Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Social Networking - UK - May 2013

“Mobile users will be able to access social networks with a greater frequency, but will likely have a greater fragmentation in their attention span due to conflicting demands on their time whilst out of the house. Quickly absorbed, easily interrupted media content may be more popular than complex social interactions on mobile devices, and networks that include options to accommodate this may see an upturn in out-of-home use.”

– Samuel Gee, Technology Analyst

Some questions answered in this report include:

  • How much of an impact will greater mobile use have on social networks?
  • Are media networks taking over from social networks?
  • Are social networks going to be reduced to messaging services?
  • How can brands best manage their social presence?

Social networks and media networks have come to influence an enormous portion of the average user’s digital life. As well as allowing them to share and discover new content, networks act as pathways through which consumers can aggregate services and content, arrange real world trips and events, or interact with brands in an increasingly personal way. However, the once unified “social” sphere is increasingly diverging into social networks, which place consumer-to-consumer networking at the heart of their offering, and media networks, which facilitate social interactions by the sharing of media.

This report looks at which social networks consumers are using, how often they are using them, how often they use them outside of the home, consumer attitudes towards brands on social networks, attitudes towards social networks, and how interested consumers might be in using non-social services on social networks.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definitions
        • Social networks
          • Media networks
            • Market data
              • Figure 1: The top 10 most popular social or media networks visited by PC users in February 2013, by Mintel social or media classification, May 2013
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 2: Total unique PC visitors to the top 10 social networking and media sites by unique monthly visitors, February 2011, February 2012 and February 2013
                • Media network use increasing
                  • Figure 3: Proportion of unique PC visitors to the top 10 social and media networks in the UK, by social and media networks, February 201 1, February 2012 and February 2013
                • Market factors
                  • Media content becoming more important to social networks
                    • Social networks become messaging services
                      • Companies, brands and innovation
                        • Figure 4: Share of total unique PC visitors for the top ten social and media networks by unique monthly visitors, February 2011, February 2012 and February 2013
                        • Figure 5: Share of total unique visitors using a mobile browser (not an app) of the top ten social and media networks, February 2011, February 2012 and February 2013
                      • The consumer
                        • Figure 6: Frequency of visits to social networks, March 2013
                        • Figure 7: Frequency with which consumers use social networks outside of the home, March 2013
                        • Figure 8: Attitudes towards brands on social networking sites, March 2013
                        • Figure 9: Attitudes towards social networks, March 2013
                        • Figure 10: Consumer attitudes towards using non-social services on social networks, March 2013
                      • What we think
                      • Issues in the Market

                          • How much of an impact will greater mobile use have on social networks?
                            • Are media networks taking over from social networks?
                              • Are social networks going to be reduced to messaging services?
                                • How can brands best manage their social presence?
                                • Trend Application

                                    • Trend: Influentials
                                      • Trend: Prove It
                                        • Mintel Futures: Generation Next
                                        • Market Drivers

                                          • Key points
                                            • Overall network use increasing
                                              • Figure 11: Total unique PC visitors to the top 10 social networking and media sites, by unique monthly visitors, February 2011, February 2012 and February 2013
                                            • Media network popularity increasing
                                              • Figure 12: Proportion of unique PC visitors to the top 10 social and media networks in the UK accounted for by social and media networks, February 201 1, February 2012 and February 2013
                                            • Twitter pushing to become a media hub
                                              • Figure 13: A Vine video integrated into Twitter’s interface, April 2013
                                            • Growing internet access from mobile devices
                                              • Figure 14: Devices used to access the internet in the last three months, with percentage-point change from September 2012, January 2013
                                              • Figure 15: Top online activities performed on computers, smartphones and tablets, January 2013
                                            • Path looks to capitalise on mobile usage
                                              • Social messaging the next big thing?
                                                • Figure 16: Volume of SMS messages sent annually, 2003-11
                                              • Twitter and other social media becoming a potent source of social data
                                                • Is greater legislation on the cards?
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Charity game aims to prompt donations and raise awareness
                                                      • Amex Pay by Tweet service launches in the US
                                                        • O2 Timeline tells a Facebook future
                                                          • Unface.it focuses on real world interactions
                                                          • Market Trends

