Social Media and Networking - UK - May 2012

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Audience reach of social media websites, by sub-category, April 2009-March 2012
Market factors
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
Figure 4: Frequency of visits to social networks, February 2012
Facebook
Twitter
Google+
LinkedIn
The consumer
Activities on social networks
Figure 5: Activities normally performed on any social network*, February 2012
Connections on social networks
Figure 6: Types of connections on any social network*, February 2012
Social media usage
Figure 7: Visits and contributions to social media websites, February 2012
Attitude towards and behaviours regarding social media services
Figure 8: Attitudes towards and behaviours regarding social media services, February 2012
What we think
ISSUES IN THE MARKET
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
Trend: Carnivore, Herbivore…Locavore
Trend: Click and Connect
INTERNAL MARKET ENVIRONMENT
Key Points
Two thirds of over-65s without broadband access at home
Figure 9: Broadband penetration, by age, 2007-11
Internet access no longer confined to computers and smartphones
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
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
Figure 12: Audience reach to social media websites, by sub-category, April 2009-March 2012
BROADER MARKET ENVIRONMENT
Key Points
Britain returns to recession and consumer confidence dips
Figure 13: GDP quarterly percentage change, Q1 2004-Q1 2012
Figure 14: GFK NOP Consumer Confidence Index, April 1988-April 2012
Figure 15: Seasonally adjusted unemployment rate, by age, December-February 1993-2012
Social activities for the aging population
Figure 16: Trends in the age structure of the UK population, 2006-16
COMPETITIVE CONTEXT
Key Points
E-mails and instant messages from computers continue to decline
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
Figure 18: Top ten online gaming websites, March 2011-2012
Impact of social networks on SMS messages so far unseen
Figure 19: Use of messaging services on a mobile phone, October 2010-January 2012
WHO’S INNOVATING?
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
Key Points
Introduction to the branches of social media
Figure 20: Branches of social media, 2012
Commerce
Communication
Entertainment
Information
Multimedia
COMPANIES AND PRODUCTS
Blogger
Visitor numbers
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
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
Facebook
Visitor numbers
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
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
LinkedIn
Visitor numbers
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
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
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
Twitter
Visitor numbers
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
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
Brand map
Figure 39: Attitudes towards and usage of brands in the social media sector, February 2012
Correspondence analysis
Brand attitudes
Figure 40: Attitudes, by social media brand, February 2012
Brand Personality
Figure 41: Social media brand personality – macro image, February 2012
Figure 42: Social media brand personality – micro image, February 2012
Brand experience
Figure 43: Social media brand usage, February 2012
Figure 44: Satisfaction with various social media brands, February 2012
Figure 45: Consideration of social media brands, February 2012
Figure 46: Consumer perceptions of current social media brand performance, February 2012
Figure 47: Social media brand recommendation – Net Promoter Score, February 2012
Brand index
Figure 48: Social media brand index, February 2012
Figure 49: Social media brand index vs. recommendation, February 2012
Target group analysis
Figure 50: Target groups, February 2012
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
Key Points
Who are the social networkers?
By age
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
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
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
Key Points
Sharing and replying to content are top activities
Figure 55: Activities normally performed on social networks, February 2012
What do Facebook users usually do?
Figure 56: Activities normally performed on Facebook, February 2012
What do Twitter users usually do?
Figure 57: Activities normally performed on Twitter, February 2012
What do LinkedIn users usually do?
Figure 58: Activities normally performed on LinkedIn, February 2012
What do Google+ users usually do?
Figure 59: Activities normally performed on Google+, February 2012
CONNECTIONS ON SOCIAL NETWORKS
Key Points
Figure 60: Types of connections on social networks, February 2012
Facebook used for connecting with friends and families
Figure 61: Types of social connections on Facebook, February 2012
Twitter for celebrity gossip
Figure 62: Types of social connections on Twitter, February 2012
Connections on LinkedIn
Figure 63: Types of social connections on LinkedIn, February 2012
Connections on Google+
Figure 64: Types of social connections on Google+, February 2012
SOCIAL MEDIA USAGE
Key Points
Consumption outweighs contributions on social media services
Figure 65: Visits and contributions to social media websites, February 2012
Are women more social than men?
