sociallife - survey of social media usage in the uk · network operators, tv and movie subscription...
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contact Lee Langford [email protected] 020 8263 5263 07966 339 606
Wave 1 June 2013
SocialLife Harris Interactive’s definitive survey of UK social media use
#SocialLife
contact Mark Baldwin [email protected] 020 8263 5303 07989 385 941
1 © Harris Interactive
Contents
#SocialLife 2 © Harris Interactive
The results disclosed in this report may not be used for advertising, marketing, or promotional purposes without the
prior written consent of Harris Interactive. Products, logos and brand
names are trademarks or registered trademarks of their respective owners.
Social Media Sites
Social Media Segments
Social Media & Brands
13-48
49-59
60-66
pages
Introduction & Method 3-7
Executive Summary 8-12
What Next? 67
Introduction Social media sites have become a major part of our everyday lives in recent years and there are
new statistics published every day about usage of individual sites ... 1 billion+ facebook users, 1 billion+ unique monthly YouTube visitors, too many tweets to count but approaching 200 billion ... until now, however, there has been no survey of UK consumers that looks at our use of social media holistically.
Harris Interactive’s new survey of UK social media usage - SocialLife - rectifies this by capturing data that profiles usage of 23 separate social media sites including established favourites like facebook, twitter and YouTube; specialist sites with a social element like Spotify and Mumsnet; and relative newcomers like Vine.
To make the information more actionable at a brand level, we have profiled users / owners / subscribers / supporters of over 100 brands spanning electronic devices, automotive, mobile network operators, TV and movie subscription services, newspapers, bookmakers, financial service providers, hotels and travel services, charities, high street chains and coffee houses.
Additionally, we have profiled 28 activities that consumers might undertake.
A full list of all brands and activities profiled can be found on the following pages. For further information, or to request a custom report please contact the report authors whose details are on the cover page. Alternatively, speak to your account manager at Harris Interactive.
#SocialLife 3 © Harris Interactive
Brands profiled in wave 1
#SocialLife 4 © Harris Interactive
Automotive
Audi
BMW
Citroen
Ford
Kia
Mazda
Toyota
Vauxhall
Volkswagen
Smartphones
BlackBerry
HTC
iPhone
LG
Nokia
Samsung
Sony
Flatscreen TVs
LG
Panasonic
Samsung
Sony Laptops
Apple
Dell
HP
Lenovo
Games Consoles
Nintendo Wii
Nintendo Wii U
PlayStation 3
Xbox 360
Headphones
Beats by Dre
Tablets
iPad
Kindle Fire
Samsung Galaxy
Face or Body Care
Remington
Mobile Networks
EE
O2
Orange
T-Mobile
Three
Vodafone
Television
BBC
MTV
Sky
Virgin Media
BT Vision
Music Streaming
Spotify
Movie Streaming
LOVEFILM
Netflix
Movie Studios
Disney
Games Developers
EA
If you would like to have users / owners / subscribers / supporters of your brand profiled in wave 2 of SocialLife, please contact the report authors or your account manager at Harris Interactive.
Brands profiled in wave 1 (continued)
#SocialLife 5 © Harris Interactive
Newspapers
The Express
The Guardian
The Independent
The Mail
The Mirror
The Sun
The Telegraph
The Times
Price Comparison Sites
Comparethemarket
Confused
Moneysavingexpert
Moneysupermarket
Lotteries
National Lottery
Financial Services
AA
American Express
Bank of Scotland
Barclays
Co-operative
First Direct
Halifax
HSBC
LV
Metro Bank
MORE TH>N
Nationwide
NatWest
Lloyds TSB
RBS
Saga
Santander
Tesco Bank
Virgin Money
Travel Services
British Airways
Virgin Atlantic
Virgin Trains
Thomas Cook
Bookmakers
888
Betfair
Ladbrokes
William Hill
Charities
Oxfam
Save the Children
The Red Cross
UNICEF
Hotels / Resorts
Crowne Plaza
Hilton
Holiday Inn
Intercontinental
Premier Inn
Royal Caribbean
Travelodge
Retailers
Aldi
Superdrug
Food & Drink
Burger King
Coca-Cola
Costa Coffee
McDonald’s
Pret A Manger
Starbucks
If you would like to have users / owners / subscribers / supporters of your brand profiled in wave 2 of SocialLife, please contact the report authors or your account manager at Harris Interactive.
Activities profiled in wave 1 Played video games on a console in the last month Played video games on a computer in the month Placed an online bet in the last 7 days Placed a bet in a bookmakers in the last 7 days Streamed a movie in the last month Gone to the cinema in the last month Visited a theme park in the last 6 months Visited a major tourist attraction in the last 6 months Attended a live Premier League football match in the last month Taken out a new credit card in the last 6 months Switched home insurance provider in the last 12 months Switched motor insurance provider in the last 12 months Switched current account provider in the last 12 months Taken out a personal loan in the last 12 months Placed an online grocery order in the last 3 months Shopped in a supermarket in the last month Bought a drink from a coffee shop in the last 7 days Been to a fast food restaurant in the last 14 days Requested a test drive of a new vehicle in the last 12 months Bought a new or used vehicle in the last 12 months Booked a flight in the last 6 months Stayed in a hotel in the UK in the last 6 months Stayed in a hotel overseas in the last 6 months Made a payment via your mobile phone in the last 12 months Used a mobile banking app Used online banking via your PC, desktop computer, tablet or mobile phone Made a contactless payment on a credit or debit card Made a donation/placed a pledge to a charitable organisation in the past 3 months
#SocialLife 6 © Harris Interactive
#SocialLife 7 © Harris Interactive
Method and survey content We surveyed 5,000+ online UK social media users aged 16+. The data was weighted by age,
sex and region to ensure national representation of the UK online population.
