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Social Media and Networking - UK - May 2012

“Brand presence on Google+ will benefit the social network as consumers are enticed to join it to connect with brands they like, as well as using it for promotional offers ahead of other social networks. Indeed, if more internet users were to join Google+ to subscribe to offers and updates as a result of how marketers are using it currently, the cycle could see Google+ evolve into the primary engagement channel that marketers use to reach their customers.”

– Cecilia Liao, Senior Technology Analyst

Some questions answered in this report include:

  • Why do consumers not want to buy from social networks?
  • Why do consumers feel overwhelmed by the number of networks available?
  • Do consumers make friends with brands on social networks?
  • Why are consumers using social networks less?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Audience reach of social media websites, by sub-category, April 2009-March 2012
            • Market factors
              • Figure 2: Devices used to access the internet in the last three months, February 2012
              • Figure 3: Top ten online activities performed in the past three months, by device, February 2012
            • Companies, brands and innovation
              • Figure 4: Frequency of visits to social networks, February 2012
            • Facebook
              • Twitter
                • Google+
                  • LinkedIn
                    • The consumer
                      • Activities on social networks
                        • Figure 5: Activities normally performed on any social network*, February 2012
                      • Connections on social networks
                        • Figure 6: Types of connections on any social network*, February 2012
                      • Social media usage
                        • Figure 7: Visits and contributions to social media websites, February 2012
                      • Attitude towards and behaviours regarding social media services
                        • Figure 8: Attitudes towards and behaviours regarding social media services, February 2012
                      • What we think
                      • Issues in the Market

                          • Why do consumers not want to buy from social networks?
                            • Why do consumers feel overwhelmed by the number of networks available?
                              • Do consumers make friends with brands on social networks?
                                • Why are consumers using social networks less?
                                • Future Opportunities

                                    • Trend: Carnivore, Herbivore…Locavore
                                      • Trend: Click and Connect
                                      • Internal Market Environment

                                        • Key Points
                                          • Two thirds of over-65s without broadband access at home
                                            • Figure 9: Broadband penetration, by age, 2007-11
                                          • Internet access no longer confined to computers and smartphones
                                            • Figure 10: Devices used to access the internet in the last three months, February 2012
                                          • Visiting social networks is the second most performed online activity on smartphones
                                            • Figure 11: Top ten online activities performed in the past three months, by device, February 2012
                                          • Audience reach of social media websites shows small decline
                                            • Figure 12: Audience reach to social media websites, by sub-category, April 2009-March 2012
                                        • Broader Market Environment

                                          • Key Points
                                            • Britain returns to recession and consumer confidence dips
                                              • Figure 13: GDP quarterly percentage change, Q1 2004-Q1 2012
                                              • Figure 14: GFK NOP Consumer Confidence Index, April 1988-April 2012
                                              • Figure 15: Seasonally adjusted unemployment rate, by age, December-February 1993-2012
                                            • Social activities for the aging population
                                              • Figure 16: Trends in the age structure of the UK population, 2006-16
                                          • Competitive Context

                                            • Key Points
                                              • E-mails and instant messages from computers continue to decline
                                                • Figure 17: Audience reach to selected websites from a computer, April 2009-March 2012
                                              • Social networks generate referral traffic to news websites
                                                • Social ignites niche, freemium games
                                                  • Figure 18: Top ten online gaming websites, March 2011-2012
                                                • Impact of social networks on SMS messages so far unseen
                                                  • Figure 19: Use of messaging services on a mobile phone, October 2010-January 2012
                                              • Who’s Innovating?

