UKI social media landscape report 2024

GREATBRITAIN Beyondthefeed:socialmediareport2024 Exploringtimespent,userprofilesandbrandpreferencesofweeklyFacebook,Instagram,XandTikTokusers. Livingconsumerintelligence|yhtotpus:g//bouvs.inceosms.y/obuugosvi.cnoems/s 2GBsocialmediareport2024 Understandingthesocialmediaspherein2024 Whichsocialnetworksareleadingthewayin2024? Thisreportleverages52-weeksofsurveydatafromYouGovProfilestorevealsocialmediatimespent,reasonsforusingsocialmedia,andtelevisionversussocialmediaasanewssource.Weexplorehowuserdemographicsshiftbetweeneachsocialmediaplatform–aswellassharingnoteworthyattitudestoadvertising,safetyandintegrity. Inaddition,thisreportleveragesYouGovBrandIndextodiscoverthetop10brandsamongusersofeachsocialnetwork,basedondifferencetopurchaseconsiderationincomparisontothegeneralpopulation. Getintouch 3GBsocialmediareport2024 Methodology TheinsightsinthisreportcombinesyndicateddatafromYouGovProfilesandYouGovBrandIndex. YouGovProfilesisanever-growingsourceoflivingconsumerdata,with 2million+datavariablesfromYouGov’s26million+globalpanelmembers. YouGovProfilesdatasetisa52-weekdataset,ourdataiscollectedcontinuouslyandupdatedweekly.Thespecificdatasetusedfortheanalysisis:2024-Profiles+GreatBritain2024-03-31. Throughoutthisreport,welookatweeklyusersofthefollowingsocialnetworks: •WeeklyFacebookusers(n=57,655) •WeeklyInstagramusers(n=36,888) •WeeklyX/Twitterusers(n=22,423) Exploremoredata •WeeklyTikTokusers(n=16,580) YouGovBrandIndexisouralways-onbrandtracker,whichtracksbrandsacross16vitalbrandhealthmetrics. Inthisreport,wehavehighlightedthebrandsthatarewinningovereachsocialnetworkusersbasedonconsiderationscores. Considerationscoresarerounded toThenearestdecimalpoint.BrandsmustHavescoresavailableforatleast183daystoqualifyfortherankingbetweenApril1,2023,toMarch31,2024.Whenabrandistrackedinmultiplesectors,onlythefirstentryisshown. *Thereportedsamplesize(n)isprimarilybasedonbasicageandgendervariables.However,itmayvarywhenconsideringothervariableswithinthedataset. Getintouch https://business.yougov.com/solutions/research?utm_medium=pdf_link&utm_source=whitepaper&utm_campaign=WP-2024-06-UKI-Social-media-landscape 4GBsocialmediareport2024 Contents 1Socialmediausage 2Socialprofiles:Howweeklyusersofeachsocialnetworkdiffer 3Exploringattitudestosocialmedia 4Brandrankingsamongweeklysocialnetworkusers Getintouch 5GBsocialmediareport2024 Unparalleledinsightsintowhattheworldthinks Ourextensive,ever-growingsourceofconnected,livingdataequipsyouwitharichunderstandingofyourcustomers'complexlives.Understandwhat26million+registeredpanelmembersinover55marketsarethinking,andharnessreal-timedataforsmarter,evidence-baseddecisionswithoursuiteofproducts. um=pdf_Elinxkp&ulotmr_esoourucer=swohiltueptaipoenr&sutm_campaign=WP-2024-06-UKI-Social-media-landscape https://business.yougov.com/product?utm_medi 6GBsocialmediareport2024 Socialmediausage Getintouch 7GBsocialmediareport2024 1in3Britsspend6-20hoursonsocialmediaperweek Timespentonsocialnetworksperweek Natrep 39% 34% 18% 9% Upto5H6-20H21H+Don’tknow YouGovProfiles+GreatBritain,March2024(n>73,000) 8GBsocialmediareport2024 19%ofBritsusesocialmediaforbuyingproducts 63%ofBritishpeopleusesocialmediatostayincontactwithfriends,familyandcolleagues. Reasonsforusingsocialmedia Natrep 63% 53% 45% 22%19%19% 8% Connecting/stayingin Watching/reading Gettingnewscontent Sharingpartsofyour Buyingproducts Beingpolitically/sociallyPosting lifestyle/educational contactwithfriends,family, entertainingcontent life/yourthoughts/lifeevents active content colleagues,etc withfollowers YouGovSurveysGB,January2024(n>2,032) 9GBsocialmediareport2024 SocialnetworksoutranktelevisionasasourcefornewsamongGenZ Onanationallevel,58%ofBritsusetelevisionasasourceofnewscomparedto29%whousesocialnetworks. Sourcesusedfornewsbyeachgeneration:televisionversussocialnetworks GenZ(1997-2006)Millennial(1981-1996)GenX(1965-1980)BabyBoomer(1946-1964)SilentGeneration(Pre1945)Natrep 84% 77% 32% 41% 63% 58% 40% 40% 28% 17% 13% 29% TelevisionSocialnetworks YouGovProfiles+GreatBritain,March2024(n>4,600) Question:Which,ifany,ofthefollowingsourcesdoyouusetoaccessnews? 10GBsocialmediareport2024 Socialprofiles:Howweeklyusersofeachsocialnetworkdiffer Getintouch 11GBsocialmediareport2024 WeeklyTikTokandInstagramusersskewyounger,Facebookmirrorsthenationalrepresentative Agebreakdownpersocialnetwork 18-2425-3435-4445-5455+ Natrep 12% 16% 16% 17% 38% WeeklyTikTokusers 30% 29% 17% 14% 11% WeeklyXusers 18% 21% 17% 20% 24% WeeklyInstagramusers 19% 25% 20% 17% 19% WeeklyFacebookusers 9% 17% 16% 19% 39% YouGovProfiles+GreatBritain,March2024(n>16,000) 12GBsocialmediareport2024 TikTok,InstagramandFacebookusersmorelikelytobefemalecomparedtothenationalrepresentative WhileXusersaremorelikelytobemale. Genderbreakdownpernetwork MaleFemale Natrep 49% 51% WeeklyTikTokusers 42% 58% WeeklyXusers 59% 41% WeeklyInstagramusers 42% 58% WeeklyFacebookusers 45% 55% YouGovProfiles+GreatBritain,March2024(n>16,000) 13GBsocialmediareport2024 58%ofFacebook