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Social Media and Networking - UK - May 2011

  • How should businesses extend their marketing efforts in social media and social networks?
  • How important is social networking on the go?
  • Will concerns over privacy and personal data affect the behaviour of social network users?
  • Will social commerce outshine e-commerce?
  • Will Facebook continue to dominate the social networking landscape?

The term ‘social media’ encompasses a large collection of Web 2.0 technology that caters for the creation and facilitation of user-generated content. For example, a social network, an online platform that allows a person to interact with other users, is one form of social media.

Social media can take many forms. This report covers communication, information, multimedia, entertainment, and commerce shared socially but primarily focuses on social networking.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Percentage of total unique visitors to social networking sites from home and work in UK, June 2008-March 2011
            • Facebook continues to dominate
              • Niche social networks have a place
                • More reasons to join social networks
                  • Market factors
                    • Concerns over privacy and personal data
                      • Smartphone adoption
                        • Location-based services
                          • Companies, brands and innovation
                            • Figure 2: Percentage of total unique visitors to select networking sites from home and work in UK, October 2008-March 2011
                          • Facebook at the top of social networking
                            • Convergence of social media services
                              • The consumer
                                • Users and non-users
                                  • Figure 3: Number of social networks ever used, March 2011
                                • Receptiveness to adverts on social networks
                                  • Figure 4: Consumer attitudes towards social networking sites, March 2011
                                • What we think
                                • Issues in the Market

                                    • How should businesses extend their marketing efforts in social media and social networks?
                                      • How important is social networking on the go?
                                        • Will concerns over privacy and personal data affect the behaviour of social network users?
                                          • Will social commerce outshine e-commerce?
                                            • Will Facebook continue to dominate the social networking landscape?
                                            • Future Opportunities

                                                • Trend: Collective Intelligence
                                                  • Trend: Attention Economy
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Broadband internet access
                                                        • Figure 5: Broadband penetration, 2005-10
                                                        • Figure 6: Broadband penetration, by age, 2005-10
                                                        • Figure 7: Broadband penetration, by socio-economic group, 2005-10
                                                      • Social networking on home and mobile internet
                                                        • Figure 8: Percentage of internet users who visited social networking sites in the last three months via home vs. mobile internet, July 2009-April 2011
                                                      • Non-internet users and social networking
                                                        • Figure 9: Non-internet users’ consideration of the internet for various activities, August 2010
                                                      • Security concerns
                                                        • Figure 10: Internet activities prevented by security concerns, August 2010
                                                    • Broader Market Environment

                                                      • Key points
                                                        • GDP falls, as does consumer confidence
                                                          • Figure 11: GDP quarterly percentage change, Q1 2004-Q1 2011
                                                          • Figure 12: GfK NOP Consumer Confidence Index, January 1988-January 2011
                                                        • A note on inflation
                                                          • Figure 13: CPI for all items vs. CPI for telephone and telefax equipment and services, May 2005-March 2011
                                                        • Age structure
                                                          • Figure 14: Trends in the age structure of the UK population, 2005-15
                                                      • Competitive Context

                                                        • Key points
                                                          • Figure 15: Percentage of total unique visitors to the internet from home and work in UK, by activities, June 2008-March 2011
                                                        • Decline of emails and instant messaging
                                                          • Online gaming
                                                            • Newspapers and general news
                                                            • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Humanising a brand
                                                                    • Engagement lead
                                                                      • Wisdom of the crowd
                                                                        • Real-time gauge of reactions
                                                                          • Spreading (select) messages quickly
                                                                            • Weaknesses
                                                                              • Noise
                                                                                • Blurring the line between public and private
                                                                                  • Spam
                                                                                    • Downtime
                                                                                      • Social media success ≠ sales
                                                                                      • Who’s Innovating?

                                                                                        • Key points
                                                                                          • Smaller social networks
                                                                                            • Proximity-based social networks
                                                                                              • Bridging the gap between traditional and social media
                                                                                                • F-commerce
                                                                                                  • Social media outreach from unlikely candidates
                                                                                                    • Tools to cure information overload
                                                                                                    • Branches of Social Media

                                                                                                      • Key points
                                                                                                          • Figure 16: Branches of social media
                                                                                                        • Social networking
                                                                                                          • Commerce
                                                                                                            • Gaming
                                                                                                              • Communication
                                                                                                                • Information
                                                                                                                  • Multimedia
                                                                                                                  • Companies and Products

