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SocialLife4 1 © Harris Interactive #SocialLife4 The definitive survey of UK social media use from Harris Interactive July 3rd 2014 follow

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Presentation on theme: "SocialLife4 1 © Harris Interactive #SocialLife4 The definitive survey of UK social media use from Harris Interactive July 3rd 2014 follow"— Presentation transcript:

1 SocialLife4 1 © Harris Interactive #SocialLife4 The definitive survey of UK social media use from Harris Interactive July 3rd 2014 follow us @Harrisint_uk

2 2 © Harris Interactive #SocialLife4 SocialLife4

3 Social platforms included 3 © Harris Interactive #SocialLife4

4 Brand profiling 4 © Harris Interactive #SocialLife4

5 Usage & Awareness trends 5 © Harris Interactive #SocialLife4

6 Sept 13 Among social media users aged 11+ Aided brand awareness May 14 6 © Harris Interactive #SocialLife4

7 Sept 13 Among social media users aged 11+ Aided brand awareness May 14 7 © Harris Interactive #SocialLife4

8 Sept 13 Among social media users aged 11+ Aided brand awareness May 14 8 © Harris Interactive #SocialLife4 = Strong growth

9 May 14 Among social media users aged 16-24 Aided brand awareness among 16-24s 16-24 years 9 © Harris Interactive #SocialLife4

10 May 14 Among social media users aged 16-24 Aided brand awareness among 16-24s 16-24 years 10 © Harris Interactive #SocialLife4

11 Facebook is dominant 11 © Harris Interactive #SocialLife4 0% 10% 20% 30% 40% 50% 60% 70% 40%50%60%70%80%90%100% Have an account Use daily Bubble size reflects average original monthly content per user Among social media users aged 11+

12 Platform categories 12 © Harris Interactive #SocialLife4

13 Platform categories 13 © Harris Interactive #SocialLife4

14 Hares 14 © Harris Interactive #SocialLife4 Active user Tweets per month Account holder 15 11 12 7 6 10 4 12 8 7 5 13 18 25 31 4 6 Sept 13 May 14

15 Platform categories 15 © Harris Interactive #SocialLife4

16 Snails 16 © Harris Interactive #SocialLife4 Sept 13 May 14 49 50 42 41 30 29 32 28 19 17 11 9 16 17 13 14 Active user Tweets per month Account holder

17 Platform categories 17 © Harris Interactive #SocialLife4

18 Less so among 16-24s 18 © Harris Interactive #SocialLife4 0% 10% 20% 30% 40% 50% 60% 70% 40%50%60%70%80%90%100% Have an account Use daily Bubble size reflects average original monthly content per user Among social media users aged 16-24

19 Active use (last 30 days) Total16-24MaleFemale11-1525-3435-4445-5455-6465+ 80 88 76 83 74 81 80 75 78 74 2.64.22.82.53.23.02.31.8 1.5 Average 68 47 32 31 37 19 © Harris Interactive #SocialLife4 Among social media users aged 11+

20 Up / down / no change since Sept 13 Active use (last 30 days) +0.2+1.0+0.2+0.3+0.1 -0.1+0.2+0.1 === +1 ==-2+4-3=+3+8 +1+2=+1 +3+7== +5+3+6+8+6+2+1 +14 +4=-4+4-8===+4 +2+1+2+1+9==+4+1+6 +5+7+10+6+1==+25 +2 +3=+2=+1+3+2+8 Average -5+9-2-4-2+2 20 © Harris Interactive #SocialLife4 Among social media users aged 11+ Total16-24MaleFemale11-1525-3435-4445-5455-6465+

21 Sites likely to stop using Total16-24MaleFemale11-1525-3435-4445-5455-6465+ 62386063695769657172 * None 137786857 6 4 675484243 444244656 323241000 223522100 223222211 231441210 14 3 9 7 5 2 (in next 12 months) 129987 7767 * None of 22 sites 21 © Harris Interactive #SocialLife4 Among social media users aged 11+

22 Previous day use of site 1 hour 59 minutes 1 hour 25 minutes 1 hour 4 minutes 30 minutes 1 hour 1 minute 1 hour 2 minutes 45 minutes 22 © Harris Interactive #SocialLife4 Among active site users

23 Previous day use of site 23 © Harris Interactive #SocialLife4 Among active Facebook users 1 hour 45 minutes 2 hours 12 minutes 1 hour 42 minutes 1 hour 11 minutes 2 hours 10 minutes 2 hours 55 minutes 1 hour 41 minutes 1 hour 47 minutes 16-24 years Male Female 11-15 years 25-34 years 35-44 years 45-54 years 65+ years 55-64 years 1 hour 59 minutes

24 Other Sept 13 May 14 Most important site 24 © Harris Interactive #SocialLife4 Among social media users aged 11+

25 Twitter mocks Facebook... 25 © Harris Interactive #SocialLife4

26 ... but actually! 26 © Harris Interactive #SocialLife4 others Among active Twitter users who have used the platform in the last 30 days

