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Social and Media Networks - UK - May 2016

“While the reach of branded communication still seems relatively limited, brands should not underestimate the potential of second-degree exposure through shares of content originally posted by brands and online reactions to offline ads, which can significantly broaden the audience that is exposed to a brand’s message.”
– Sara Ballaben, Senior Technology Analyst

This report discusses the following key topics:

  • Reacting to approaching market saturation
  • Expanding the reach of branded communication

As the market approaches saturation, with eight in 10 consumers having recently accessed a social network, the distinction between social and media networks has blurred because social networks have progressively integrated more and more media content, which has resulted in a weaker consumer interest in accessing media networks.

While content and functionality integration has benefited daily usage, monetization of users through digital advertising remains difficult, as the reach and effectiveness of branded content are still relatively limited, mostly due to security and privacy concerns.

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Social networks
          • Media networks
          • Executive Summary

              • Three in four consumers have recently used Facebook
                • Figure 1: Usage of social and media networks in the last three months, March 2016
              • Facebook regains frequent users while Twitter struggles to re-engage
                • Figure 2: Frequency of usage of social and media networks in the last three months, March 2016
              • Branded content’s reach still limited
                • Figure 3: Interactions with brands on social/media networks had in the past or likely to have in the future, March 2016
              • Technology brands hold biggest potential
                • Figure 4: Types of brands that consumers have or would interact with on social/media networks, March 2016
              • Mobile-only users drive customer service to messaging apps
                • Figure 5: Attitudes to social and media networks, March 2016
              • Security remains the major obstacle to brand interactions
                • Figure 6: Attitudes to brand interactions on social/media networks, March 2016
              • What we think
              • Issues and Insights

                • Reacting to approaching market saturation
                  • The facts
                    • The implications
                      • Expanding the reach of branded communication
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Leading social networks fight risk of saturation
                              • Direct messaging to open new user engagement opportunities
                                • The profitable potential of sports fans
                                  • Fear of Missing Out
                                    • Fitness content could drive engagement
                                    • Market Drivers

                                      • Leading social networks fight risk of saturation
                                        • Figure 7: Annual percentage change in monthly active users of Facebook and Twitter, 2011-15
                                        • Figure 8: Access to social networks by device, 2012-15
                                      • Direct messaging to open new user engagement opportunities
                                        • The profitable potential of sports fans
                                          • Fear of Missing Out
                                            • Fitness content could drive engagement
                                            • Key Players – What You Need to Know

                                              • Facebook remains the largest social network
                                                • Mobile viewing drives YouTube’s watch time
                                                  • Twitter reports slower-than-expected increase in adspend
                                                    • Instagram reaches 400 million monthly active users
                                                      • Snapchat hits 100 million daily active users
                                                      • Companies and Products

                                                        • Facebook Inc.
                                                          • Background
                                                            • Users
                                                              • Figure 9: Facebook global monthly and daily active users, 2010-15
                                                            • Financials
                                                              • Figure 10: Key financial data for Facebook, 2011-15
                                                            • Recent activity
                                                              • Future developments
                                                                • YouTube
                                                                  • Background
                                                                    • Users
                                                                      • Financials
                                                                        • Recent activity
                                                                          • Twitter
                                                                            • Background
                                                                              • Users
                                                                                • Figure 11: Monthly active Twitter users, 2012-15
                                                                              • Financials
                                                                                • Figure 12: Key financial data for Twitter, 2012-15
                                                                              • Recent activity
                                                                                • Instagram
                                                                                  • Background & users
                                                                                    • Recent activity
                                                                                      • Snapchat
                                                                                        • Background, users & recent activity
                                                                                          • Other
                                                                                          • The Consumer – What You Need to Know

                                                                                            • Three in four consumers have recently used Facebook
                                                                                              • Facebook regains frequent users while Twitter struggles to re-engage
                                                                                                • Branded content’s reach still limited
                                                                                                  • Technology brands hold biggest potential
                                                                                                    • Mobile-only users drive customer service to messaging apps
                                                                                                      • Security remains the major obstacle to brand interactions
                                                                                                      • Social and Media Networks Used

                                                                                                        • Three in four consumers have recently used Facebook
                                                                                                          • Figure 13: Usage of social and media networks in the last three months, March 2016
                                                                                                        • The latest frontier of social networking: Snapchat
                                                                                                          • Figure 14: Usage of select social and media networks in the last three months, by age, March 2016
                                                                                                        • Market has polarised in 2015
                                                                                                          • Figure 15: Repertoire of social and media networks used in the last three months, March 2016
                                                                                                        • Social network presence more compelling than media network presence
                                                                                                          • Figure 16: Select social and media networks used in the last three months, by repertoire of social and media networks used in the last three months, March 2016
                                                                                                      • Frequency of Usage

                                                                                                        • Facebook regains frequent users…
                                                                                                          • Figure 17: Frequency of usage of social and media networks in the last three months, March 2016
                                                                                                        • …while Twitter struggles to re-engage
                                                                                                          • YouTube creates different type of user engagement
                                                                                                          • Types of Brand Interactions

                                                                                                            • Branded content’s reach still limited
                                                                                                              • Figure 18: Interactions with brands on social/media networks had in the past or likely to have in the future, March 2016
                                                                                                            • Branded communication more effective on media networks
                                                                                                              • Figure 19: Any interaction with brands on social/media networks had in the past or likely to have in the future, by social and media networks used in the last three months, March 2016
                                                                                                            • Reluctance to trust brands paves the way for ‘Influentials’
                                                                                                              • Technology brands hold biggest potential
                                                                                                                • Figure 20: Types of brands that consumers have or would interact with on social/media networks, March 2016
                                                                                                              • No one-size-fits-all solution for social/media network campaigns
                                                                                                                • Figure 21: Types of brands that consumers have or would interact with on social/media networks, by gender, March 2016
                                                                                                                • Figure 22: Types of brands that consumers have or would interact with on social/media networks, by age, March 2016
                                                                                                            • Attitudes to Social and Media Networks

                                                                                                              • Two fifths of 16-24s are mobile-only users
                                                                                                                • Figure 23: Attitudes to social and media networks (1/3), March 2016
                                                                                                              • Mobile users drive customer service to messaging apps
                                                                                                                • Figure 24: Attitudes to social and media networks (2/3), March 2016
                                                                                                              • Boosting branded interactions through second screening opportunities
                                                                                                                • Figure 25: Attitudes to social and media networks (3/3), March 2016
                                                                                                            • Attitudes to Brand Interactions

                                                                                                              • Security remains the major obstacle to brand interactions
                                                                                                                • Figure 26: Attitudes to brand interactions on social/media networks, March 2016
                                                                                                              • Improving the effectiveness of communication with brands
                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                • Data sources
                                                                                                                  • Abbreviations

                                                                                                                  Companies Covered

                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                  Social and Media Networks - UK - May 2016

                                                                                                                  US $2,583.33 (Excl.Tax)