                                                • Key Points
                                                  • Open Graph drives Facebook to becoming digital ID
                                                    • Twitter’s new features provide gentle introduction for new users
                                                      • Citi and LinkedIn join forces to create networking group for women
                                                        • Third time lucky for Google in the social space
                                                          • One-click photo sharing sees Pinterest climb swiftly up the social ladder
                                                            • Social television moving beyond hashtag
                                                            • Branches of Social Media

                                                              • Key Points
                                                                • Introduction to the branches of social media
                                                                  • Figure 20: Branches of social media, 2012
                                                                • Commerce
                                                                  • Communication
                                                                    • Entertainment
                                                                      • Information
                                                                        • Multimedia
                                                                        • Companies and Products

                                                                            • Blogger
                                                                              • Visitor numbers
                                                                                • Figure 21: UK audience reach of Blogger, April 2009-March 2012
                                                                                • Figure 22: Average minutes spent per visitor on Blogger in the UK, April 2009-March 2012
                                                                              • Background
                                                                                • Product features
                                                                                  • Recent updates
                                                                                    • deviantART
                                                                                      • Visitor numbers
                                                                                        • Figure 23: UK audience reach of deviantART, April 2009-March 2012
                                                                                        • Figure 24: Average minutes spent per visitor on deviantART in the UK, April 2009-March 2012
                                                                                      • Background
                                                                                        • Product features
                                                                                          • Recent updates
                                                                                            • Facebook
                                                                                              • Visitor numbers
                                                                                                • Figure 25: UK audience reach of Facebook, April 2009-March 2012
                                                                                                • Figure 26: Average minutes spent per visitor on Facebook in the UK, April 2009-March 2012
                                                                                              • Background
                                                                                                • Product features
                                                                                                  • Recent updates
                                                                                                    • Google+
                                                                                                      • Visitor numbers
                                                                                                        • Figure 27: UK audience reach of Google+, November 2011-March 2012
                                                                                                        • Figure 28: Average minutes spent per visitor on Google+ in the UK, November 2011-March 2012
                                                                                                      • Background
                                                                                                        • Product features
                                                                                                          • Recent updates
                                                                                                            • LinkedIn
                                                                                                              • Visitor numbers
                                                                                                                • Figure 29: UK audience reach of LinkedIn, April 2009-March 2012
                                                                                                                • Figure 30: Average minutes spent per visitor on LinkedIn in the UK, April 2009-March 2012
                                                                                                              • Background
                                                                                                                • Product features
                                                                                                                  • Recent updates
                                                                                                                    • MySpace
                                                                                                                      • Visitor numbers
                                                                                                                        • Figure 31: UK audience reach of MySpace, April 2009-March 2012
                                                                                                                        • Figure 32: Average minutes spent per visitor on MySpace in the UK, April 2009-March 2012
                                                                                                                      • Background
                                                                                                                        • Product features
                                                                                                                          • Recent updates
                                                                                                                            • Tumblr
                                                                                                                              • Visitor numbers
                                                                                                                                • Figure 33: UK audience reach of Tumblr, June 2009-March 2012
                                                                                                                                • Figure 34: Average minutes spent per visitor on Tumblr in the UK, June 2009-March 2012
                                                                                                                              • Background
                                                                                                                                • Product features
                                                                                                                                  • Recent changes
                                                                                                                                    • Twitter
                                                                                                                                      • Visitor numbers
                                                                                                                                        • Figure 35: UK audience reach of Twitter, April 2009-March 2012
                                                                                                                                        • Figure 36: Average minutes spent per visitor on Twitter in the UK, April 2009-March 2012
                                                                                                                                      • Background
                                                                                                                                        • Product features
                                                                                                                                          • Recent updates
                                                                                                                                            • WordPress
                                                                                                                                              • Visitor numbers
                                                                                                                                                • Figure 37: UK audience reach of WordPress.com, April 2009-March 2012
                                                                                                                                                • Figure 38: Average minutes spent per visitor on WordPress.com in the UK, April 2009-March 2012
                                                                                                                                              • Background
                                                                                                                                                • Product features
                                                                                                                                                  • Recent updates
                                                                                                                                                  • Brand Research

