UK Social Media Demographics 2016

1. we are Flint UK Social Media Demographics 2016 August 2016

2. Research. Design. Communications. Branding & Visual Identities Website Design & Development Communications Research Digital & Social Media

3. we are Flint We were on the hunt for breakdowns of social media users in the UK and couldn’t find any so we ran our own study. We figured others may find it useful (we’re into the whole open source thing) so here it is for you. If you can’t find the stat you’re looking for double check the Methodology & Approach slide (up next) to see whether we’ve got it and get in touch. If we don’t, check the Other Resources slide right at the end. Shout with any questions and I hope you find what you’re looking for. If you’d like to be added to our mailing list to receive more bits and bobs like this, drop me a note. Tom tom@weareflint.co.uk @tomhashemi Hello, 3

4. we are Flint We are Flint interviewed n=2,092 online UK adults aged 18+ between the 3rd and 4th August 2016 via online panel survey on their social media usage. Respondents were screened and weighted to be UK nationally representative of age, gender and region. The margin of error on the study is +/- 2.2%. The social media networks tested were Twitter, Instagram, Pinterest, Facebook, LinkedIn, Snapchat, WhatsApp, Periscope, YouTube and Google+. This presentation contains profiles of each network by gender, age, social grade, household income, and geography. We also ran the following demographic questions and can provide social media profiles on request for the following: region, recent foreign holiday, home ownership, car ownership, working status, disability, household food purchaser, ethnicity, religion, public sector worker, children, marital status, city. Methodology & Approach 4

5. Topline

6. we are Flint Of the 52.2 million adults in the UK, two- thirds use social media every day 6 52.2 million* 100% 45.9 million* 88% 43.6 million 84% 34.4 million 66% * Source: ONS Number of UK adults Number of UK adults online Number of UK adults who use social media Number of UK adults who use social media daily

7. we are Flint We’re addicted: among UK online adults, nearly all use social media. 7 52.2 million* 45.9 million* 100% 43.6 million 95% 34.4 million 75% * Source: ONS Number of UK adults Number of UK adults online Number of UK adults who use social media Number of UK adults who use social media daily

8. we are Flint YouTube & Facebook take gold in the three tiers of social media use Among online UK adults aged 18+, the % using each network 85% 78% 50% 48% 45% 30% 29% 29% 20% 6% YouTube Facebook Google+ WhatsApp Twitter LinkedIn Instagram Pinterest Snapchat Periscope 8

9. we are Flint In the battle of the corporates, Facebook and Google dominate Among online UK adults aged 18+, the % using each network 85% 78% 50% 48% 45% 30% 29% 29% 20% 6% YouTube Facebook Google+ WhatsApp Twitter LinkedIn Instagram Pinterest Snapchat Periscope 9 Corporate owners

10. we are Flint Facebook & WhatsApp (both FB owned) top the chart for number of daily users Among online UK adults aged 18+, the % using each network vs. daily use 85% 78% 50% 48% 45% 30% 29% 29% 20% 6% 27% 59% 15% 28% 17% 4% 13% 5% 9% 2% YouTube Facebook Google+ WhatsApp Twitter LinkedIn Instagram Pinterest Snapchat Periscope 10 Use Daily use 1 23

11. Social Profiles

12. we are Flint YouTube Among online UK adults aged 18+, the % who use YouTube 84% 86% 70% 83% 91% 96% 85% 86% C2DE ABC1 65+ 50 - 64 30 - 49 18 - 29 Female Male 12 83% 86% 84% 81% 81% 85% 89% 94% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography

13. we are Flint Facebook Among online UK adults aged 18+, the % who use Facebook 78% 79% 66% 71% 84% 92% 82% 75% C2DE ABC1 65+ 50 - 64 30 - 49 18 - 29 Female Male 13 77% 79% 78% 77% 72% 76% 80% 87% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography

14. we are Flint Google+ Among online UK adults aged 18+, the % who use Google+ 52% 48% 43% 44% 55% 54% 49% 50% C2DE ABC1 65+ 50 - 64 30 - 49 18 - 29 Female Male 14 47% 50% 48% 48% 44% 56% 48% 57% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography

15. we are Flint WhatsApp Among online UK adults aged 18+, the % who use WhatsApp 43% 52% 24% 35% 57% 76% 52% 43% C2DE ABC1 65+ 50 - 64 30 - 49 18 - 29 Female Male 15 37% 50% 40% 40% 42% 47% 52% 69% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography

16. we are Flint Twitter Among online UK adults aged 18+, the % who use Twitter 40% 49% 20% 33% 57% 64% 43% 46% C2DE ABC1 65+ 50 - 64 30 - 49 18 - 29 Female Male 16 40% 46% 37% 37% 37% 44% 53% 62% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography

