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Social Media: Household Care - UK - May 2012

“The household care market is one where the products are pushed to the back of the cupboard until they need to be used and chores are pushed to the back of mind until they can no longer be ignored. However, this dislike of chores offers household care brands the greatest opportunity to engage people as they search the internet for solutions to cleaning problems and provide feedback on the brands that got the job done with minimal effort.”

– Alexandra Richmond, Senior Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • Which users are most engaged?
  • What is the role of social media in brand engagement?
  • Why do people engage with household care brands via social media?
  • How can unglamorous brands add ‘shine’ to their communications?
  • What do consumers do when considering buying household care brands?
  • Who is dominating online conversation among household brands?
  • What are the levels of engagement for household care brands?
  • Why do people engage with household care brands?

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Table of contents

  1. Introduction

      • Definitions
        • Methodology
          • Advertising expenditure
            • Online social media tracking
              • Consumer research
                • Abbreviations
                • Executive Summary

                    • Highest users are most engaged
                      • Figure 1: Consumer engagement typologies, January 2012
                    • The role of social media in brand engagement
                      • Cleaning up with solutions
                        • VIP treatment adds shine to unglamorous brands
                          • Figure 2: Profile of people who interact with household care brands in order to get something in return, January 2012
                        • People prefer to be influenced than informed
                          • Figure 3: Things people do when buying or thinking about buying household care brands (selected responses to illustrate influence vs information), January 2012
                        • A handful of brands dominate conversation
                          • Figure 4: Top ten mentioned brands, by month, 1 December 2011-29 February 2012
                        • What we think
                        • The Online Communicator

                          • Key Points
                            • Population dynamics
                              • Figure 5: Trends in the age structure of the UK population, 2007-17
                            • Number of households
                              • Figure 6: UK households, by size, 2007-17
                            • Internet access
                              • Figure 7: Ways in which internet users access the internet, January 2012
                            • Access to social networks
                              • Figure 8: Profile of Facebook and Twitter visitors, by gender and age, February 2012
                          • Levels of Engagement with Household Care Brands

                            • Key Points
                              • Type of engagement
                                • The equivalent of 13.5 million adults have engaged with household care brands
                                  • Figure 9: Ways in which people have made contact with or shared thoughts on new household care products or brands, January 2012
                                • Families looking for household tips
                                  • Full-time workers searching for solutions
                                    • Figure 10: Ways in which people have used the internet to engage with a household care brand, January 2012
                                  • Actively engaged with household care online
                                    • Figure 11: Ways in which people have used Facebook or Twitter to discuss or contact a household care brand, January 2012
                                  • The dominance of Google
                                    • Figure 12: Ways in which people have used the internet to engage with a household care brand, by social grade, January 2012
                                  • Consumer engagement typologies
                                    • Figure 13: Consumer engagement typologies, January 2012
                                  • Highly Engaged – 11% or an estimated 1.3 million adults aged 16+
                                    • Who are they?
                                      • Moderately Engaged – 19% (an estimated 2.2 million)
                                        • Who are they?
                                          • Slightly Engaged – 70% (an estimated 7.9 million)
                                            • Who are they?
                                            • Reasons for Engagement with Household Care Brands

                                              • Key Points
                                                • Sentiment of Engagement
                                                  • Around half of people share their feelings on household care brands
                                                    • Figure 14: Expression of positive or negative feelings about a household care brand, January 2012
                                                  • Ways in which people express sentiment
                                                    • Figure 15: Things people do to express feelings about a household care brand, by ways in which people have made contact with or shared thoughts on new household care products or brands, January 2012
                                                  • Who are people sharing their opinions with?
                                                    • Figure 16: Selected reason for positive or negative interaction with household care brands in the last 12 months, January 2012
                                                  • Reasons to interact or share thoughts
                                                    • An estimated 4.2 million people want something for free
                                                      • Figure 17: Reason for interaction with household care brands in the last 12 months, January 2012
                                                      • Figure 18: Profile of people who interact with household care brands in order to get something in return, January 2012
                                                    • Almost three in ten join the brand tribe
                                                      • Figure 19: Selected reasons to interact with household care brands that demonstrate interest or affiliation with brands, January 2012
                                                    • Time to track brands
                                                    • Levels of Enthusiasm for Household Care Brands

