Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Audience reach of social media websites, by sub-category, April 2009-March 2012
- Market factors
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- Figure 2: Devices used to access the internet in the last three months, February 2012
- Figure 3: Top ten online activities performed in the past three months, by device, February 2012
- Companies, brands and innovation
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- Figure 4: Frequency of visits to social networks, February 2012
- Google+
- The consumer
- Activities on social networks
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- Figure 5: Activities normally performed on any social network*, February 2012
- Connections on social networks
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- Figure 6: Types of connections on any social network*, February 2012
- Social media usage
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- Figure 7: Visits and contributions to social media websites, February 2012
- Attitude towards and behaviours regarding social media services
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- Figure 8: Attitudes towards and behaviours regarding social media services, February 2012
- What we think
Issues in the Market
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- Why do consumers not want to buy from social networks?
- Why do consumers feel overwhelmed by the number of networks available?
- Do consumers make friends with brands on social networks?
- Why are consumers using social networks less?
Future Opportunities
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- Trend: Carnivore, Herbivore…Locavore
- Trend: Click and Connect
Internal Market Environment
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- Key Points
- Two thirds of over-65s without broadband access at home
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- Figure 9: Broadband penetration, by age, 2007-11
- Internet access no longer confined to computers and smartphones
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- Figure 10: Devices used to access the internet in the last three months, February 2012
- Visiting social networks is the second most performed online activity on smartphones
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- Figure 11: Top ten online activities performed in the past three months, by device, February 2012
- Audience reach of social media websites shows small decline
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- Figure 12: Audience reach to social media websites, by sub-category, April 2009-March 2012
Broader Market Environment
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- Key Points
- Britain returns to recession and consumer confidence dips
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- Figure 13: GDP quarterly percentage change, Q1 2004-Q1 2012
- Figure 14: GFK NOP Consumer Confidence Index, April 1988-April 2012
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- Figure 15: Seasonally adjusted unemployment rate, by age, December-February 1993-2012
- Social activities for the aging population
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- Figure 16: Trends in the age structure of the UK population, 2006-16
Competitive Context
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- Key Points
- E-mails and instant messages from computers continue to decline
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- Figure 17: Audience reach to selected websites from a computer, April 2009-March 2012
- Social networks generate referral traffic to news websites
- Social ignites niche, freemium games
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- Figure 18: Top ten online gaming websites, March 2011-2012
- Impact of social networks on SMS messages so far unseen
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- Figure 19: Use of messaging services on a mobile phone, October 2010-January 2012
Who’s Innovating?
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- Key Points
- Open Graph drives Facebook to becoming digital ID
- Twitter’s new features provide gentle introduction for new users
- Citi and LinkedIn join forces to create networking group for women
- Third time lucky for Google in the social space
- One-click photo sharing sees Pinterest climb swiftly up the social ladder
- Social television moving beyond hashtag
Branches of Social Media
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- Key Points
- Introduction to the branches of social media
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- Figure 20: Branches of social media, 2012
- Commerce
- Communication
- Entertainment
- Information
- Multimedia
Companies and Products
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- Blogger
- Visitor numbers
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- Figure 21: UK audience reach of Blogger, April 2009-March 2012
- Figure 22: Average minutes spent per visitor on Blogger in the UK, April 2009-March 2012
- Background
- Product features
- Recent updates
- deviantART
- Visitor numbers
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- Figure 23: UK audience reach of deviantART, April 2009-March 2012
- Figure 24: Average minutes spent per visitor on deviantART in the UK, April 2009-March 2012
- Background
- Product features
- Recent updates
- Visitor numbers
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- Figure 25: UK audience reach of Facebook, April 2009-March 2012
- Figure 26: Average minutes spent per visitor on Facebook in the UK, April 2009-March 2012
- Background
- Product features
- Recent updates
- Google+
- Visitor numbers
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- Figure 27: UK audience reach of Google+, November 2011-March 2012
- Figure 28: Average minutes spent per visitor on Google+ in the UK, November 2011-March 2012
- Background
- Product features
- Recent updates
- Visitor numbers
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- Figure 29: UK audience reach of LinkedIn, April 2009-March 2012
- Figure 30: Average minutes spent per visitor on LinkedIn in the UK, April 2009-March 2012
- Background
- Product features
- Recent updates
- MySpace
- Visitor numbers