                                                                                                                                                    • Brand map
                                                                                                                                                        • Figure 39: Attitudes towards and usage of brands in the social media sector, February 2012
                                                                                                                                                      • Correspondence analysis
                                                                                                                                                        • Brand attitudes
                                                                                                                                                          • Figure 40: Attitudes, by social media brand, February 2012
                                                                                                                                                        • Brand Personality
                                                                                                                                                          • Figure 41: Social media brand personality – macro image, February 2012
                                                                                                                                                          • Figure 42: Social media brand personality – micro image, February 2012
                                                                                                                                                        • Brand experience
                                                                                                                                                          • Figure 43: Social media brand usage, February 2012
                                                                                                                                                          • Figure 44: Satisfaction with various social media brands, February 2012
                                                                                                                                                          • Figure 45: Consideration of social media brands, February 2012
                                                                                                                                                          • Figure 46: Consumer perceptions of current social media brand performance, February 2012
                                                                                                                                                          • Figure 47: Social media brand recommendation – Net Promoter Score, February 2012
                                                                                                                                                        • Brand index
                                                                                                                                                          • Figure 48: Social media brand index, February 2012
                                                                                                                                                          • Figure 49: Social media brand index vs. recommendation, February 2012
                                                                                                                                                        • Target group analysis
                                                                                                                                                          • Figure 50: Target groups, February 2012
                                                                                                                                                          • Figure 51: Social media brand usage, by target groups, February 2012
                                                                                                                                                        • Group One – Conformists
                                                                                                                                                          • Group Two – Simply the Best
                                                                                                                                                            • Group Three – Shelf Stalkers
                                                                                                                                                              • Group Four – Habitual Shoppers
                                                                                                                                                                • Group Five – Individualists
                                                                                                                                                                • Social Network Usage

                                                                                                                                                                  • Key Points
                                                                                                                                                                    • Who are the social networkers?
                                                                                                                                                                      • By age
                                                                                                                                                                        • Figure 52: Accessing social networks from a computer or smartphone in the past three months, by age, February 2012
                                                                                                                                                                      • By gender
                                                                                                                                                                        • By socio-economic group and household income
                                                                                                                                                                          • Figure 53: Accessing social networks from a computer or smartphone in the past three months, by socio-economic group and gross annual household income, February 2012
                                                                                                                                                                        • Facebook dominates in social network usage
                                                                                                                                                                          • Figure 54: Frequency of visits to social networks, February 2012
                                                                                                                                                                        • The tweeting urbanites
                                                                                                                                                                          • 25-34-year-old social networkers give thumbs-up to +1
                                                                                                                                                                            • LinkedIn provides business connections for the self-employed
                                                                                                                                                                              • MySpace and Bebo becoming a distant memory
                                                                                                                                                                              • Activities on Social Networks

                                                                                                                                                                                • Key Points
                                                                                                                                                                                  • Sharing and replying to content are top activities
                                                                                                                                                                                    • Figure 55: Activities normally performed on social networks, February 2012
                                                                                                                                                                                  • What do Facebook users usually do?
                                                                                                                                                                                    • Figure 56: Activities normally performed on Facebook, February 2012
                                                                                                                                                                                  • What do Twitter users usually do?
                                                                                                                                                                                    • Figure 57: Activities normally performed on Twitter, February 2012
                                                                                                                                                                                  • What do LinkedIn users usually do?
                                                                                                                                                                                    • Figure 58: Activities normally performed on LinkedIn, February 2012
                                                                                                                                                                                  • What do Google+ users usually do?
                                                                                                                                                                                    • Figure 59: Activities normally performed on Google+, February 2012
                                                                                                                                                                                • Connections on Social Networks

                                                                                                                                                                                  • Key Points
                                                                                                                                                                                      • Figure 60: Types of connections on social networks, February 2012
                                                                                                                                                                                    • Facebook used for connecting with friends and families
                                                                                                                                                                                      • Figure 61: Types of social connections on Facebook, February 2012
                                                                                                                                                                                    • Twitter for celebrity gossip
                                                                                                                                                                                      • Figure 62: Types of social connections on Twitter, February 2012
                                                                                                                                                                                    • Connections on LinkedIn
                                                                                                                                                                                      • Figure 63: Types of social connections on LinkedIn, February 2012
                                                                                                                                                                                    • Connections on Google+
                                                                                                                                                                                      • Figure 64: Types of social connections on Google+, February 2012
                                                                                                                                                                                  • Social Media Usage

                                                                                                                                                                                    • Key Points
                                                                                                                                                                                      • Consumption outweighs contributions on social media services
                                                                                                                                                                                        • Figure 65: Visits and contributions to social media websites, February 2012
                                                                                                                                                                                      • Are women more social than men?
                                                                                                                                                                                        • Figure 66: Visits and contributions to social media websites, by gender, February 2012
                                                                                                                                                                                    • Attitudes Towards and Behaviour Regarding Social Media Services

