Table of Contents
Executive Summary
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- The market
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- Figure 2: Total unique PC visitors to the top 10 social networking and media sites by unique monthly visitors, March 2011, March 2012, March 2013 and February 2014
- Market factors
- Big services are focusing on messaging activity
- User growth is slowing for established social sites
- Added focus on privacy across the market
- Companies and products
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- Figure 3: Share of total unique visitors to the top 10 most visited social or media sites in the UK, March 2011, March 2012, March 2013 and February 2014
- The consumer
- Social and media networks used
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- Figure 4: Social and media networks used by consumers, February 2014
- Frequency of usage of social and media networks
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- Figure 5: Frequency of usage of social and media networks, February 2014
- Activities carried out on social and media networks
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- Figure 6: Consumer uses for social and media networks, February 2014
- Interactions with brands and products on networks
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- Figure 7: Interaction with brands and products on social or media networks, February 2014
- Figure 8: Networks on which consumers carried out activities, February 2014
- Use of networks outside of the home
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- Figure 9: Consumer attitudes to using social and media networks out of the home, February 2014
- Advert preferences
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- Figure 10: How consumers would prefer adverts on social networks to be improved, February 2014
- Figure 11: Network type consumers would prefer to be ad-free, if possible, February 2014
- What we think
Issues and Insights
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- Facebook is trying to transition one social audience to multiple media audiences
- The facts
- The implications
- Device activity is shifting
- The facts
- The implications
Trend Application
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- Trend: FSTR HYPR
- Trend: Locavore
- Mintel futures: East Meets West
Market Drivers
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- Key points
- Big services focus on messaging features
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- Figure 12: Year-on-year global growth in usage of mobile applications, by category, 2012-13
- Figure 13: Global user counts of selected cross-platform messaging applications, March 2014
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- Figure 14: Text messages and internet-connected messages sent in the UK, 2007-13
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- Figure 15: Personal device ownership, November 2009-December 2013
- Facebook’s messaging activity
- Google+ and Twitter’s messaging activity
- User growth slows for social stalwarts
- Small added focus on privacy
Who’s Innovating?
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- Key points
- Twitter Update Alert brings greater immediacy to usage
- Twitter also allows purchasing of goods directly through the service
- We Heart It introduces Collections to drive brand engagement
- Music channel Kerrang! uses Twitter to choose radio content
Market Trends
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- Key points
- Facebook’s loss of share stabilises
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- Figure 16: Share of total unique PC visitors to the top 10 most visited social or media sites in the UK, March 2011, March 2012, March 2013 and February 2014
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- Figure 17: Total unique monthly visitors from a PC browser to the top 10 social and media networks, by unique monthly visitors, March 2011, March 2012, March 2013 and February 2014
- Without Facebook weighting, social networks still have more visitors
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- Figure 18: Average daily visitors to the top 10 social and media networks in the UK, by type of network, March 2011, March 2012, March 2013 and February 2014
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- Figure 19: Average daily visitors to the top 10 social and media networks in the UK by unique monthly visitors, March 2011, March 2012, March 2013 and February 2014
- Average visits per visitor declines for six out of top 10 sites
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- Figure 20: Average visits per visitor per day to the top 10 social and media networks in the UK by unique monthly visitors, March 2011, March 2012, March 2013 and February 2014
- Media networks match duration of visits with social networks
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- Figure 21: Average minutes per visit to the top 10 social and media networks in the UK by unique monthly visitors, by nets, March 2011, March 2012, March 2013 and February 2014
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- Figure 22: Average minutes per visit to the top 10 social and media networks in the UK by unique monthly visitors, March 2011, March 2012, March 2013 and February 2014
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- Figure 23: Repertoire of number of social and media networking services used, China, February 2014
- Media networks have bigger mobile access increase
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- Figure 24: Total visitors to selected social and media networks through a smartphone browser, November 2012-February 2014
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- Figure 25: Total visitors to selected social and media networks through a smartphone app, November 2012-February 2014
Companies and Products
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- Facebook Inc.
