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SocialLife4 - UK Social Media Usage Trends - July 2014

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SocialLife4 - UK Social Media Usage Trends - July 2014

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Now in its fourth wave, SocialLife is Harris Interactive’s regular survey of UK social media use. We track interaction with 20+ social media sites ranging from the more established Facebook and Twitter to relative newcomers like Vine and Snapchat among a large, representative sample of online UK consumers.

Additionally, we investigate topical social media issues and measure how effectively some of the nation’s best loved brands are leveraging social media to engage with consumers.

In April and May 2014, we interviewed 5,500+ UK social media users aged 11+ to understand:

- Which sites we are familiar with, have accounts with and use actively/value most
- How often we use each site, when we use them most and why
- Which devices we use to connect to each site
- How much content we post
- Which sites are ‘on the up’ and which are on a downward curve
- How social media stacks up against traditional news sources
- How we use social media to complain to service providers

These results were first shared in July 2014.

Now in its fourth wave, SocialLife is Harris Interactive’s regular survey of UK social media use. We track interaction with 20+ social media sites ranging from the more established Facebook and Twitter to relative newcomers like Vine and Snapchat among a large, representative sample of online UK consumers.

Additionally, we investigate topical social media issues and measure how effectively some of the nation’s best loved brands are leveraging social media to engage with consumers.

In April and May 2014, we interviewed 5,500+ UK social media users aged 11+ to understand:

- Which sites we are familiar with, have accounts with and use actively/value most
- How often we use each site, when we use them most and why
- Which devices we use to connect to each site
- How much content we post
- Which sites are ‘on the up’ and which are on a downward curve
- How social media stacks up against traditional news sources
- How we use social media to complain to service providers

These results were first shared in July 2014.

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SocialLife4 - UK Social Media Usage Trends - July 2014

