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 and Media Networks - UK - May 2018

“While there is a trend towards cutting down on social media use, more people than ever are using social networks and the vast majority are sharing content. Platforms more popular with younger demographics must strike a balance between maintaining a cool brand image and continuing to cater for long-term users as they get older. With renewed emphasis on data security in the aftermath of the Cambridge Analytica scandal, clear communication, transparency and giving users autonomy over their personal information will be vital moving forward.”
– Adrian Reynolds, Consumer Technology Analyst

This report looks at the following issues:

  • Has the Cambridge Analytica data sharing scandal hit people’s trust in social media?
  • Is the digital detox trend hitting social media?

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. Overview

    • What you need to know
      • Scope of this Report
        • Social networks
          • Media networks
          • Executive Summary

              • The market
                • Consistent growth in global Facebook user numbers continues
                  • Figure 1: Facebook active users, December 2011-December 2017
                • Twitter’s monthly active users growth stalls
                  • Figure 2: Twitter monthly active users, Q4 2016-Q4 2017
                • The consumer
                  • Facebook continues to be the most used by some distance
                    • Figure 3: Recent social media network usage, March 2017 and April 2018
                  • Half of Facebook and Snapchat users using the platform several times daily
                    • Figure 4: Daily social media use, by network, April 2018
                  • Two thirds of people use smartphones to access social networks
                    • Figure 5: Devices used to access social media networks, by gender, April 2018
                  • Over four in 10 use smartphones most often to access social media
                    • Figure 6: Device used most frequently to access social media networks, April 2018
                  • High-quality smartphone cameras have driven content sharing
                    • Figure 7: Content most often shared on social media, April 2018
                  • Nearly half of people have made some effort to cut down on social media
                    • Figure 8: Trends in cutting down social media use, April 2018
                  • Saving time is the main reason for cutting down
                    • Figure 9: Reasons for cutting down on social media use, by gender, April 2018
                  • Lack of trust in Facebook emerges after data sharing scandal
                    • Figure 10: Correspondence analysis of social networks, April 2018
                  • What we think
                  • Issues and Insights

                    • Has the Cambridge Analytica data sharing scandal hit people’s trust in social media?
                      • The facts
                        • The implications
                          • Is the digital detox trend hitting social media?
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Rising device ownership has driven social media access points
                                  • Social media is the most popular smartphone activity
                                    • Consistent growth in Facebook global user numbers continues
                                      • YouTube experiencing criticism over advertising
                                        • Twitter’s monthly active users growth stalls
                                          • Negative response to Snapchat’s app redesign
                                          • Market Drivers

                                            • Rising device ownership has driven social media access points
                                              • Figure 11: Ownership of smartphones and tablets, January 2013-December 2017
                                            • Social media is the most popular smartphone activity
                                              • Figure 12: Most popular smartphone activities, by age, February 2018
                                            • The emphasis on improved smartphone cameras
                                              • Digital advertising forecasts
                                                • Figure 13: The UK digital advertising market, 2012-22
                                              • The most popular apps are social media networks
                                                • Figure 14: Regularity of app use, July 2017
                                            • Major Players – Facebook Inc

                                              • Background
                                                • Consistent growth in global user numbers continues
                                                  • Figure 15: Facebook active users, December 2011-December 2017
                                                • Advertising revenues underpinning impressive growth
                                                  • Figure 16: Facebook, key financial data, 2011-17
                                                • Data sharing and Cambridge Analytica
                                                  • Fallout from the scandal continues
                                                    • Figure 17: Facebook’s April 2018 message on data sharing
                                                  • Cryptocurrency advertising banned from Facebook
                                                    • Introduction of a ‘downvote’ button
                                                      • Increasing focus on original video content through Facebook Watch
                                                        • The company continues to invest in virtual reality
                                                        • Major Players – YouTube

                                                          • Background
                                                            • Recent activity
                                                              • YouTube Red expected to launch in the UK
                                                                • Criticism over advertising
                                                                  • YouTube music videos hacked
                                                                    • Live TV service expanded
                                                                    • Major Players – Twitter

                                                                      • Background
                                                                        • Figure 18: Barack Obama’s most liked Tweet of all time
                                                                        • Figure 19: Twitter monthly active users, Q4 2016-Q4 2017
                                                                      • Recent activity
                                                                        • New character limit doubles potential Tweet length
                                                                          • Twitter moves to fight spam and automation
                                                                            • Bookmarks introduced for saving Tweets
                                                                              • Twitter removes malicious accounts
                                                                              • Major Players – Snapchat

                                                                                • Background
                                                                                  • Recent activity
                                                                                    • Negative response to Snapchat’s app redesign
                                                                                      • Kylie Jenner Tweet hits Snapchat value
                                                                                        • Tencent buys a 12% stake
                                                                                        • The Consumer – What You Need to Know

