Table of Contents
Executive Summary
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- Three in four consumers have recently used Facebook
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- Figure 1: Usage of social and media networks in the last three months, March 2016
- Facebook regains frequent users while Twitter struggles to re-engage
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- Figure 2: Frequency of usage of social and media networks in the last three months, March 2016
- Branded content’s reach still limited
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- Figure 3: Interactions with brands on social/media networks had in the past or likely to have in the future, March 2016
- Technology brands hold biggest potential
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- Figure 4: Types of brands that consumers have or would interact with on social/media networks, March 2016
- Mobile-only users drive customer service to messaging apps
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- Figure 5: Attitudes to social and media networks, March 2016
- Security remains the major obstacle to brand interactions
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- Figure 6: Attitudes to brand interactions on social/media networks, March 2016
- What we think
Issues and Insights
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- Reacting to approaching market saturation
- The facts
- The implications
- Expanding the reach of branded communication
- The facts
- The implications
The Market – What You Need to Know
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- Leading social networks fight risk of saturation
- Direct messaging to open new user engagement opportunities
- The profitable potential of sports fans
- Fear of Missing Out
- Fitness content could drive engagement
Market Drivers
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- Leading social networks fight risk of saturation
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- Figure 7: Annual percentage change in monthly active users of Facebook and Twitter, 2011-15
- Figure 8: Access to social networks by device, 2012-15
- Direct messaging to open new user engagement opportunities
- The profitable potential of sports fans
- Fear of Missing Out
- Fitness content could drive engagement
Key Players – What You Need to Know
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- Facebook remains the largest social network
- Mobile viewing drives YouTube’s watch time
- Twitter reports slower-than-expected increase in adspend
- Instagram reaches 400 million monthly active users
- Snapchat hits 100 million daily active users
Companies and Products
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- Facebook Inc.
- Background
- Users
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- Figure 9: Facebook global monthly and daily active users, 2010-15
- Financials
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- Figure 10: Key financial data for Facebook, 2011-15
- Recent activity
- Future developments
- YouTube
- Background
- Users
- Financials
- Recent activity
- Background
- Users
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- Figure 11: Monthly active Twitter users, 2012-15
- Financials
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- Figure 12: Key financial data for Twitter, 2012-15
- Recent activity
- Background & users
- Recent activity
- Snapchat
- Background, users & recent activity
- Other
The Consumer – What You Need to Know
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- Three in four consumers have recently used Facebook
- Facebook regains frequent users while Twitter struggles to re-engage
- Branded content’s reach still limited
- Technology brands hold biggest potential
- Mobile-only users drive customer service to messaging apps
- Security remains the major obstacle to brand interactions
Social and Media Networks Used
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- Three in four consumers have recently used Facebook
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- Figure 13: Usage of social and media networks in the last three months, March 2016
- The latest frontier of social networking: Snapchat
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- Figure 14: Usage of select social and media networks in the last three months, by age, March 2016
- Market has polarised in 2015
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- Figure 15: Repertoire of social and media networks used in the last three months, March 2016
- Social network presence more compelling than media network presence
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- Figure 16: Select social and media networks used in the last three months, by repertoire of social and media networks used in the last three months, March 2016
Frequency of Usage
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- Facebook regains frequent users…
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- Figure 17: Frequency of usage of social and media networks in the last three months, March 2016
- …while Twitter struggles to re-engage
- YouTube creates different type of user engagement
Types of Brand Interactions
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- Branded content’s reach still limited
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- Figure 18: Interactions with brands on social/media networks had in the past or likely to have in the future, March 2016
- Branded communication more effective on media networks
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- Figure 19: Any interaction with brands on social/media networks had in the past or likely to have in the future, by social and media networks used in the last three months, March 2016
- Reluctance to trust brands paves the way for ‘Influentials’
- Technology brands hold biggest potential
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- Figure 20: Types of brands that consumers have or would interact with on social/media networks, March 2016
- No one-size-fits-all solution for social/media network campaigns
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- Figure 21: Types of brands that consumers have or would interact with on social/media networks, by gender, March 2016
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- Figure 22: Types of brands that consumers have or would interact with on social/media networks, by age, March 2016
Attitudes to Social and Media Networks
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- Two fifths of 16-24s are mobile-only users
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- Figure 23: Attitudes to social and media networks (1/3), March 2016
- Mobile users drive customer service to messaging apps
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- Figure 24: Attitudes to social and media networks (2/3), March 2016
- Boosting branded interactions through second screening opportunities
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- Figure 25: Attitudes to social and media networks (3/3), March 2016
Attitudes to Brand Interactions
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- Security remains the major obstacle to brand interactions
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- Figure 26: Attitudes to brand interactions on social/media networks, March 2016
- Improving the effectiveness of communication with brands
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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