SocialLife2
Contacts
Lee Langford
llangford@harrisinteractive.com
020 8263 5263
07966 339 606
Mark Baldwin
mbaldwin@harris...
2
What is SocialLife?
 SocialLife tracks how online UK consumers are using social
media and their associated experiences, o...
#SocialLife 4© Harris Interactive
New usage and attitudes insights
 Site use frequency
 Most important site + why
 Site...
#SocialLife 5© Harris Interactive
#SocialLife 6© Harris Interactive
97%
91%
90%
77%
60%
46%
53%
44%
38%
4%
97%
91%
91%
77%
63%
60%
52%
50%
47%
40%
23%
16%
March
September
Aided awareness- am...
#SocialLife 8© Harris Interactive
.11-15 16-24 25-34 35-44 45-54 55-64 65+
Facebook
Twitter
Instagram
LinkedIn
Snapchat
#SocialLife2 9© Harris Interactive
2...
Site membership- among social media users aged 16+
#SocialLife2 10© Harris Interactive
Very little growth in site membersh...
#SocialLife2 11© Harris Interactive
of online UK consumers have at
least one social media account
Active use- among social media users aged 16+
#SocialLife2 12© Harris Interactive
However, there has been growth in active...
11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75
Facebook
Twitter
Instag...
.11-15 16-24 25-34 35-44 45-54 55-64 65+
Facebook
Twitter
Instagram
LinkedIn
Snapchat
#SocialLife2 14© Harris Interactive
...
61%
21%
17%
8%
5%
5%
3%
3%
2%
2%
1%
1%
Daily use- among social media users aged 11+
#SocialLife2 15© Harris Interactive
Fa...
11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75
Facebook
Twitter
Instag...
3.9 4.6 4.1 3.4 3.0 2.6
#SocialLife 17© Harris Interactive
Total sample Male Female
11-15s 16-24s 25-34s 35-44s 45-54s 55-...
3.9 4.6 4.1 3.4 3.0 2.6
#SocialLife 18© Harris Interactive
Total sample Male Female
11-15s 16-24s 25-34s 35-44s 45-54s 55-...
3.9 4.6 4.1 3.4 3.0 2.6
#SocialLife 19© Harris Interactive
Total sample Male Female
11-15s 16-24s 25-34s 35-44s 45-54s 55-...
61%
21%
17%
8%
5%
5%
3%
1%
63%
36%
26%
12%
19%
13%
9%
3%
Total sample
11-15s
Daily useof selected sites - all social media...
#SocialLife2 21© Harris Interactive #SocialLife2 21© Harris Interactive
#SocialLife2 22© Harris Interactive #SocialLife2 22© Harris Interactive
22
16
11
13
25
10
13
11
5
7
9
12
7
9
11
6
11
9
9
4
12
4
© Harris Interactive
Facebook accounts for almost half of all orig...
61 57 43 33 25 20
#SocialLife 24© Harris Interactive
Total sample Male
Female
11-15s 16-24s
25-34s
35-44s
45-54s 55-64s
38...
#SocialLife© Harris Interactive 25
#SocialLife© Harris Interactive 26
#SocialLife© Harris Interactive 27
It gives me greater connectivity
with family and friends. This is
particularly importan...
82%
78%
70%
76%
58%
63%
54%
61%
45%
31%
50%
51%
41%
32%
38%
36%
38%
31%
39%
21%
#SocialLife© Harris Interactive
Younger us...
#SocialLife 29© Harris Interactive
#SocialLife 30© Harris Interactive
Overall, portable laptops are the most popular devices for social
media engagement with...
#SocialLife 31© Harris Interactive
21.01 - 24.0018.01 - 21.0015.01 - 18.0012.01 - 15.0009.01 - 12.0006.01 - 09.0003.01 - 06.0000.01 to 03.00
Reading a newspa...
#SocialLife 33© Harris Interactive
18%
Barely
Social
13%
Social
Shoppers
22%
Social
Observers
17%
Social
Me
22%
Social
Act...
Social Me
17% of social
media users
28%of social
media activity
18% 13% 22% 17% 22% 9%
Barely
Social
Social
Shoppers
Socia...
• 25% use for work
• 46% interact with brands
• 49% follow celebrities
• 11% have been harassed/bullied
40% 60%
96%
54%
53...
#SocialLife© Harris Interactive 36
I love being able to follow
celebs. They are honest on
Twitter and it gives you an
insi...