Interviews were conducted in March 2013 and captured:
Social media site awareness and usage (active and inactive)
Number of contacts per site
Volume of ‘posts’ and ‘re-posts’ per site
Devices used to connect, locations where connect per site
Social media activities undertaken
Items purchased via social media and spend
Most popular brands, celebs, sports stars
Use for work purposes
Social media attitudinal battery
Social media interaction with specific brands
Klout knowledge
Demographics – gender, age, region, social grade
#SocialLife 8 © Harris Interactive
Executive Summary
Executive Summary Most online UK consumers have an account with one or more social media sites and social
media is clearly now impacting, to some extent, on every aspect of modern life (home, social and work). However, the extent to which we are all using a wide range of social media platforms all the time has perhaps been over-reported.
SocialLife demonstrates clearly how the ‘big 4’ sites (facebook, YouTube, twitter and Google+) currently dominate the UK social media scene for most social media users.
Awareness and usage of other sites is typically confined to specialist audiences or to younger social media users; only a minority of all social media users have heard of the likes of Instagram, tumblr and Pinterest for example.
And it is fair to say that one site, facebook, truly dominates if we look at things holistically as SocialLife allows us to do:
73% social media users have an account with facebook, spanning all demographic segments, and 67% are active on the platform.
facebook accounts for two-fifths of all original social media activity and over half of all secondary content.
Very specific groups of consumers are driving social media activity levels; typically younger people (16-34s) who are in full-time work or education and many of whom are based in London.
On the other side of the coin, two very large segments (Barely Actives and Social Observers as we have labelled them), which together account for 41% of social media users, are actually very light users – accounting for just 2% of all social media activity between them.
#SocialLife 9 © Harris Interactive
Executive Summary (continued)
A range of devices are being used to access different social platforms. Currently, many are still using a fixed PC (and that alone) but usage appears to be shifting more to portable devices. This is typically in the form of laptops/notebooks or mobile/smartphones right now but tablets are also starting to come more into the equation.
Most social media users are doing so in order to keep in touch with people and about half like to broadcast their opinions. Social media is used for gaming (free and paid), to take part in competitions and even to stalk exes to see what they are up to.
From a brand perspective; social media users follow them, comment on them, seek out product recommendations and the best social media deals and almost two-fifths purchase products and services, directly or indirectly, from them, spending an average of £56 per month.
Only a minority of users are making full use of social media in their working lives at present. It will be interesting to track how this develops over future waves as more businesses become aware of the benefits that social media can generate.
Our SocialLife segmentation has generated 6 distinctive and targetable social media user groups:
Two of these – Barely Socials and Social Observers – do not engage particularly with brands at the moment.
Social Shoppers engage with brands mainly in order to get social media deals.
Brands must avoid the wrath of Social Mes and engage with them positively when required.
Social Actives (20%) and Social Pros (7%) are extremely active, and also account for 77% of social media spend – hence these two groups are very valuable to brands.
#SocialLife 10 © Harris Interactive
Executive Summary (continued)
A quarter of brand users, on average, engage with the brands on social media (mainly the ‘big 4’ sites) and do so mainly in a positive manner.
SocialLife demonstrates clearly that perceptions of social media performance have a major impact on whether we will promote or criticise that brand in our offline world as well as in our social media environment.
A ‘brilliant’ social media performance is likely to push recommendation levels through the roof whereas an ‘awful’ social media performance will lead to a negative outcome.
So what can we take from this wealth of data?
One of the biggest social media challenges for brands is simply figuring out where to invest time and money. New platforms are launching all the time - pick the right channel early on and you could hit the jackpot but pick one that never gets off the ground and it is a very different story.
Our main recommendation is that you think carefully about the composition of your customer base and/or the new audiences you are looking to attract through your social media initiatives. Maybe even do some research!
Once you are clear on how this looks, review the investments you have with each platform you are currently using, or any you are actively considering.
If they are delivering genuine value, by all means continue with them. If, on the other hand, all they really are at this point is a resource drain, cut your losses and re-allocate that resource to other platforms (or other marketing channels) that help you achieve your objectives more effectively.
#SocialLife 11 © Harris Interactive
#SocialLife 12 © Harris Interactive
Key stats on one page 87% online UK consumers have at least one social media account
The ‘average’ social media user is signed up to 3.1 social media sites but only uses 1.8 actively (at least monthly)
58% of 65+ year olds have a facebook account
51% of 16-24 year olds have a twitter account
The average facebook user has 210 contacts, the average twitter user tweets to 159 followers
52% access facebook through a mobile phone, 18% via a tablet
facebook and twitter combined account for 59% of all original social media activity (posts, tweets etc) and 65% of all secondary activity (likes, re-tweets etc)
16-24 year olds account for 47% of all original social media activity
38% use social media to purchase products and services and spend an average of £56 per month, directly or indirectly; clothes, music and electronic devices are the most popular items
Cadbury is the most followed brand and Stephen Fry is the most popular social media celebrity
29% ever use social media for work purposes but only 5% couldn’t do their job without social media; 14% of workers are on LinkedIn
21% check social media whist watching TV
#SocialLife 13 © Harris Interactive
Social Media Sites Awareness and usage
#SocialLife 14 © Harris Interactive
Sites included We use quite a broad definition of social media in SocialLife. In wave 1, we have included 23 different sites ranging from the long-established, like Friends Reunited, to services like Spotify and Xbox Live that feature a social element – as well as sites we hear a lot about like facebook, twitter and YouTube.