                                                            • Key points
                                                              • PC browser share and segmentation
                                                                • Facebook share dropped below 50% in 2013
                                                                  • Figure 17: Share of total unique PC visitors for the top ten social and media networks by unique monthly visitors, February 2011, February 2012 and February 2013
                                                                  • Figure 18: Total unique visitors from a PC browser to the top 10 social and media networks, by unique monthly visitors, February 2011, February 2012 and February 2013.
                                                                • Social networks get higher visitor rates, shorter engagement
                                                                  • Figure 19: Average visits from PC visitors per month for the top 10 social and media networks, by social and media networks, February 2011, February 2012 and February 2013
                                                                  • Figure 20: Top five social or media networking sites by average visits per PC visitor per month, February 2013
                                                                  • Figure 21: Average visits per PC visitor per month for the top 10 social and media networks, by social and media networks, without Facebook, February 2011, February 2012 and February 2013
                                                                • Consumers spend equal time per visit on social and media sites
                                                                  • Figure 22: Average minutes per visit per PC user for the top 10 social and media networks, by social and media networks, February 2011, February 2012 and February 2013
                                                                  • Figure 23: Top five social or media networking sites, by average minutes per visit per PC user, February 2013
                                                                • Mobile device browser share and segmentation
                                                                  • Mobile visitor growth dominated by media sites
                                                                    • Figure 24: Share of total unique mobile visitors* of the top ten social and media networks by total unique monthly visitors, February 2011, February 2012 and February 2013
                                                                    • Figure 25: Total unique visitors to the top 10 social and media networks from a mobile browser (not an app), February 2011, February 2012 and February 2013
                                                                    • Figure 26: total monthly active Facebook users accessing the site from a mobile device worldwide, December 2010-December 2012
                                                                  • Media sites gathering more interest
                                                                    • LinkedIn only site to maintain average number of visits
                                                                      • Figure 27: Total average visits per day to Facebook, Twitter and LinkedIn from a browser on PC and a browser on a mobile devices, February 2011, February 2012 and February 2013
                                                                    • Smartphone owners only marginally more likely than tablet owners to access networks on their devices
                                                                      • Figure 28: Access of social networks or sharing services from different devices, by all consumers, July 2012-March 2013
                                                                      • Figure 29: Access of social networks or sharing services from different devices, by device owners, July 2012-March 2013
                                                                  • Social App Use

                                                                    • Key points
                                                                      • Social app use doubles in two years
                                                                        • Figure 30: Proportion of mobile owners who accessed social networking applications on their mobile phones, by mobile owners and by smartphone owners, February 2011, February 2012 and February 2013
                                                                      • Flat mobile browser growth suggests app usage specifically high for Twitter
                                                                        • Figure 31: Total unique visitors to Facebook, Twitter and LinkedIn from a browser on PC and a browser on mobile devices, February 2011, February 2012 and February 2013
                                                                        • Figure 32: Total average minutes per visit to Facebook, Twitter and LinkedIn from a browser on PC and a browser on mobile devices, February 2011, February 2012 and February 2013
                                                                    • Companies and Products

                                                                        • Facebook Inc.
                                                                          • Users
                                                                            • Figure 33: Facebook global monthly active users, daily active users and mobile users, 2010-12
                                                                          • Background
                                                                            • Product features
                                                                              • Recent updates
                                                                                • Financials
                                                                                  • Figure 34: Key financial data for Facebook, 2009-12
                                                                                • Google+
                                                                                  • Users
                                                                                    • Figure 35: User base, Google+, July 2012-December 2012
                                                                                  • Background and product features
                                                                                    • Recent updates
                                                                                      • Financials
                                                                                        • Figure 36: Google Inc Revenues 2011-12
                                                                                      • LinkedIn Corp.
                                                                                        • Users
                                                                                          • Figure 37: LinkedIn Monthly active users, 2010-12
                                                                                        • Background
                                                                                          • Product features
                                                                                            • Recent updates
                                                                                              • Financials
                                                                                                • Figure 38: Key financials for LinkedIn, 2011-12
                                                                                              • Twitter
                                                                                                • Users
                                                                                                  • Figure 39: Twitter active monthly users, 2011-13
                                                                                                • Background
                                                                                                  • Product features
                                                                                                    • Recent updates
                                                                                                      • Financials
                                                                                                        • Figure 40: Estimated advertising revenue for Twitter, 2010-12
                                                                                                    • Social Networks Usage and Frequency