Social
Pros
9% of social media users
22% of social media activity
18% 13% 22% 17% 22% 9%
Barely
Social
Social
Shoppers
Soc...
Social
Pros
62% 38%
Youngest segment: 29 years
Highest % in work
88%
73%
58%
• Post recommendations on brand pages
• Post ...
#SocialLife© Harris Interactive 39
I met my husband through
Twitter and it’s how I keep
up with what’s happening
in the wo...
What type of social media user are you?
Take our test, to find out:
http://clientzone.harrisinteractive.com/SocialLife/
18...
75%
15%
6%
4%
#SocialLife© Harris Interactive
Most important
41
Most important site– among users of each site
2nd
3rd
4th ...
75%
15%
6%
4%
#SocialLife© Harris Interactive
Most important
42
Most important site– among users of each site
26%
38%
23%
...
64%
13%
6%
3%
3%
3%
2%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
0%
0%
0%
0%
#SocialLife 43© Harris Interactive
Facebook is the mos...
#SocialLife 44© Harris Interactive
33%
28%
24%
22%
20%
14%
13%
10%
7%
6%
4%
1%
-1%
-4%
-4%
-6%
-23%
-27%
-28%
-46%
-48%
-51%
#SocialLife 45© Harris Interacti...
54%
31%
15%
22%
14%
21%
19%
11%
#SocialLife© Harris Interactive
Positive perceptions outweigh negative for all of these si...
#SocialLife 47© Harris Interactive
71%
#SocialLife 48© Harris Interactive
Couldn’t do
job properly
without them
29% of social media users ever use social med...
49%
32%
26%
17%
11%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
0%
0%
#SocialLife 49© Harris Interactive
Sites used for w...
2 1 3
#SocialLife 50© Harris Interactive
#SocialLife© Harris Interactive
Stephen Fry and David Beckham are the most followed UK celebs
with international pop stars...
#SocialLife 52© Harris Interactive
#SocialLife 53© Harris Interactive
Follow famous people on social media – all social media users
11-34 year olds are more ...
#SocialLife 54© Harris Interactive
54%
#SocialLife 55© Harris Interactive
Is it obvious when celebs are advertising/promoting?
– among those who follow famou...
56© Harris Interactive
54%
#SocialLife 57© Harris Interactive
I get
annoyed
by this
Over half of celeb followers haven’t really noticed them sell...
74%
#SocialLife 58© Harris Interactive
Yes, all
the time
A quarter (26%) of those who follow celebrities have ever bought
...
#SocialLife 59© Harris Interactive
Yes
Ever stopped following celebs who advertise/promote
– among those who follow famous...
#SocialLife 60© Harris Interactive
#SocialLife 61© Harris Interactive
Yes
The vast majority of social media users have never suffered what
they perceive to b...
74%
12%
9%
4%
3%
3%
3%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
#SocialLife© Harris Interactive
Facebook is the site w...
#SocialLife 63© Harris Interactive
12%
Reported
them to
the site
Actions taken as a result of social media harassment or a...
#SocialLife 64© Harris Interactive
Yes
Whether would have reported harassment if had known
how to or if it were easier – a...
#SocialLife 65© Harris Interactive
#SocialLife 66© Harris Interactive
The vast majority of social media users do not use social media
platforms to complain a...
#SocialLife 67© Harris Interactive
#SocialLife 68© Harris Interactive
30% of Twitter users ever ‘live tweet’ about TV programmes they
are watching.
Ever ‘liv...
#SocialLife© Harris Interactive
Not surprisingly, it is live TV shows that drive ‘live tweeting’ with
talent and reality s...
#SocialLife© Harris Interactive 70
#SocialLife© Harris Interactive 71
#SocialLife© Harris Interactive 72
#SocialLife 73© Harris Interactive
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UK Social Media Usage Trends - September 2013

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SocialLife is Harris Interactive’s regular survey of UK social media use. We track interaction with 20+ social media sites ranging from the more established Facebook and Twitter to relative newcomers like Vine and Snapchat among a large, representative sample of online UK consumers. Additionally, we investigate topical social media issues and measure how effectively some of the nation’s best loved brands are leveraging social media to engage with consumers.

