UK Social Media: Joining the Conversation

UK Social Media: Joining the Conversation

Countries covered: United Kingdom

Social media usage is finally taking off in the UK. eMarketer estimates that 39% of UK Internet users—more than 15.4 million people—will use social networks at least once per month in 2009.

The UK Social Media report analyzes how social networks developed in the UK and the factors that are driving growth now.

Most early adopters of social media in the UK were young and male. And while older users—especially those ages 65 and up—still lag in social media usage, the appeal of Facebook and the spread of professional social networking among UK employees are boosting takeup in other age groups. Women are also warming to social networking, forums and blogging.

By 2013, eMarketer predicts that by 2009 the social networking population will reach 21.9 million, and represent 50% of UK Web users.



Key questions the “UK Social Media” report answers:

How many UK Internet users are involved in social networking?
How is social media usage developing in the UK?
How popular are blogs among UK Internet users?
How does social media use differ by age group?
What are the key insights for UK marketers hoping to make use of social media?
And many others…

Executive Summary
UK Online Social Network Users, 2008-2013 (millions and % of Internet users)
Key Questions
The eMarketer View
The Growing Audience for Social Media
Online Activities* of UK Internet Users, 2008 (% of respondents)
Social Networking
UK Online Social Network Users, 2008-2013 (millions and % of Internet users)
Comparative Estimates: UK Online Social Network Users, 2008 (% of Internet users)
Internet Users in Select Countries in Europe Who Visit Social Networking Sites, December 2007 & December 2008 (% of total in each group)
Active Reach of the Member Communities* Online Sector, by Country, December 2007 & December 2008
Communication Activities of Internet Users in Select Countries, October 2008 (% of respondents)
Mobile Social Networking
UK Social Networking Users* and Mobile Social Networking Users**, July 2007 & July 2008 (millions and % change)
Mobile Content and Application Activities of Mobile Subscribers in Select Countries in Western Europe, August 2008 (% of mobile subscribers)
UK Mobile Social Network Users, 2008-2013 (millions)
UK Mobile Social Network Revenues, by Community Type, 2008-2013 (millions of €)
Most Popular Sites
Top 25 Web Properties Among UK Internet Users, Ranked by Unique Visitors, December 2008 (thousands)
Top 10 Brands Searched for by UK Internet Users, Ranked by Market Share of UK Internet Searches, 12 weeks ending January 3, 2009
Top 10 Websites Accessed by UK Smartphone Users, July 2007 & July 2008 (unique visitors in thousands and % change)
Business Use of Social Networks
Use of Online Social Networks as Part of Everyday Life at Work According to At-Work Internet Users in Select Countries in Western Europe, September-October 2008 (% of respondents)
UK At-Work Internet Users Who Use Social Networking Sites While at Work, by Age, 2008 (% of respondents)
UK At-Work Internet Users Who Believe They Should Be Able to Use Social Networking Sites for Nonwork Purposes, by Age, 2008 (% of respondents)
Blogging
Comparative Estimates: UK Blog Readers, 2008 (% of Internet users)
Blog Readers and Writers in Select Countries in Europe, Q1 2008 (% of population in each group)
Frequency with Which Blog Readers in Select Countries Read Blogs, 2008 (% of respondents)
Microblogging and Twitter
Top 10 Social Networks/Forums Visited by UK Internet Users, Ranked by Market Share of Visits, Week ending April 4, 2009
Podcasting
UK Online Radio and Podcast Listeners, by Frequency, October-November 2007 & April-May 2008 (millions and % change)
Internet Users in Select Countries Who Download Podcasts, 2006-2008 (% of respondents)
Online Content Activities of UK Internet Users*, by Gender, 2008 (% of respondents)
UK Adult Podcast Downloaders, by Content that Interests, April-May 2008 (% of respondents)
Content-Sharing
Online Content Activities of UK Internet Users*, by Gender, 2008 (% of respondents)
Mobile Photo and Video Activities of Internet Users in Select Countries, October 2008 (% of respondents)
Consumer Reviews
Online Shopping Habits of UK Internet Users, November 2008 (% of respondents)
Reasons that UK Internet Users* Write Online Reviews of Products and Services, July-October 2008 (% of respondents)
Age and Gender of Social Media Users
Internet Users in the UK Who Are Members of a Social Networking Site, by Age, March 2008 (% of respondents in each group)
Select Social Network and User-Generated Content Activities of UK Adult and Senior Internet Users, Q1 2008 (% of respondents in each group)
Online Communication Activities of UK Internet Users*, by Gender, 2008 (% of respondents)
Marketing on Social Media
Barriers to the Inclusion of Social Networks in Their Marketing Campaigns According to UK Marketers, February-March 2009 (% of respondents)
Reasons that UK Internet Users Pay Attention to an Online Ad, by Gender, November-December 2008 (% of respondents in each group)
Types of Advertising that Have the Most Impact on the Buying Decisions of Internet Users in Select Countries, September-October 2008 (% of respondents)
Consumer Attitudes
Customer Engagement
UK Adult Podcast Downloaders, by Interest in Downloading Free Podcast with Advertising, April-May 2008 (% of respondents)
Conclusions
Endnotes
102942
UK Online Social Network Users, 2008-2013 (millions and % of Internet users)
102943
Comparative Estimates: UK Online Social Network Users, 2008 (% of Internet users)
102947
Comparative Estimates: UK Blog Readers, 2008 (% of Internet users)
Related Information and Links
Related Links
Contact
Report Contributors