  1. 1. 1© Harris Interactive #SocialLife4 follow us @Harrisint_uk SocialLife4 The definitive survey of UK social media use from Harris Interactive July 3rd 2014
  2. 2. 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. 10-24 25-27 28-32 pages 3-6 7-9 33-38 52-53 39-44 45-51 54 Usage & Awareness trends How we connect to social media Social activities & opinions Introduction Executive Summary The social media pound Social brand engagement Social complaints Focus on Twitter Contact details Contents 2© Harris Interactive #SocialLife4
  3. 3. Introduction 3© Harris Interactive #SocialLife4
  4. 4. Welcome to SocialLife, Harris Interactive’s regular tracker of UK social media use and attitudes. This new report offers the most comprehensive insights available on the UK social media scene. We investigate how online consumers are using social media, including a detailed review of which sites they are signed up to and how often they use them. We also capture associated experiences, opinions and a lot more besides. SocialLife4 covers 22 social media sites including established favourites like Facebook, Twitter and YouTube; specialist sites with a social element like Spotify and Xbox Live; as well as up-and-coming challengers like Snapchat and Vine. We look at which sites are gaining traction, which are losing ground and which market segments are driving these changes. To make the information more actionable at a brand level, we have profiled users / owners / subscribers / supporters of over 150 brands spanning many product and service categories. For further information, or to request a custom report focusing on your brand or your sector, please contact the report author, Lee Langford. Alternatively, speak to your account manager at Harris Interactive. Introduction 4© Harris Interactive #SocialLife4
  5. 5. In SocialLife4, we interviewed 5,500 online UK social media users aged 11-95. Data has been weighted by age, sex and region to ensure national representation of the UK online population. Fieldwork completed in May, 2014 In this report, we compare current fresh data from SocialLife4 with two previous surveys: SocialLife2 from September, 2013 SocialLife3 from January, 2014 Nuts & bolts of our approach 5© Harris Interactive #SocialLife4
  6. 6. Social platforms included 6© Harris Interactive #SocialLife4 We use a broad definition of social media: 22 sites ranging from established favourites like Facebook and Twitter to services like Spotify and Xbox Live that feature a social element
  7. 7. Executive Summary (1) 7© Harris Interactive #SocialLife4 Facebook continues to dominate the UK social media scene with some extremely impressive statistics: 80% active users and 62% daily use (up 2% since Sept 2013) Active users spend approx 2 hours per day on Facebook compared with around 1 hour on competitor platforms like Twitter Facebook is the most important site for 61% of all social media users Facebook has the greatest ‘share of voice’ on social media accounting for 42% of all original content – however this has fallen by 7% since Sept 2013, a sure sign that competitors are gaining traction The more established competitors to Facebook; YouTube, Twitter and Google+, have pretty much stood still in the last 8 months And it is newer platforms, particularly Snapchat and Instagram, that are beginning to emerge as equally credible threats to Facebook dominance: Snapchat has grown its active user base by 150% (4% to 10%) Instagram’s active user base now stands at 12%, on a par with LinkedIn
  8. 8. Executive Summary (2) 8© Harris Interactive #SocialLife4 Social media users regularly use 2.6 platforms, on average. This has increased from 2.4 in Sept 2013, largely driven by 16-24 year olds’ increased use of a range of platforms There are indications that some 16-24 year olds are tiring of the more established and mainstream sites ... but this is words rather than actions so far Consumers are increasingly using mobile to access their favourite platforms, including Facebook which is accessed by mobile by 89% of its user base In fact, Facebook currently has the highest mobile reach (among all age groups), with Instagram (83%) and Vine (65%) the next highest Whilst users participate in a range of different activities on social media, including gaming, brand engagement, couponing, research for interviews, snooping on exes etc, social media is still predominantly used for keeping in touch and to share content and opinions Social media is also now a very commercial environment of course and brands can capitalise through earned as well as paid interactions. We estimate that £2.4b is generated per annum by products and services that are recommended on social media platforms. Social media ads generate approximately £1.9b