94%
89%
88%
74%
71%
65%
63%
61%
61%
56%
49%
41%
39%
33%
28%
28%
28%
25%
21%
19%
18%
4%
3%
Aided awareness - among UK internet users
#SocialLife 15 © Harris Interactive
Most online consumers have heard of facebook, YouTube and twitter but only a minority have heard of a number of the others sites we featured including Instagram, tumblr and Pinterest.
73%
43%
34%
25%
18%
14%
13%
12%
10%
8%
7%
7%
7%
6%
6%
5%
5%
4%
3%
3%
2%
1%
0%
#SocialLife 16 © Harris Interactive
Account holder - among UK internet users
Beyond facebook, which almost three-quarters of online consumers have an account with, the numbers fall somewhat and we can already see that 3 or 4 sites dominate UK social media use.
Total Male Female 16-24 25-34 35-44 45-54 55-64 65+
73% 70% 77% 81% 81% 74% 69% 64% 58%
43% 50% 36% 71% 55% 38% 31% 22% 16%
34% 35% 34% 51% 41% 34% 29% 20% 14%
25% 28% 22% 46% 33% 22% 15% 13% 11%
18% 15% 21% 4% 10% 19% 27% 29% 29%
14% 16% 13% 9% 15% 18% 15% 15% 12%
13% 19% 7% 34% 22% 8% 4% 2% *%
12% 13% 11% 26% 12% 10% 7% 6% 4%
10% 11% 9% 21% 13% 8% 8% 4% 2%
8% 13% 3% 19% 14% 5% 3% 2% 1%
7% 8% 6% 9% 9% 6% 7% 4% 3%
7% 6% 8% 20% 8% 4% 2% 2% *%
7% 7% 7% 21% 8% 3% 3% 1% *%
% 4% 8% 8% 8% 5% 5% 3% 1%
6% 5% 6% 13% 6% 3% 4% 3% 2%
5% 5% 6% 19% 6% 2% 1% 1% *%
5% 6% 5% 5% 7% 5% 4% 5% 6%
4% 5% 3% 11% 5% 3% 2% 1% *%
3% 3% 2% 4% 4% 2% 2% 1% *%
3% 2% 3% 4% 5% 2% 1% 1% *%
2% *% 3% 1% 2% 3% 2% 1% *%
1% 1% *% 2% 1% *% 0% *% 0%
*% 1% *% 1% 1% 1% 0% *% 0%
Account holder – by demographics
With the exceptions of Friends Reunited & LinkedIn, younger people are much more likely to have accounts with most social media sites. There is more variation in the gender profile of account holders.
#SocialLife 17 © Harris Interactive
#SocialLife 18 © Harris Interactive
87% of online UK consumers have an account with at least one social media site. Incidence is significantly lower among older consumers although a clear majority still qualify as social media users.
87%
13%
use social media
don’t use
86%
14%
87%
13%
94%
6%
87%
13%
72%
28%
95%
5%
82%
18%
Total sample
Male Female
16-24s 25-34s 35-44s 45-54s 55-64s 65+
Social media usage (% who hold any accounts)
78%
22%
5.0 3.8 2.8 2.4 2.0 1.6
#SocialLife 19 © Harris Interactive
Usage of social media sites is clearly much higher among younger consumers with 16-24 year olds typically signed up to 5 sites compared with fewer than 2 sites for 65+ year olds.
Total sample Male Female
16-24s 25-34s
35-44s 45-54s 55-64s 65+
3.1 3.3 3.0
Social media usage (average number of accounts held)
67%
32%
22%
11%
8%
7%
5%
4%
4%
3%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
0%
0%
#SocialLife 20 © Harris Interactive
Active usage - among UK internet users
If we look at last 30 days usage, the numbers shrink further and we see that only 4 sites are used actively by more than one in ten online UK consumers. Most of the 23 sites have a very niche audience.
2.8 2.2 1.6 1.4 1.2 1.0
#SocialLife 21 © Harris Interactive
Online UK consumers have, on average, just under two sites that they use actively. This rises to almost three sites among 16-24 year olds and falls to just one site among 65+ year olds.
Total sample Male Female
16-24s 25-34s
35-44s 45-54s 55-64s 65+
1.8 2.0 3.0
Social media usage (active accounts)
males females
49%
85%
83%
80%
69%
61%
60%
60%
60%
58%
57%
56%
51%
48%
46%
34%
28%
27%
51%
15%
17%
20%
31%
39%
40%
40%
40%
42%
43%
44%
49%
52%
54%
66%
72%
73%
Active users (last 30 days)
Gender profile
There is a significant male skew in the active profile of several sites including the gaming platforms. Pinterest, tumblr and Instagram, by contrast, have a more female active user profile.