                                                                                                      • Key points
                                                                                                        • Everyday usage the norm for over half of internet users
                                                                                                          • Figure 41: Frequency of visits to social networks, March 2013
                                                                                                        • Google+ matches Twitter’s reach for 25-34s
                                                                                                          • Figure 42: Usage of social networks at least a few times a week or more frequently, by age, March 2013
                                                                                                        • Access through a console indicates higher social network usage
                                                                                                          • Figure 43: Devices through which consumers access the internet, by usage of a social network every day or more frequently, March 2013
                                                                                                        • LinkedIn users more frequent users of other networks
                                                                                                          • Figure 44: Usage of social networks by users of other social networks, March 2013
                                                                                                      • How Often Social Networks Are Used Out of The Home

                                                                                                        • Key points
                                                                                                          • Facebook’s lead disappears when it comes to outside the home access
                                                                                                            • Figure 45: Frequency with which consumers use social networks outside of the home, March 2013
                                                                                                            • Figure 46: Social network use, by any use and any use outside the home, March 2013
                                                                                                          • Demographic make-up of out-of-home network access closely follows all users
                                                                                                            • Figure 47: Male and female access to social networks out the house, March 2013
                                                                                                            • Figure 48: Access of social networks outside of the house, by age, March 2013
                                                                                                          • Out-of-home Twitter users most likely to regularly visit other social networks
                                                                                                            • Figure 49: Proportion of Facebook, Google+ and Twitter users who use those networks every day out of the home and who also use social networks every day, March 2013
                                                                                                        • Attitudes Towards Brands and Social Networks

                                                                                                          • Key points
                                                                                                            • Anti-brand sentiment and behaviour persists across ages
                                                                                                              • Figure 50: Attitudes towards brands on social networking sites, March 2013
                                                                                                              • Figure 51: Proportion of social network users who agree with pro-brand, anti-brand or contingent statements, by age, March 2013
                                                                                                            • Women more likely to like Facebook brand pages
                                                                                                              • LinkedIn user attitudes towards brands on social networks
                                                                                                                • Figure 52: LinkedIn user attitudes towards brands and companies on social networking sites, March 2013
                                                                                                              • Twitter user attitudes towards brands on social networks
                                                                                                                • Figure 53: Twitter user attitudes towards brands and companies on social networking sites, March 2013
                                                                                                              • Google+ user attitudes towards brands on social networks
                                                                                                                • Figure 54: Google+ user attitudes towards brands and companies on social networking sites, March 2013
                                                                                                              • Facebook user attitudes towards brands on social networks
                                                                                                                • Figure 55: Facebook user attitudes towards brands and companies on social networking sites, March 2013
                                                                                                              • Ad relevance remains a key metric
                                                                                                              • Attitudes Towards Social Networks

                                                                                                                • Key points
                                                                                                                  • Over half of consumers unwilling to pay for social networks
                                                                                                                    • Figure 56: Attitudes towards social networks, March 2013
                                                                                                                  • Secondary services most likely to appeal to 25-34s
                                                                                                                    • Figure 57: Proportion of consumers who would never do serious activities on social networks, March 2013
                                                                                                                  • Google+ users the least likely to avoid serious activities
                                                                                                                    • Figure 58: Social network users who never perform serious tasks on social networks, by network, March 2013
                                                                                                                  • Facebook users proportionally the least likely to share content
                                                                                                                    • Figure 59: Social network users who will try and share something they find and enjoy online with their social networks or who sometimes create content specifically for social networks, by network, March 2013
                                                                                                                • Consumer Desires to Use Other Services on Social Networks

