
Snapchat has grown its active user base by 150% (4% to 10%) Instagram’s active user base now stands at 12%, on a par with LinkedIn
Executive Summary (2)
8 © Harris Interactive #SocialLife4
Social media users regularly use 2.6 platforms, on average. This has increased from 2.4 in Sept 2013, largely driven by 16-24 year olds’ increased use of a range of platforms
There are indications that some 16-24 year olds are tiring of the more established and mainstream sites ... but this is words rather than actions so far
Consumers are increasingly using mobile to access their favourite platforms, including Facebook which is accessed by mobile by 89% of its user base
In fact, Facebook currently has the highest mobile reach (among all age groups), with Instagram (83%) and Vine (65%) the next highest
Whilst users participate in a range of different activities on social media, including gaming, brand engagement, couponing, research for interviews, snooping on exes etc, social media is still predominantly used for keeping in touch and to share content and opinions
Social media is also now a very commercial environment of course and brands can capitalise through earned as well as paid interactions. We estimate that £2.4b is generated per annum by products and services that are recommended on social media platforms. Social media ads generate approximately £1.9b
Key stats on one page
9 © Harris Interactive #SocialLife4
Social media users actively use 2.6 platforms on average
This increases to 4.2 platforms among 16-24 year olds
62% use Facebook on a daily basis – for an average of c. 2 hours
89% of Facebook users access the site via a mobile phone
43% of all social media users have heard of Snapchat, 28% for Vine
Snapchat’s user base has doubled from 6-12% in the last 8 months
55% of Snapchat users name Facebook as the most important site
25% of 11-15 year olds are active on Instagram
47% of 16-24 year olds are active Twitter users
18% of 35-44 year olds use LinkedIn actively
42% of men are getting a bit bored with social media
42% of 16-24 year olds don’t watch TV without checking social media
14% have bought something they came across on a social media site
45% of 16-24 year old males have bashtagged about poor service
Usage & Awareness trends
10 © Harris Interactive #SocialLife4
46%
49%
53%
23%
33%
40%
31%
25%
32%
16%
21%
53%
54%
54%
38%
38%
33%
35%
31%
32%
24%
24%
58%
56%
54%
43%
42%
35%
32%
32%
31%
28%
24%
97%
91%
90%
76%
73%
68%
60%
61%
64%
65%
63%
96%
91%
90%
79%
73%
70%
66%
62%
66%
65%
62%
97%
91%
89%
77%
71%
71%
71%
66%
65%
65%
64%
Sept 13
Jan 14
Among social media users aged 11+
Aided brand awareness
May 14
11 © Harris Interactive #SocialLife4
Instagram, Pinterest and Snapchat have continued to build awareness
= Strong growth
10%
10%
7%
5%
6%
6%
6%
2%
3%
2%
2%
11%
9%
8%
7%
6%
6%
6%
3%
3%
3%
3%
10%
9%
8%
7%
6%
5%
5%
4%
3%
3%
3%
86%
50%
41%
29%
18%
18%
13%
11%
15%
6%
8%
84%
48%
40%
33%
20%
17%
14%
13%
14%
10%
9%
85%
49%
41%
32%
21%
17%
16%
15%
12%
12%
12%
Sept 13
Jan 14
Account holder
May 14
12 © Harris Interactive #SocialLife4
Among social media users aged 11+
Snapchat has doubled its user base in less than 12 months
= Strong growth
4%
3%
3%
2%
2%
1%
1%
1%
2%
2%
1%
5%
3%
3%
3%
2%
2%
2%
2%
1%
1%
1%
5%
3%
2%
2%
2%
2%
2%
2%
2%
2%
1%
80%
42%
29%
17%
11%
7%
7%
4%
10%
5%
6%
79%
41%
29%
20%
11%
9%
9%
7%
10%
6%
7%
80%
42%
30%
19%
12%
12%
10%
10%
9%
7%
6%
Sept 13
Jan 14
Active use (last 30 days)
May 14
13 © Harris Interactive #SocialLife4
Among social media users aged 11+