27 US context 27 © Harris Interactive #SocialLife4 Source: Piper Jaffray, via BI Intelligence

28 Average of per month per social media user Ave. monthly volume per active site user 39 (+1 since Sept 2013) Share of voice Total share +4.8 -6.6 +2.6 Up / down since Sept 13 28 © Harris Interactive #SocialLife4 Among social media users aged 11+

29 How we connect 29 © Harris Interactive #SocialLife4

30 89 79 83 57 65 56 63 51 55 45 48 37 44 38 35 33 34 Percentage of users who access platform by mobile phone or smartphone Sept 2013 May 2014 Increasingly mobile social 30 © Harris Interactive #SocialLife4 Among active site users

31 31 © Harris Interactive #SocialLife4 The social media pound (£)

32 14 % have bought a product or service they came across on social media 14 % in the last 30 days 32 © Harris Interactive #SocialLife4 Among social media users aged 11+ The social media pound (£)

33 9% have bought a product or service recommended by a contact on a social media site 7% have bought a product or service after seeing an advert on a social media site © Harris Interactive 33#SocialLife4 33 © Harris Interactive #SocialLife4 Among social media users aged 11+

34 Clothes Books Music Video games DVDs / Blu-ray Electronic products Cinema tickets Groceries Tickets for a gig / concert Hotel accommodation Toys Travel services 22% 23% 28% 22% Books Music Clothes Groceries Video games Cinema tickets DVDs / Blu-ray Hotel accommodation Tickets for a gig / concert Toys Electronic products Work lunch 20% 23% 19% female male Most popular items 34 © Harris Interactive #SocialLife4

35 £1-£5 £6-£20 £21-£50 £51+ 10 % 31 % 29 % 31 % £93 £60 77.55p £ Last 30 days spend average £1-£5 £6-£20 £21-£50 £51+ 9%9% 24 % 32 % 33 % £89 £69 79.73p £ Last 30 days spend average 35 © Harris Interactive #SocialLife4

36 £2.4b per annum £1.9b per annum © Harris Interactive 36#SocialLife4 36 © Harris Interactive #SocialLife4 The social media pound (£)

37 Social complaints 37 © Harris Interactive #SocialLife4

38 22% 10% Complain now and again Complain whenever they have a problem Peaks at 45% among males aged 16-24 Bashtagging 32% Up 7% since September 2013 38 © Harris Interactive #SocialLife4 Among social media users aged 11+

39 #SocialLife439 © Harris Interactive Services complained about (on social media platforms) 25% 23% 22% 18% 13% 12% 9% 6% 17% 15% 12% 7% 8% 5% 4% 2% Ever Most often Sale Mobile Operator ISPUtilities Provider Pay TVAirlineFinancial Services HotelHigh St Retailer Train Operator 39 © Harris Interactive #SocialLife4 Among social media bashtaggers

40 Believe it is important to share bad service with others 46% Believe that social media always gets a faster response than other methods of complaint 36% Bashtagging – why? #SocialLife440 © Harris Interactive

41 Completely resolved 44% Partly resolved 26% Unresolved 30% Bashtagging – outcome? 41 © Harris Interactive #SocialLife4 Among social media bashtaggers

42 Social influence Please rate each of these brands based on what you have seen or read about them on social media sites in the last few months? 1 = mainly negative, 5 = neutral, 9 = mainly positive (on brand perceptions) The highest rated brand achieves 6.6 out of 9 compared with a low of 5.1 6.66.56.4 6.3 6.2 Service providers and newspapers are least likely to benefit from positive social media influence 42 © Harris Interactive #SocialLife4

43 Focus on Twitter 43 © Harris Interactive #SocialLife4

44 20% 40% 60% 80% 100% 11-1516-2425-3435-4445-5455-6465+ Aware of name Have account Used last 30 days Use daily Focus on Twitter 44 © Harris Interactive #SocialLife4 0% Among social media users aged 11+

45 Focus on Twitter Very positive - will likely use Twitter more in future Don't like changes but will use Twitter as now Don't like changes - will use Twitter less in future Positive - will continue to use Twitter as now Don't like changes - will stop using Twitter Account holdersActive usersInactive account holders 45 © Harris Interactive #SocialLife4

46 Focus on Twitter This sounds interesting and I will investigate the site Non-users I am still not interested in signing up to Twitter 46 © Harris Interactive #SocialLife4

47 #SocialLife47 © Harris Interactive 47 © Harris Interactive #SocialLife4 Wrap up

48 #SocialLife48 © Harris Interactive 48 © Harris Interactive #SocialLife4 Wrap up

49 #SocialLife49 © Harris Interactive 49 © Harris Interactive #SocialLife4 Wrap up

50 #SocialLife50 © Harris Interactive 50 © Harris Interactive #SocialLife4 Wrap up

51 51 © Harris Interactive #SocialLife51 © Harris Interactive 51 © Harris Interactive #SocialLife4 Thanks for joining us today

52 52 © Harris Interactive #SocialLife4 follow us @Harrisint_uk Lee Langford llangford@harrisinteractive.com @langford_lee 020 8263 5263 07966 339 606

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