                                                                                                                                                                                      • Key Points
                                                                                                                                                                                        • Ad-tention deficit
                                                                                                                                                                                          • Figure 67: Attitudes towards and behaviours regarding social media services, February 2012
                                                                                                                                                                                        • Consumers worry about safety of personal details
                                                                                                                                                                                          • Waning interest in social networks?
                                                                                                                                                                                            • Social networks overflow
                                                                                                                                                                                              • Buying on social networks
                                                                                                                                                                                                • Figure 68: Reasons for disliking commerce on social networks, February 2012
                                                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                                                • Figure 69: Devices used to access the internet in the last three months, February 2012
                                                                                                                                                                                                • Figure 70: Devices used to access the internet in the last three months, February 2012
                                                                                                                                                                                                • Figure 71: Online activities performed in the past three months, February 2012
                                                                                                                                                                                                • Figure 72: Online activities performed in the past three months, February 2012
                                                                                                                                                                                            • Appendix – Brand Research

                                                                                                                                                                                                • Figure 73: Brand usage, February 2012
                                                                                                                                                                                                • Figure 74: Brand commitment, February 2012
                                                                                                                                                                                                • Figure 75: Brand momentum, February 2012
                                                                                                                                                                                                • Figure 76: Brand diversity, February 2012
                                                                                                                                                                                                • Figure 77: Brand satisfaction, February 2012
                                                                                                                                                                                                • Figure 78: Brand recommendation, February 2012
                                                                                                                                                                                                • Figure 79: Brand attitude, February 2012
                                                                                                                                                                                                • Figure 80: Brand image – macro image, February 2012
                                                                                                                                                                                                • Figure 81: Brand image – micro image, February 2012
                                                                                                                                                                                                • Figure 82: Profile of target groups, by demographic, February 2012
                                                                                                                                                                                                • Figure 83: Psychographic segmentation, by target groups, February 2012
                                                                                                                                                                                                • Figure 84: Brand usage, by target group, February 2012
                                                                                                                                                                                                • Figure 85: Brand index, February 2012
                                                                                                                                                                                            • Appendix – Social Network Usage

                                                                                                                                                                                                • Figure 86: Frequency of visits to social networks, February 2012
                                                                                                                                                                                                • Figure 87: Social networks ever visited, by frequency of visits, March 2012
                                                                                                                                                                                                • Figure 88: Frequency of visits to Facebook, February 2012
                                                                                                                                                                                                • Figure 89: Frequency of visits to Twitter, February 2012
                                                                                                                                                                                                • Figure 90: Frequency of visits to Google+, February 2012
                                                                                                                                                                                                • Figure 91: Frequency of visits to LinkedIn, February 2012
                                                                                                                                                                                                • Figure 92: Frequency of visits to MySpace, February 2012
                                                                                                                                                                                                • Figure 93: Frequency of visits to other social networks, February 2012
                                                                                                                                                                                            • Appendix – Activities on Social Networks

                                                                                                                                                                                                • Figure 94: Activities normally performed on social networks, February 2012
                                                                                                                                                                                              • Any social network
                                                                                                                                                                                                • Figure 95: Most frequently performed activities on any social network, by demographics, February 2012
                                                                                                                                                                                                • Figure 96: Next most frequently performed activities on any social network, by demographics, February 2012
                                                                                                                                                                                                • Figure 97: Least frequently performed activities on any social network, by demographics, February 2012
                                                                                                                                                                                              • Facebook
                                                                                                                                                                                                • Figure 98: Activities normally performed on Facebook, February 2012
                                                                                                                                                                                                • Figure 99: Most frequently performed activities on Facebook, by demographics, February 2012
                                                                                                                                                                                                • Figure 100: Next most frequently performed activities on Facebook, by demographics, February 2012
                                                                                                                                                                                                • Figure 101: Least frequently performed activities on Facebook, by demographics, February 2012
                                                                                                                                                                                              • Twitter
                                                                                                                                                                                                • Figure 102: Activities normally performed on Twitter, February 2012
                                                                                                                                                                                                • Figure 103: Most frequently performed activities on Twitter, by demographics, February 2012
                                                                                                                                                                                                • Figure 104: Next most frequently performed activities on Twitter, by demographics, February 2012
                                                                                                                                                                                                • Figure 105: Least frequently performed activities on Twitter, by demographics, February 2012
                                                                                                                                                                                              • LinkedIn
                                                                                                                                                                                                • Figure 106: Activities normally performed on LinkedIn, February 2012
                                                                                                                                                                                              • Google+
                                                                                                                                                                                                • Figure 107: Activities normally performed on Google+, February 2012
                                                                                                                                                                                            • Appendix – Connections on Social Networks