                                                                                          • Overall social media usage up on a year ago
                                                                                            • Facebook continues to be the most used by some distance
                                                                                              • Half of Facebook and Snapchat users using the platform several times daily
                                                                                                • Two thirds of people use smartphones to access social networks
                                                                                                  • High-quality smartphone cameras have driven content sharing
                                                                                                    • Over seven in 10 both share and view content, while one in five only view
                                                                                                      • Nearly half of people have made some effort to cut down on social media
                                                                                                        • Two thirds of 16-24-year-olds have tried to reduce social media use
                                                                                                          • Lack of trust in Facebook emerges after data sharing scandal
                                                                                                          • Social Media Usage

                                                                                                            • Overall social media usage up on a year ago
                                                                                                              • Facebook continues to be the most used by some distance
                                                                                                                • Figure 20: Recent social media network usage, March 2017 and April 2018
                                                                                                              • Facebook usage peaks amongst 25-34-year-olds
                                                                                                                • Figure 21: Recent Facebook usage, by gender and age, April 2018
                                                                                                              • Eight in 10 people aged 16-24 use YouTube
                                                                                                                • Figure 22: Recent YouTube usage, by gender and age, April 2018
                                                                                                              • A third of people have used Twitter in the last three months
                                                                                                                • Figure 23: Recent Twitter usage, by gender and age, April 2018
                                                                                                              • Three in 10 women have recently used Instagram
                                                                                                                • Figure 24: Recent Instagram usage, by gender and age, April 2018
                                                                                                              • Snapchat has the biggest age split of the networks analysed
                                                                                                                • Figure 25: Recent Snapchat usage, by gender and age, April 2018
                                                                                                              • Half of Facebook and Snapchat users using the platform several times daily
                                                                                                                • Social and media networks designing apps to maximise frequent use
                                                                                                                  • Figure 26: Frequency of social media use, by network, April 2018
                                                                                                                  • Figure 27: Daily social media use, by network, April 2018
                                                                                                              • Social Media Access Points

                                                                                                                • Two thirds of people use smartphones to access social networks
                                                                                                                  • Seven in 10 women access social media on a smartphone
                                                                                                                    • Figure 28: Devices used to access social media networks, by gender, April 2018
                                                                                                                  • Two thirds of people use two or more social media access points
                                                                                                                    • Figure 29: Repertoire of social media access points, April 2018
                                                                                                                  • Over four in 10 use smartphones most often to access social media
                                                                                                                    • Figure 30: Device used most frequently to access social media networks, April 2018
                                                                                                                  • 65% of 16-24-year-olds access social media via smartphones most often
                                                                                                                    • Figure 31: Device used most frequently to access social media networks, by age, April 2018
                                                                                                                • Content on Social Media

                                                                                                                  • High-quality smartphone cameras have driven content sharing
                                                                                                                    • Nearly a quarter of people share written content most often
                                                                                                                      • Figure 32: Content most often shared on social media, April 2018
                                                                                                                    • Six in 10 people aged 16-24 include photos in their most shared content
                                                                                                                      • Figure 33: Popularity of sharing photos and images on social media, by gender and age, April 2018
                                                                                                                    • Over seven in 10 both share and view content, while one in five only view
                                                                                                                      • Figure 34: Tendency to share or view content, by age, April 2018
                                                                                                                    • People are most likely to view photos and images
                                                                                                                      • Social networks are increasingly pushing video content
                                                                                                                        • Figure 35: Viewing habits on social media networks, by gender, April 2018
                                                                                                                    • Trends in Cutting Down

                                                                                                                      • The rise of the digital detox
                                                                                                                        • Nearly half of people have made some effort to cut down on social media
                                                                                                                          • Figure 36: Trends in cutting down social media use, April 2018
                                                                                                                        • Men are twice as likely to have deleted social media accounts
                                                                                                                          • Two thirds of 16-24-year-olds have tried to reduce social media use…
                                                                                                                            • …but they are less likely to take a break from all social media
                                                                                                                              • Figure 37: Trends in cutting down social media use, by age, April 2018
                                                                                                                            • Saving time is the main reason for cutting down
                                                                                                                              • A third of those cutting down have concerns over personal data
                                                                                                                                • Over a quarter are cutting down due to the extent of fake news
                                                                                                                                  • Two in 10 reducing social media use are worried about mental health
                                                                                                                                    • Figure 38: Reasons for cutting down on social media use, by gender, April 2018
                                                                                                                                • Perceptions of Social Media

                                                                                                                                  • Lack of trust in Facebook emerges after data sharing scandal
                                                                                                                                    • Women have a more upbeat perception of Facebook and Instagram
                                                                                                                                      • Figure 39: Correspondence analysis of social networks, April 2018
                                                                                                                                      • Figure 40: Words associated with social networks, April 2018
                                                                                                                                    • Over a quarter of 16-24-year-olds lack trust in Facebook
                                                                                                                                      • Figure 41: Proportion of people deeming social media networks “untrustworthy”, by gender and age, April 2018
                                                                                                                                    • Perceptions are far more positive among recent users
                                                                                                                                      • Figure 42: Words associated with social networks, by recent social media usage, April 2018
                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                      • Abbreviations
                                                                                                                                        • Consumer research methodology
                                                                                                                                          • Correspondence analysis methodology

                                                                                                                                          Social and Media Networks - UK - May 2018

                                                                                                                                          US $2,552.20 (Excl.Tax)