- Which sites we are familiar with, have accounts with and use actively/value most
- How often we use each site, when we use them most and why
- Which devices we use to connect to each site
- How much content we post
- Which sites are ‘on the up’ and which are on a downward curve
- How we feel about celebrities using social media to promote products and services
- How social media stacks up against traditional news sources
- Who suffers from social media ‘bullying’ and where this happens
- How we use social media to complain to service provider

The results disclosed in these reports may not be used for advertising, marketing, or promotional purposes without the prior written consent of Harris Interactive. Products, logos and brand names are trademarks or registered trademarks of their respective owners.

Published in: Social Media
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UK Social Media Usage Trends - September 2013

  1. 1. SocialLife2 Contacts Lee Langford llangford@harrisinteractive.com 020 8263 5263 07966 339 606 Mark Baldwin mbaldwin@harrisinteractive.com 020 8263 5303 07989 385 941 Webcast: 19th November 2013 What type of social media user are you? Take our test, to find out: http://clientzone.harrisinteractive.com/SocialLife/ follow us @Harrisint_uk
  2. 2. 2
  3. 3. What is SocialLife?  SocialLife tracks how online UK consumers are using social media and their associated experiences, opinions etc.  Wave 2 surveyed 5,500 online UK social media users aged 11-95. Data weighted by age, sex and region to ensure national representation of the UK online population.  11-15s new for wave 2 (x 500)  Fieldwork 19th September – 8th October  Similar surveys taking place in France and Germany  Wave 1 conducted in March  Wave 3 scheduled for December #SocialLife 3© Harris Interactive
  4. 4. #SocialLife 4© Harris Interactive New usage and attitudes insights  Site use frequency  Most important site + why  Sites using more, less + why  Sites stopped using + why  Sites that have momentum + buzz  Sites used for work purposes New topics  Celebrity selling  Social media bullying  Bashtagging  Live TV tweeting
  5. 5. #SocialLife 5© Harris Interactive
  6. 6. #SocialLife 6© Harris Interactive
  7. 7. 97% 91% 90% 77% 60% 46% 53% 44% 38% 4% 97% 91% 91% 77% 63% 60% 52% 50% 47% 40% 23% 16% March September Aided awareness- among social media users aged 16+ #SocialLife2 7© Harris Interactive Instagram, Pinterest & Tumblr name recognition up in last 6 months. Vine up x 4 but along with Snapchat still only familiar to a minority.
  8. 8. #SocialLife 8© Harris Interactive
  9. 9. .11-15 16-24 25-34 35-44 45-54 55-64 65+ Facebook Twitter Instagram LinkedIn Snapchat #SocialLife2 9© Harris Interactive 20% 40% 60% 80% 100% Facebook & Twitter familiar to most age groups whereas Instagram and Snapchat tail off beyond 35-44s. Aided awareness– by age bands
  10. 10. Site membership- among social media users aged 16+ #SocialLife2 10© Harris Interactive Very little growth in site membership with the ‘big 4’ sites all static. Instagram shows strongest growth, up 3%. 86% 49% 41% 29% 18% 14% 7% 7% 6% 1% 86% 49% 41% 29% 19% 14% 10% 8% 5% 5% 3% 2% March September
  11. 11. #SocialLife2 11© Harris Interactive of online UK consumers have at least one social media account
  12. 12. Active use- among social media users aged 16+ #SocialLife2 12© Harris Interactive However, there has been growth in active use of most sites including all of the ‘big 4’ sites. Last 30 days 78% 37% 26% 13% 9% 9% 4% 4% 3% 0% 80% 41% 29% 18% 12% 9% 6% 5% 3% 3% 1% 1% March September