#SocialLife 22 © Harris Interactive
All active users
16-24 25-34 35-44 45-54 55+
16%
66%
56%
42%
41%
41%
37%
33%
31%
30%
26%
25%
24%
21%
17%
16%
7%
7%
25%
25%
25%
25%
40%
32%
44%
34%
37%
31%
30%
22%
36%
37%
26%
26%
29%
10%
23%
6%
11%
18%
12%
20%
9%
16%
17%
18%
23%
32%
21%
20%
23%
15%
30%
11%
19%
1%
4%
11%
5%
5%
6%
10%
10%
13%
14%
14%
16%
14%
18%
16%
18%
27%
17%
2%
4%
5%
1%
2%
6%
8%
5%
8%
8%
7%
3%
9%
15%
28%
16%
46%
#SocialLife 23 © Harris Interactive
Active users (last 30 days)
Age profile
Most sites have a young active user profile with tumblr and Instagram in particular skewing to 16-34 year olds. Friends Reunited and LinkedIn again stand out from the rest in their older user profile.
All active users
210
174
159
121
118
113
75
64
55
53
36
34
29
24
22
20
19
13
13
8
8
*or followers etc.
Average number of
friends* by site
#SocialLife 24 © Harris Interactive
facebook is the site where users have the widest social circle, with twitter not too far behind.
48%
16%
12%
5%
3%
3%
3%
2%
2%
1%
1%
1%
1%
First social media site
joined
#SocialLife 25 © Harris Interactive
Almost half of users got into social media through facebook. Friends Reunited and YouTube are the other popular routes into social media.
* * * * * * * * * *
Total 16-24 25-34 35-44 45-54 55+ 48% 39% 54% 53% 44% 45%
16% 1% 6% 16% 26% 32%
12% 17% 14% 12% 9% 7%
Many older consumers came into social media through Friends Reunited whereas younger consumers are relatively more likely to have joined YouTube first.
#SocialLife 26 © Harris Interactive
Social Media Sites How we access them
62%
62%
61%
57%
65%
57%
38%
61%
59%
23%
59%
57%
49%
50%
37%
35%
41%
49%
47%
49%
42%
46%
50%
18%
48%
52%
22%
49%
41%
50%
60%
72%
60%
69%
46%
49%
52%
57%
33%
39%
82%
36%
26%
13%
21%
25%
32%
19%
9%
12%
9%
19%
23%
18%
20%
21%
17%
30%
10%
16%
5%
11%
20%
8%
7%
5%
13%
5%
83%
PC laptop/ netbook
mobile/ smartphone tablet e-Reader smart
TV console
Consumers use a range of different devices to access social media sites – with the more popular sites accessed by a wider range of devices.
#SocialLife 27 © Harris Interactive
Devices we use to
access social
media sites
Around half of users of the most popular sites are accessing them on a mobile phone or smartphone and around 1 in 5 are doing so on a tablet.
90%
93%
95%
97%
86%
95%
91%
88%
87%
93%
90%
94%
86%
89%
96%
96%
97%
36%
29%
21%
22%
17%
22%
17%
5%
14%
12%
10%
14%
18%
11%
16%
11%
22%
17%
25%
22%
12%
14%
16%
36%
16%
12%
26%
30%
13%
9%
15%
31%
22%
20%
15%
27%
34%
24%
24%
21%
17%
17%
21%
15%
13%
12%
36%
29%
18%
17%
15%
at home
someone else’s home
at work
school/ college
when commute
other travel
out shopping
out socialising
Consumers access social media sites in a wide range of locations. Instagram, tumblr and twitter are most likely to be accessed on the move.
#SocialLife 28 © Harris Interactive
Locations where we
access social
media sites
#SocialLife 29 © Harris Interactive
Social Media Sites How we use them
yes no 91%
87%
86%
82%
80%
80%
79%
79%
76%
75%
72%
71%
69%
62%
61%
58%
57%
55%
55%
46%
46%
9%
13%
14%
18%
20%
20%
21%
21%
24%
25%
28%
29%
31%
38%
39%
42%
43%
45%
45%
54%
54%
30
45
16
117
90
14
57
11
17
47
18
11
98
6
7
8
4
30
7
59
16
average number in last 30 days
by ‘original post’ we mean any activity that the respondent originated including updating their status, posting comments,
photographs, videos or articles
we asked respondents to exclude any activities such as ‘liking’ or ‘retweeting’ content that others have posted
Incidence of posting ‘original content’ in last
30 days
#SocialLife 30 © Harris Interactive
A majority of those with a social media account are active in a 30 day period. Those who use bebo, Xbox Live and tumblr tend to be most active.
86%
83%
75%
72%
70%
60%
59%
55%
52%
45%
43%
42%
41%
40%
38%
36%
36%
34%
32%
32%
28%
14%
17%
25%
28%
30%
40%
41%
45%
48%
55%
57%
58%
59%
60%
62%
64%
64%
66%
68%
68%
72%
Incidence of propagating
‘secondary content’
(likes, retweets, commenting on others’ posts etc.)
yes no
49
38
132
31
26
10
18
11
19
13
4
7
66
7
7
3
7
4
3
52
12
average number in last 30 days
#SocialLife 31 © Harris Interactive
facebook and Instagram also top the list of sites that consumers use to propagate other people’s content. tumblr users propagate the highest volume of secondary content.
Secondary content Original content
41%
18%
13%
7%
6%
15%
55%
10%
9%
8%
18%
Share of social media volume (in last 30 days)
Other sites
#SocialLife 32 © Harris Interactive
facebook dominates when it comes to overall social media volume, generating two-fifths of all original content and over half of all secondary content.