                                                                                                                                                                                                • Figure 108: Types of connections on social networks, February 2012
                                                                                                                                                                                              • Any social network
                                                                                                                                                                                                • Figure 109: Most popular types of connections on any social network, February 2012
                                                                                                                                                                                                • Figure 110: Next popular types of connections on any social network, February 2012
                                                                                                                                                                                              • Facebook
                                                                                                                                                                                                • Figure 111: Types of social connections on Facebook, February 2012
                                                                                                                                                                                                • Figure 112: Most common types of social connections on Facebook, February 2012
                                                                                                                                                                                                • Figure 113: Next most common types of social connections on Facebook, February 2012
                                                                                                                                                                                              • Twitter
                                                                                                                                                                                                • Figure 114: Types of social connections on Twitter, February 2012
                                                                                                                                                                                                • Figure 115: Most common types of social connections on Twitter, February 2012
                                                                                                                                                                                                • Figure 116: Next most common types of social connections on Twitter, February 2012
                                                                                                                                                                                              • LinkedIn
                                                                                                                                                                                                • Figure 117: Types of social connections on LinkedIn, February 2012
                                                                                                                                                                                              • Google+
                                                                                                                                                                                                • Figure 118: Types of social connections on Google+
                                                                                                                                                                                            • Appendix – Social Media Usage

                                                                                                                                                                                                • Figure 119: Visits and contributions to social media websites, February 2012
                                                                                                                                                                                                • Figure 120: Social media used to watch videos, February 2012
                                                                                                                                                                                                • Figure 121: Social media used to refer Wikis, February 2012
                                                                                                                                                                                                • Figure 122: Social media used to review websites, February 2012
                                                                                                                                                                                                • Figure 123: Social media used for Forums, February 2012
                                                                                                                                                                                                • Figure 124: Social media used for question-and-answer, February 2012
                                                                                                                                                                                                • Figure 125: Social media used for digital art/photos, February 2012
                                                                                                                                                                                                • Figure 126: Social media used for Podcasts, February 2012
                                                                                                                                                                                                • Figure 127: Social media used for social bookmarks/discovery engine, February 2012
                                                                                                                                                                                                • Figure 128: Social media used for social news, February 2012
                                                                                                                                                                                            • Appendix – Attitudes Towards and Behaviour Regarding Social Media Services

                                                                                                                                                                                                • Figure 129: Attitudes towards and behaviours regarding social media services, February 2012
                                                                                                                                                                                                • Figure 130: Most popular attitudes towards and behaviours regarding social media services, February 2012
                                                                                                                                                                                                • Figure 131: Next most popular attitudes towards and behaviours regarding social media services, February 2012
                                                                                                                                                                                                • Figure 132: Reasons for disliking commerce on social networks, February 2012
                                                                                                                                                                                                • Figure 133: Most popular reasons for disliking commerce on social networks, February 2012
                                                                                                                                                                                                • Figure 134: Next most popular reasons for disliking commerce on social networks, February 2012

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Burberry Group Plc
                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                            • Google UK
                                                                                                                                                                                            • LinkedIn
                                                                                                                                                                                            • MySpace.com
                                                                                                                                                                                            • Picasa
                                                                                                                                                                                            • Skype Technologies S.A.
                                                                                                                                                                                            • Twitter, Inc.

                                                                                                                                                                                            Social Media and Networking - UK - May 2012

                                                                                                                                                                                            US $2,570.96 (Excl.Tax)