2022
9
UK Social Media: Sharing and Socialising Market Report 2022
2022-07-20T04:09:12+01:00
OX1103173
2195
153463
[{"name":"Social Media","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media"}]
Report
en_GB
“While there are still many doubts about the metaverse concept, Mintel’s research shows significant interest in using VR on social media for a variety of purposes, especially socialising with friends.

UK Social Media: Sharing and Socialising Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Social Media: Sharing and Socialising Market Report identifies consumers’ attitudes towards social media platforms, frequency of use and future VR innovations in the UK social media market. This report covers the social media market size, market forecast, market segmentation and industry trends for the UK social media market.

 

Current Social Media Market Landscape 

The conflict in Ukraine has had significant implications for the social media market since most platforms have been banned in Russia. As with COVID-19, social media platforms in the UK are introducing stricter content moderation policies and features to counteract the spread of misinformation about such a serious event.

The cost-of-living crisis and difficult geopolitical situation could boost engagement with more people spending extra time on social media, but could put a strain on advertising revenue growth.

 

Social Media Market Share and Key Industry Trends

Video is now driving developments in the UK social media market, with platforms investing in short videos, vertical scrolling and collaborative content.

Mintel’s social media market research identifies that the heavy focus on short video engagement across platforms is potentially opening the door for more stripped-back social media platforms and features (e.g. focused on photos) that appeal to other types of users.

  • 81% of UK internet users have a social media account.
  • 55% of social media users have posted a photo on a social media platform in the last three months.
  • 41% of UK consumers would be interested in using VR to socialise with family and friends.

 

Future Social Media Trends

VR and AR will be key for social media industry growth. Social media platforms in the UK look to incorporate VR for various purposes, from socialising with friends to attending events.

One of the greatest threats to the UK social media market is the concern about the impact on the mental wellbeing of social media users. More features, policies and platforms are being introduced that push wellbeing and protection to the forefront, even at the cost of engagement.

Read on to discover more details or take a look at all of our UK Media Market Research.

 

Quickly Understand

  • Performance of social media platforms in the UK.
  • Main reasons for use and frequency of use of social media platforms.
  • Types of content people post on social media and reasons for posting.
  • People’s experience on social media and how that impacts their wellbeing.
  • Interest in using virtual reality on social media
  • Explores social media market size and social media industry growth.

Covered in this Report

Brands:  Facebook, YouTube, Instagram, Twitter, TikTok, Snapchat, LinkedIn, Pintresr, Reddit, Twitch, Tumblr.

 

Expert Analysis from a Specialist in the Field

This report, written by Rebecca McGrath, a leading senior analyst in the Media and Technology sector, delivers in-depth commentary and analysis to highlight current trends in the UK social media market and add expert context to the numbers.

While there are still many doubts about the metaverse concept, Mintel’s research shows significant interest in using VR on social media for a variety of purposes, especially socialising with friends. This interest highlights the worth of investing in VR and the metaverse for the major tech companies, but caution should be shown about premature launches before the technology and moderation policies are ready.”

Rebecca McGrath
Associate Director for Media and Technology

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The outlook for sharing and socialising on social media
    • Now
    • Next
    • Future
    • The market
    • Online Safety Bill aims to regulate social media
    • Social media platforms try to tackle Ukraine misinformation
    • Brands and companies
    • Elon Musk tries to walk away from Twitter deal
    • Meta aims to be the driver behind the metaverse
    • TikTok is viewed as a trendsetter but some have concerns about the platform
    • The consumer
    • Facebook still reigns but TikTok overtakes among younger users
      • Figure 1: Social media platform usage, 2022
    • Platforms look to mimic TikTok interface to boost engagement
      • Figure 2: Frequency of social media platform visits, 2022
    • A significant number of people have an anonymous account, highlighting potential impact of new regulation
      • Figure 3: Social media accounts, 2022
      • Figure 4: Anonymous social media accounts, 2022
    • Platforms shouldn’t underestimate the power of photos
      • Figure 5: Types of content posted on social media, 2022
    • BeReal shows how simultaneous prompts can encourage casual posting
      • Figure 6: Reasons for posting on social media, 2022
    • At its core, social media is still about maintaining friendships
      • Figure 7: Main reasons for using social media, 2022
    • Interest in socialising in VR highlights potential of metaverse
      • Figure 8: Use of VR on social media, 2022
    • Growing concerns about mental health will impact use of social media
      • Figure 9: Social media behaviour, 2022
    • Platforms introduce more content moderation to cope with abusive messaging
      • Figure 10: Negative interactions on social media, 2022
    • News content on social media can negatively impact people’s experience
      • Figure 11: News and information on social media, 2022
  3. Issues and Insights