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- Figure 31: UK audience reach of MySpace, April 2009-March 2012
- Figure 32: Average minutes spent per visitor on MySpace in the UK, April 2009-March 2012
- Background
- Product features
- Recent updates
- Tumblr
- Visitor numbers
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- Figure 33: UK audience reach of Tumblr, June 2009-March 2012
- Figure 34: Average minutes spent per visitor on Tumblr in the UK, June 2009-March 2012
- Background
- Product features
- Recent changes
- Visitor numbers
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- Figure 35: UK audience reach of Twitter, April 2009-March 2012
- Figure 36: Average minutes spent per visitor on Twitter in the UK, April 2009-March 2012
- Background
- Product features
- Recent updates
- WordPress
- Visitor numbers
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- Figure 37: UK audience reach of WordPress.com, April 2009-March 2012
- Figure 38: Average minutes spent per visitor on WordPress.com in the UK, April 2009-March 2012
- Background
- Product features
- Recent updates
Brand Research
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- Brand map
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- Figure 39: Attitudes towards and usage of brands in the social media sector, February 2012
- Correspondence analysis
- Brand attitudes
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- Figure 40: Attitudes, by social media brand, February 2012
- Brand Personality
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- Figure 41: Social media brand personality – macro image, February 2012
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- Figure 42: Social media brand personality – micro image, February 2012
- Brand experience
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- Figure 43: Social media brand usage, February 2012
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- Figure 44: Satisfaction with various social media brands, February 2012
- Figure 45: Consideration of social media brands, February 2012
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- Figure 46: Consumer perceptions of current social media brand performance, February 2012
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- Figure 47: Social media brand recommendation – Net Promoter Score, February 2012
- Brand index
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- Figure 48: Social media brand index, February 2012
- Figure 49: Social media brand index vs. recommendation, February 2012
- Target group analysis
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- Figure 50: Target groups, February 2012
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- Figure 51: Social media brand usage, by target groups, February 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Social Network Usage
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- Key Points
- Who are the social networkers?
- By age
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- Figure 52: Accessing social networks from a computer or smartphone in the past three months, by age, February 2012
- By gender
- By socio-economic group and household income
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- Figure 53: Accessing social networks from a computer or smartphone in the past three months, by socio-economic group and gross annual household income, February 2012
- Facebook dominates in social network usage
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- Figure 54: Frequency of visits to social networks, February 2012
- The tweeting urbanites
- 25-34-year-old social networkers give thumbs-up to +1
- LinkedIn provides business connections for the self-employed
- MySpace and Bebo becoming a distant memory
Activities on Social Networks
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- Key Points
- Sharing and replying to content are top activities
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- Figure 55: Activities normally performed on social networks, February 2012
- What do Facebook users usually do?
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- Figure 56: Activities normally performed on Facebook, February 2012
- What do Twitter users usually do?
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- Figure 57: Activities normally performed on Twitter, February 2012
- What do LinkedIn users usually do?
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- Figure 58: Activities normally performed on LinkedIn, February 2012
- What do Google+ users usually do?
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- Figure 59: Activities normally performed on Google+, February 2012
Connections on Social Networks
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- Key Points
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- Figure 60: Types of connections on social networks, February 2012
- Facebook used for connecting with friends and families
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- Figure 61: Types of social connections on Facebook, February 2012
- Twitter for celebrity gossip
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- Figure 62: Types of social connections on Twitter, February 2012
- Connections on LinkedIn
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- Figure 63: Types of social connections on LinkedIn, February 2012
- Connections on Google+
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- Figure 64: Types of social connections on Google+, February 2012
Social Media Usage
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- Key Points
- Consumption outweighs contributions on social media services
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- Figure 65: Visits and contributions to social media websites, February 2012
- Are women more social than men?
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- Figure 66: Visits and contributions to social media websites, by gender, February 2012
Attitudes Towards and Behaviour Regarding Social Media Services
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- Key Points
- Ad-tention deficit
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- Figure 67: Attitudes towards and behaviours regarding social media services, February 2012
- Consumers worry about safety of personal details
- Waning interest in social networks?