  9. 9. Key stats on one page 9© Harris Interactive #SocialLife4 Social media users actively use 2.6 platforms on average This increases to 4.2 platforms among 16-24 year olds 62% use Facebook on a daily basis – for an average of c. 2 hours 89% of Facebook users access the site via a mobile phone 43% of all social media users have heard of Snapchat, 28% for Vine Snapchat’s user base has doubled from 6-12% in the last 8 months 55% of Snapchat users name Facebook as the most important site 25% of 11-15 year olds are active on Instagram 47% of 16-24 year olds are active Twitter users 18% of 35-44 year olds use LinkedIn actively 42% of men are getting a bit bored with social media 42% of 16-24 year olds don’t watch TV without checking social media 14% have bought something they came across on a social media site 45% of 16-24 year old males have bashtagged about poor service
  10. 10. Usage & Awareness trends 10© Harris Interactive #SocialLife4
  11. 11. 46% 49% 53% 23% 33% 40% 31% 25% 32% 16% 21% 53% 54% 54% 38% 38% 33% 35% 31% 32% 24% 24% 58% 56% 54% 43% 42% 35% 32% 32% 31% 28% 24% 97% 91% 90% 76% 73% 68% 60% 61% 64% 65% 63% 96% 91% 90% 79% 73% 70% 66% 62% 66% 65% 62% 97% 91% 89% 77% 71% 71% 71% 66% 65% 65% 64% Sept 13 Jan 14 Among social media users aged 11+ Aided brand awareness May 14 11© Harris Interactive #SocialLife4 Instagram, Pinterest and Snapchat have continued to build awareness = Strong growth
  12. 12. 10% 10% 7% 5% 6% 6% 6% 2% 3% 2% 2% 11% 9% 8% 7% 6% 6% 6% 3% 3% 3% 3% 10% 9% 8% 7% 6% 5% 5% 4% 3% 3% 3% 86% 50% 41% 29% 18% 18% 13% 11% 15% 6% 8% 84% 48% 40% 33% 20% 17% 14% 13% 14% 10% 9% 85% 49% 41% 32% 21% 17% 16% 15% 12% 12% 12% Sept 13 Jan 14 Account holder May 14 12© Harris Interactive #SocialLife4 Among social media users aged 11+ Snapchat has doubled its user base in less than 12 months = Strong growth
  13. 13. 4% 3% 3% 2% 2% 1% 1% 1% 2% 2% 1% 5% 3% 3% 3% 2% 2% 2% 2% 1% 1% 1% 5% 3% 2% 2% 2% 2% 2% 2% 2% 2% 1% 80% 42% 29% 17% 11% 7% 7% 4% 10% 5% 6% 79% 41% 29% 20% 11% 9% 9% 7% 10% 6% 7% 80% 42% 30% 19% 12% 12% 10% 10% 9% 7% 6% Sept 13 Jan 14 Active use (last 30 days) May 14 13© Harris Interactive #SocialLife4 Among social media users aged 11+ Snapchat has also grown most in terms of active users (up 150%) = Strong growth
  14. 14. Active use (last 30 days) Total 16-24Male Female 11-15 25-34 35-44 45-54 55-64 65+ 80 8876 83 74 81 80 75 78 74 May 2014 2.6 4.22.8 2.5 3.2 3.0 2.3 1.8 1.8 1.5Average 6842 47 36 45 52 35 31 25 19 30 31 29 33 35 33 21 18 11 19 22 16 17 24 15 14 15 10 12 15 10 5 16 18 11 13 10 12 9 14 25 14 6 3 2 1 10 8 12 22 10 2 1 0 0 7 4 11 8 10 5 5 4 3 47 32 7 31 37 14 14© Harris Interactive #SocialLife4 Among social media users aged 11+ 16-24 year olds really stand out in their active use of multiple sites
  15. 15. Up / down / no change since Sept 13 Active use (last 30 days) +0.2 +1.0+0.2 +0.3 +0.1 +0.1 +0.1 -0.1 +0.2 +0.1 = = = +1 +1 = = -2 +4 -3 = +3+8 +1 +2 = +1 +1 +3 -1 +7 == +5 +3 +6 +8 +6 +2 +1 +1 +1+14 +4= -4 +4 -8 = -1 = = +4 +2 +1 +2 +1 +9 = = +4 +1+6 +6 +5 +7 +10 +6 +1 = -1 =+25 +2 +2 +3 = +2 = +1 +3 +2+8 Average -1 -5 +9 -2 -4 -2 +2 15© Harris Interactive #SocialLife4 Among social media users aged 11+ And 16-24s have increased their active use of sites more than other age groups Total 16-24Male Female 11-15 25-34 35-44 45-54 55-64 65+ particularly Snapchat and Instagram
  16. 16. Column2 Column3 Column8 Column9 Column10 Column11 Column12 Facebook YouTube Twitter Google+ LinkedIn Instagram Snapchat Pinterest 20% 40% 60% 80% 100% 11-15 16-24 25-34 35-44 45-54 55-64 65+ Active use (last 30 days) 16© Harris Interactive #SocialLife4 Among social media users aged 11+ Facebook remains the only platform used actively by all age groups
  17. 17. 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 0% 2% 1% 2% 1% 1% 1% 1% 1% 1% 1% 1% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 61% 21% 17% 8% 3% 2% 4% 5% 3% 5% 3% 60% 21% 17% 10% 3% 3% 4% 6% 5% 5% 4% 62% 22% 19% 9% 8% 7% 5% 4% 4% 3% 2% Sept 13 Jan 14 Daily use May 14 17© Harris Interactive #SocialLife4 Among social media users aged 11+ Facebook continues to dominate generally in terms of daily use per se = Strong growth