  13. 13. 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 Facebook Twitter Instagram LinkedIn Snapchat #SocialLife2 13© Harris Interactive 20% 40% 60% 80% 100% Facebook is consistent, Twitter declines with age, Instagram & Snapchat largely 11-24 year olds, LinkedIn 35-45 year olds. Active use– by age in detail Last 30 days
  14. 14. .11-15 16-24 25-34 35-44 45-54 55-64 65+ Facebook Twitter Instagram LinkedIn Snapchat #SocialLife2 14© Harris Interactive 20% 40% 60% 80% 100% Facebook is consistent, Twitter declines with age, Instagram & Snapchat largely 11-24 year olds, LinkedIn 35-45 year olds. Active use– by age bands Last 30 days
  15. 15. 61% 21% 17% 8% 5% 5% 3% 3% 2% 2% 1% 1% Daily use- among social media users aged 11+ #SocialLife2 15© Harris Interactive Facebook stands out even more for daily usage, almost 3 times higher than any other site. New measure
  16. 16. 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 Facebook Twitter Instagram LinkedIn Snapchat #SocialLife2 16© Harris Interactive 20% 40% 60% 80% 100% Daily use of most sites, including Facebook, declines rapidly by age. LinkedIn the exception again. Daily use– by age in detail New measure
  17. 17. 3.9 4.6 4.1 3.4 3.0 2.6 #SocialLife 17© Harris Interactive Total sample Male Female 11-15s 16-24s 25-34s 35-44s 45-54s 55-64s 3.5 3.7 3.3 2.2 Males and 16-24 year olds are signed up to most sites. Average number of accounts held – among social media users 65+
  18. 18. 3.9 4.6 4.1 3.4 3.0 2.6 #SocialLife 18© Harris Interactive Total sample Male Female 11-15s 16-24s 25-34s 35-44s 45-54s 55-64s 3.5 3.7 3.3 2.2 Males are active on more sites and active use tends to fall away as people reach their mid-30s. Average number of active accounts– among social media users 65+ Last 30 days 3.1 3.2 2.9 2.2 1.9 1.6 2.4 2.6 2.2 1.4
  19. 19. 3.9 4.6 4.1 3.4 3.0 2.6 #SocialLife 19© Harris Interactive Total sample Male Female 11-15s 16-24s 25-34s 35-44s 45-54s 55-64s 3.5 3.7 3.3 2.2 11-24 year olds stand out from older people in their daily use of social media sites. Daily use of sites– among social media users 65+ 3.1 3.2 2.9 2.2 1.9 1.6 2.4 2.6 2.2 1.42.4 2.3 1.7 1.2 0.9 0.8 1.4 1.5 1.3 0 . 6
  20. 20. 61% 21% 17% 8% 5% 5% 3% 1% 63% 36% 26% 12% 19% 13% 9% 3% Total sample 11-15s Daily useof selected sites - all social media users versus 11-15 year olds #SocialLife2 20© Harris Interactive 11-15 year olds over-index most in their daily use of YouTube, Xbox Live, Twitter, Instagram and Snapchat.
  21. 21. #SocialLife2 21© Harris Interactive #SocialLife2 21© Harris Interactive
  22. 22. #SocialLife2 22© Harris Interactive #SocialLife2 22© Harris Interactive
  23. 23. 22 16 11 13 25 10 13 11 5 7 9 12 7 9 11 6 11 9 9 4 12 4 © Harris Interactive Facebook accounts for almost half of all original content ‘posted’ on social media. Add YouTube and Twitter and 75% is accounted for. ‘Posts’ in last 30 days C o n t e n t 48.5% 13.2% 13.0% 6.3% 2.8% 2.7% 2.6% 1.9% 1.5% 1.3% 1.2% 1.2% 0.5% 0.5% 0.5% 0.4% 0.4% 0.4% 0.3% 0.3% 0.3% 0.1% 23 Original (volume per user) Original (total share)
  24. 24. 61 57 43 33 25 20 #SocialLife 24© Harris Interactive Total sample Male Female 11-15s 16-24s 25-34s 35-44s 45-54s 55-64s 38 42 34 20 Males and younger consumers are much more likely to post original social media content. Average monthly social media posts / all sites – Original Content 65+
  25. 25. #SocialLife© Harris Interactive 25
  26. 26. #SocialLife© Harris Interactive 26
  27. 27. #SocialLife© Harris Interactive 27 It gives me greater connectivity with family and friends. This is particularly important since my children live and work overseas these days.