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- Figure 26: Facebook global monthly active users, daily active users and mobile users, 2010-13
- Figure 27: UK Facebook users, August 2013
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- Figure 28: Key financial data for Facebook worldwide, 2011-13
- Google+
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- Figure 29: Google+ monthly active users, July 2012 – October 2013
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- Figure 30: Key financial data for Google Inc, 2011-13
- LinkedIn Corp
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- Figure 31: Number of members for LinkedIn Corp, 2011-13
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- Figure 32: Key financial data for LinkedIn Corp, 2011-13
- Tumblr
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- Figure 33: Monthly active users and timeline views for Twitter, 2012 and 2013
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- Figure 34: Key financials for Twitter Inc., 2013
The Consumer – Social and Media Networks Used
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- Key points
- YouTube usage could be valuable for Google
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- Figure 35: Social and media networks used by Consumers, February 2014
- Women favour image-heavy sites
- Youth activity spikes for media sites
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- Figure 36: Usage of selected social and media networks, by age, February 2014
- Usage of any network indicates usage of Facebook
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- Figure 37: Proportion of users of a selection of social and media sites that also use Facebook, February 2014
- Trans-media campaign should work across media sites
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- Figure 38: Usage of YouTube by users of other social and media networks, February 2014
The Consumer – Frequency of Usage of Social and Media Networks
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- Key points
- Social networks provoke most frequent engagement
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- Figure 39: Frequency of usage of social and media networks, February 2014
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- Figure 40: Social and media network frequency of usage, February 2014
- Social network usage less impacted by age
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- Figure 41: Frequency of social network usage, by age, February 2014
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- Figure 42: Frequency of media network usage, by age, February 2014
- Growing tablet usage may boost older use of media sites
- Four in 10 only use one network regularly
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- Figure 43: Repertoire of number of networks users regularly* use, February 2014
- Londoners may respond to their own network
The Consumer – Activities Carried Out on Social and Media Networks
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- Key points
- Media and social networks equally used for product discovery
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- Figure 44: Consumer uses for social and media networks, February 2014
- 16-24s not interested in local area
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- Figure 45: Activities carried out by 16-44s on media networks, February 2013
- Tablet users more likely than smartphone users to learn about new products
The Consumer – Interactions With Brands and Products on Networks
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- Key points
- Over a quarter use social media to research purchases
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- Figure 46: Interaction with brands and products on social or media networks, February 2014
- Men are more likely to contact brands
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- Figure 47: Networks on which consumers carried out activities, February 2014
- Facebook for person to person interaction; Twitter for person to brand
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- Figure 48: Interaction with brands on Facebook, February 2014
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- Figure 49: Interaction with brands on Twitter, February 2014
- Tablet ownership more likely to correlate with activity
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- Figure 50: Interactions with brands and products on social networks, by tablet and smartphone ownership, February 2014
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- Figure 51: Interactions with brands and products on social networks, by age, February 2014
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- Figure 52: Interactions with brands and products on social networks, by gross annual household income, February 2014
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- Figure 53: Interactions with brands and products on social networks, by socio economic group, February 2014
The Consumer – Use of Networks Outside of the Home
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- Key points
- Loading speed could impact out of the home usage
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- Figure 54: Consumer attitudes to using social and media networks out of the home, February 2014
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- Figure 55: Network type consumers would prefer to be ad-free, if possible, February 2014
- No age bias for responding on PC
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- Figure 56: Agreement with attitudes to using networks outside of the home, by social and media network use, February 2014
- Twitter engenders fast responses
- Content lovers also crave speed
The Consumer – Advert Preferences
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- Key points
- “Relevant” is not the same as “targeted”
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- Figure 57: How consumers would prefer adverts on social networks to be improved, February 2014
- Results driven consumers do not need to be entertained
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- Figure 58: Proportion of consumers who want adverts to entertaining, by desire for other advert qualities, February 2014
- Frequent media network users less focused on products
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- Figure 59: Consumers who would like adverts on social or media networks improved, by frequent* users of social or media networks, February 2014
Appendix – The Consumer – Social and Media Networks Used
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- Figure 60: Social and media networks used by consumers, February 2014
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- Figure 61: Social and media networks used by consumers, by most popular social and media networks used by consumers, February 2014
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- Figure 62: Social and media networks used by consumers, by next most popular social and media networks used by consumers, February 2014
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- Figure 63: Most popular social and media networks used by consumers, by demographics, February 2014
