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UK & US Social Media Demographics 2018

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Cast From Clay
Cast From Clay

Explore We are Flint's 2018 report delving into social media usage in the UK and the US. The 19 social media networks tested this year were Facebook, Facebook Messenger, Foursquare, Giphy, Google+, Grindr, Instagram, LinkedIn, Pinterest, Reddit, Skype, Snapchat, Tinder, Tumblr, Twitter, Vkontake, WeChat, WhatsApp, and YouTube.

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we are Flint Social Media Demographics 2018 USA & UK, February 2018
We are a creative communications consultancy. We partner with experts to help them communicate to the audiences that matter. 1. Welcome & Methodology 3 2. The Social Rankings 5 3. UK Social Profiles 13 4. US Social Profiles 33 5. Frequency of Use (US & UK) 53
we are Flint Seemingly unable to rectify the threat of fake news, fear is rising that the Facebooks and Twitters of this world are not a force for good. It doesn't help that the industry is structurally compromised with eight of the top ten networks owned by the FB, GOOG, MSFT oligopoly. Society’s increasing weariness isn’t enough to stop most of us logging in but recent studies have pointed at a trend of “social minimisation”. Our data points at a marginal decrease in the total number of social media users in the UK – not sufficiently significant to report on, but something we will be keenly looking at next year. Don’t get me wrong: social media is here to stay. The question is can the big networks take decisive, effective action before we lose faith in them. @tomhashemi tom@weareflint.co.uk The boat is rocking. 3
we are Flint We are Flint interviewed n=2,007 US adults and n=2,008 UK adults aged 18+ between the 20th and 22nd January 2018 via online panel survey on their social media usage. Each market’s respondents were screened and weighted to be nationally representative of age, gender and region. The margin of error on the study is +/- 2.2%. The 19 social media networks tested this year were Facebook, Facebook Messenger, Foursquare, Giphy, Google+, Grindr, Instagram, LinkedIn, Pinterest, Reddit, Skype, Snapchat, Tinder, Tumblr, Twitter, Vkontake, WeChat, WhatsApp, and YouTube. This presentation contains profiles of each network by gender, age, social grade (UK only), household income, and geography. Various other demographic breaks are available on request (hello@weareflint.co.uk). 2016: n=2,092 UK adults (18+) nationally representative of age, gender region. Fieldwork: 2nd-4th August 2017. Networks: Facebook, Google+, Instagram, LinkedIn, Periscope, Pinterest, Snapchat, Twitter, WhatsApp, and YouTube. 2017: n=2,061 UK adults (18+) nationally representative of age, gender, region. Fieldwork: 25th-28th August 2017. Networks: Facebook, Facebook Messenger, Foursquare, Giphy, Google+, Instagram, LinkedIn, Pinterest, Reddit, Skype, Snapchat, Tinder, Tumblr, Twitter, VKontakte, WeChat, WhatsApp, and YouTube. Methodology & Approach 4
The Social Rankings
we are Flint We’re all at it: over eight in ten US and UK adults use social media 6 251.5 million3 100% 223.8 million4 89% 215.2 million 86% UK: 1 ONS, UK mid-2016 population projection; 2 ONS, Internet Users 2017; USA: 3 US Census Bureau 2017; 4 Pew Research Center 2018; * the 2016 version of this report used a 16+ figure for the UK adult population 51.8 million1 100% 46.1 million2 89% 43.1 million 83% Adult (18+)* population Adult (18+)* online population Adults who use social media
we are Flint Facebook, YouTube and Facebook Messenger dominate both the US and UK markets Among online UK and US adults aged 18+, the % who use each network 7 Base: All US (n=2,007), All UK (n=2,008) 1 79% 86% UK US Facebook 2 YouTube 79% 83% UK US 3 Facebook Messenger 68% 72% UK US
we are Flint 7% 8% 9% 10% 11% 11% 17% 18% 30% 33% 36% 39% 40% 41% 47% 58% 68% 79% 79% VKontakte Grindr Foursquare WeChat Giphy Tinder Tumblr Reddit Snapchat LinkedIn Pinterest Google+ Skype Instagram Twitter WhatsApp Facebook Messenger YouTube Facebook UK Social usage largely aligned across the pond, key differences: WhatsApp, Pinterest, LinkedIn Among online UK and US adults aged 18+, the % who use each network 8 9% 10% 12% 13% 13% 14% 20% 24% 24% 34% 37% 40% 44% 47% 50% 52% 72% 83% 86% VKontakte Grindr WeChat Foursquare Giphy Tinder Tumblr Reddit WhatsApp Snapchat Skype LinkedIn Twitter Instagram Google+ Pinterest Facebook Messenger YouTube Facebook USA Base: All US (n=2,007), All UK (n=2,008)
