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Social Networking - UK - May 2013

INTRODUCTION
Definitions
Social networks
Media networks
Market data
Figure 1: The top 10 most popular social or media networks visited by PC users in February 2013, by Mintel social or media classification, May 2013
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 2: Total unique PC visitors to the top 10 social networking and media sites by unique monthly visitors, February 2011, February 2012 and February 2013
Media network use increasing
Figure 3: Proportion of unique PC visitors to the top 10 social and media networks in the UK, by social and media networks, February 201 1, February 2012 and February 2013
Market factors
Media content becoming more important to social networks
Social networks become messaging services
Companies, brands and innovation
Figure 4: Share of total unique PC visitors for the top ten social and media networks by unique monthly visitors, February 2011, February 2012 and February 2013
Figure 5: Share of total unique visitors using a mobile browser (not an app) of the top ten social and media networks, February 2011, February 2012 and February 2013
The consumer
Figure 6: Frequency of visits to social networks, March 2013
Figure 7: Frequency with which consumers use social networks outside of the home, March 2013
Figure 8: Attitudes towards brands on social networking sites, March 2013
Figure 9: Attitudes towards social networks, March 2013
Figure 10: Consumer attitudes towards using non-social services on social networks, March 2013
What we think
ISSUES IN THE MARKET
How much of an impact will greater mobile use have on social networks?
Are media networks taking over from social networks?
Are social networks going to be reduced to messaging services?
How can brands best manage their social presence?
TREND APPLICATION
Trend: Influentials
Trend: Prove It
Mintel Futures: Generation Next
MARKET DRIVERS
Key points
Overall network use increasing
Figure 11: Total unique PC visitors to the top 10 social networking and media sites, by unique monthly visitors, February 2011, February 2012 and February 2013
Media network popularity increasing
Figure 12: Proportion of unique PC visitors to the top 10 social and media networks in the UK accounted for by social and media networks, February 201 1, February 2012 and February 2013
Twitter pushing to become a media hub
Figure 13: A Vine video integrated into Twitter’s interface, April 2013
Growing internet access from mobile devices
Figure 14: Devices used to access the internet in the last three months, with percentage-point change from September 2012, January 2013
Figure 15: Top online activities performed on computers, smartphones and tablets, January 2013
Path looks to capitalise on mobile usage
Social messaging the next big thing?
Figure 16: Volume of SMS messages sent annually, 2003-11
Twitter and other social media becoming a potent source of social data
Is greater legislation on the cards?
WHO’S INNOVATING?
Key points
Charity game aims to prompt donations and raise awareness
Amex Pay by Tweet service launches in the US
O2 Timeline tells a Facebook future
Unface.it focuses on real world interactions
MARKET TRENDS
Key points
 PC BROWSER SHARE AND SEGMENTATION
Facebook share dropped below 50% in 2013
Figure 17: Share of total unique PC visitors for the top ten social and media networks by unique monthly visitors, February 2011, February 2012 and February 2013
Figure 18: Total unique visitors from a PC browser to the top 10 social and media networks, by unique monthly visitors, February 2011, February 2012 and February 2013.
Social networks get higher visitor rates, shorter engagement
Figure 19: Average visits from PC visitors per month for the top 10 social and media networks, by social and media networks, February 2011, February 2012 and February 2013
Figure 20: Top five social or media networking sites by average visits per PC visitor per month, February 2013
Figure 21: Average visits per PC visitor per month for the top 10 social and media networks, by social and media networks, without Facebook, February 2011, February 2012 and February 2013
Consumers spend equal time per visit on social and media sites
Figure 22: Average minutes per visit per PC user for the top 10 social and media networks, by social and media networks, February 2011, February 2012 and February 2013
Figure 23: Top five social or media networking sites, by average minutes per visit per PC user, February 2013
 MOBILE DEVICE BROWSER SHARE AND SEGMENTATION
Mobile visitor growth dominated by media sites
Figure 24: Share of total unique mobile visitors* of the top ten social and media networks by total unique monthly visitors, February 2011, February 2012 and February 2013
Figure 25: Total unique visitors to the top 10 social and media networks from a mobile browser (not an app), February 2011, February 2012 and February 2013
Figure 26: total monthly active Facebook users accessing the site from a mobile device worldwide, December 2010-December 2012
Media sites gathering more interest
LinkedIn only site to maintain average number of visits
Figure 27: Total average visits per day to Facebook, Twitter and LinkedIn from a browser on PC and a browser on a mobile devices, February 2011, February 2012 and February 2013
Smartphone owners only marginally more likely than tablet owners to access networks on their devices
Figure 28: Access of social networks or sharing services from different devices, by all consumers, July 2012-March 2013
Figure 29: Access of social networks or sharing services from different devices, by device owners, July 2012-March 2013
SOCIAL APP USE
Key points
Social app use doubles in two years
Figure 30: Proportion of mobile owners who accessed social networking applications on their mobile phones, by mobile owners and by smartphone owners, February 2011, February 2012 and February 2013
Flat mobile browser growth suggests app usage specifically high for Twitter
Figure 31: Total unique visitors to Facebook, Twitter and LinkedIn from a browser on PC and a browser on mobile devices, February 2011, February 2012 and February 2013
Figure 32: Total average minutes per visit to Facebook, Twitter and LinkedIn from a browser on PC and a browser on mobile devices, February 2011, February 2012 and February 2013
COMPANIES AND PRODUCTS
Facebook Inc.