    • Potential in VR socialising but companies need to avoid jumping the gun
    • Hate-free or free speech: platforms could differentiate themselves via content moderation
  4. Market Drivers

    • Outlook for sharing and socialising on social media
    • Now
    • Next
    • Future
    • Caution about spending could mean people increase their time on social media
      • Figure 12: Household financial wellbeing index, 2016-22
    • Economic difficulties will limit revenue growth
    • Social media platforms banned in Russia
    • Social media platforms try to tackle Ukraine misinformation
    • Barriers to overcome but people are open to the metaverse
  5. Regulatory and Legislative Changes

    • Online Safety Bill aims to regulate social media
    • Cracking down on anonymous accounts
  6. Brand Research

    • Brand map
      • Figure 13: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 14: Key metrics for selected brands, 2022
    • Brand attitudes: TikTok stands out for innovation and setting trends
      • Figure 15: Attitudes, by brand, 2022
    • Brand personality: Facebook, TikTok and Twitter are considered the most unethical
      • Figure 16: Brand personality – macro image, 2022
    • YouTube is strongly associated with all positive traits
      • Figure 17: Brand personality – Micro image, 2022
    • Brand analysis
    • Facebook inspires a wide variety of opinions
    • Twitter doesn’t have a very positive reputation in general or among its users
    • Creators on YouTube could be driving positive brand associations
    • People view Pinterest as a safer space than other social media platforms
    • LinkedIn users are the least likely to give it a positive endorsement
    • People do not have a strong view of Snapchat
    • TikTok is viewed as a trendsetter but some have concerns about the platform
    • Instagram has an upbeat brand image
  7. Meta

    • Facebook’s user growth picks up after difficult end to 2021
      • Figure 18: Meta family daily and monthly active people, 2020-22
      • Figure 19: Facebook daily and monthly active users, 2015-22
    • Meta reports slowest growth in a decade at start of 2022
      • Figure 20: Meta revenues, 2019-22
    • Meta aims to be the driver behind the metaverse
    • Changes to be made to Facebook feed in response to TikTok competition
    • NFT display options being tested by Instagram
    • Instagram brings back its chronological feed
    • New parental controls introduced by Instagram
  8. Twitter

    • Elon Musk tries to walk away from Twitter deal
    • Twitter reports growth in user numbers
      • Figure 21: Twitter monetizable daily active users (mDAU), 2020-22
    • Strong revenue growth in 2021
    • Twitter’s heavy reliance on advertising revenue highlights challenge of a free speech platform
      • Figure 22: Twitter global revenue, 2018-21
    • Musk expresses concern about bots
    • An edit button is finally coming
  9. YouTube

    • YouTube’s recent results highlight impact of economic difficulties
    • YouTube responds to TikTok threat
  10. TikTok

    • TikTok’s popularity has altered the social media landscape
    • New Friends tab replaces Discover
    • TikTok looks to boost role in music
      • Figure 23: TikTok’s SoundOn platform
    • Effect House goes live as TikTok invests in AR
    • Tackling youth unemployment
  11. Snap

    • Snapchat’s rapid user growth continues
      • Figure 24: Snapchat daily active users, 2018-22
    • 2021 sees massive revenue growth but fortunes are turning
      • Figure 25: Snap financials, 2016-21
    • Snapchat to introduce subscription option
    • Snapchat tests comments in Spotlight clips
    • Parental controls feature in development
  12. Pinterest

    • Pinterest’s user numbers grow at the beginning of 2022
      • Figure 26: Pinterest MAUs (monthly active users), 2018-22
    • Revenue surges in 2021, reflecting Pinterest’s value as a social commerce hub
      • Figure 27: Pinterest global revenue, 2018-21
    • Pinterest’s feed is redesigned to increase time on the platform
    • Enabling users to respond with videos
      • Figure 28: Idea Pin on Pinterest
    • Wellbeing initiatives remain a priority
  13. LinkedIn