  28. 28. 82% 78% 70% 76% 58% 63% 54% 61% 45% 31% 50% 51% 41% 32% 38% 36% 38% 31% 39% 21% #SocialLife© Harris Interactive Younger users tend to use social media for a much wider range of purposes. Activities done ‘a lot’ on social media– by age groups 28 Keep in touch View others’ photos Play free games Watch music videos Comment on interests Post own photos Comment personal life Movie trailers Follow brands Take up deals Comment film/TV Follow celebrities Comment on brands Buy products/services Seek recommends Post own blogs Follow sports stars Post to brand pages Post own videos Sell things 11-15s 16-24s 25-34s 35-44s 45-54s 65+s55-64s 63% 60% 25% 16% 20% 27% 17% 14% 10% 20% 12% 6% 14% 13% 16% 7% 4% 9% 4% 5% 76% 72% 58% 64% 53% 60% 46% 58% 49% 48% 46% 42% 41% 38% 40% 34% 34% 32% 32% 26% 77% 76% 53% 55% 60% 65% 56% 49% 46% 41% 46% 33% 41% 32% 42% 28% 30% 30% 32% 29% 75% 70% 47% 47% 54% 53% 45% 34% 31% 33% 34% 23% 30% 23% 28% 21% 19% 21% 20% 21% 72% 65% 39% 41% 42% 40% 31% 24% 25% 23% 26% 15% 23% 13% 21% 15% 12% 14% 11% 8% 66% 57% 34% 27% 26% 30% 19% 15% 15% 21% 14% 11% 17% 18% 16% 10% 6% 8% 5% 9%
  29. 29. #SocialLife 29© Harris Interactive
  30. 30. #SocialLife 30© Harris Interactive Overall, portable laptops are the most popular devices for social media engagement with mobile phones just ahead of fixed PCs. Devices used to connect with social media – any site 58% 52% 50% 20% 11% 3% 3% Portable Laptop Mobile Phone Fixed Computer Tablet Games Console E-Reader Smart TV
  31. 31. #SocialLife 31© Harris Interactive
  32. 32. 21.01 - 24.0018.01 - 21.0015.01 - 18.0012.01 - 15.0009.01 - 12.0006.01 - 09.0003.01 - 06.0000.01 to 03.00 Reading a newspaper Reading a book Playing video games Listening to the radio Using social media Watching television Using the internet Approximately 20% of our total time spent on these activities is spent on social media during a 24 hour period. Time of day spent ...– among social media users #SocialLife 32© Harris Interactive
  33. 33. #SocialLife 33© Harris Interactive 18% Barely Social 13% Social Shoppers 22% Social Observers 17% Social Me 22% Social Actives 9% Social Pros
  34. 34. Social Me 17% of social media users 28%of social media activity 18% 13% 22% 17% 22% 9% Barely Social Social Shoppers Social Observers Social Me Social Actives Social Pros Social Mes view social media as a way of letting the world know what they are up to and what they think about things. If they complain, respond quickly to avoid escalating negativity. Although they tend to favour Facebook, Twitter is an excellent platform for reaching this group as is Instagram. Proactively engage with them through a light and engaging voice and leverage celebrity endorsements to impress them. 34
  35. 35. • 25% use for work • 46% interact with brands • 49% follow celebrities • 11% have been harassed/bullied 40% 60% 96% 54% 53% • Comment on interests and passions • Post own photos • Comment on personal life 95% 44% 40% 88% 19% 24% 60% 70% 44% 24% 10% Have 4 site accounts Actively use 2.7 sites 96% use any site daily Devices used for social media • 56 original ‘posts’ per month • 62 secondary ‘reposts’ per month • Use for 1 hour 25 mins per day • Using more popular sites a little more than 12 months ago • Attach higher importance to Facebook (79%) than any other segment Social media activities Social media use Social media miscellany Portable laptop Smartphone Fixed PC Tablet Games console Younger than average: 36 years Social Me 17% of social media users 28%of social media activity 35
  36. 36. #SocialLife© Harris Interactive 36 I love being able to follow celebs. They are honest on Twitter and it gives you an insight into their lives.
  37. 37. Social Pros 9% of social media users 22% of social media activity 18% 13% 22% 17% 22% 9% Barely Social Social Shoppers Social Observers Social Me Social Actives Social Pros Social Pros is the smallest segment and is highly differentiated from the rest – these are younger, more affluent, extreme social media users - the audience you are most likely to reach through tumblr and vine for example. Help these guys to grow their social networks by offering early access to new content, maybe even get them to co-create content. Your communications must really stand out to engage them. 37
  38. 38. Social Pros 62% 38% Youngest segment: 29 years Highest % in work 88% 73% 58% • Post recommendations on brand pages • Post own videos and blogs • Buy and sell products and services • 63% use for work • 79% interact with brands • 53% follow celebrities • 16% have been harassed/bullied 86% 69% 51% 81% 57% 37% 65% 59% 61% 26% 23% Have 5.6 site accounts Actively use 4.3 sites 96% use any site daily Devices used for social media • 82 original ‘posts’ per month • 84 secondary ‘reposts’ per month • Use for 2 hours 39 mins per day • Using more popular and emerging sites much more than 12 months ago • Attach higher importance to Facebook (65%) than to YouTube (14%) or Twitter (7%) Social media activities Social media use Social media miscellany Portable laptop Smartphone Fixed PC Tablet Games console 9% of social media users 22% of social media activity
  39. 39. #SocialLife© Harris Interactive 39 I met my husband through Twitter and it’s how I keep up with what’s happening in the world. Cuz yolo.
