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Social Networking - UK - April 2010

ISSUES IN THE MARKET
Main issues:
Definition
Abbreviations
FUTURE OPPORTUNITIES
Blurring line between public and private lives
The future of Facebook
MARKET IN BRIEF
A nation of networkers
It’s friends that count
Usage as a news source
Facebook versus Google
Importance of mobile
Move towards e-commerce
MARKET ENVIRONMENT
Key points
Broadband access for all
Figure 1: Broadband penetration, by demographics, 2004-09
Social networking a top activity on the mobile web
Figure 2: Sites visited in the last three months using a mobile phone, January 2010
Greater integration with other sites
Figure 3: Types of activity undertaken on the internet in the last three months, January 2010
Facebook takes advantage of increasing PDI
Figure 4: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
Social networks appeal to an ageing population
Figure 5: Trends in the age structure of the UK population, by gender, 2005-15
Figure 6: Usage of selected social networking sites by age, February 2010*
COMPETITIVE CONTEXT
Key points
Facebook versus Google
Figure 7: Total unique visitor numbers to Google and Facebook, UK, June 2008-February 2010
Figure 8: Average number of minutes spent using Google and Facebook, UK, June 2008-February 2010
MySpace versus Facebook
Figure 9: Total unique visitor numbers to MySpace and Facebook, UK, October 2008-February 2010
Figure 10: Average number of minutes spent using MySpace and facebook, UK, October 2008-February 2010
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Location-based social networking
Figure 11: Attitudes towards online advertising, August 2009
Facebook set to launch a payments service worldwide
easyJet set to sell flights through Facebook
Facebook beefs up security
Social networking for voters
LEADING SOCIAL NETWORKS AND THEIR USERS
Key points
Facebook and specialist networking sites see growth
Figure 12: Total unique visitor numbers to selected social networking sites (excluding Facebook), UK, October 2008-February 2010
Men more likely to visit MySpace and LinkedIn
Figure 13: Total unique visitors to selected social networking sites, by gender, February 2010
Women spend more time on social networks in general
Figure 14: Average number of visits per visit to selected social networking sites, by gender, February 2010
Figure 15: Average number of minutes spent per visitor to selected social networking sites, by gender, February 2010
Social networks appeal to 6-14-year-olds
Figure 16: Total unique visitors to selected social networking sites, by age, February 2010
Time spent on social networks, by age
Figure 17: Average number of minutes spent per visitor to selected social networking sites, by gender, February 2010
BRAND COMMUNICATION AND PROMOTION
Key points
Low levels of advertising spend by the networks themselves
Figure 18: Advertising spend by selected social networks, Jan 2007-Dec 2009
Social networks as vehicles for brand owners
COMPANIES AND PRODUCTS
Bebo
Figure 19: Bebo’s usage statistics, February 2010
Facebook
Figure 20: Facebook’s usage statistics, February 2010
Friends Reunited
Figure 21: Friends Reunited usage statistics, February 2010
LinkedIn
Figure 22: LinkedIn usage statistics, February 2010
MySpace.com
Figure 23: MySpace usage statistics, February 2010
Twitter
Figure 24: Twitter usage statistics, February 2010
FREQUENCY OF SOCIAL NETWORK USAGE
Key points
Facebook most popular amongst regular networkers
Figure 25: Usage frequency of social networks, February 2010
Figure 26: Regular users of social networks, March 2008-February 2010
Social networker and non-social networker music habits
Figure 27: Ways in which listen to or buy music, by frequency of use of social network websites, February 2010
Figure 28: Ways in which listen to music or radio, by frequency of use of social network websites, February 2010
Types of websites frequently used by social networkers
Figure 29: Types of websites or applications used frequently to access content via the internet, by use of social network websites (frequent and occassional users), February 2010
WHERE DO PEOPLE ACCESS SOCIAL NETWORKS?
Key points
Mobile social networking favours the young
Figure 30: Where people have accessed social networks in the last 12 months, by demographics, February 2010
Access choice by social network
Figure 31: Use of social network websites, by location of access of a social network in the last 12 months, February 2010
ATTITUDES TOWARDS MOBILE SOCIAL NETWORKING
Key points
The importance of mobile applications
Figure 32: Attitudes towards mobile social networking, February 2010
Not a PC replacement – yet
Costs act as a barrier
GENERAL ATTITUDES TOWARDS SOCIAL NETWORKS
Key points
Focus on friends makes it difficult for rivals to compete
Figure 33: Usage of social networks, September 2009-February 2010
Interest in family affairs
Figure 34: Respondents using social networks to see what others in their family are doing, by gender and age, September 2009-February 2010
Social networks as a news source
Figure 35: Respondents using social networks to keep up with current news and online trends, by gender and age, September 2009-February 2010
Motivations by choice of social network
Figure 36: Usage of social networks in general by choice of social network, February 2010
Repertoire of motivations for using social networks
Figure 37: Repertoire of use of social networks, by demographics, February 2010
Figure 38: Social network usage by repertoire of use, February 2010
ATTITUDES TOWARDS PAID GAMING ON SOCIAL NETWORKS
Key points
Paid-for gaming still niche
Figure 39: Attitudes towards paid gaming on social networks, February 2010
Time constraints are a factor
Games as a form of socialising
Attitudes by gender
Figure 40: Attitudes towards paid gaming on social networks, by gender, February 2010
APPENDIX – COMPETITIVE CONTEXT
Figure 41: Total unique visitor numbers to Google, Facebook and MySpace, UK, June 2008-February 2010
APPENDIX – LEADING SOCIAL NETWORKS AND THEIR USERS
Figure 42: Total unique visitor numbers to selected social networking sites, UK, October 2008-February 2010
Figure 43: Total unique visitor numbers to selected social networking sites, by gender and age group, February 2010
Figure 44: Average minutes per visit to selected social networking sites, by gender and age group, February 2010
Figure 45: Average minutes per visitor to selected social networking sites, by gender and age group, February 2010
Figure 46: Media Metrix Core Measures Definitions User Guide
APPENDIX – FREQUENCY OF SOCIAL NETWORK USAGE
Figure 47: Regular and occasional users of social network websites, by demographics, February 2010
Figure 48: Most popular social networks visited by regular and occassional users, by demographics, February 2010
Figure 49: Next most popular social networks visited by regular and occassional users, by demographics, February 2010
APPENDIX – WHERE DO PEOPLE ACCESS SOCIAL NETWORKS?
Figure 50: Ownership of smartphones, by gender and age, February 2010
Figure 51: Types of mobile phone deals used, by age, November 2009
Figure 52: Where people have accessed social networks in the last 12 months by demographics, February 2010
APPENDIX – ATTITUDES TOWARDS MOBILE SOCIAL NETWORKING
Figure 53: Attitudes towards mobile social networking, by demographics, February 2010
APPENDIX – GENERAL ATTITUDES TOWARDS SOCIAL NETWORKS
Figure 54: Most popular motivation for using social networks, by demographics, February 2010
Figure 55: Next most popular motivation for using social networks, by demographics, February 2010
Figure 56: Other motivations for using social networks, by demographics, February 2010
Figure 57: Repertoire of use of social networks, by demographics, February 2010
APPENDIX – ATTITUDES TOWARDS PAID GAMING ON SOCIAL NETWORKS
Figure 58: Attitudes towards paid gaming on social networks, by demographics, February 2010

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