107
60
245
100
33
34
24
11
#SocialLife 33 © Harris Interactive
Men are much more active on social media than women and 16-24 year olds account for 47% of all original content.
Secondary content Original content
Social media volume (total content generated in last 30 days)
Males
Females
16-24s
25-34s
35-44s
45-54s
55-64s
65+
85
57
202
75
37
38
19
10
do this a lot
do this now and again
rarely do this
28% 39%
25% 17%
14% 16%
12% 14% 17%
26% 14%
11% 10% 9% 10%
16% 11% 11% 7% 8% 8% 7% 7% 6% 6% 7% 7% 6% 4% 6% 5% 8%
42% 33%
38% 34%
33% 32%
29% 30% 26%
19% 25%
23% 23%
21% 24%
21% 22% 22%
20% 19%
16% 16% 16%
16% 13% 14% 16%
13% 11% 11% 11%
10%
17% 12%
18% 26%
27% 22%
27% 23%
21% 18%
24% 25% 25%
27% 23% 18%
23% 22%
26% 22%
20% 21% 21%
19% 21% 20% 16%
15% 18% 15%
14% 10%
86% 85%
81% 76%
74% 69%
68% 67%
64% 63% 63%
59% 59%
56% 56% 56% 55% 55%
53% 50%
44% 44% 44%
41% 41% 40%
38% 34% 34%
32% 30%
28%
View other people's photos
Keep up with news about friends and relatives
Exchange private messages with my contacts
Watch other people's videos
Post my own photos
Comment on my interests and things I am passionate about
Comment on my personal life
Read or watch other people's blogs
Watch music videos
Play free games
Take part in competitions
Follow particular brands or products
Comment on the news and current affairs
Comment on brands, products or services
Comment on films or TV programmes
Complete surveys
Take advantage of product deals or special offers
Watch movie trailers
Comment on my health and general wellbeing
Seek out product recommendations
Follow celebrities
Comment on politics
Post ideas or recommendations on brand or company pages
Comment on my work
Post my own videos
Post my own blogs
Buy products or services
Follow sports stars
Keep tabs on former boyfriends / girlfriends
Carry out research for a job interview
Sell things to other people
Play games I pay to use
There is very little that we do not do on social media sites these days from keeping up with family and friends to buying and selling things.
#SocialLife 34 © Harris Interactive
Things we do on social media sites
‘Ever do this’ on social media sites
total males females 16-24s 25-34s 35-44s 45-54s 55-64s 65+ View other people's photos 86% 82% 89% 92% 90% 85% 82% 80% 76% Keep up - news re friends & relatives 85% 82% 88% 92% 90% 84% 80% 79% 77% Exchange private messages – contacts 81% 78% 85% 90% 88% 82% 77% 71% 66% Watch other people's videos 76% 77% 76% 92% 86% 74% 70% 62% 58% Post my own photos 74% 72% 77% 90% 86% 73% 69% 57% 46% Comment on my interests and passions 69% 68% 71% 82% 82% 69% 62% 54% 43% Comment on my personal life 68% 64% 72% 81% 80% 70% 59% 50% 37% Read or watch other people's blogs 67% 67% 67% 80% 74% 64% 59% 57% 57% Watch music videos 64% 68% 60% 87% 76% 59% 58% 45% 30% Play free games 63% 61% 65% 86% 72% 62% 55% 46% 29% Take part in competitions 63% 60% 66% 78% 74% 61% 59% 43% 37% Follow particular brands or products 59% 57% 61% 79% 74% 58% 49% 40% 26% Comment on news and current affairs 59% 60% 57% 73% 72% 59% 48% 41% 36% Comment on brands, products, services 56% 55% 58% 72% 71% 53% 48% 39% 30% Comment on films or TV programmes 56% 55% 58% 75% 71% 57% 48% 33% 23% Complete surveys 56% 58% 54% 76% 63% 49% 48% 45% 44% Take advantage of deals / special offers 55% 55% 56% 73% 69% 52% 47% 38% 31% Watch movie trailers 55% 59% 50% 82% 68% 51% 46% 32% 21% Comment on my health & wellbeing 53% 50% 57% 67% 67% 55% 45% 34% 24% Seek out product recommendations 50% 50% 49% 69% 62% 47% 40% 31% 28% Follow celebrities 44% 44% 45% 70% 61% 43% 30% 20% 12% Comment on politics 44% 50% 39% 52% 55% 44% 36% 33% 29% Post ideas on brand or company pages 44% 44% 44% 61% 59% 40% 36% 25% 18% Comment on my work 41% 46% 35% 65% 58% 41% 24% 16% 8% Post my own videos 41% 45% 37% 64% 59% 38% 27% 17% 8% Post my own blogs 40% 44% 37% 59% 52% 37% 30% 26% 21% Buy products or services 38% 43% 34% 63% 49% 35% 26% 21% 21% Follow sports stars 34% 41% 27% 58% 50% 30% 20% 14% 10% Keep tabs on exes 34% 37% 31% 56% 48% 30% 20% 18% 12% Carry out research for a job interview 32% 38% 26% 57% 48% 29% 18% 10% 3% Sell things to other people 30% 34% 27% 52% 45% 26% 15% 13% 10% Play games I pay to use 28% 35% 21% 56% 41% 23% 12% 9% 5%
#SocialLife 35 © Harris Interactive
Women are more likely to use social media to keep up with family and friends generally whereas men are more ‘vocal’.