Users
Figure 33: Facebook global monthly active users, daily active users and mobile users, 2010-12
Background
Product features
Recent updates
Financials
Figure 34: Key financial data for Facebook, 2009-12
Google+
Users
Figure 35: User base, Google+, July 2012-December 2012
Background and product features
Recent updates
Financials
Figure 36: Google Inc Revenues 2011-12
LinkedIn Corp.
Users
Figure 37: LinkedIn Monthly active users, 2010-12
Background
Product features
Recent updates
Financials
Figure 38: Key financials for LinkedIn, 2011-12
Twitter
Users
Figure 39: Twitter active monthly users, 2011-13
Background
Product features
Recent updates
Financials
Figure 40: Estimated advertising revenue for Twitter, 2010-12
SOCIAL NETWORKS USAGE AND FREQUENCY
Key points
Everyday usage the norm for over half of internet users
Figure 41: Frequency of visits to social networks, March 2013
Google+ matches Twitter’s reach for 25-34s
Figure 42: Usage of social networks at least a few times a week or more frequently, by age, March 2013
Access through a console indicates higher social network usage
Figure 43: Devices through which consumers access the internet, by usage of a social network every day or more frequently, March 2013
LinkedIn users more frequent users of other networks
Figure 44: Usage of social networks by users of other social networks, March 2013
HOW OFTEN SOCIAL NETWORKS ARE USED OUT OF THE HOME
Key points
Facebook’s lead disappears when it comes to outside the home access
Figure 45: Frequency with which consumers use social networks outside of the home, March 2013
Figure 46: Social network use, by any use and any use outside the home, March 2013
Demographic make-up of out-of-home network access closely follows all users
Figure 47: Male and female access to social networks out the house, March 2013
Figure 48: Access of social networks outside of the house, by age, March 2013
Out-of-home Twitter users most likely to regularly visit other social networks
Figure 49: Proportion of Facebook, Google+ and Twitter users who use those networks every day out of the home and who also use social networks every day, March 2013
ATTITUDES TOWARDS BRANDS AND SOCIAL NETWORKS
Key points
Anti-brand sentiment and behaviour persists across ages
Figure 50: Attitudes towards brands on social networking sites, March 2013
Figure 51: Proportion of social network users who agree with pro-brand, anti-brand or contingent statements, by age, March 2013
Women more likely to like Facebook brand pages
LinkedIn user attitudes towards brands on social networks
Figure 52: LinkedIn user attitudes towards brands and companies on social networking sites, March 2013
Twitter user attitudes towards brands on social networks
Figure 53: Twitter user attitudes towards brands and companies on social networking sites, March 2013
Google+ user attitudes towards brands on social networks
Figure 54: Google+ user attitudes towards brands and companies on social networking sites, March 2013
Facebook user attitudes towards brands on social networks
Figure 55: Facebook user attitudes towards brands and companies on social networking sites, March 2013
Ad relevance remains a key metric
ATTITUDES TOWARDS SOCIAL NETWORKS
Key points
Over half of consumers unwilling to pay for social networks
Figure 56: Attitudes towards social networks, March 2013
Secondary services most likely to appeal to 25-34s
Figure 57: Proportion of consumers who would never do serious activities on social networks, March 2013
Google+ users the least likely to avoid serious activities
Figure 58: Social network users who never perform serious tasks on social networks, by network, March 2013
Facebook users proportionally the least likely to share content
Figure 59: Social network users who will try and share something they find and enjoy online with their social networks or who sometimes create content specifically for social networks, by network, March 2013
CONSUMER DESIRES TO USE OTHER SERVICES ON SOCIAL NETWORKS
Key points
Most popular activity rejected by over half of consumers
Figure 60: Consumer attitudes towards using non-social services on social networks, March 2013
Full-time employees more likely to shop on social networks
Figure 61: Consumer willingness to shop for small or medium priced items, bigger purchases or downloadable films, music or books without needing someone else to try the service first, by employment status, March 2013
Figure 62: Consumer willingness to shop for small or medium priced items, bigger purchases or downloadable films music or books, without needing someone else to try the service first, by joint annual household income, March 2013
Facebook lead halves for service use
Figure 63: Use of social networks at least once a day by consumers who would be interested in banking, networking or paying utilities on social networks without needing to see how it worked for someone else first, March 2013
Google+ users most likely to welcome other services
Figure 64: User desire to carry out other tasks on social networks, by network, March 2013
Social network financial management service may gain popularity
APPENDIX - SOCIAL NETWORKS USAGE AND FREQUENCY
Figure 65: Social networks used by consumers, March 2013
Figure 66: Social networks used by consumers, by most popular social networks used by consumers, March 2013
Figure 67: Social networks used by consumers, by next most popular social networks used by consumers, March 2013
Figure 68: Social networks used by consumers, by demographics, March 2013
Figure 69: Facebook user demographics, March 2013
Figure 70: Google+ user demographics, March 2013
Figure 71: LinkedIn user demographics, March 2013
Figure 72: Most frequent Twitter user demographics, March 2013
