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SOCIAL AND MEDIA NETWORKS - UK - MAY 2018

Published By :

Mintel

Published Date : May 2018

Category :

Media

No. of Pages : N/A

While there is a trend towards cutting down on social media use, more people than ever are using social networks and the vast majority are sharing content. Platforms more popular with younger demographics must strike a balance between maintaining a cool brand image and continuing to cater for long-term users as they get older. With renewed emphasis on data security in the aftermath of the Cambridge Analytica scandal, clear communication, transparency and giving users autonomy over their personal information will be vital moving forward.

Table of contents

OVERVIEW
What you need to know
Scope of this Report
Social networks
Media networks
EXECUTIVE SUMMARY
The market
Consistent growth in global Facebook user numbers continues
Figure 1: Facebook active users, December 2011-December 2017
Twitter’s monthly active users growth stalls
Figure 2: Twitter monthly active users, Q4 2016-Q4 2017
The consumer
Facebook continues to be the most used by some distance
Figure 3: Recent social media network usage, March 2017 and April 2018
Half of Facebook and Snapchat users using the platform several times daily
Figure 4: Daily social media use, by network, April 2018
Two thirds of people use smartphones to access social networks
Figure 5: Devices used to access social media networks, by gender, April 2018
Over four in 10 use smartphones most often to access social media
Figure 6: Device used most frequently to access social media networks, April 2018
High-quality smartphone cameras have driven content sharing
Figure 7: Content most often shared on social media, April 2018
Nearly half of people have made some effort to cut down on social media
Figure 8: Trends in cutting down social media use, April 2018
Saving time is the main reason for cutting down
Figure 9: Reasons for cutting down on social media use, by gender, April 2018
Lack of trust in Facebook emerges after data sharing scandal
Figure 10: Correspondence analysis of social networks, April 2018
What we think
ISSUES AND INSIGHTS
Has the Cambridge Analytica data sharing scandal hit people’s trust in social media?
The facts
The implications
Is the digital detox trend hitting social media?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Rising device ownership has driven social media access points
Social media is the most popular smartphone activity
Consistent growth in Facebook global user numbers continues
YouTube experiencing criticism over advertising
Twitter’s monthly active users growth stalls
Negative response to Snapchat’s app redesign
MARKET DRIVERS
Rising device ownership has driven social media access points
Figure 11: Ownership of smartphones and tablets, January 2013-December 2017
Social media is the most popular smartphone activity
Figure 12: Most popular smartphone activities, by age, February 2018
The emphasis on improved smartphone cameras
Digital advertising forecasts
Figure 13: The UK digital advertising market, 2012-22
The most popular apps are social media networks
Figure 14: Regularity of app use, July 2017
MAJOR PLAYERS – FACEBOOK INC
Background
Consistent growth in global user numbers continues
Figure 15: Facebook active users, December 2011-December 2017
Advertising revenues underpinning impressive growth
Figure 16: Facebook, key financial data, 2011-17
Data sharing and Cambridge Analytica
Fallout from the scandal continues
Figure 17: Facebook’s April 2018 message on data sharing
Cryptocurrency advertising banned from Facebook
Introduction of a ‘downvote’ button
Increasing focus on original video content through Facebook Watch
The company continues to invest in virtual reality
MAJOR PLAYERS – YOUTUBE
Background
Recent activity
YouTube Red expected to launch in the UK
Criticism over advertising
YouTube music videos hacked
Live TV service expanded
MAJOR PLAYERS – TWITTER
Background
Figure 18: Barack Obama’s most liked Tweet of all time
Figure 19: Twitter monthly active users, Q4 2016-Q4 2017
Recent activity
New character limit doubles potential Tweet length
Twitter moves to fight spam and automation
Bookmarks introduced for saving Tweets
Twitter removes malicious accounts
MAJOR PLAYERS – SNAPCHAT
Background
Recent activity
Negative response to Snapchat’s app redesign
Kylie Jenner Tweet hits Snapchat value
Tencent buys a 12% stake
THE CONSUMER – WHAT YOU NEED TO KNOW