                                                      • Key Points
                                                        • Moderate enthusiasm prevails
                                                          • Figure 20: Levels of enthusiasm, January 2012
                                                        • Enthusiast – 18% or an estimated 7.4 million adults aged 16+
                                                          • Who are they?
                                                            • Majority – 58% (an estimated 23.1 million)
                                                              • Who are they?
                                                                • Laggard – 24% (an estimated 9.6 million)
                                                                  • Who are they?
                                                                  • Levels of Involvement in Household Care Market

                                                                    • Key Points
                                                                      • Levels of involvement
                                                                        • Figure 21: Levels of involvement with the household care market in the last 12 months, January 2012
                                                                      • Biggest users, most involved
                                                                        • Figure 22: Example of online creative for Persil Bear Grylls promotion, 24 March 2012
                                                                      • Reasons for involvement
                                                                        • Figure 23: Reasons to interact with the household care sector in the last 12 months, by method of interaction, January 2012
                                                                      • Keeping hold of the household purse strings
                                                                        • Figure 24: Interacted with household care brands in the last 12 months in order to find discounts, information on sales or money saving tips, by annual household income amongst those who have done so, January 2012
                                                                      • The role of the internet in life hacking
                                                                        • Majority is moderately engaged
                                                                          • Figure 25: Involvement with household care market, by enthusiasm for household care products, January 2012
                                                                      • Levels of Influence in Household Care Market

                                                                        • Key Points
                                                                          • Friends and family have greatest influence
                                                                            • Figure 26: Levels of influence with household care brands in the last 12 months, January 2012
                                                                          • The family influence
                                                                            • People want to be influenced rather than informed
                                                                              • Figure 27: Things people do when buying or thinking about buying household care brands (selected responses to illustrate influence vs information), January 2012
                                                                            • The informed
                                                                            • The Consumer Conversation in the Household Care Market

                                                                              • Key Points
                                                                                • What are people talking about?
                                                                                    • Figure 28: Most mentioned words(online) in association with household care, 12 February 2012-12 April 2012
                                                                                  • Anti-bacterial properties are top priority
                                                                                    • Figure 29: Online mentions surrounding “anti-bacterial”, 12 February 2012 – 12 April 2012
                                                                                    • Figure 30: Word cloud of online mentions surrounding ‘multi-purpose’, 12 February 2012–12 April 2012
                                                                                  • Playing to clean
                                                                                      • Figure 31: Word cloud of online mentions surrounding ‘clean’ or ‘tidy’, February 10th 2012-April 10th 2012
                                                                                  • Overview of Social Media Activity in the Household Care Market

                                                                                    • Key Points
                                                                                      • Community engagement
                                                                                        • Figure 32: Household care brands Facebook pages, number of ‘likes’ and engagement levels, 27 March 2012
                                                                                      • Content Creation
                                                                                        • Figure 33: Febreze Breath Happy Campaign, September 2011
                                                                                      • Community Management
                                                                                        • Figure 34: Cushelle rebranding campaign, March 2010
                                                                                      • Crowd sourcing
                                                                                        • F-Commerce
                                                                                        • Online Mentions Trends and Metrics in the Household Care Market

                                                                                          • Key Points
                                                                                            • Online mentions
                                                                                              • Figure 35: Online mentions of household care brands in the UK, 1 December 2011-29 February 2012
                                                                                            • Brand mentions by site type
                                                                                              • Figure 36: Total brand mentions, by site type, 1 December 2011- 29 February 2012
                                                                                              • Figure 37: Top ten mentioned brands, by month, 1 December 2011-29 February 2012
                                                                                              • Figure 38: Words mentioned in context with Kleenex Balsam tissues, 1 December 2011-29 February 2012
                                                                                            • Household paper products dominate conversations
                                                                                              • Figure 39: Top five brands ranked, by volume, by site type, 1 December 2011-29 February 2012
                                                                                            • Twitter: a platform for discussing TV advertising
                                                                                              • Figure 40: Television advert for Andrex Washlets, ‘Dawn Porter’s Journey Begins’, January 2012
                                                                                              • Figure 41: Selected mentions of Andrex Washlets on Twitter, November-December 2011
                                                                                            • Celebrity Mentions
                                                                                              • Figure 42: Television advert featuring the new CGI Andrex puppy, March 2012
                                                                                              • Figure 43: Selected mentions of the Andrex puppy on Twitter, December 2011-February 2012
                                                                                            • Tissues in seasonal demand
                                                                                              • Figure 44: Selected mentions of the Kleenex brand on Twitter, December 2011 – January 2012
                                                                                            • A tissue you can trust
                                                                                              • Multi-Purpose Fairy Liquid
                                                                                                • Wireless charging
                                                                                                  • Money saving
                                                                                                    • Figure 45: Word cloud for total online mentions including (coupon OR voucher OR discount OR promotion OR (money AND saving)) December 1st 2011-February 29th 2012
                                                                                                    • Figure 46: Profile of moneysavingexpert.com unique visitors, by gender and age, February 2012
                                                                                                • Appendix – Levels of Engagement with Household Care Brands