#SocialLife 36 © Harris Interactive
Social Media Sites What we buy on them
Social media
purchases either directly via a social network or
click through
Men are more likely than women to buy items via social media and there is a clear correlation by age group.
#SocialLife 37 © Harris Interactive
38%
43%
34%
63%
49%
35%
26%
23%
19%
average
male
female
16-24
25-34
35-44
45-54
55-64
65+
buy any products or services
38% 24% 24%
23% 22% 22%
21% 21%
20% 19% 19% 19% 19%
18% 17% 17% 17% 17% 17%
16% 16% 16% 16%
15% 15%
14% 13%
12% 12%
buy any products or services
clothes
music
electronic products
video games
books
DVDs/Blu-ray
travel services
cinema tickets
toys
gig/concert tickets
hotel accommodation
groceries
charitable donation
sports event tickets
health/fitness products
current account
mobile subscription
lottery tickets
home insurance
motor insurance
TV package subscription
movie package subscription
credit card
your work lunch
property
car/bike/moped brochure
car/bike/moped test drive
personal loan
Things we buy on
social media sites either directly via a social network or
click through
Clothes, music and electronic products are the items most commonly purchased through social media sites.
#SocialLife 38 © Harris Interactive
18%
26%
56%
are you more likely to seek out information about
products or services from social networking sites or by
asking friends or family in person?
seek info from social
networks
ask friends/ family
in person about
the same
#SocialLife 39 © Harris Interactive
Reliance on social networks for
product/ service recommendations
18
21
16
36
24
14
8
9
8
average
male
female
16-24
25-34
35-44
45-54
55-64
65+
Most social media users still prefer a verbal recommendation but younger consumers are relatively more likely to consult social media sources.
#SocialLife 40 © Harris Interactive
Social Media Sites Who we follow on them
#SocialLife 41 © Harris Interactive
Men follow sports and consumer electronics brands. Women, by contrast, follow fmcg brands, high street brands and supermarkets.
Most popular brands on social media – by gender
16-24s
55-64s #SocialLife 42 © Harris Interactive
Most popular brands on social media – by age
16-24 year olds follow sports and consumer electronics brands with Cadbury also featuring strongly. Older consumers are more likely to follow Samsung, fmcg brands and supermarkets.
#SocialLife 43 © Harris Interactive
Most popular celebrities on social media – by gender
Again there is a big gender split with males most likely to follow Stephen Fry, David Beckham and Ricky Gervais whereas women are relatively more likely to follow women (particularly pop stars).
#SocialLife 44 © Harris Interactive
For younger people it is all about pop stars. Older social media users follow Stephen Fry and Philip Schofield.
16-24s
55-64s
#SocialLife 45 © Harris Interactive
Social Media Sites How we use them for work
no, don’t use for work
Use of social networks for
work purposes among employed
5
6
3
13
6
4
1
1
1
average
male
female
16-24
25-34
35-44
45-54
55-64
65+
Most social media users do not use social media to generate business although younger consumers are beginning to do so more.
5%
10%
14% 71%
Couldn’t do job properly without them
Use regularly
Use now and again
#SocialLife 46 © Harris Interactive
#SocialLife 47 © Harris Interactive
Social Media Sites What we think about them
54%
49%
49%
46%
41%
40%
40%
39%
34%
34%
33%
28%
25%
23%
22%
21%
21%
21%
20%
19%
13%
12%
5%
5%
5%
helps me get to know friends better express myself and share content prefer to watch than get involved
talk about myself and what I’m up to know people with shared interests
starting to get bored with them keeps me up-to-date in real time
gives me useful info to form opinions research products or get promotions
enables brand/product recommendations take up too much of my time
love giving opinions trust them with my personal info
couldn’t manage without them don’t know which ones are best can’t remember how filled time
check them while watching TV purchase decisions influenced
signed up but don’t know how to use use them just as much on holiday
rely to help make purchase decisions avoid destination if unconnected
transformed the way we do business have won business through them
only use for work purposes
% agree
#SocialLife 48 © Harris Interactive
Attitudes to social
media
The highest levels of agreement relate to ‘social’ activities, then engagement with brands but some of us are getting bored with social media.
Introducing our SocialLife Segments
#SocialLife 49 © Harris Interactive
SocialLife segments The segments were created by Harris
Interactive’s proprietary Predictive Segmentation technique, taking into account consumer characteristics as well as social media behaviour and attitudes.
Six distinct and targetable segments were generated, spanning those who barely use social media to those who use it all the time.
An algorithm has been created so we can attach these segments to any future study in the UK for any client (it adds about 2 minutes to a questionnaire)
#SocialLife 50 © Harris Interactive
#SocialLife 51 © Harris Interactive
Most online UK consumers have signed up to at least one social media site. However, this does not imply particularly active use in all cases.