                                                                                                                  • Key points
                                                                                                                    • Most popular activity rejected by over half of consumers
                                                                                                                      • Figure 60: Consumer attitudes towards using non-social services on social networks, March 2013
                                                                                                                    • Full-time employees more likely to shop on social networks
                                                                                                                      • Figure 61: Consumer willingness to shop for small or medium priced items, bigger purchases or downloadable films, music or books without needing someone else to try the service first, by employment status, March 2013
                                                                                                                      • Figure 62: Consumer willingness to shop for small or medium priced items, bigger purchases or downloadable films music or books, without needing someone else to try the service first, by joint annual household income, March 2013
                                                                                                                    • Facebook lead halves for service use
                                                                                                                      • Figure 63: Use of social networks at least once a day by consumers who would be interested in banking, networking or paying utilities on social networks without needing to see how it worked for someone else first, March 2013
                                                                                                                    • Google+ users most likely to welcome other services
                                                                                                                      • Figure 64: User desire to carry out other tasks on social networks, by network, March 2013
                                                                                                                    • Social network financial management service may gain popularity
                                                                                                                    • Appendix - Social Networks Usage and Frequency

                                                                                                                        • Figure 65: Social networks used by consumers, March 2013
                                                                                                                        • Figure 66: Social networks used by consumers, by most popular social networks used by consumers, March 2013
                                                                                                                        • Figure 67: Social networks used by consumers, by next most popular social networks used by consumers, March 2013
                                                                                                                        • Figure 68: Social networks used by consumers, by demographics, March 2013
                                                                                                                        • Figure 69: Facebook user demographics, March 2013
                                                                                                                        • Figure 70: Google+ user demographics, March 2013
                                                                                                                        • Figure 71: LinkedIn user demographics, March 2013
                                                                                                                        • Figure 72: Most frequent Twitter user demographics, March 2013
                                                                                                                        • Figure 73: Least frequent Twitter user demographics, March 2013
                                                                                                                    • Appendix – Network Use Outside The Home

                                                                                                                        • Figure 74: Social and media networks that consumers visit outside the home, March 2013
                                                                                                                        • Figure 75: Most popular social and media networks that consumers visit outside the home, by demographics, March 2013 (Counts Table – respondents out of 2000)
                                                                                                                        • Figure 76: Next most popular social and media networks that consumers visit outside the home, by demographics, March 2013 (Counts Table)
                                                                                                                        • Figure 77: Least popular social and media networks that consumers visit outside the home, by demographics, March 2013 (Counts Table)
                                                                                                                        • Figure 78: Frequency of social network use outside the home, by demographics, March 2013
                                                                                                                        • Figure 79: Facebook usage outside the home, by demographics, March 2013
                                                                                                                        • Figure 80: Google+ usage outside the home, by demographics, March 2013
                                                                                                                        • Figure 81: LinkedIn usage outside the home, by demographics, March 2013
                                                                                                                        • Figure 82: Most frequent Twitter usage outside the home, by demographics, March 2013
                                                                                                                        • Figure 83: Next most frequent Twitter usage outside the home, by demographics, March 2013
                                                                                                                    • Appendix – Attitudes Towards Brands And Social Networks

                                                                                                                        • Figure 84: Attitudes towards brands and companies on social networking sites, March 2013
                                                                                                                        • Figure 85: Attitudes towards brands and companies on social networking sites, by social networks usage frequency, March 2013
                                                                                                                        • Figure 86: attitudes towards brands and companies on social networking sites, by Facebook usage frequency, March 2013
                                                                                                                        • Figure 87: attitudes towards brands and companies on social networking sites, by Google+ usage frequency, March 2013
                                                                                                                        • Figure 88: Attitudes towards brands and companies on social networking sites, by LinkedIn usage frequency, March 2013
                                                                                                                        • Figure 89: Attitudes towards brands and companies on social networking sites, by most frequent Twitter usage, March 2013
                                                                                                                        • Figure 90: Attitudes towards brands and companies on social networking sites, by least frequent Twitter usage, March 2013
                                                                                                                        • Figure 91: Attitudes towards brands and companies on social networking sites, by most popular consumer attitudes towards brands and companies on social networking sites, March 2013
                                                                                                                        • Figure 92: Attitudes towards brands and companies on social networking sites, by next most popular consumer attitudes towards brands and companies on social networking sites, March 2013
                                                                                                                        • Figure 93: Attitudes towards brands and companies on social networking sites, by least popular consumer attitudes towards brands and companies on social networking sites, March 2013
                                                                                                                        • Figure 94: Most popular attitudes towards brands and companies on social networking sites, by demographics, March 2013
                                                                                                                        • Figure 95: Next most popular attitudes towards brands and companies on social networking sites, by demographics, March 2013
                                                                                                                        • Figure 96: Other attitudes towards brands and companies on social networking sites, by demographics, March 2013
                                                                                                                    • Appendix – Attitudes Towards Social Networks

                                                                                                                        • Figure 97: Attitudes towards social networks, March 2013
                                                                                                                        • Figure 98: Attitudes towards social networks, by frequency of social networks usage, March 2013
                                                                                                                        • Figure 99: Attitudes towards social networks, by Facebook used usage frequency, March 2013
                                                                                                                        • Figure 100: Attitudes towards social networks, by Google+ usage frequency, March 2013
                                                                                                                        • Figure 101: Attitudes towards social networks, by LinkedIn usage frequency, March 2013
                                                                                                                        • Figure 102: Attitudes towards social networks, by most frequent Twitter usage, March 2013
                                                                                                                        • Figure 103: Attitudes towards social networks, by least frequent Twitter usage, March 2013
                                                                                                                    • Appendix – Using Other Services On Social Networks

                                                                                                                        • Figure 104: Consumer attitudes towards using non-social services on social networks, March 2013
                                                                                                                        • Figure 105: Social and media networks used by consumers, by consumer attitudes towards using social networks for banking/managing finances, March 2013
                                                                                                                        • Figure 106: Social and media networks used by consumers, by consumer attitudes towards using social networks for banking/managing finances, March 2013
                                                                                                                        • Figure 107: Social and media networks used by consumers, by consumer attitudes towards using social networks for paying utilities, March 2013
                                                                                                                        • Figure 108: Social and media networks used by consumers, by consumer attitudes towards using non social networks for applying for jobs, March 2013
                                                                                                                        • Figure 109: Social and media networks used by consumers, by consumer attitudes towards using social networks for shopping for small or medium priced items, March 2013
                                                                                                                        • Figure 110: Social and media networks used by consumers, by consumer attitudes towards using social networks for buying downloadable films, music or books, March 2013
                                                                                                                        • Figure 111: Social and media networks used by consumers, by consumer attitudes towards using social networks for shopping for bigger purchases, March 2013
                                                                                                                        • Figure 112: Social and media networks used by consumers, by consumer attitudes towards using social networks for finding a new home to buy or rent, March 2013
                                                                                                                        • Figure 113: Consumers attitudes towards using non-social services on social networks, by social networks usage frequency, March 2013
                                                                                                                        • Figure 114: Consumer attitudes towards using non-social services on social networks, by facebook usage frequency, March 2013
                                                                                                                        • Figure 115: Consumer attitudes towards using non-social services on social networks, by google+ usage frequency March 2013
                                                                                                                        • Figure 116: Consumer attitudes towards using non-social services on social networks, by LinkedIn usage frequency, March 2013
                                                                                                                        • Figure 117: Consumer attitudes towards using non-social services on social networks, by most frequent Twitter usage, March 2013
                                                                                                                        • Figure 118: Consumer attitudes towards using non-social services on social networks, by least frequent Twitter usage, March 2013

                                                                                                                    Companies Covered

                                                                                                                    • deviantART
                                                                                                                    • Facebook, Inc.
                                                                                                                    • LinkedIn
                                                                                                                    • MySpace.com
                                                                                                                    • Twitter, Inc.

                                                                                                                    Social Networking - UK - May 2013

                                                                                                                    £1,995.00 (Excl.Tax)