                                                                                                    • Figure 47: Ways in which people have made contact with or shared thoughts on new household care products or brands, by demographics, January 2012
                                                                                                    • Figure 48: Ways in which people have made contact with or shared thoughts on new household care products or brands, by demographics, January 2012
                                                                                                  • Detailed interaction
                                                                                                    • Figure 49: Ways in which people have used Facebook to discuss or contact a household care brand, by demographics, January 2012
                                                                                                    • Figure 50: Ways in which people have discussed or contacted a household care brand offline, January 2012
                                                                                                  • Consumer engagement typologies
                                                                                                    • Figure 51: Consumer engagement typologies, by demographics, January 2012
                                                                                                    • Figure 52: Consumer engagement typologies, by demographics, January 2012
                                                                                                    • Figure 53: Number of reasons for interaction with household care brands in the last 12 months, by levels of adoption, January 2012
                                                                                                • Appendix – Reasons for Engagement with Household Care Brands

                                                                                                    • Figure 54: Positive or negative expression about a household care brand, by demographics, January 2012
                                                                                                    • Figure 55: Things people do to express positive or negative feelings about a household care brand, by level of adoption, January 2012
                                                                                                  • Positive behaviours
                                                                                                    • Figure 56: Ways in which people express positive feelings about a household care brand, by demographics, January 2012
                                                                                                    • Figure 57: Things people do to express positive feelings about a household care brand, by demographics, January 2012
                                                                                                    • Figure 58: Things people do to express positive feelings about a household care brand, by demographics, January 2012
                                                                                                  • Negative behaviours
                                                                                                    • Figure 59: Ways in which people express negative feelings about a household care brand, by demographics, January 2012
                                                                                                    • Figure 60: Things people do to express negative feelings about a household care brand, by demographics, January 2012
                                                                                                    • Figure 61: Things people do to express negative feelings about a household care brand, by demographics, January 2012
                                                                                                    • Figure 62: Number of ways in which people have shared their positive or negative feelings about a household care brand, by demographics, January 2012
                                                                                                    • Figure 63: Things people do to express positive feelings about a household care brand, by number of ways in which people express positive feelings about a household care brand, January 2012
                                                                                                    • Figure 64: Things people do to express negative feelings about a household care brand, by number of ways in which people express negative feelings about a household care brand, January 2012
                                                                                                    • Figure 65: Levels of engagement with household care brands in the last 12 months, by demographics, January 2012
                                                                                                    • Figure 66: Levels of engagement, by ways in which people have engaged with household care brands in the last 12 months, January 2012
                                                                                                  • Reasons for interaction
                                                                                                    • Figure 67: Reason for interaction with household care brands in the last 12 months, by demographics, January 2012
                                                                                                    • Figure 68: Reason for interaction with household care brands in the last 12 months, by demographics, January 2012
                                                                                                • Appendix – Levels of Enthusiasm for Household Care Brands

                                                                                                    • Figure 69: Levels of adoption, by demographics, January 2012
                                                                                                    • Figure 70: Ways in which people have made contact with or shared thoughts on new household care products or brands, by level of adoption, January 2012
                                                                                                    • Figure 71: Things people do to express positive feelings about a household care brand, by level of adoption, January 2012
                                                                                                    • Figure 72: Things people do to express negative feelings about a household care brand, by level of adoption, January 2012
                                                                                                    • Figure 73: Interaction with household care brands in the last 12 months, by levels of adoption, January 2012
                                                                                                    • Figure 74: Repertoire of reasons for interaction with household care brands in the last 12 months, by demographics, January 2012
                                                                                                • Appendix – Levels of Involvement in the Household Care Market