    • LinkedIn again reports record engagement
    • LinkedIn invests in audio to boost interactions
  14. Social Media Platform Usage

    • Facebook still reigns but TikTok overtakes among younger users
      • Figure 29: Social media platform usage, by 16-24 year olds, 2022
    • Snapchat has achieved resilient popularity with younger people
      • Figure 30: Snap Map Buddy System
    • LinkedIn promotes power of community to boost use
      • Figure 31: Use of social media platforms, 2019-22
      • Figure 32: Use of social media platforms, 2019-22
    • Broadening Reddit’s appeal
      • Figure 33: Use of Reddit in the last three months, by gender and age, 2022
  15. Frequency of Social Media Visits

    • Platforms look to mimic TikTok interface to boost engagement
    • Vertical scrolling makes platforms better suited towards phones
      • Figure 34: Frequency of social media platform visits, 2022
      • Figure 35: Daily usage of social media platforms, by 16-24 year olds, 2022
    • Facebook’s daily engagement remains high
      • Figure 36: Daily usage of social media platforms, 2020-22
      • Figure 37: Daily usage of social media platforms, 2020-22
  16. Social Media Accounts

    • Platforms are cracking down on people without accounts
      • Figure 38: Social media accounts, 2022
    • A significant number of people have an anonymous account, highlighting potential impact of new regulation
      • Figure 39: Anonymous social media accounts, 2022
  17. Types of Content Posted

    • Platforms shouldn’t underestimate the power of photos
    • Photos are key to attracting older users
    • Opening the door for other photo-orientated apps
      • Figure 40: Types of content posted on social media, 2022
      • Figure 41: Posted photos and short videos on social media in the last three months, 2022
    • Video responses and collaboration will drive engagement among younger users
      • Figure 42: Posted comment on social media in the last three months, by gender and age, 2022
    • Longer videos are not commonly posted
    • Audio elements added to social media
  18. Reasons for Posting

    • BeReal highlights how simultaneous prompts can encourage casual posting
      • Figure 43: Reasons for posting on social media, 2022
    • Desire to inform highlights how misinformation spreads
    • Utilising users as content moderators
      • Figure 44: Group admin controls on Facebook
  19. Reasons for Using Social Media

    • At its core, social media is still about maintaining friendships
    • TikTok puts more focus on friends
      • Figure 45: Main reasons for using social media, 2022
      • Figure 46: Top five reasons for using social media, by age, 2022
    • Platforms and features focused on creating positive interactions will appeal to young women
    • Platforms launched promising to be ‘hate free’
    • Social media platforms could take divergent moderation paths
      • Figure 47: Top five reasons for using social media, by gender and age, 2022
      • Figure 48: Top five reasons for using social media, by gender and age, 2022
  20. Virtual Reality and Social Media

    • Interest in socialising in VR highlights potential of metaverse
    • Lesson from ‘Zoom drinks’ is that the key to social VR will be comfort and flexibility
      • Figure 49: Use of VR on social media, 2022
    • Addressing mental health concerns and VR
    • Working from home presents opportunity for VR work spaces
    • Companies should be cautious of VR for workers
    • Twitch users offer a great target audience for early VR developments
      • Figure 50: Interest in using VR on social media, by Twitch users, 2022
    • Protecting people in virtual worlds
  21. Social Media Behaviour

    • Growing concerns about mental health will impact use of social media
    • Time-limit prompts can help people make healthier choices
      • Figure 51: Social media behaviour, 2022
      • Figure 52: Perception of time spent on social media, by age, 2022
    • Social media platforms provide more tools to help protect young users
      • Figure 53: Instagram parental controls
    • Keeping reaction options positive
    • Platforms introduce more content moderation to cope with abusive messaging
      • Figure 54: Negative interactions on social media, 2022
    • Focusing on how social media can help as well as hurt
  22. News on Social Media

    • High volumes of news content can negatively impact people’s social media experience
      • Figure 55: News and information on social media, 2022
    • Consumer recognition about being misled shows scale of the issue
  23. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch