Stalling financial confidence will prompt cautious spending, limiting the growth of paid social media subscriptions and ecommerce. However, AI search/chatbots offer platforms the opportunity to take a stronger role in guiding purchasing decisions, something many will appreciate while being more selective about spending.
Consumers are concerned about the impact Gen AI could have on the spread of misinformation and authentic human interaction. Platforms will require strict AI labelling to mitigate concerns, while also ensuring that AI content does not disrupt the core purpose of social media: human connection. People also continue to be wary of the impact social media has on their wellbeing.
AI developments will alter the social media landscape, presenting many opportunities for platforms to engage users through search and content creation. 58% of social media users, however, would currently prefer to use a social media platform that banned all AI images/videos, highlighting that there will also be an opportunity for AI-free platforms/feeds to emerge.
As AI content and features become more dominant on social media platforms, there will be an opportunity for AI-free spaces to emerge.
Rebecca McGrath, Associate Director for Media and Technology
This Report examines the UK attitudes towards the future of social media, and how social media use is likely to develop.
Mintel defines social media platforms as any platform focused on facilitating users to upload/share content and interact with other people at scale. Messaging services such as WhatsApp and Google Chat are not a focus of this Report.
For more specific focus on different aspects of social media, see Mintel’s UK Social Media: Engaging with Brands 2024 and UK Social Media: Sharing and Socialising 2024 Reports.
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more£ 5,000 – £ 21,600
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more£ 2,195
"Social media platforms have evolved to accommodate the entire shopping journey from discovery to purchase. Recent investments from major platforms have sought a more active role in bringing...
Find out more£ 2,195
Many platforms have reported stronger advertising revenue over the last year, partly reflecting the improving economic situation. However, stalling growth in consumer financial confidence will limit take up...
Find out more£ 2,195
Generative AI presents new challenges for social media platforms looking to limit misinformation. However, the technology also provides opportunities to engage users Rebecca McGrath, Senior Media Analyst ...
Find out more£ 2,195
“BeReal’s emergence onto the social media scene and the incorporation of BeReal-esque features into major platforms, should push creators and influencers to create more content focused on authenticity...
Find out more£ 2,195
The development of AI will breed more mistrust online, something brands need to account for in their approach towards social media advertising. Rebecca McGrath, Associate Director for Media...
Find out more
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
