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Social and Media Networks - UK - May 2014

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 2014, by Mintel social or media classification, May 2014
Abbreviations
EXECUTIVE SUMMARY
The market
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
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
Figure 4: Social and media networks used by consumers, February 2014
Frequency of usage of social and media networks
Figure 5: Frequency of usage of social and media networks, February 2014
Activities carried out on social and media networks
Figure 6: Consumer uses for social and media networks, February 2014
Interactions with brands and products on networks
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
Figure 9: Consumer attitudes to using social and media networks out of the home, February 2014
Advert preferences
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
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
Trend: FSTR HYPR
Trend: Locavore
Mintel futures: East Meets West
MARKET DRIVERS
Key points
Big services focus on messaging features
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
Figure 14: Text messages and internet-connected messages sent in the UK, 2007-13
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?
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
Key points
Facebook’s loss of share stabilises
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
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
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
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
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
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
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
Figure 23: Repertoire of number of social and media networking services used, China, February 2014
Media networks have bigger mobile access increase
Figure 24: Total visitors to selected social and media networks through a smartphone browser, November 2012-February 2014
Figure 25: Total visitors to selected social and media networks through a smartphone app, November 2012-February 2014
COMPANIES AND PRODUCTS
Facebook Inc.
Figure 26: Facebook global monthly active users, daily active users and mobile users, 2010-13
Figure 27: UK Facebook users, August 2013
Figure 28: Key financial data for Facebook worldwide, 2011-13
Google+
Figure 29: Google+ monthly active users, July 2012 – October 2013
Figure 30: Key financial data for Google Inc, 2011-13
LinkedIn Corp
Figure 31: Number of members for LinkedIn Corp, 2011-13
Figure 32: Key financial data for LinkedIn Corp, 2011-13
Pinterest
Tumblr
Twitter
Figure 33: Monthly active users and timeline views for Twitter, 2012 and 2013
Figure 34: Key financials for Twitter Inc., 2013
THE CONSUMER – SOCIAL AND MEDIA NETWORKS USED
Key points
YouTube usage could be valuable for Google
Figure 35: Social and media networks used by Consumers, February 2014
Women favour image-heavy sites
Youth activity spikes for media sites
Figure 36: Usage of selected social and media networks, by age, February 2014
Usage of any network indicates usage of Facebook
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
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
Key points
Social networks provoke most frequent engagement
Figure 39: Frequency of usage of social and media networks, February 2014
Figure 40: Social and media network frequency of usage, February 2014
Social network usage less impacted by age
Figure 41: Frequency of social network usage, by age, February 2014
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
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
Key points
Media and social networks equally used for product discovery
Figure 44: Consumer uses for social and media networks, February 2014
16-24s not interested in local area
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
Key points
Over a quarter use social media to research purchases
Figure 46: Interaction with brands and products on social or media networks, February 2014
Men are more likely to contact brands
Figure 47: Networks on which consumers carried out activities, February 2014
Facebook for person to person interaction; Twitter for person to brand
Figure 48: Interaction with brands on Facebook, February 2014
Figure 49: Interaction with brands on Twitter, February 2014
Tablet ownership more likely to correlate with activity
Figure 50: Interactions with brands and products on social networks, by tablet and smartphone ownership, February 2014
Figure 51: Interactions with brands and products on social networks, by age, February 2014
Figure 52: Interactions with brands and products on social networks, by gross annual household income, February 2014
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
Key points
Loading speed could impact out of the home usage
Figure 54: Consumer attitudes to using social and media networks out of the home, February 2014
Figure 55: Network type consumers would prefer to be ad-free, if possible, February 2014
No age bias for responding on PC
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
Key points
“Relevant” is not the same as “targeted”
Figure 57: How consumers would prefer adverts on social networks to be improved, February 2014
Results driven consumers do not need to be entertained
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
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
Figure 60: Social and media networks used by consumers, February 2014
Figure 61: Social and media networks used by consumers, by most popular social and media networks used by consumers, February 2014
Figure 62: Social and media networks used by consumers, by next most popular social and media networks used by consumers, February 2014
Figure 63: Most popular social and media networks used by consumers, by demographics, February 2014
Figure 64: Next most popular social and media networks used by consumers, by demographics, February 2014
Figure 65: Other social and media networks used by consumers, by demographics, February 2014
APPENDIX – THE CONSUMER – FREQUENCY OF USAGE OF SOCIAL AND MEDIA NETWORKS
Figure 66: Frequency of social and media network visits by all users, February 2014
Figure 67: Other frequency of social and media network visits by all users, February 2014
Figure 68: Frequency of social and media network visits by network users, February 2014
Figure 69: Other frequency of social and media network visits by network users, February 2014
Figure 70: Repertoire of number of networks users regularly use, February 2014
Figure 71: Frequency of social and media network visits, by repertoire of number of networks users regularly use, February 2014
Figure 72: Frequency of social and media network visits, by repertoire of number of networks users regularly use, February 2014
Figure 73: Frequency of social and media network visits, by repertoire of number of networks users regularly use, February 2014
Figure 74: Frequency of social and media network visits, by repertoire of number of networks users regularly use, February 2014