- Social networks overflow
- Buying on social networks
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- Figure 68: Reasons for disliking commerce on social networks, February 2012
Appendix – Internal Market Environment
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- Figure 69: Devices used to access the internet in the last three months, February 2012
- Figure 70: Devices used to access the internet in the last three months, February 2012
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- Figure 71: Online activities performed in the past three months, February 2012
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- Figure 72: Online activities performed in the past three months, February 2012
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Appendix – Brand Research
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- Figure 73: Brand usage, February 2012
- Figure 74: Brand commitment, February 2012
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- Figure 75: Brand momentum, February 2012
- Figure 76: Brand diversity, February 2012
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- Figure 77: Brand satisfaction, February 2012
- Figure 78: Brand recommendation, February 2012
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- Figure 79: Brand attitude, February 2012
- Figure 80: Brand image – macro image, February 2012
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- Figure 81: Brand image – micro image, February 2012
- Figure 82: Profile of target groups, by demographic, February 2012
- Figure 83: Psychographic segmentation, by target groups, February 2012
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- Figure 84: Brand usage, by target group, February 2012
- Figure 85: Brand index, February 2012
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Appendix – Social Network Usage
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- Figure 86: Frequency of visits to social networks, February 2012
- Figure 87: Social networks ever visited, by frequency of visits, March 2012
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- Figure 88: Frequency of visits to Facebook, February 2012
- Figure 89: Frequency of visits to Twitter, February 2012
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- Figure 90: Frequency of visits to Google+, February 2012
- Figure 91: Frequency of visits to LinkedIn, February 2012
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- Figure 92: Frequency of visits to MySpace, February 2012
- Figure 93: Frequency of visits to other social networks, February 2012
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Appendix – Activities on Social Networks
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- Figure 94: Activities normally performed on social networks, February 2012
- Any social network
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- Figure 95: Most frequently performed activities on any social network, by demographics, February 2012
- Figure 96: Next most frequently performed activities on any social network, by demographics, February 2012
- Figure 97: Least frequently performed activities on any social network, by demographics, February 2012
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- Figure 98: Activities normally performed on Facebook, February 2012
- Figure 99: Most frequently performed activities on Facebook, by demographics, February 2012
- Figure 100: Next most frequently performed activities on Facebook, by demographics, February 2012
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- Figure 101: Least frequently performed activities on Facebook, by demographics, February 2012
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- Figure 102: Activities normally performed on Twitter, February 2012
- Figure 103: Most frequently performed activities on Twitter, by demographics, February 2012
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- Figure 104: Next most frequently performed activities on Twitter, by demographics, February 2012
- Figure 105: Least frequently performed activities on Twitter, by demographics, February 2012
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- Figure 106: Activities normally performed on LinkedIn, February 2012
- Google+
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- Figure 107: Activities normally performed on Google+, February 2012
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Appendix – Connections on Social Networks
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- Figure 108: Types of connections on social networks, February 2012
- Any social network
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- Figure 109: Most popular types of connections on any social network, February 2012
- Figure 110: Next popular types of connections on any social network, February 2012
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- Figure 111: Types of social connections on Facebook, February 2012
- Figure 112: Most common types of social connections on Facebook, February 2012
- Figure 113: Next most common types of social connections on Facebook, February 2012
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- Figure 114: Types of social connections on Twitter, February 2012
- Figure 115: Most common types of social connections on Twitter, February 2012
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- Figure 116: Next most common types of social connections on Twitter, February 2012
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- Figure 117: Types of social connections on LinkedIn, February 2012
- Google+
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- Figure 118: Types of social connections on Google+
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Appendix – Social Media Usage
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- Figure 119: Visits and contributions to social media websites, February 2012
- Figure 120: Social media used to watch videos, February 2012
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- Figure 121: Social media used to refer Wikis, February 2012
- Figure 122: Social media used to review websites, February 2012
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- Figure 123: Social media used for Forums, February 2012
- Figure 124: Social media used for question-and-answer, February 2012
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- Figure 125: Social media used for digital art/photos, February 2012
- Figure 126: Social media used for Podcasts, February 2012
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- Figure 127: Social media used for social bookmarks/discovery engine, February 2012
- Figure 128: Social media used for social news, February 2012
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Appendix – Attitudes Towards and Behaviour Regarding Social Media Services
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- Figure 129: Attitudes towards and behaviours regarding social media services, February 2012
- Figure 130: Most popular attitudes towards and behaviours regarding social media services, February 2012
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- Figure 131: Next most popular attitudes towards and behaviours regarding social media services, February 2012
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- Figure 132: Reasons for disliking commerce on social networks, February 2012
- Figure 133: Most popular reasons for disliking commerce on social networks, February 2012
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- Figure 134: Next most popular reasons for disliking commerce on social networks, February 2012
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