Snapchat has also grown most in terms of active users (up 150%)
= Strong growth
Active use (last 30 days)
Total 16-24 Male Female 11-15 25-34 35-44 45-54 55-64 65+
80 88 76 83 74 81 80 75 78 74
May 2014
2.6 4.2 2.8 2.5 3.2 3.0 2.3 1.8 1.8 1.5 Average
68 42 47 36 45 52 35 31 25 19
30 31 29 33 35 33 21 18 11
19 22 16 17 24 15 14 15 10
12 15 10 5 16 18 11 13 10
12 9 14 25 14 6 3 2 1
10 8 12 22 10 2 1 0 0
7 4 11 8 10 5 5 4 3
47
32
7
31
37
14
14 © Harris Interactive #SocialLife4
Among social media users aged 11+
16-24 year olds really stand out in their active use of multiple sites
Up / down / no change since Sept 13
Active use (last 30 days)
+0.2 +1.0 +0.2 +0.3 +0.1 +0.1 +0.1 -0.1 +0.2 +0.1
= = =
+1 +1 = = -2 +4 -3 = +3 +8
+1 +2 = +1 +1 +3 -1 +7 = =
+5 +3 +6 +8 +6 +2 +1 +1 +1 +14
+4 = -4 +4 -8 = -1 = = +4
+2 +1 +2 +1 +9 = = +4 +1 +6
+6 +5 +7 +10 +6 +1 = -1 = +25
+2 +2 +3 = +2 = +1 +3 +2 +8
Average
-1 -5 +9 -2 -4 -2 +2
15 © Harris Interactive #SocialLife4
Among social media users aged 11+
And 16-24s have increased their active use of sites more than other age groups
Total 16-24 Male Female 11-15 25-34 35-44 45-54 55-64 65+
particularly Snapchat and Instagram
Column2 Column3 Column8 Column9 Column10 Column11 Column12
YouTube
Google+
Snapchat
20%
40%
60%
80%
100%
11-15 16-24 25-34 35-44 45-54 55-64 65+
Active use (last 30 days)
16 © Harris Interactive #SocialLife4
Among social media users aged 11+
Facebook remains the only platform used actively by all age groups
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
2%
1%
2%
1%
1%
1%
1%
1%
1%
1%
1%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
61%
21%
17%
8%
3%
2%
4%
5%
3%
5%
3%
60%
21%
17%
10%
3%
3%
4%
6%
5%
5%
4%
62%
22%
19%
9%
8%
7%
5%
4%
4%
3%
2%
Sept 13
Jan 14
Daily use
May 14
17 © Harris Interactive #SocialLife4
Among social media users aged 11+
Facebook continues to dominate generally in terms of daily use per se
= Strong growth
Previous day use of site
1 hour 59 minutes
1 hour 25 minutes
1 hour 4 minutes
1 hour 4 minutes
30 minutes
1 hour 1 minute
1 hour 2 minutes
45 minutes
18 © Harris Interactive #SocialLife4
Among active site users
And Facebook also has the highest average daily use time of any site
Previous day use of site
1 hour 45 minutes
2 hours 12 minutes
1 hour 42 minutes
1 hour 11 minutes
2 hours 10 minutes
2 hours 55 minutes
1 hour 41 minutes
1 hour 41 minutes
1 hour 47 minutes
16-24 years
Male
Female
11-15 years
25-34 years
35-44 years
45-54 years
65+ years
55-64 years
19 © Harris Interactive #SocialLife4
Among active Facebook users
Active 16-24 year old Facebook users spend almost 3 hours per day on the site
1 hour 59 minutes
Other
64%
13%
6%
3%
3%
1%
0%
10%
63%
12%
6%
3%
3%
1%
1%
11%
61%
13%
7%
3%
3%
2%
1%
10%
Sept 13
Jan 14
May 14
Most important site
20 © Harris Interactive #SocialLife4
Among social media users aged 11+
Facebook remains comfortably the most important site overall
74%
9%
5%
2%
2%
2%
1%
49%
29%
7%
1%
2%
2%
1%
53%
11%
22%
2%
3%
1%
1%
52%
17%
7%
2%
2%
13%
0%
56%
8%
7%
19%
1%
2%
0%
51%
10%
11%
1%
15%
0%
2%
55%
12%
9%
0%
8%
0%
7%
Most important site
21 © Harris Interactive #SocialLife4
Among active site users
And Facebook is the most important site, even for active users of other sites
M O S T
I M P O R T A N T
Use of site (versus 12 months ago)
31% 34% 27% 19% 42% 22% 48% 41%
53% 54% 51% 61% 44% 62% 40% 39%
16% 12% 22% 20% 14% 17% 12% 20%
36% 28% 22% 21% 15% 5% 5% 1%
Increased
No change
Decreased
NET
(or new)
22 © Harris Interactive #SocialLife4
Among active site users
However, Snapchat & Instagram show highest net use growth in the last year