  18. 18. Previous day use of site 1 hour 59 minutes 1 hour 25 minutes 1 hour 4 minutes 1 hour 4 minutes 30 minutes 1 hour 1 minute 1 hour 2 minutes 45 minutes 18© Harris Interactive #SocialLife4 Among active site users And Facebook also has the highest average daily use time of any site
  19. 19. Previous day use of site 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 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 19© Harris Interactive #SocialLife4 Among active Facebook users Active 16-24 year old Facebook users spend almost 3 hours per day on the site 1 hour 59 minutes
  20. 20. Other 64% 13% 6% 3% 3% 1% 0% 10% 63% 12% 6% 3% 3% 1% 1% 11% 61% 13% 7% 3% 3% 2% 1% 10% Sept 13 Jan 14 May 14 Most important site 20© Harris Interactive #SocialLife4 Among social media users aged 11+ Facebook remains comfortably the most important site overall
  21. 21. 74% 9% 5% 2% 2% 2% 1% 49% 29% 7% 1% 2% 2% 1% 53% 11% 22% 2% 3% 1% 1% 52% 17% 7% 2% 2% 13% 0% 56% 8% 7% 19% 1% 2% 0% 51% 10% 11% 1% 15% 0% 2% 55% 12% 9% 0% 8% 0% 7% Most important site 21© Harris Interactive #SocialLife4 Among active site users And Facebook is the most important site, even for active users of other sites M O S T I M P O R T A N T
  22. 22. Use of site (versus 12 months ago) 31%34% 27% 19%42% 22%48% 41% 53%54% 51% 61%44% 62%40% 39% 16%12% 22% 20%14% 17%12% 20% 36% 28% 22% 21% 15% 5% 5% 1% Increased No change Decreased NET (or new) 22© Harris Interactive #SocialLife4 Among active site users However, Snapchat & Instagram show highest net use growth in the last year
  23. 23. 31 19 18 17 14 11 10 9 9 8 8 8 7 6 6 6 5 5 5 5 5 3 Average of per month per social media user Ave. monthly volume per active site user 39 (+1 since Sept 2013) Share of voice 7.2% 41.9% 5.2% 13.5% 6.9% 2.3% 2.0% 10.1% 0.4% 0.5% 0.2% 0.4% 1.0% 1.7% 0.5% 1.2% 0.2% 0.2% 1.8% 0.2% 0.4% 0.3% Total share +4.8 -6.6 +2.6 Up / down since Sept 13 23© Harris Interactive #SocialLife4 Among social media users aged 11+ And Facebook’s share of voice has been eroded by Snapchat and Instagram
  24. 24. Sites likely to stop using Total 16-24Male Female 11-15 25-34 35-44 45-54 55-64 65+ 62 3860 63 69 57 69 65 71 72* None 137 7 8 6 8 5 7 6 4 6 7 5 4 8 4 2 4 3 4 4 4 2 4 4 6 5 6 3 2 3 2 4 1 0 0 0 2 2 3 5 2 2 1 0 0 2 2 3 2 2 2 2 1 1 2 3 1 4 4 1 2 1 0 14 3 9 7 5 2 (in next 12 months) 129 9 8 7 12 7 7 6 7 * None of 22 sites 24© Harris Interactive #SocialLife4 Among social media users aged 11+ Significant 16-24s claim to be likely to stop using mainstream sites in future
  25. 25. How we connect 25© Harris Interactive #SocialLife4
  26. 26. Percentage of users who access platform by mobile phone or smartphone Sept 2013 May 2014 Increasingly mobile social 26© Harris Interactive #SocialLife4 Among active site users Users are much more likely to access most sites by mobile nowadays
  27. 27. Column2 Column3 Column4 Column5 Column6 Column7 Column8 Facebook YouTube Twitter Google+ LinkedIn Instagram Snapchat Pinterest 20% 40% 60% 80% 100% 11-15 16-24 25-34 35-44 45-54 55-64 65+ Active mobile use (last 30 days) 27© Harris Interactive #SocialLife4 Among social media users aged 11+ Facebook has highest mobile reach among all age groups
  28. 28. Social activities & opinions 28© Harris Interactive #SocialLife4
  29. 29. Male Female 100% Social activities 29© Harris Interactive #SocialLife4 Among social media users aged 11+ Social is primarily about keeping in touch with people and sharing content 0% 20% 40% 60% 80%
  30. 30. '11-15 16-24 25-34 35-44 45-54 55-64 65+ Social activities 30© Harris Interactive #SocialLife4 Among social media users aged 11+ Younger consumers are more likely to participate in most social activities 100% 0% 20% 40% 60% 80%
  31. 31. 100% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% Social opinions Column2 Column3 Column4 Column5 Column6 Column7 Column8 11-15 16-24 25-34 35-44 45-54 55-64 65+ I love giving my opinions on social media Column2 Column3 Column4 Column5 Column6 Column7 Column8 11-15 16-24 25-34 35-44 45-54 55-64 65+ Column2 Column3 Column4 Column5 Column6 Column7 Column8 11-15 16-24 25-34 35-44 45-54 55-64 65+ I couldn’t manage without social media now Column2 Column3 Column4 Column5 Column6 Column7 Column8 11-15 16-24 25-34 35-44 45-54 55-64 65+ I trust social media sites to manage my personal info 31© Harris Interactive #SocialLife4 Among social media users aged 11+ Younger people are more ‘dependent’ on social, older people are more trusting 100% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% I don’t watch TV without checking social media