                                                                                                    • Figure 75: Repertoire of Interaction with household care brands in the last 12 months, by demographics, January 2012
                                                                                                    • Figure 76: Repertoire of ionteraction with household care brands in the last 12 months, January 2012
                                                                                                    • Figure 77: Levels of involvement with household care brands in the last 12 months, by repertoire of interaction with household care brands in the last 12 months, January 2012
                                                                                                    • Figure 78: Levels of involvement with household care brands in the last 12 months, by Repertoire of Interaction with household care brands in the last 12 months, January 2012
                                                                                                  • Reasons to interact
                                                                                                    • All
                                                                                                      • Figure 79: Interaction with household care brands in the last 12 months, January 2012
                                                                                                      • Figure 80: Interaction with household care brands in the last 12 months, January 2012
                                                                                                    • Using social networking sites
                                                                                                      • Figure 81: Interaction with household care brands in the last 12 months, January 2012
                                                                                                      • Figure 82: Interaction with household care brands in the last 12 months, January 2012
                                                                                                    • Using internet (not social networking sites)
                                                                                                      • Figure 83: Interaction with household care brands in the last 12 months, January 2012
                                                                                                      • Figure 84: Interaction with household care brands in the last 12 months, January 2012
                                                                                                      • Figure 85: Interaction with household care brands in the last 12 months, January 2012
                                                                                                    • Offline
                                                                                                      • Figure 86: Interaction with household care brands in the last 12 months, January 2012
                                                                                                      • Figure 87: Interaction with household care brands in the last 12 months, January 2012
                                                                                                      • Figure 88: Interaction with household care brands in the last 12 months, January 2012
                                                                                                      • Figure 89: Profile of people who access the internet using a smartphone, by annual household income, January 2012
                                                                                                      • Figure 90: Demographic profile of the highly engaged enthusiasts and the unengaged laggards, January 2012
                                                                                                  • Appendix – Levels of Influence in the Household Care Market

                                                                                                      • Figure 91: Number of ways people have been influenced when choosing which new household care products to buy, by demographics, January 2012
                                                                                                      • Figure 92: Levels of involvement with household care brands in the last 12 months, by levels of involvement in the household care market, January 2012
                                                                                                  • Appendix – Online Mentions Trends and Metrics in the Household Care Market

                                                                                                      • Figure 93: Most mentioned household care brands, 1 December 2011-29 February 2012

                                                                                                  Companies Covered

                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                  • Amazon.co.uk
                                                                                                  • Asda Group Ltd
                                                                                                  • Bebo Inc
                                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                                  • Clydesdale Bank
                                                                                                  • Council of Mortgage Lenders
                                                                                                  • Duracell UK
                                                                                                  • Dylon International Limited
                                                                                                  • Facebook, Inc.
                                                                                                  • Freeview
                                                                                                  • Google UK
                                                                                                  • Government Actuary's Department (GAD)
                                                                                                  • J. Sainsbury
                                                                                                  • Kimberly-Clark (UK)
                                                                                                  • Kingfisher UK & Ireland
                                                                                                  • Lidl (UK)
                                                                                                  • Marks & Spencer
                                                                                                  • Moneysavingexpert
                                                                                                  • MoneySupermarket.com Limited
                                                                                                  • Netto Foodstores Ltd
                                                                                                  • O2 / Telefonica UK (Retail)
                                                                                                  • Orange plc (UK)
                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                  • Reckitt Benckiser (UK)
                                                                                                  • SC Johnson UK
                                                                                                  • SCA Hygiene Products UK Ltd
                                                                                                  • T-Mobile (UK) Ltd
                                                                                                  • Tesco Plc
                                                                                                  • Twitter, Inc.
                                                                                                  • Unilever Plc
                                                                                                  • Virgin Mobile
                                                                                                  • Vodafone Group Plc (UK)
                                                                                                  • Waitrose
                                                                                                  • Westfield Group
                                                                                                  • Wm Morrison Supermarkets
                                                                                                  • YouTube, Inc.

                                                                                                  Social Media: Household Care - UK - May 2012

                                                                                                  £1,995.00 (Excl.Tax)