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- Figure 64: Next most popular social and media networks used by consumers, by demographics, February 2014
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- Figure 65: Other social and media networks used by consumers, by demographics, February 2014
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Appendix – The Consumer – Frequency of Usage of Social and Media Networks
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- Figure 66: Frequency of social and media network visits by all users, February 2014
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- Figure 67: Other frequency of social and media network visits by all users, February 2014
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- Figure 68: Frequency of social and media network visits by network users, February 2014
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- Figure 69: Other frequency of social and media network visits by network users, February 2014
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- Figure 70: Repertoire of number of networks users regularly use, February 2014
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- Figure 71: Frequency of social and media network visits, by repertoire of number of networks users regularly use, February 2014
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- Figure 72: Frequency of social and media network visits, by repertoire of number of networks users regularly use, February 2014
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- Figure 73: Frequency of social and media network visits, by repertoire of number of networks users regularly use, February 2014
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- Figure 74: Frequency of social and media network visits, by repertoire of number of networks users regularly use, February 2014
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- Figure 75: Frequency of social and media network visits, by repertoire of number of networks users regularly use, February 2014
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- Figure 76: Most frequent visits to social networks, by demographics, February 2014
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- Figure 77: Next most frequent visits to social networks, by demographics, February 2014
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- Figure 78: Most frequent visits to media networks, by demographics, February 2014
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- Figure 79: Next most frequent visits to media networks, by demographics, February 2014
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- Figure 80: Most frequent visits to Facebook, by demographics, February 2014
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- Figure 81: Next most frequent visits to Facebook, by demographics, February 2014
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- Figure 82: Most frequent visits to Twitter, by demographics, February 2014
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- Figure 83: Next most frequent visits to Twitter, by demographics, February 2014
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- Figure 84: Most frequent visits to YouTube, by demographics, February 2014
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- Figure 85: Next most frequent visits to YouTube, by demographics, February 2014
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- Figure 86: Most frequent visits to Google+, by demographics, February 2014
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- Figure 87: Next most frequent visits to Google+, by demographics, February 2014
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- Figure 88: Most frequent visits to Instagram, by demographics, February 2014
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- Figure 89: Next most frequent visits to Instagram, by demographics, February 2014
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- Figure 90: Most frequent visits to LinkedIn, by demographics, February 2014
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- Figure 91: Next most frequent visits to LinkedIn, by demographics, February 2014
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- Figure 92: Most frequent visits to Tumblr, by demographics, February 2014
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- Figure 93: Next most frequent visits to Tumblr, by demographics, February 2014
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- Figure 94: Most frequent visits to Pinterest, by demographics, February 2014
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- Figure 95: Next most frequent visits to Pinterest, by demographics, February 2014
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- Figure 96: Most frequent visits to Blogspot/Wordpress, by demographics, February 2014
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- Figure 97: Next most frequent visits to Blogspot/Wordpress, by demographics, February 2014
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- Figure 98: Most frequent visits to MySpace, by demographics, February 2014
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- Figure 99: Next most frequent visits to MySpace, by demographics, February 2014
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- Figure 100: Most frequent visits to Path, by demographics, February 2014
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- Figure 101: Next most frequent visits to Path, by demographics, February 2014
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- Figure 102: Most frequent visits to social networks, by demographics, February 2014
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- Figure 103: Next most frequent visits to social networks, by demographics, February 2014
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- Figure 104: Most frequent visits to Facebook, by demographics, February 2014
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- Figure 105: Next most frequent visits to Facebook, by demographics, February 2014
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- Figure 106: Repertoire of number of networks users regularly use, by demographics, February 2014
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Appendix – The Consumer – Activities Carried Out on Social and Media Networks
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- Figure 107: Consumer uses for social and media networks, February 2014
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- Figure 108: Frequency of social and media network visits, by most popular consumer uses for social networks, February 2014
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- Figure 109: Frequency of social and media network visits, by next most popular consumer uses for social networks, February 2014
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- Figure 110: Frequency of social and media network visits, by most popular consumer uses for media networks, February 2014
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- Figure 111: Frequency of social and media network visits, by next most popular consumer uses for media networks, February 2014
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- Figure 112: Most popular consumer uses for social networks, by demographics, February 2014