                                                                                                                      • Facebook
                                                                                                                        • Figure 17: Unique visitors to Facebook as a percentage of all internet visits, UK, October 2008-March 2011
                                                                                                                      • Background
                                                                                                                        • Recent activity
                                                                                                                          • Service range
                                                                                                                            • Twitter
                                                                                                                              • Figure 18: Unique visitors to Twitter as a percentage of all internet visits, UK, October 2008-March 2011
                                                                                                                            • Background
                                                                                                                              • Recent activity
                                                                                                                                • Service range
                                                                                                                                  • LinkedIn
                                                                                                                                    • Figure 19: Unique visitors to LinkedIn as a percentage of all internet visits, UK, October 2008-March 2011
                                                                                                                                  • Background
                                                                                                                                    • Recent activity
                                                                                                                                      • Service range
                                                                                                                                        • MySpace
                                                                                                                                          • Figure 20: Unique visitors to MySpace as a percentage of all internet visits, UK, October 2008-March 2011
                                                                                                                                        • Background
                                                                                                                                          • Recent activity
                                                                                                                                            • Service range
                                                                                                                                              • Bebo
                                                                                                                                                • Figure 21: Unique visitors to Bebo as a percentage of all internet visits, UK, October 2008-March 2011
                                                                                                                                              • Background
                                                                                                                                                • Recent activity
                                                                                                                                                  • Service range
                                                                                                                                                    • Friends Reunited
                                                                                                                                                      • Figure 22: Unique visitors to Friends Reunited as a percentage of all internet visits, UK, October 2008-March 2011
                                                                                                                                                    • Background
                                                                                                                                                      • Recent activity
                                                                                                                                                        • Service range
                                                                                                                                                        • Users of Social Networks

                                                                                                                                                          • Key points
                                                                                                                                                            • Figure 23: Social networks used, March 2011
                                                                                                                                                          • Facebook dominates social networking sector
                                                                                                                                                            • Figure 24: Regular users of social networks, March 2008-March 2011
                                                                                                                                                          • Multiple social networks
                                                                                                                                                            • Figure 25: Number of social networks ever used, March 2011
                                                                                                                                                            • Figure 26: Social networks used, by social networks used, March 2011
                                                                                                                                                          • Selling to non-users
                                                                                                                                                          • Accessing Social Networks

                                                                                                                                                            • Key points
                                                                                                                                                              • Device ownership vs. access to social networks
                                                                                                                                                                • Figure 27: Devices used to access social networking sites, March 2011
                                                                                                                                                              • Gender difference
                                                                                                                                                                • Figure 28: Devices used to access social networking sites, by gender, March 2011
                                                                                                                                                              • Age difference
                                                                                                                                                                • Figure 29: Devices used to access social networking sites, by age, March 2011
                                                                                                                                                            • Why Use Social Networks?

                                                                                                                                                              • Key points
                                                                                                                                                                  • Figure 30: Reasons for using social networking sites, March 2011
                                                                                                                                                                • Friendship before romance
                                                                                                                                                                  • Stranger danger
                                                                                                                                                                    • Figure 31: Making new friends on social networking sites, by age, March 2011
                                                                                                                                                                    • Figure 32: Youths’ regular activities performed when using the internet, 2010
                                                                                                                                                                  • Playing games
                                                                                                                                                                    • Figure 33: Playing games on social networking sites, by age, March 2011
                                                                                                                                                                  • Keeping up with the world
                                                                                                                                                                    • Figure 34: Keeping up with the latest news on social networking sites, by age, March 2011
                                                                                                                                                                  • Promotions over information
                                                                                                                                                                  • General Attitudes towards Social Networks

                                                                                                                                                                    • Key points
                                                                                                                                                                        • Figure 35: Attitudes towards social networking sites, March 2011
                                                                                                                                                                      • Ad-tention
                                                                                                                                                                        • Privacy concerns
                                                                                                                                                                          • Figure 36: Agreement with the statement “I am concerned about privacy when using social networking sites”, by gender and age, March 2011
                                                                                                                                                                        • Too busy to talk in person
                                                                                                                                                                          • Figure 37: Agreement with the statement “I talk to my friends online more than face to face”, by age and working status, March 2011
                                                                                                                                                                        • Peer pressure and the choice of social networks
                                                                                                                                                                          • Figure 38: Agreement with the statement, “If my friends started using another social network site, I would be inclined to follow them”, by age, March 2011
                                                                                                                                                                        • Mobile social networking
                                                                                                                                                                          • Figure 39: Agreement with the statement, “Being able to access social networking sites via my mobile is very important to me”, by age, March 2011
                                                                                                                                                                        • Location-based services and deals
                                                                                                                                                                          • Commerce on social networks
                                                                                                                                                                            • Paying for social networks
                                                                                                                                                                            • Targeting Opportunities

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Figure 40: Target groups for social networking, March 2011
                                                                                                                                                                              • Online Socialites
                                                                                                                                                                                • Figure 41: Number of social networks ever used, by target groups, March 2011
                                                                                                                                                                                • Figure 42: Methods of accessing social networks, by target groups, March 2011
                                                                                                                                                                              • Profile
                                                                                                                                                                                • Understanding the Online Socialites
                                                                                                                                                                                  • The Sidekicks
                                                                                                                                                                                    • Profile
                                                                                                                                                                                      • Understanding The Sidekicks
                                                                                                                                                                                        • Offline Socialisers
                                                                                                                                                                                          • Profile
                                                                                                                                                                                            • Understanding the Offline Socialisers
                                                                                                                                                                                              • Social Explorers
                                                                                                                                                                                                • Profiles
                                                                                                                                                                                                  • Understanding the Social Explorers
                                                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                                                      • Figure 43: Broadband penetration, by demographics, 2004-10
                                                                                                                                                                                                      • Figure 44: Percentage of internet users who visited social networking sites in the last three months via home vs. mobile internet, July 2009-April 2011
                                                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                                                      • Figure 45: Trends in the age structure of the UK population, 2005-15
                                                                                                                                                                                                  • Appendix – Leading Social Networks