21%
barely social
87%
13%
use social media
don’t use
15%
social shoppers
20%
social observers
17%
social me
20%
social actives
social pros
7%
The segments are ranked left to right in order of their volume of social media activity and the size of their social network. Two of the larger segments, barely social and social observers account for only 2% of total social media activity between them. 71% of social media activity comes from social actives and social pros.
demographics 60% male oldest segment high percent retired low percent students
accessing facebook mainly via PC (57%) or laptop (43%) just 20% via a mobile phone typically access at home only 7% access ‘on the move’
last 30 days 23 facebook posts 14 tweets 30 fb likes/comments 3 retweets
most differentiated activities play free games complete surveys take part in competitions
ownership / habits generally lower than average
ownership of consumer electronics devices
21% barely social
most differentiated attitudes starting to get bored
with social media sites
prefer to watch what is happening than get involved in conversations
have signed up but don’t really know how to use them
recommendations 74% prefer to ask
in-person than seek social media recommendations
work only 8% ever use social
media for work purposes
spend 9% ever buy things via
social media sites with £9 average pm spend
follow brands = Sony, Baileys, Cadbury celebs = Fry, Gervais, Lemon sports = Beckham, Button, Terry
less than 1% heard of Klout score
social media accounts 2.1 accounts 64% on facebook (lowest) 25% on Friends Reunited (high) 32% inactive in last 30 days
555 gross contacts across all sites (lowest)
accounts for 4% of all social media activity 1% of all social media spend
#SocialLife 52 © Harris Interactive
15% social shoppers
demographics equal gender split slightly older above average not in work
accessing facebook mainly via laptop (63%) or PC (47%) 40% via a mobile phone typically access at home 22% access ‘on the move’
last 30 days 17 facebook posts (low) 6 tweets (lowest) 17 fb likes/comments 8 retweets
most differentiated activities complete surveys take part in competitions keep up with friends & family
ownership / habits high mobile and laptop usage support charities play Lotto Daily Mail readers use price comparison sites
most differentiated attitudes allow me to research
products and take advantage of promotions
give me access to useful information to help form opinions
prefer to watch what’s happening without getting involved
recommendations 19% prefer to seek social
media recommendations than ask in-person
work only 12% ever use social
media for work purposes
spend 59% ever buy things via
social media sites with £51 average pm spend
follow brands = Heinz, L’Oreal, Amazon celebs = Fry, Perry, Script sports = Rooney, Hamilton, Beckham
just 3% heard of Klout score
social media accounts 3.2 accounts 38% on twitter (below average) 14% on LinkedIn (lowest) 96% active in last 30 days
722 gross contacts across all sites (low) – high % of which are on facebook, Myspace & Instagram
accounts for 5% of all social media activity 20% of all social media spend
#SocialLife © Harris Interactive 53
demographics 59% female 2nd oldest segment higher retired low students
accessing facebook mainly via laptop (58%) or PC (48%) 43% via a mobile phone typically access at home 23% access ‘on the move’
last 30 days 15 facebook posts (low) 8 tweets (lowest) 11 fb likes/comments 6 retweets
most differentiated activities keep up with friends & family view others’ photos play free games
ownership / habits car owners online banking switch FS providers shop at Tesco Kindle readers
20% social observers
most differentiated attitudes prefer to watch what is
happening without getting involved
starting to get bored with social media sites
help me get to know friends better and keep up with their news
recommendations 74% prefer to ask
in-person than seek social media recommendations
work only 10% ever use social
media for work purposes
spend 5% ever buy things via
social media sites with £20 average pm spend
follow brands = Dove, Heinz, Cadbury celebs = Fry, Ant & Dec, Wiggins sports = Wiggins, Cavendish, Beckham
just 2% heard of Klout score
social media accounts 2.6 accounts 94% on facebook (2nd highest) 29% on twitter (low) 96% active in last 30 days
811 gross contacts across all sites (low)
accounts for 4% of all social media activity 1% of all social media spend
#SocialLife 54 © Harris Interactive
demographics 65% female slightly younger higher in P/T work higher self-employed
accessing facebook above average mobile (64%) above average tablet access (20%) lower fixed PC access (45%) 45% access ‘on-the-move’
last 30 days 58 facebook posts 23 tweets 83 fb likes/comments 34 Pinterest pins
most differentiated activities keep up with friends & family view others’ photos exchange private messages
17% social me
recommendations 57% prefer to ask
in-person than seek social media recommendations
work 14% ever use social media
for work purposes
spend 17% ever buy things via
social media sites with £12 average pm spend
4% heard of Klout score
social media accounts 4.3 accounts 96% on facebook (highest) 55% on twitter (high) 99% active in last 30 days
1,126 gross contacts across all sites
most differentiated attitudes let me express myself and
share content – photos, videos and music
let me talk about myself and what I am up to
help me get to know my friends better and keep up with their news
ownership / habits laptop owners Kindle readers well-travelled online bankers Guardian readers Wii homes
follow brands = Cadbury, Amazon, Tesco celebs = Fry, A Carr, V Beckham sports = D Beckham, Rooney, Murray
accounts for 17% of all social media activity 1% of all social media spend
#SocialLife 55 © Harris Interactive
demographics mixed gender 69% aged <34 high % in London high students & P/T work
accessing facebook more access on mobile (71%) than
fixed PC or laptop, and 26% do so via tablet
52% access ‘on-the-move’
last 30 days 152 Steam posts 91 Xbox Live posts 63 YouTube posts 66 tweets
most differentiated activities exchange private messages comment on things interested in watch videos
ownership / habits Beats headphones wearers BlackBerry owners gamers gamblers
20% social actives
most differentiated attitudes my purchase decisions
are influenced by what I read on them
enable me to recommend brands and products to others easily
I love giving my opinions on social networks
recommendations more (37%) seek
recommendations from social media sites than ask in-person (33%)
work 29% ever use social media
for work purposes
spend 88% ever buy things via
social media sites with £67 average pm spend
follow brands = Nike, Apple, Amazon celebs = Fry, Beckham, Rihanna sports = Beckham, Rooney, Ennis
9% heard of Klout score
social media accounts 4.9 accounts – joined earlier 55% on twitter 49% on Google+ lower for LinkedIn (16%) 99% active in last 30 days
1,892 gross contacts across all sites (high % of which on bebo, Instagram, tumblr)
accounts for 40% of all social media activity 53% of all social media spend
#SocialLife 56 © Harris Interactive
demographics 69% male 36% aged 16-24 29% London highest F/T work
accessing facebook 69% via phone 26% via tablet 13% via console 9% via smartTV
last 30 days 138 facebook posts 231 tweets 229 tumblr posts 135 bebo posts
most differentiated activities post comments on brand pages
post own videos comment on brands, celebs etc
ownership / habits smartTV owners cinema attendees well-travelled gamblers coffee house patrons 39% own iPhone
7% social pros
most differentiated attitudes rely on social media to
help make purchase decisions
would not go to a holiday destination that could not connect at all times
continue to use as much when on holiday
recommendations more (55%) seek social media
recommendations than ask in-person (25%)
work 47% ever use social media for
work purposes (and 35% agree strongly it has transformed how they do business)
spend 98% ever buy things via
social media sites with £77 average pm spend
follow brands = Adidas, Nike, Sony celebs = Bieber, Beyoncé, Rihanna sports = Beckham, Rooney, Ronaldo
19% heard of Klout score
social media accounts 6.1 accounts 62% on twitter (highest) 58% on Google+ (highest) 22% on LinkedIn (highest) 27% on Spotify 99.5% active in last 30 days
2,524 gross contacts across all sites (highest) – 410 on FB, 361 on twitter
accounts for 31% of all social media activity 24% of all social media spend
#SocialLife 57 © Harris Interactive
#SocialLife 58 © Harris Interactive
Instagram has the highest share of social pros and actives, LinkedIn has the lowest share (after facebook which is close to the average).
Segment profiles of active site
users
What type of social media user are you?
#SocialLife 59 © Harris Interactive #SocialLife 59 © Harris Interactive
To find out, please click on the link below and follow the instructions:
http://clientzone.harrisinteractive.com/SocialLife
#SocialLife 60 © Harris Interactive
Social Media & Brands How we engage with them
#SocialLife 61 © Harris Interactive
We have profiled the social media interaction that 28 brands, spanning a range of market sectors, have with their consumers.
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
26%
15%
7%
6%
6%
1%
1%
1%
1%
1%
1%
1%
average of 28 brands (6,000+ observations)
Any site
#SocialLife 62 © Harris Interactive
Just over ¼ of consumers of these 28 brands engage with them on social media. This varies from 13% up to 42% who are most engaged. facebook is easily the most used site and only 3 other sites are used by a significant number.
Sites through
which we engage
with brands
28%
24%
24%
24%
22%
22%
22%
19%
16%
16%
15%
15%
14%
11%
visited their site by clicking link
liked one of their products
watched one of their videos
taken part in their competitions
liked one of their posts
liked one of their ads
signed up to their fan page
posted positive messages on their page or site
taken up their social media deals/offers
forwarded/retweeted their posts to other people
followed their blogs
submitted a product review
bought one of their products via a link
posted negative messages on their page or site
#SocialLife 63 © Harris Interactive
Driver analysis shows that signing up to a brands’ fan page and following their blogs are the ‘social actions’ most likely to result in a high social media rating.
How/why consumers
interact with brands
on social media
average of 28 brands (6,000+ observations)
13% 24%
awful brilliant
37% 31%
#SocialLife 64 © Harris Interactive
Here is the average ‘social media score’ for the 28 brands. 37% of ratings were at the top end of the scale but almost a third rated the performance 6 or under.
Rating of social
media performance
average of 28 brands (6,000+ observations)
The range of scores across the 28 brands is wide with the best top-2-box performance at 51% and the lowest performance at just 24%.
All users
-0.5%
Do not interact on social
media
-6%
* Interact on social media
+14%
#SocialLife 65 © Harris Interactive
We have compared those who had engaged with the 28 brands on social media with those who had not by looking at their willingness to recommend the brand (NPS).
* based on over 6,000+ observations across 28 brands
Social media engagement appears to positively impact customer commitment as there is higher willingness to promote among those who had engaged with them on social media than those who had not.
10
+75%
-44%
4-6
+17%
8
9
+56%
1-3
-49%
+2%
AWFUL BRILLIANT Social Media Rating
#SocialLife 66 © Harris Interactive
And we can see how a brilliant social media performance can truly impact customer commitment with scores of 9 or 10 out of 10 driving NPS through the roof.
What next? Thanks for your interest in SocialLife. We hope you enjoyed our report and that it has given
you food for thought.
Please get in touch with us:
To order a custom report for your brand or your sector of interest
To discuss how you can make use of our SocialLife segmentation algorithm in other surveys
To discuss how we might involve your brand(s) in the next wave of SocialLife which is scheduled to field in H2 2013
#SocialLife 67 © Harris Interactive
contact Lee Langford [email protected] 020 8263 5263 07966 339 606
contact Mark Baldwin [email protected] 020 8263 5303 07989 385 941
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• Customer experience management
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• Predictive segmentation
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#SocialLife 68 © Harris Interactive