  40. 40. What type of social media user are you? Take our test, to find out: http://clientzone.harrisinteractive.com/SocialLife/ 18% Barely Social 13% Social Shoppers 22% Social Observers 17% Social Me 22% Social Actives 9% Social Pros #SocialLife© Harris Interactive 40
  41. 41. 75% 15% 6% 4% #SocialLife© Harris Interactive Most important 41 Most important site– among users of each site 2nd 3rd 4th or lower Facebook is the most important social media site for three-quarters of those who use the site.
  42. 42. 75% 15% 6% 4% #SocialLife© Harris Interactive Most important 42 Most important site– among users of each site 26% 38% 23% 13% 16% 28% 17% 39% 10% 18% 22% 50% 15% 37% 23% 25% 7% 17% 23% 53% 2nd 3rd 4th or lower Facebook is the most important social media site for three-quarters of those who use the site.
  43. 43. 64% 13% 6% 3% 3% 3% 2% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% #SocialLife 43© Harris Interactive Facebook is the most important social media site for almost two-thirds of all social media users. Most important site– among all social media users
  44. 44. #SocialLife 44© Harris Interactive
  45. 45. 33% 28% 24% 22% 20% 14% 13% 10% 7% 6% 4% 1% -1% -4% -4% -6% -23% -27% -28% -46% -48% -51% #SocialLife 45© Harris Interactive Frequency of using sites– net change compared with 12 months ago Facebook and YouTube are among the sites that see reported usage grow significantly in the last 12 months.
  46. 46. 54% 31% 15% 22% 14% 21% 19% 11% #SocialLife© Harris Interactive Positive perceptions outweigh negative for all of these sites with YouTube and Instagram particularly strong. Descriptions that apply to sites– all social media users For people like me For younger people On the way up Hearing lots of positive things Hearing lots of negative things On the way down 46 For older people None apply 44% 26% 11% 25% 4% 22% 4% 20% 29% 32% 13% 24% 9% 21% 14% 16% 22% 13% 15% 21% 12% 16% 9% 28% 22% 10% 33% 16% 13% 13% 7% 23% 19% 33% 8% 25% 7% 19% 8% 23% 19% 19% 15% 22% 11% 18% 8% 26% 14% 44% 5% 24% 8% 18% 10% 23% 13% 25% 9% 22% 10% 17% 7% 30%
  47. 47. #SocialLife 47© Harris Interactive
  48. 48. 71% #SocialLife 48© Harris Interactive Couldn’t do job properly without them 29% of social media users ever use social media for work purposes but very few completely rely on them. Use of social media for work purposes– among employed Use them regularly but not every day Use them now and again but not essential Never use them for work purposes 6% 11% 13%
  49. 49. 49% 32% 26% 17% 11% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0% #SocialLife 49© Harris Interactive Sites used for work purposes– among employed who use social media this way Facebook is used more than LinkedIn overall for work purposes – due to its higher overall usage incidence.