Figure 73: Least frequent Twitter user demographics, March 2013
APPENDIX – NETWORK USE OUTSIDE THE HOME
Figure 74: Social and media networks that consumers visit outside the home, March 2013
Figure 75: Most popular social and media networks that consumers visit outside the home, by demographics, March 2013 (Counts Table – respondents out of 2000)
Figure 76: Next most popular social and media networks that consumers visit outside the home, by demographics, March 2013 (Counts Table)
Figure 77: Least popular social and media networks that consumers visit outside the home, by demographics, March 2013 (Counts Table)
Figure 78: Frequency of social network use outside the home, by demographics, March 2013
Figure 79: Facebook usage outside the home, by demographics, March 2013
Figure 80: Google+ usage outside the home, by demographics, March 2013
Figure 81: LinkedIn usage outside the home, by demographics, March 2013
Figure 82: Most frequent Twitter usage outside the home, by demographics, March 2013
Figure 83: Next most frequent Twitter usage outside the home, by demographics, March 2013
APPENDIX – ATTITUDES TOWARDS BRANDS AND SOCIAL NETWORKS
Figure 84: Attitudes towards brands and companies on social networking sites, March 2013
Figure 85: Attitudes towards brands and companies on social networking sites, by social networks usage frequency, March 2013
Figure 86: attitudes towards brands and companies on social networking sites, by Facebook usage frequency, March 2013
Figure 87: attitudes towards brands and companies on social networking sites, by Google+ usage frequency, March 2013
Figure 88: Attitudes towards brands and companies on social networking sites, by LinkedIn usage frequency, March 2013
Figure 89: Attitudes towards brands and companies on social networking sites, by most frequent Twitter usage, March 2013
Figure 90: Attitudes towards brands and companies on social networking sites, by least frequent Twitter usage, March 2013
Figure 91: Attitudes towards brands and companies on social networking sites, by most popular consumer attitudes towards brands and companies on social networking sites, March 2013
Figure 92: Attitudes towards brands and companies on social networking sites, by next most popular consumer attitudes towards brands and companies on social networking sites, March 2013
Figure 93: Attitudes towards brands and companies on social networking sites, by least popular consumer attitudes towards brands and companies on social networking sites, March 2013
Figure 94: Most popular attitudes towards brands and companies on social networking sites, by demographics, March 2013
Figure 95: Next most popular attitudes towards brands and companies on social networking sites, by demographics, March 2013
Figure 96: Other attitudes towards brands and companies on social networking sites, by demographics, March 2013
APPENDIX – ATTITUDES TOWARDS SOCIAL NETWORKS
Figure 97: Attitudes towards social networks, March 2013
Figure 98: Attitudes towards social networks, by frequency of social networks usage, March 2013
Figure 99: Attitudes towards social networks, by Facebook used usage frequency, March 2013
Figure 100: Attitudes towards social networks, by Google+ usage frequency, March 2013
Figure 101: Attitudes towards social networks, by LinkedIn usage frequency, March 2013
Figure 102: Attitudes towards social networks, by most frequent Twitter usage, March 2013
Figure 103: Attitudes towards social networks, by least frequent Twitter usage, March 2013
APPENDIX – USING OTHER SERVICES ON SOCIAL NETWORKS
Figure 104: Consumer attitudes towards using non-social services on social networks, March 2013
Figure 105: Social and media networks used by consumers, by consumer attitudes towards using social networks for banking/managing finances, March 2013
Figure 106: Social and media networks used by consumers, by consumer attitudes towards using social networks for banking/managing finances, March 2013
Figure 107: Social and media networks used by consumers, by consumer attitudes towards using social networks for paying utilities, March 2013
Figure 108: Social and media networks used by consumers, by consumer attitudes towards using non social networks for applying for jobs, March 2013
Figure 109: Social and media networks used by consumers, by consumer attitudes towards using social networks for shopping for small or medium priced items, March 2013
Figure 110: Social and media networks used by consumers, by consumer attitudes towards using social networks for buying downloadable films, music or books, March 2013
Figure 111: Social and media networks used by consumers, by consumer attitudes towards using social networks for shopping for bigger purchases, March 2013
Figure 112: Social and media networks used by consumers, by consumer attitudes towards using social networks for finding a new home to buy or rent, March 2013
Figure 113: Consumers attitudes towards using non-social services on social networks, by social networks usage frequency, March 2013
Figure 114: Consumer attitudes towards using non-social services on social networks, by facebook usage frequency, March 2013
Figure 115: Consumer attitudes towards using non-social services on social networks, by google+ usage frequency March 2013
Figure 116: Consumer attitudes towards using non-social services on social networks, by LinkedIn usage frequency, March 2013
Figure 117: Consumer attitudes towards using non-social services on social networks, by most frequent Twitter usage, March 2013
Figure 118: Consumer attitudes towards using non-social services on social networks, by least frequent Twitter usage, March 2013

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