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- Figure 113: Next most popular consumer uses for social networks, by demographics, February 2014
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- Figure 114: Most popular consumer uses for media networks, by demographics, February 2014
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- Figure 115: Next most popular consumer uses for media networks, by demographics, February 2014
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Appendix – The Consumer – Interactions With Brands and Products on Networks
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- Figure 116: Brand discovery and interactions on social and media networks, February 2014
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- Figure 117: Consumers who have used social/media networks to ask people for information, opinions or reviews on specific products they are interested in, by demographics, February 2014
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- Figure 118: Consumers who have asked people on social/media networks to recommend specific products to me when they are not sure what they need, by demographics, February 2014
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- Figure 119: Consumers who have purchased a product they were previously unaware of after their friends or family posted about it on social/media network, by demographics, February 2014
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- Figure 120: Consumers who have purchased a product they were previously unaware of, after a brand or retailer posted about it on social/media network, by demographics, February 2014
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- Figure 121: Consumers who have asked brands or retailers on social/media networks for information or help with products before making a purchase, by demographics, February 2014
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- Figure 122: Consumers who have used social/media networks to ask brands or retailers for help with a product or purchase after I made it, by demographics, February 2014
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- Figure 123: Social and media networks consumers discover and interact with brands on, February 2014
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Appendix – The Consumer – Use of Networks Outside of the Home
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- Figure 124: Consumer attitudes to using social and media networks outside of the home, February 2014
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- Figure 125: Frequency of social network visits, by most popular consumer attitudes to using social and media networks outside of the home, February 2014
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- Figure 126: Frequency of social network visits, by next most popular consumer attitudes to using social and media networks outside of the home, February 2014
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- Figure 127: Frequency of media network visits, by most popular consumer attitudes to using social and media networks outside of the home, February 2014
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- Figure 128: Frequency of media network visits, by next most popular consumer attitudes to using social and media networks outside of the home, February 2014
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- Figure 129: Consumer attitudes to using social and media networks outside of the home, by most popular consumer attitudes to using social and media networks outside of the home, February 2014
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- Figure 130: Consumer attitudes to using social and media networks outside of the home, by next most popular consumer attitudes to using social and media networks outside of the home, February 2014
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- Figure 131: Most popular consumer attitudes to using social and media networks outside of the home, by demographics, February 2014
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- Figure 132: Next most popular consumer attitudes to using social and media networks outside of the home, by demographics, February 2014
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Appendix – The Consumer – Advert Preferences
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- Figure 133: Consumer attitudes to adverts on social and media networks, February 2014
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- Figure 134: Consumer attitudes to adverts on social and media networks, by consumer attitudes to adverts on social and media networks, February 2014
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- Figure 135: Consumer attitudes to using social and media networks outside of the home, by consumer attitudes to adverts on social and media networks, February 2014
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- Figure 136: Frequency of social network visits, by consumer attitudes to adverts on social and media networks, February 2014
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- Figure 137: Frequency of media network visits, by consumer attitudes to adverts on social and media networks, February 2014
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- Figure 138: Frequency of Facebook visits, by consumer attitudes to adverts on social and media networks, February 2014
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- Figure 139: Frequency of LinkedIn visits, by consumer attitudes to adverts on social and media networks, February 2014
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- Figure 140: Frequency of Twitter visits, by consumer attitudes to adverts on social and media networks, February 2014
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- Figure 141: Frequency of Google+ visits, by consumer attitudes to adverts on social and media networks, February 2014
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- Figure 142: Frequency of YouTube network visits, by consumer attitudes to adverts on social and media networks, February 2014
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- Figure 143: Consumer attitudes to adverts on social and media networks, by demographics, February 2014
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- Figure 144: Type of network consumers would like to see ad-free, if possible, February 2014
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- Figure 145: Consumer attitudes to adverts on social and media networks, by type of network consumers would like to see ad-free, if possible, February 2014
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- Figure 146: Frequency of social network visits, by type of network consumers would like to see ad-free, if possible, February 2014
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- Figure 147: Frequency of media network visits, by type of network consumers would like to see ad-free, if possible, February 2014
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- Figure 148: Type of network consumers would like to see ad-free, if possible, by demographics, February 2014
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