  50. 50. 2 1 3 #SocialLife 50© Harris Interactive
  51. 51. #SocialLife© Harris Interactive Stephen Fry and David Beckham are the most followed UK celebs with international pop stars making up the rest of the top 10. 51 Celebrities we follow on social media – among those who follow celebs Open response in wave 1 of SocialLife in March 2013
  52. 52. #SocialLife 52© Harris Interactive
  53. 53. #SocialLife 53© Harris Interactive Follow famous people on social media – all social media users 11-34 year olds are more likely to follow famous people on social media but only a minority do so. 33% 30% 36% 42% 44% 42% 35% 26% 14% 9% Total sample Male Female 11-15 years 16-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65+ years 54% among female 16-24 year olds
  54. 54. #SocialLife 54© Harris Interactive
  55. 55. 54% #SocialLife 55© Harris Interactive Is it obvious when celebs are advertising/promoting? – among those who follow famous people 36% 10% Only 36% say it is always clear when a celeb is promoting something, although the vast majority can usually tell. Yes, always obvious Usually obvious but not always No, never obvious
  56. 56. 56© Harris Interactive
  57. 57. 54% #SocialLife 57© Harris Interactive I get annoyed by this Over half of celeb followers haven’t really noticed them selling. Those who have noticed are just as likely to think this +tive as -tive. Attitude to famous people advertising on social media – among those who follow famous people I haven’t really noticed this I think this is a good thing 21% 25%
  58. 58. 74% #SocialLife 58© Harris Interactive Yes, all the time A quarter (26%) of those who follow celebrities have ever bought something they have seen them promote but few do so regularly. Yes, on a regular basis Yes, once or twice Never done this 4% 17% Whether bought what celebs promote on social media – among those who follow famous people 6%
  59. 59. #SocialLife 59© Harris Interactive Yes Ever stopped following celebs who advertise/promote – among those who follow famous people 86%14% No Vast majority have not stopped following celebs who do this.
  60. 60. #SocialLife 60© Harris Interactive
  61. 61. #SocialLife 61© Harris Interactive Yes The vast majority of social media users have never suffered what they perceive to be harassment or bullying. Ever suffered harassment or abuse on a social media site – among all social media users 92%8% No
  62. 62. 74% 12% 9% 4% 3% 3% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% #SocialLife© Harris Interactive Facebook is the site where those who have suffered harassment or abuse are most likely to have done so – reflecting its high usage. 62 Sites where harassment or abuse suffered – among those who have suffered 69% 16% 13% 2% 1% 2% 1% 5% 2% 1% 1% 3% 3% 2% 0% 0% 1% 1% 1% 1% 0% 0% 77% 9% 6% 6% 5% 3% 4% 0% 2% 3% 1% 0% 0% 0% 1% 1% 1% 0% 0% 0% 0% 0% 66% 12% 15% 21% 5% 4% 0% 4% 6% 9% 0% 0% 0% 3% 7% 2% 3% 0% 2% 0% 0% 0% 77% 8% 11% 8% 10% 0% 4% 7% 1% 1% 0% 4% 5% 0% 0% 0% 1% 0% 0% 0% 0% 0% 75% 17% 8% 1% 1% 2% 4% 1% 4% 0% 2% 1% 0% 2% 1% 1% 1% 2% 1% 1% 0% 0% 77% 15% 5% 0% 0% 10% 1% 0% 2% 6% 4% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 74% 10% 12% 1% 0% 0 3% 0% 0% 0% 0% 0% 0% 0% 0% 3% 0% 0% 0% 0% 0% 0% Total Male Female 11-15s 16-24s 35-44s25-34s 45-54s
  63. 63. #SocialLife 63© Harris Interactive 12% Reported them to the site Actions taken as a result of social media harassment or abuse – among those who have suffered 65% 35% Blocked them Harassed or abused them back Nothing 15% Blocking is the most common response but a third have reported this type of thing to the site in question.
  64. 64. #SocialLife 64© Harris Interactive Yes Whether would have reported harassment if had known how to or if it were easier – among those who have suffered and not reported to site 50%50% No 57% among women 77% among 11-15s There does appear to be a call for simpler reporting mechanisms.
  65. 65. #SocialLife 65© Harris Interactive
  66. 66. #SocialLife 66© Harris Interactive The vast majority of social media users do not use social media platforms to complain about poor service. Ever complain about service providers on social media – among all social media users 75% Now and again Whenever I have a problem Never do this 8% 17%
  67. 67. #SocialLife 67© Harris Interactive
  68. 68. #SocialLife 68© Harris Interactive 30% of Twitter users ever ‘live tweet’ about TV programmes they are watching. Ever ‘live tweet’ about TV programmes – among Twitter users 70% Regularly when I watch TV Every time I watch TV Now and again when I watch TV Never do this 21% 4% 6%
  69. 69. #SocialLife© Harris Interactive Not surprisingly, it is live TV shows that drive ‘live tweeting’ with talent and reality shows featuring heavily. 69 TV programmes ‘live tweeted’ about – among all Twitter users
  70. 70. #SocialLife© Harris Interactive 70
  71. 71. #SocialLife© Harris Interactive 71
  72. 72. #SocialLife© Harris Interactive 72
  73. 73. #SocialLife 73© Harris Interactive

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