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Social and Media Networks - UK - May 2014

    “It is possibly the breadth of content that users are habituated to sharing on social networks that leads them to push content there more frequently. It is easier to post to, for example, Facebook with a link, thought, picture or video indiscriminately, than it is to find specific visual content in the right format, suitable for the persona a user has created on a photo sharing network like Instagram.”

– Samuel Gee, Senior Technology and Media Analyst

This report looks at these issues:

  • Facebook is trying to transition one social audience to multiple media audiences
  • Device activity is shifting

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Table of contents

  1. 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

                                                                                                                Companies Covered

                                                                                                                • Amazon.co.uk
                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                • Facebook, Inc.
                                                                                                                • Google UK
                                                                                                                • LinkedIn
                                                                                                                • Nokia Corporation (UK)
                                                                                                                • Research in Motion Uk Ltd.
                                                                                                                • Samsung Electronics (UK) Ltd
                                                                                                                • Skype Technologies S.A.
                                                                                                                • Twitter, Inc.
                                                                                                                • Yahoo! UK & Ireland
                                                                                                                • YouTube, Inc.

                                                                                                                Social and Media Networks - UK - May 2014

                                                                                                                £1,995.00 (Excl.Tax)