Figure 75: Frequency of social and media network visits, by repertoire of number of networks users regularly use, February 2014
Figure 76: Most frequent visits to social networks, by demographics, February 2014
Figure 77: Next most frequent visits to social networks, by demographics, February 2014
Figure 78: Most frequent visits to media networks, by demographics, February 2014
Figure 79: Next most frequent visits to media networks, by demographics, February 2014
Figure 80: Most frequent visits to Facebook, by demographics, February 2014
Figure 81: Next most frequent visits to Facebook, by demographics, February 2014
Figure 82: Most frequent visits to Twitter, by demographics, February 2014
Figure 83: Next most frequent visits to Twitter, by demographics, February 2014
Figure 84: Most frequent visits to YouTube, by demographics, February 2014
Figure 85: Next most frequent visits to YouTube, by demographics, February 2014
Figure 86: Most frequent visits to Google+, by demographics, February 2014
Figure 87: Next most frequent visits to Google+, by demographics, February 2014
Figure 88: Most frequent visits to Instagram, by demographics, February 2014
Figure 89: Next most frequent visits to Instagram, by demographics, February 2014
Figure 90: Most frequent visits to LinkedIn, by demographics, February 2014
Figure 91: Next most frequent visits to LinkedIn, by demographics, February 2014
Figure 92: Most frequent visits to Tumblr, by demographics, February 2014
Figure 93: Next most frequent visits to Tumblr, by demographics, February 2014
Figure 94: Most frequent visits to Pinterest, by demographics, February 2014
Figure 95: Next most frequent visits to Pinterest, by demographics, February 2014
Figure 96: Most frequent visits to Blogspot/Wordpress, by demographics, February 2014
Figure 97: Next most frequent visits to Blogspot/Wordpress, by demographics, February 2014
Figure 98: Most frequent visits to MySpace, by demographics, February 2014
Figure 99: Next most frequent visits to MySpace, by demographics, February 2014
Figure 100: Most frequent visits to Path, by demographics, February 2014
Figure 101: Next most frequent visits to Path, by demographics, February 2014
Figure 102: Most frequent visits to social networks, by demographics, February 2014
Figure 103: Next most frequent visits to social networks, by demographics, February 2014
Figure 104: Most frequent visits to Facebook, by demographics, February 2014
Figure 105: Next most frequent visits to Facebook, by demographics, February 2014
Figure 106: Repertoire of number of networks users regularly use, by demographics, February 2014
APPENDIX – THE CONSUMER – ACTIVITIES CARRIED OUT ON SOCIAL AND MEDIA NETWORKS
Figure 107: Consumer uses for social and media networks, February 2014
Figure 108: Frequency of social and media network visits, by most popular consumer uses for social networks, February 2014
Figure 109: Frequency of social and media network visits, by next most popular consumer uses for social networks, February 2014
Figure 110: Frequency of social and media network visits, by most popular consumer uses for media networks, February 2014
Figure 111: Frequency of social and media network visits, by next most popular consumer uses for media networks, February 2014
Figure 112: Most popular consumer uses for social networks, by demographics, February 2014
Figure 113: Next most popular consumer uses for social networks, by demographics, February 2014
Figure 114: Most popular consumer uses for media networks, by demographics, February 2014
Figure 115: Next most popular consumer uses for media networks, by demographics, February 2014
APPENDIX – THE CONSUMER – INTERACTIONS WITH BRANDS AND PRODUCTS ON NETWORKS
Figure 116: Brand discovery and interactions on social and media networks, February 2014
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
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
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
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
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
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
Figure 123: Social and media networks consumers discover and interact with brands on, February 2014
APPENDIX – THE CONSUMER – USE OF NETWORKS OUTSIDE OF THE HOME
Figure 124: Consumer attitudes to using social and media networks outside of the home, February 2014
Figure 125: Frequency of social network visits, by most popular consumer attitudes to using social and media networks outside of the home, February 2014
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
Figure 127: Frequency of media network visits, by most popular consumer attitudes to using social and media networks outside of the home, February 2014
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
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
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
Figure 131: Most popular consumer attitudes to using social and media networks outside of the home, by demographics, February 2014
Figure 132: Next most popular consumer attitudes to using social and media networks outside of the home, by demographics, February 2014
APPENDIX – THE CONSUMER – ADVERT PREFERENCES
Figure 133: Consumer attitudes to adverts on social and media networks, February 2014
Figure 134: Consumer attitudes to adverts on social and media networks, by consumer attitudes to adverts on social and media networks, February 2014
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
Figure 136: Frequency of social network visits, by consumer attitudes to adverts on social and media networks, February 2014
Figure 137: Frequency of media network visits, by consumer attitudes to adverts on social and media networks, February 2014
Figure 138: Frequency of Facebook visits, by consumer attitudes to adverts on social and media networks, February 2014
Figure 139: Frequency of LinkedIn visits, by consumer attitudes to adverts on social and media networks, February 2014
Figure 140: Frequency of Twitter visits, by consumer attitudes to adverts on social and media networks, February 2014
Figure 141: Frequency of Google+ visits, by consumer attitudes to adverts on social and media networks, February 2014
Figure 142: Frequency of YouTube network visits, by consumer attitudes to adverts on social and media networks, February 2014
Figure 143: Consumer attitudes to adverts on social and media networks, by demographics, February 2014
Figure 144: Type of network consumers would like to see ad-free, if possible, February 2014
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
Figure 146: Frequency of social network visits, by type of network consumers would like to see ad-free, if possible, February 2014
Figure 147: Frequency of media network visits, by type of network consumers would like to see ad-free, if possible, February 2014
Figure 148: Type of network consumers would like to see ad-free, if possible, by demographics, February 2014

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