31 19
18 17
14 11
10 9 9
8 8 8 7
6 6 6 5 5 5 5 5
3
Average of
per month per social
media user
Ave. monthly volume per active site user
39
(+1 since Sept 2013)
Share of voice
7.2% 41.9%
5.2% 13.5%
6.9% 2.3% 2.0%
10.1% 0.4% 0.5% 0.2% 0.4% 1.0% 1.7% 0.5% 1.2% 0.2% 0.2% 1.8% 0.2% 0.4% 0.3%
Total share +4.8
-6.6
+2.6
Up / down since Sept 13
23 © Harris Interactive #SocialLife4
Among social media users aged 11+
And Facebook’s share of voice has been eroded by Snapchat and Instagram
Sites likely to stop using
Total 16-24 Male Female 11-15 25-34 35-44 45-54 55-64 65+
62 38 60 63 69 57 69 65 71 72 * None
13 7 7 8 6 8 5 7 6
4
6 7 5 4 8 4 2 4 3
4 4 4 2 4 4 6 5 6
3 2 3 2 4 1 0 0 0
2 2 3 5 2 2 1 0 0
2 2 3 2 2 2 2 1 1
2 3 1 4 4 1 2 1 0
14
3
9
7
5
2
(in next 12 months)
12 9 9 8 7 12 7 7 6 7
* None of 22 sites
24 © Harris Interactive #SocialLife4
Among social media users aged 11+
Significant 16-24s claim to be likely to stop using mainstream sites in future
How we connect
25 © Harris Interactive #SocialLife4
Percentage of users who
access platform by
mobile phone or
smartphone
Sept 2013 May 2014
Increasingly mobile social
26 © Harris Interactive #SocialLife4
Among active site users
Users are much more likely to access most sites by mobile nowadays
Column2 Column3 Column4 Column5 Column6 Column7 Column8
YouTube
Google+
Snapchat
20%
40%
60%
80%
100%
11-15 16-24 25-34 35-44 45-54 55-64 65+
Active mobile use (last 30 days)
27 © Harris Interactive #SocialLife4
Among social media users aged 11+
Facebook has highest mobile reach among all age groups
Social activities & opinions
28 © Harris Interactive #SocialLife4
Male
Female
100%
Social activities
29 © Harris Interactive #SocialLife4
Among social media users aged 11+
Social is primarily about keeping in touch with people and sharing content
0%
20%
40%
60%
80%
'11-15
16-24
25-34
35-44
45-54
55-64
65+
Social activities
30 © Harris Interactive #SocialLife4
Among social media users aged 11+
Younger consumers are more likely to participate in most social activities
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
Social opinions
Column2 Column3 Column4 Column5 Column6 Column7 Column8
11-15 16-24 25-34 35-44 45-54 55-64 65+
I love giving my opinions on social media
Column2 Column3 Column4 Column5 Column6 Column7 Column8
11-15 16-24 25-34 35-44 45-54 55-64 65+
Column2 Column3 Column4 Column5 Column6 Column7 Column8
11-15 16-24 25-34 35-44 45-54 55-64 65+
I couldn’t manage without social media now
Column2 Column3 Column4 Column5 Column6 Column7 Column8
11-15 16-24 25-34 35-44 45-54 55-64 65+
I trust social media sites to manage my personal info
31 © Harris Interactive #SocialLife4
Among social media users aged 11+
Younger people are more ‘dependent’ on social, older people are more trusting
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
I don’t watch TV without checking social media
Social opinions
Column2 Column3
Social media helps me get to know friends better
Column2 Column3
Social media keeps me up-to-date in real time
Column2 Column3
Social media lets me express myself & share content
Column2 Column3
I’m starting to get a bit bored with social media
32 © Harris Interactive #SocialLife4
Among social media users aged 11+
Connecting and sharing for females, men tiring of social more
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
The social media pound (£)
We wanted to understand how much money UK consumers are spending on products and services as a consequence of paid and earned social media interactions ...