  32. 32. Social opinions Column2 Column3 Social media helps me get to know friends better Column2 Column3 Social media keeps me up-to-date in real time Column2 Column3 Social media lets me express myself & share content Column2 Column3 I’m starting to get a bit bored with social media 32© Harris Interactive #SocialLife4 Among social media users aged 11+ Connecting and sharing for females, men tiring of social more 100% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80%
  33. 33. The social media pound (£) We wanted to understand how much money UK consumers are spending on products and services as a consequence of paid and earned social media interactions ... 33© Harris Interactive #SocialLife4 Overall, we estimate that UK consumers spend £2.4b per annum on products or services recommended to them by their contacts on social media sites. £2.4 billion And we estimate that the equivalent figure for social media advertisements is £1.9b per annum. £1.9 billion
  34. 34. 14% have bought a product or service they came across on social media 14% 30% 16-24 year olds are twice as likely to have done so in the last 30 days 34© Harris Interactive #SocialLife4 Among social media users aged 11+
  35. 35. 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 35#SocialLife4 35© Harris Interactive #SocialLife4 Among social media users aged 11+ 11 20 20 74 15 19 23 70
  36. 36. 12 16 12 14 15 15 19 22 28 24 19 18 10 11 14 12 15 20 15 13 15 20 27 38Clothes 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% 9 12 10 11 14 15 18 29 19 16 19 17 8 7 12 10 10 11 14 8 19 25 21 29Books Music Clothes Groceries Video games Cinema tickets DVDs / Blu-ray Hotel accommodation Tickets for a gig / concert Toys Electronic products Work lunch 20%20%23% 19% female male Most popular items Most popular items 36© Harris Interactive #SocialLife4
  37. 37. £1-£5 £6-£20 £21-£50 £51+ 10% 31% 29% 31% £ Last 30 days spend £1-£5 £6-£20 £21-£50 £51+ 9% 24% 32% 33% £ Last 30 days spend 37© Harris Interactive #SocialLife4
  38. 38. Calculations: * 36 million UK consumers are online every day ** of whom 80% use a social media site each month = 28.8m consumers of whom 9% have bought a product or service recommended by a contact on a social media site in the last 30 days = 2.6m consumers average spend of ***£78 per consumer = £202.2m per month x 12 months = £2.4b per annum * source: Office for National Statistics (2013) ** source: SocialLife4 by Harris Interactive Calculations: * 36 million UK consumers are online every day ** of whom 80% use a social media site each month = 28.8m consumers of whom 7% have bought a product or service recommended by a contact on a social media site in the last 30 days = 2.0m consumers average spend of ***£80 per consumer = £161.3m per month x 12 months = £1.9b per annum * source: Office for National Statistics (2013) ** source: SocialLife4 by Harris Interactive *** capped at £500 *** capped at £500 © Harris Interactive 38#SocialLife4 38© Harris Interactive #SocialLife4 The social media pound (£)
  39. 39. Social complaints 39© Harris Interactive #SocialLife4
  40. 40. 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 40© Harris Interactive #SocialLife4 Among social media users aged 11+ Social media is increasingly used to complain about poor service
  41. 41. #SocialLife4 41© Harris Interactive Services complained about(on social media platforms) 25% 23% 22% 18% 13% 12% 9% 9% 6% 17% 15% 15% 12% 7% 8% 5% 4% 2% Ever Most often Sale Mobile Operator ISP Utilities Provider Pay TV Airline Financial Services HotelHigh St Retailer Train Operator 41© Harris Interactive #SocialLife4 Among social media bashtaggers Mobile operators, retailers and ISPs are most complained about
  42. 42. Companies complained about Among social media bashtaggers aged 11+ (on social media platforms) 42© Harris Interactive #SocialLife4 Among social media bashtaggers Companies that deliver multiple services tend to suffer most social criticism