Overall social media usage up on a year ago
Facebook continues to be the most used by some distance
Half of Facebook and Snapchat users using the platform several times daily
Two thirds of people use smartphones to access social networks
High-quality smartphone cameras have driven content sharing
Over seven in 10 both share and view content, while one in five only view
Nearly half of people have made some effort to cut down on social media
Two thirds of 16-24-year-olds have tried to reduce social media use
Lack of trust in Facebook emerges after data sharing scandal
SOCIAL MEDIA USAGE
Overall social media usage up on a year ago
Facebook continues to be the most used by some distance
Figure 20: Recent social media network usage, March 2017 and April 2018
Facebook usage peaks amongst 25-34-year-olds
Figure 21: Recent Facebook usage, by gender and age, April 2018
Eight in 10 people aged 16-24 use YouTube
Figure 22: Recent YouTube usage, by gender and age, April 2018
A third of people have used Twitter in the last three months
Figure 23: Recent Twitter usage, by gender and age, April 2018
Three in 10 women have recently used Instagram
Figure 24: Recent Instagram usage, by gender and age, April 2018
Snapchat has the biggest age split of the networks analysed
Figure 25: Recent Snapchat usage, by gender and age, April 2018
Half of Facebook and Snapchat users using the platform several times daily
Social and media networks designing apps to maximise frequent use
Figure 26: Frequency of social media use, by network, April 2018
Figure 27: Daily social media use, by network, April 2018
SOCIAL MEDIA ACCESS POINTS
Two thirds of people use smartphones to access social networks
Seven in 10 women access social media on a smartphone
Figure 28: Devices used to access social media networks, by gender, April 2018
Two thirds of people use two or more social media access points
Figure 29: Repertoire of social media access points, April 2018
Over four in 10 use smartphones most often to access social media
Figure 30: Device used most frequently to access social media networks, April 2018
65% of 16-24-year-olds access social media via smartphones most often
Figure 31: Device used most frequently to access social media networks, by age, April 2018
CONTENT ON SOCIAL MEDIA
High-quality smartphone cameras have driven content sharing
Nearly a quarter of people share written content most often
Figure 32: Content most often shared on social media, April 2018
Six in 10 people aged 16-24 include photos in their most shared content
Figure 33: Popularity of sharing photos and images on social media, by gender and age, April 2018
Over seven in 10 both share and view content, while one in five only view
Figure 34: Tendency to share or view content, by age, April 2018
People are most likely to view photos and images
Social networks are increasingly pushing video content
Figure 35: Viewing habits on social media networks, by gender, April 2018
TRENDS IN CUTTING DOWN
The rise of the digital detox
Nearly half of people have made some effort to cut down on social media
Figure 36: Trends in cutting down social media use, April 2018
Men are twice as likely to have deleted social media accounts
Two thirds of 16-24-year-olds have tried to reduce social media use…
…but they are less likely to take a break from all social media
Figure 37: Trends in cutting down social media use, by age, April 2018
Saving time is the main reason for cutting down
A third of those cutting down have concerns over personal data
Over a quarter are cutting down due to the extent of fake news
Two in 10 reducing social media use are worried about mental health
Figure 38: Reasons for cutting down on social media use, by gender, April 2018
PERCEPTIONS OF SOCIAL MEDIA
Lack of trust in Facebook emerges after data sharing scandal
Women have a more upbeat perception of Facebook and Instagram
Figure 39: Correspondence analysis of social networks, April 2018
Figure 40: Words associated with social networks, April 2018
Over a quarter of 16-24-year-olds lack trust in Facebook
Figure 41: Proportion of people deeming social media networks “untrustworthy”, by gender and age, April 2018
Perceptions are far more positive among recent users
Figure 42: Words associated with social networks, by recent social media usage, April 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Correspondence analysis methodology

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