33 © Harris Interactive #SocialLife4
Overall, we estimate that UK consumers spend £2.4b per
annum on products or services recommended to them by their contacts on social media sites.
£2.4 billion And we estimate that the equivalent figure for social media advertisements is
£1.9b per annum.
£1.9 billion
14% have bought a product or service they came across
on social media
14%
30%
16-24 year olds are twice as likely to
have done so
in the last 30 days
34 © Harris Interactive #SocialLife4
Among social media users aged 11+
9% have bought a product or service recommended by a
contact on a social media site
7% have bought a product or service after seeing an advert on
a social media site
© Harris Interactive 35 #SocialLife4 35 © Harris Interactive #SocialLife4
Among social media users aged 11+
11
20
20
74
15
19
23
70
12
16
12
14
15
15
19
22
28
24
19
18
10
11
14
12
15
20
15
13
15
20
27
38 Clothes
Books
Music
Video games
DVDs / Blu-ray
Electronic products
Cinema tickets
Groceries
Tickets for a gig / concert
Hotel accommodation
Toys
Travel services
22% 23% 28% 22%
9
12
10
11
14
15
18
29
19
16
19
17
8
7
12
10
10
11
14
8
19
25
21
29 Books
Music
Clothes
Groceries
Video games
Cinema tickets
DVDs / Blu-ray
Hotel accommodation
Tickets for a gig / concert
Toys
Electronic products
Work lunch
20% 20% 23% 19%
female
male
Most popular items Most popular items
36 © Harris Interactive #SocialLife4
£1-£5
£6-£20
£21-£50
£51+
10%
31%
29%
31%
£
Last 30 days spend
£1-£5
£6-£20
£21-£50
£51+
9%
24%
32%
33%
£
Last 30 days spend
37 © Harris Interactive #SocialLife4
Calculations:
* 36 million UK consumers are online every day
** of whom 80% use a social media site each month = 28.8m consumers
of whom 9% have bought a product or service recommended by a contact on a social media site in the last 30 days = 2.6m consumers
average spend of ***£78 per consumer = £202.2m per month
x 12 months = £2.4b per annum * source: Office for National Statistics (2013)
** source: SocialLife4 by Harris Interactive
Calculations:
* 36 million UK consumers are online every day
** of whom 80% use a social media site each month = 28.8m consumers
of whom 7% have bought a product or service recommended by a contact on a social media site in the last 30 days = 2.0m consumers
average spend of ***£80 per consumer = £161.3m per month
x 12 months = £1.9b per annum * source: Office for National Statistics (2013)
** source: SocialLife4 by Harris Interactive
*** capped at £500 *** capped at £500
© Harris Interactive 38 #SocialLife4 38 © Harris Interactive #SocialLife4
The social media pound (£)
Social complaints
39 © Harris Interactive #SocialLife4
22% 10%
Complain now and again
Complain whenever they have a problem
Peaks at 45% among males aged 16-24
Bashtagging
32% Up 7% since September 2013
40 © Harris Interactive #SocialLife4
Among social media users aged 11+
Social media is increasingly used to complain about poor service
#SocialLife4 41 © Harris Interactive
Services complained about (on social media platforms)
25% 23% 22%
18%
13% 12% 9% 9%
6%
17% 15% 15%
12%
7% 8% 5% 4%
2%
Ever Most often
Sale
Mobile Operator
ISP Utilities Provider
Pay TV Airline Financial Services
Hotel High St Retailer
Train Operator
41 © Harris Interactive #SocialLife4
Among social media bashtaggers
Mobile operators, retailers and ISPs are most complained about
Companies complained about Among social media bashtaggers aged 11+
(on social media platforms)
42 © Harris Interactive #SocialLife4
Among social media bashtaggers
Companies that deliver multiple services tend to suffer most social criticism
Believe it is important to share bad service with others
46%
Believe that social media always gets a faster response than other
methods of complaint
36%
Bashtagging – why?