Figure 66: Visits and contributions to social media websites, by gender, February 2012
ATTITUDES TOWARDS AND BEHAVIOUR REGARDING SOCIAL MEDIA SERVICES
Key Points
Ad-tention deficit
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
Figure 68: Reasons for disliking commerce on social networks, February 2012
APPENDIX – INTERNAL MARKET ENVIRONMENT
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
Figure 71: Online activities performed in the past three months, February 2012
Figure 72: Online activities performed in the past three months, February 2012
APPENDIX – BRAND RESEARCH
Figure 73: Brand usage, February 2012
Figure 74: Brand commitment, February 2012
Figure 75: Brand momentum, February 2012
Figure 76: Brand diversity, February 2012
Figure 77: Brand satisfaction, February 2012
Figure 78: Brand recommendation, February 2012
Figure 79: Brand attitude, February 2012
Figure 80: Brand image – macro image, February 2012
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
Figure 84: Brand usage, by target group, February 2012
Figure 85: Brand index, February 2012
APPENDIX – SOCIAL NETWORK USAGE
Figure 86: Frequency of visits to social networks, February 2012
Figure 87: Social networks ever visited, by frequency of visits, March 2012
Figure 88: Frequency of visits to Facebook, February 2012
Figure 89: Frequency of visits to Twitter, February 2012
Figure 90: Frequency of visits to Google+, February 2012
Figure 91: Frequency of visits to LinkedIn, February 2012
Figure 92: Frequency of visits to MySpace, February 2012
Figure 93: Frequency of visits to other social networks, February 2012
APPENDIX – ACTIVITIES ON SOCIAL NETWORKS
Figure 94: Activities normally performed on social networks, February 2012
Any social network
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
Facebook
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
Figure 101: Least frequently performed activities on Facebook, by demographics, February 2012
Twitter
Figure 102: Activities normally performed on Twitter, February 2012
Figure 103: Most frequently performed activities on Twitter, by demographics, February 2012
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
LinkedIn
Figure 106: Activities normally performed on LinkedIn, February 2012
Google+
Figure 107: Activities normally performed on Google+, February 2012
APPENDIX – CONNECTIONS ON SOCIAL NETWORKS
Figure 108: Types of connections on social networks, February 2012
Any social network
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
Facebook
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
Twitter
Figure 114: Types of social connections on Twitter, February 2012
Figure 115: Most common types of social connections on Twitter, February 2012
Figure 116: Next most common types of social connections on Twitter, February 2012
LinkedIn
Figure 117: Types of social connections on LinkedIn, February 2012
Google+
Figure 118: Types of social connections on Google+
APPENDIX – SOCIAL MEDIA USAGE
Figure 119: Visits and contributions to social media websites, February 2012
Figure 120: Social media used to watch videos, February 2012
Figure 121: Social media used to refer Wikis, February 2012
Figure 122: Social media used to review websites, February 2012
Figure 123: Social media used for Forums, February 2012
Figure 124: Social media used for question-and-answer, February 2012
Figure 125: Social media used for digital art/photos, February 2012
Figure 126: Social media used for Podcasts, February 2012
Figure 127: Social media used for social bookmarks/discovery engine, February 2012
Figure 128: Social media used for social news, February 2012
APPENDIX – ATTITUDES TOWARDS AND BEHAVIOUR REGARDING SOCIAL MEDIA SERVICES
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
Figure 131: Next most popular attitudes towards and behaviours regarding social media services, February 2012
Figure 132: Reasons for disliking commerce on social networks, February 2012
Figure 133: Most popular reasons for disliking commerce on social networks, February 2012
Figure 134: Next most popular reasons for disliking commerce on social networks, February 2012