  43. 43. 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? #SocialLife4 43© Harris Interactive
  44. 44. Completely resolved 44% Partly resolved 26% Unresolved 30% Bashtagging – outcome? 44© Harris Interactive #SocialLife4 Among social media bashtaggers Less than half of all social media complaints are completely resolved
  45. 45. Focus on Twitter 45© Harris Interactive #SocialLife4 We decided to investigate whether new innovations in the look and feel of the site are likely to stimulate growth ... Lacklustre growth, plunging stocks and senior departures – it has not been a good start to 2014 for Twitter.
  46. 46. 89% 41% 30% 19% Aware Have account Used last 30 days Use daily Focus on Twitter Our awareness & usage data reflects Twitter’s relative 46© Harris Interactive #SocialLife4 Among social media users aged 11+ Up / down since Sept 13 -1% = +1% +2% 2 in 5 have a Twitter account but less than 1 in 3 use Twitter actively
  47. 47. 11 to 15 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+ 20% 40% 60% 80% 100% 11-15 16-24 25-34 35-44 45-54 55-64 65+ Aware of name Have account Used last 30 days Use daily Focus on Twitter Twitter use declines sharply among 35+ year olds despite high awareness 47© Harris Interactive #SocialLife4 0%
  48. 48. 19 posts on 31 snaps on Only 22% of regular Twitter users choose it as their favourite site Only 17 original tweets in last 30 days on average (+ 16 retweets) 53% choose Twitter users are more attached to Facebook and tweet infrequently Focus on Twitter 48© Harris Interactive #SocialLife4
  49. 49. We assessed response to recent Twitter changes as follows ... Focus on Twitter As a Twitter user, you may be aware that Twitter has begun implementing a series of changes recently. For example, there are new photo features that allow users to tag people in photos as well as posting up to four photos per tweet. There will also be a redesign of the profile page and the classic retweet button has changed into a prompt asking users whether they want to “share” or “add comment and share”. The changes are aimed at making the user experience more intuitive and attractive for people who have not used Twitter before or those who have stopped using it. Some people have said that this will give Twitter a similar look and feel to Facebook. How do you feel about this? As you may have read or heard, Twitter, a site that you told us you are not signed up to, has begun implementing a series of changes recently. For example, there are new photo features that allow users to tag people in photos as well as posting up to four photos per tweet. There will also be a redesign of the profile page and the classic retweet button has changed into a prompt asking users whether they want to “share” or “add comment and share”. The changes are aimed at making the user experience more intuitive and attractive for people who have not used Twitter before or those who have stopped using it. Some people have said that this will give Twitter a similar look and feel to Facebook. How do you feel about this? Twitter users Twitter non-users 49© Harris Interactive #SocialLife4
  50. 50. The changes are unlikely to increase use among active or inactive account holders Focus on Twitter 11 47 27 8 6 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 12 50 27 7 3 10 39 28 10 13 Account holders Active users Inactive account holders 50© Harris Interactive #SocialLife4
  51. 51. Most non-users are unconvinced by the changes but 1 in 6 will take a look Focus on Twitter This sounds interesting and I will investigate the site 16 84 Non-users I am still not interested in signing up to Twitter 51© Harris Interactive #SocialLife4
  52. 52. Social brand engagement 52© Harris Interactive #SocialLife4
  53. 53. 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 6.6 6.5 6.4 6.4 6.3 6.3 6.2 6.2 Service providers and newspapers are least likely to benefit from positive social media influence 53© Harris Interactive #SocialLife4
  54. 54. Lee Langford llangford@harrisinteractive.com @langford_lee 020 8263 5263 07966 339 606 54© Harris Interactive #SocialLife4 We hope you have enjoyed our SocialLife4 report. For further details or to discuss how your organisation can capitalise on SocialLife please contact: Contact details

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