#SocialLife4 43 © Harris Interactive
Completely resolved
44% Partly
resolved
26%
Unresolved
30%
Bashtagging – outcome?
44 © Harris Interactive #SocialLife4
Among social media bashtaggers
Less than half of all social media complaints are completely resolved
Focus on Twitter
45 © Harris Interactive #SocialLife4
We decided to investigate whether new innovations in the look and feel of the site are likely to stimulate growth ...
Lacklustre growth, plunging stocks and senior departures – it has not been a good start to 2014 for Twitter.
89% 41% 30% 19%
Aware Have
account Used last 30 days Use daily
Focus on Twitter Our awareness & usage data reflects Twitter’s relative
46 © Harris Interactive #SocialLife4
Among social media users aged 11+
Up / down since Sept 13
-1% = +1% +2%
2 in 5 have a Twitter account but less than 1 in 3 use Twitter actively
11 to 15 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
20%
40%
60%
80%
100%
11-15 16-24 25-34 35-44 45-54 55-64 65+
Aware of name
Have account
Used last 30 days
Use daily
Focus on Twitter Twitter use declines sharply among 35+ year olds despite high awareness
47 © Harris Interactive #SocialLife4
0%
19 posts on
31 snaps on
Only 22% of regular Twitter users choose it as their favourite site
Only 17 original tweets in last 30 days on average
(+ 16 retweets)
53% choose
Twitter users are more attached to Facebook and tweet infrequently
Focus on Twitter
48 © Harris Interactive #SocialLife4
We assessed response to recent Twitter changes as follows ...
Focus on Twitter
As a Twitter user, you may be aware that Twitter has begun implementing a series of changes recently.
For example, there are new photo features that allow users to tag people in photos as well as posting up to four photos per tweet. There will also be a redesign of the profile page and the classic retweet button has changed into a prompt asking users whether they want to “share” or “add comment and share”.
The changes are aimed at making the user experience more intuitive and attractive for people who have not used Twitter before or those who have stopped using it. Some people have said that this will give Twitter a similar look and feel to Facebook.
How do you feel about this?
As you may have read or heard, Twitter, a site that you told us you are not signed up to, has begun implementing a series of changes recently.
For example, there are new photo features that allow users to tag people in photos as well as posting up to four photos per tweet. There will also be a redesign of the profile page and the classic retweet button has changed into a prompt asking users whether they want to “share” or “add comment and share”.
The changes are aimed at making the user experience more intuitive and attractive for people who have not used Twitter before or those who have stopped using it. Some people have said that this will give Twitter a similar look and feel to Facebook.
How do you feel about this?
Twitter users Twitter non-users
49 © Harris Interactive #SocialLife4
The changes are unlikely to increase use among active or inactive account holders
Focus on Twitter
11
47
27
8 6
Very positive - will likely use
Twitter more in future
Don't like changes but will use
Twitter as now
Don't like changes - will use Twitter less
in future
Positive - will continue to use Twitter
as now
Don't like changes - will stop using
12
50
27
7 3 10
39
28
10
13
Account holders Active users Inactive account holders
50 © Harris Interactive #SocialLife4
Most non-users are unconvinced by the changes but 1 in 6 will take a look
Focus on Twitter
This sounds interesting and
I will investigate the site
16
84
Non-users
I am still not interested in signing up to
51 © Harris Interactive #SocialLife4
Social brand engagement
52 © Harris Interactive #SocialLife4
Social influence
Please rate each of these brands based on what you have seen or read about them on social media sites in the last few months? 1 = mainly negative, 5 = neutral, 9 = mainly positive
(on brand perceptions)
The highest rated brand achieves 6.6 out of 9 compared with a low of 5.1
6.6 6.5 6.4 6.4
6.3 6.3 6.2 6.2
Service providers and newspapers are least likely to benefit from positive social media influence
53 © Harris Interactive #SocialLife4
Lee Langford [email protected] @langford_lee 020 8263 5263 07966 339 606
54 © Harris Interactive #SocialLife4
We hope you have enjoyed our SocialLife4 report.
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Contact details