17. we are Flint LinkedIn Among online UK adults aged 18+, the % who use LinkedIn 17% 40% 17% 21% 38% 40% 26% 33% C2DE ABC1 65+ 50 - 64 30 - 49 18 - 29 Female Male 17 26% 30% 16% 24% 18% 26% 39% 64% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography

18. we are Flint Instagram Among online UK adults aged 18+, the % who use Instagram 22% 36% 7% 12% 37% 64% 32% 27% C2DE ABC1 65+ 50 - 64 30 - 49 18 - 29 Female Male 18 21% 31% 24% 23% 23% 30% 33% 46% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography

19. we are Flint Pinterest Among online UK adults aged 18+, the % who use Pinterest 25% 33% 12% 20% 36% 50% 38% 20% C2DE ABC1 65+ 50 - 64 30 - 49 18 - 29 Female Male 19 24% 31% 29% 22% 24% 24% 33% 42% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography

20. we are Flint Snapchat Among online UK adults aged 18+, the % who use Snapchat 15% 25% 2% 5% 21% 61% 23% 18% C2DE ABC1 65+ 50 - 64 30 - 49 18 - 29 Female Male 20 15% 22% 15% 12% 13% 21% 22% 42% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography

21. we are Flint Periscope Among online UK adults aged 18+, the % who use Periscope 5% 8% 1% 2% 9% 13% 4% 8% C2DE ABC1 65+ 50 - 64 30 - 49 18 - 29 Female Male 21 2% 7% 5% 2% 4% 9% 8% 11% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography

22. Usage Breakouts

23. we are Flint 16% 11% 19% 11% 13% 16% 14% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never YouTube Among online UK adults aged 18+, frequency of use of YouTube 23 85% use Numbers may not add up due to rounding.

24. we are Flint 44% 15% 7% 4% 3% 4% 21% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Facebook Among online UK adults aged 18+, frequency of use of Facebook 24 78% use Numbers may not add up due to rounding.

25. we are Flint 8% 7% 9% 5% 8% 13% 50% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Google+ Among online UK adults aged 18+, frequency of use of Google+ 25 50% use Numbers may not add up due to rounding.

26. we are Flint 22% 6% 8% 4% 4% 5% 52% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never WhatsApp Among online UK adults aged 18+, frequency of use of WhatsApp 26 48% use Numbers may not add up due to rounding.

27. we are Flint 11% 6% 8% 6% 5% 9% 55% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Twitter Among online UK adults aged 18+, frequency of use of Twitter 27 45% use Numbers may not add up due to rounding.

28. we are Flint 2% 2% 4% 4% 7% 10% 70% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never LinkedIn Among online UK adults aged 18+, frequency of use of LinkedIn 28 30% use Numbers may not add up due to rounding.

29. we are Flint 8% 5% 4% 3% 3% 6% 70% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Instagram Among online UK adults aged 18+, frequency of use of Instagram 29 29% use Numbers may not add up due to rounding.

30. we are Flint 2% 3% 5% 4% 6% 10% 70% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Pinterest Among online UK adults aged 18+, frequency of use of Pinterest 30 29% use Numbers may not add up due to rounding.

31. we are Flint 6% 3% 3% 2% 2% 4% 79% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Snapchat Among online UK adults aged 18+, frequency of use of Snapchat 31 20% use Numbers may not add up due to rounding.

32. we are Flint 1% 1% 0% 1% 1% 2% 93% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Periscope Among online UK adults aged 18+, frequency of use of Periscope 32 6% use Numbers may not add up due to rounding.

33. we are Flint Other resources Pew Research Center’s research into social media. See http://www.pewinternet.org/topics/social-media/ (US only) We are Social - Digital in 2016. See http://wearesocial.com/uk/special-reports/digital-in-2016 (UK section starts at slide 481) Brandwatch - 96 Amazing Social Media Statistics and Facts for 2016. See https://www.brandwatch.com/2016/03/96-amazing- social-media-statistics-and-facts-for-2016/ (Global) The Last Hurdle – The Demographics of UK Social Media Users. See http://www.thelasthurdle.co.uk/demographics-of-uk-social- media-users/ Sprout Social - Social Media Demographics to Inform a Better Segmentation Strategy. See http://sproutsocial.com/insights/new- social-media-demographics/ (mostly US, some global data) Dept. for Culture, Media and Sport – Taking Part focus on social media. See https://www.gov.uk/government/uploads/system/uploads/attach ment_data/file/519678/Social_media_-_FINAL.pdf 33

34. Thank You. Tom Hashemi, Director E: tom@weareflint.co.uk W: weareflint.co.uk T: +44 (0) 208 133 3532 M: +44 (0) 7919 346 27

UK Social Media Demographics 2016

Cast From Clay

UK Social Media Demographics 2016