                                                                                                                                                                                                      • Figure 46: Total unique visitor numbers as a percentage of total internet visitors to selected social networking sites, UK, October 2008-March 2011
                                                                                                                                                                                                  • Appendix – Users of Social Networks

                                                                                                                                                                                                      • Figure 47: Social networks used, by demographics, March 2011
                                                                                                                                                                                                      • Figure 48: Social networks used, March 2011
                                                                                                                                                                                                      • Figure 49: Number of social networks ever used, March 2011
                                                                                                                                                                                                      • Figure 50: Number of social networks ever used, by demographics, March 2011
                                                                                                                                                                                                  • Appendix – Accessing Social Networks

                                                                                                                                                                                                      • Figure 51: Devices used to access social networking sites, March 2011
                                                                                                                                                                                                      • Figure 52: Device ownership, March 2011
                                                                                                                                                                                                      • Figure 53: Devices used to access social networking sites, by demographics, March 2011
                                                                                                                                                                                                  • Appendix – Why Use Social Networks

                                                                                                                                                                                                      • Figure 54: Reasons for using social networking sites, March 2011
                                                                                                                                                                                                      • Figure 55: Most popular reasons for using social networking sites, by demographics, March 2011
                                                                                                                                                                                                      • Figure 56: Next most popular reasons for using social networking sites, by demographics, March 2011
                                                                                                                                                                                                      • Figure 57: Reasons for using social networking sites, by most popular social networks used, March 2011
                                                                                                                                                                                                      • Figure 58: Reasons for using social networking sites, by next most popular social networks used, March 2011
                                                                                                                                                                                                      • Figure 59: Youths’ activities performed when using the internet, 2010
                                                                                                                                                                                                  • Appendix – General Attitudes towards Social Networks

                                                                                                                                                                                                      • Figure 60: Attitudes towards social networking sites, March 2011
                                                                                                                                                                                                      • Figure 61: Most popular attitudes towards social networking sites, by demographics, March 2011
                                                                                                                                                                                                      • Figure 62: Next most popular attitudes towards social networking sites, by demographics, March 2011
                                                                                                                                                                                                      • Figure 63: Attitudes towards social networking sites, by most popular reasons for using social networking sites, March 2011
                                                                                                                                                                                                      • Figure 64: Attitudes towards social networking sites, by next most popular reasons for using social networking sites, March 2011
                                                                                                                                                                                                      • Figure 65: Attitudes towards social networking sites, by most popular attitudes towards social networking sites, March 2011
                                                                                                                                                                                                      • Figure 66: Attitudes towards social networking sites, by next most popular attitudes towards social networking sites, March 2011
                                                                                                                                                                                                  • Appendix – Targeting Opportunities

                                                                                                                                                                                                      • Figure 67: Target groups, by demographics, March 2011
                                                                                                                                                                                                      • Figure 68: Social networks used, by target groups, March 2011
                                                                                                                                                                                                      • Figure 69: Devices used to access social networking sites, by target groups, March 2011
                                                                                                                                                                                                      • Figure 70: Reasons for using social networking sites, by target groups, March 2011
                                                                                                                                                                                                      • Figure 71: Attitudes towards social networking sites, by target groups, March 2011
                                                                                                                                                                                                      • Figure 72: Number of social networks ever used, by target groups, March 2011

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Amazon.co.uk
                                                                                                                                                                                                  • American Express UK
                                                                                                                                                                                                  • ASOS (UK retail sales)
                                                                                                                                                                                                  • Bebo Inc
                                                                                                                                                                                                  • DC Thomson & Co Ltd
                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                  • Flickr
                                                                                                                                                                                                  • Foursquare
                                                                                                                                                                                                  • FriendsReunited
                                                                                                                                                                                                  • Google UK
                                                                                                                                                                                                  • Groupon, Inc.
                                                                                                                                                                                                  • International Monetary Fund
                                                                                                                                                                                                  • LinkedIn
                                                                                                                                                                                                  • Monster
                                                                                                                                                                                                  • MySpace.com
                                                                                                                                                                                                  • News Corporation (The)
                                                                                                                                                                                                  • Research in Motion Uk Ltd.
                                                                                                                                                                                                  • Reuters Group PLC
                                                                                                                                                                                                  • Shopzilla Inc.
                                                                                                                                                                                                  • Spotify AB
                                                                                                                                                                                                  • The New York Times Company
                                                                                                                                                                                                  • TripAdvisor LLC
                                                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                                                  • UStream
                                                                                                                                                                                                  • Yahoo! UK & Ireland

                                                                                                                                                                                                  Social Media and Networking - UK - May 2011

                                                                                                                                                                                                  £1,750.00 (Excl.Tax)