we are Flint 18-24 25-34 35-44 45-54 55-64 65-75 75+ Most used YouTube YouTube YouTube YouTube YouTube Facebook Facebook 2 Facebook Facebook Facebook Facebook Facebook YouTube YouTube 3 FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger 4 Instagram WhatsApp WhatsApp WhatsApp WhatsApp WhatsApp Skype 5 WhatsApp Instagram Twitter Twitter Twitter Skype WhatsApp 6 Snapchat Twitter Instagram Skype Skype Google+ Twitter There’s little difference by age among the top three – the battle rages for fourth place Top 6 networks by usage per age group in the UK, USA 9 Base: All US (n=2,007), All UK (n=2,008) Most used YouTube YouTube Facebook Facebook Facebook Facebook Facebook 2 Facebook Facebook YouTube YouTube YouTube YouTube YouTube 3 FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger 4 Instagram Instagram Instagram Pinterest Pinterest Google+ Google+ 5 Snapchat Pinterest Pinterest Google+ Google+ Pinterest Pinterest 6 Pinterest Snapchat Google+ Twitter Twitter LinkedIn LinkedIn
we are Flint 85% 78% 48% 45% 29% 50% 29% 30% 20% 85% 79% 55% 44% 35% 26% 34% 29% 25% 79% 79% 58% 47% 41% 39% 36% 33% 30% YouTube Facebook WhatsApp Twitter Instagram Google+* Pinterest LinkedIn Snapchat 10 * Google+ question reworded in 2017 to remind respondents that this specifically referred to the social media network (i.e. not the search engine) 2016 2017 2018 YouTube and Facebook plateau since 2016; several smaller networks see growth Among online UK adults aged 18+, the % who use each network 2016-2018
we are Flint 79% 79% 68% 58% 47% 41% 40% 39% 36% 33% 83% 86% 72% 24% 44% 47% 37% 50% 52% 40% YouTube Facebook Facebook Messenger WhatsApp Twitter Instagram Skype Google + Pinterest LinkedIn Corporate ownership: Google, Facebook, Microsoft dominate (8 of the top 10) Among online UK and US adults aged 18+, the % who use each network 11 Base: All US (n=2,007), All UK (n=2,008) UK USA
we are Flint 86% 72% 83% 47% 50% 44% 34% 52% 24% 40% 66% 38% 37% 25% 22% 20% 19% 17% 10% 9% Facebook Facebook Messenger YouTube Instagram Google+ Twitter Snapchat Pinterest WhatsApp LinkedIn 79% 68% 58% 79% 47% 41% 30% 39% 36% 40% 61% 37% 35% 33% 23% 22% 16% 15% 8% 7% Facebook Facebook Messenger WhatsApp YouTube Twitter Instagram Snapchat Google+ Pinterest Skype Facebook-owned platforms dominate daily use of social in both markets Among online UK and US adults aged 18+, the % who use each network vs. daily use 12 Use Use Daily Base: All US (n=2,007), All UK (n=2,008)
we are Flint UK Social Profiles
we are Flint YouTube Among online UK adults aged 18+, the % who use YouTube 72% 89% 40% 54% 71% 85% 93% 96% 97% 80% 78% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 14 72% 81% 75% 78% 77% 78% 83% 85% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Facebook Among online UK adults aged 18+, the % who use Facebook 74% 87% 52% 61% 70% 85% 88% 93% 92% 84% 73% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 15 75% 80% 77% 82% 81% 77% 81% 81% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Facebook Messenger Among online UK adults aged 18+, the % who use Facebook Messenger 16 64% 69% 70% 70% 69% 65% 71% 70% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ 62% 77% 35% 40% 54% 72% 82% 91% 89% 75% 62% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint WhatsApp Among online UK adults aged 18+, the % who use WhatsApp 17 46% 61% 49% 55% 55% 51% 65% 75% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ 46% 76% 13% 34% 42% 59% 78% 84% 80% 62% 54% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Twitter Among online UK adults aged 18+, the % who use Twitter 36% 65% 11% 22% 35% 53% 62% 69% 62% 47% 48% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 18 37% 50% 43% 43% 41% 45% 54% 60% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Instagram Among online UK adults aged 18+, the % who use Instagram 30% 57% 1% 12% 22% 38% 53% 72% 81% 48% 35% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 19 33% 43% 38% 35% 41% 39% 47% 52% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Skype Among online UK adults aged 18+, the % who use Skype 29% 55% 16% 28% 32% 41% 45% 57% 52% 36% 44% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 20 31% 42% 34% 36% 33% 38% 45% 54% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Google+ Among online UK adults aged 18+, the % who use Google+ 34% 48% 10% 22% 30% 36% 52% 60% 54% 39% 39% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 21 35% 40% 38% 37% 38% 44% 41% 43% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Pinterest Among online UK adults aged 18+, the % who use Pinterest 26% 50% 10% 15% 21% 32% 49% 62% 55% 45% 27% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 22 31% 38% 29% 30% 35% 41% 43% 44% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint LinkedIn Among online UK adults aged 18+, the % who use LinkedIn 19% 50% 10% 18% 29% 32% 46% 46% 38% 29% 37% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 23 27% 34% 22% 26% 30% 34% 36% 52% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Snapchat Among online UK adults aged 18+, the % who use Snapchat 21% 45% 2% 4% 8% 18% 38% 60% 77% 34% 26% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 24 22% 32% 29% 26% 31% 29% 32% 37% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Reddit Among online UK adults aged 18+, the % who use Reddit 9% 31% 1% 2% 6% 12% 25% 41% 34% 15% 21% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 25 12% 20% 13% 10% 19% 22% 21% 29% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Tumblr Among online UK adults aged 18+, the % who use Tumblr 26 11% 18% 13% 10% 15% 22% 20% 24% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ 9% 30% 3% 3% 6% 9% 22% 31% 43% 15% 19% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Giphy Among online UK adults aged 18+, the % who use Giphy 7% 19% 0% 2% 2% 5% 16% 26% 27% 11% 12% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 27 9% 12% 10% 8% 12% 13% 11% 15% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Tinder Among online UK adults aged 18+, the % who use Tinder 6% 21% 0% 0% 2% 4% 15% 28% 27% 10% 13% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 28 6% 13% 10% 7% 14% 14% 11% 15% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint WeChat Among online UK adults aged 18+, the % who use WeChat 4% 20% 0% 1% 2% 5% 14% 23% 20% 8% 11% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 29 6% 11% 7% 5% 11% 11% 10% 15% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Foursquare Among online UK adults aged 18+, the % who use Foursquare 3% 18% 0% 0% 2% 4% 11% 23% 19% 7% 10% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 30 5% 10% 7% 5% 10% 11% 8% 14% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint Grindr Among online UK adults aged 18+, the % who use Grindr 4% 16% 0% 0% 2% 4% 11% 20% 19% 6% 11% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 31 4% 10% 8% 4% 10% 10% 8% 12% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint VKontakte Among online UK adults aged 18+, the % who use VKontakte 3% 15% 0% 0% 1% 3% 11% 19% 15% 6% 9% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 32 3% 8% 7% 4% 10% 10% 6% 10% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
we are Flint US Social Profiles
we are Flint Facebook Among online US adults aged 18+, the % who use Facebook 71% 76% 82% 89% 91% 94% 87% 89% 82% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 34 85% 86% 85% 88% 81% 88% 86% 86% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint YouTube Among online US adults aged 18+, the % who use YouTube 35 79% 84% 83% 81% 80% 80% 82% 89% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ 51% 66% 79% 85% 90% 95% 96% 83% 83% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Facebook Messenger Among online US adults aged 18+, the % who use Facebook Messenger 40% 50% 67% 73% 85% 89% 81% 77% 67% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 36 71% 73% 73% 74% 73% 75% 72% 69% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Pinterest Among online US adults aged 18+, the % who use Pinterest 21% 33% 47% 53% 62% 69% 62% 65% 40% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 37 51% 53% 45% 52% 55% 62% 58% 58% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Google+ Among online US adults aged 18+, the % who use Google+ 39% 35% 41% 49% 59% 60% 59% 48% 52% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 38 48% 51% 52% 50% 39% 56% 45% 51% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Instagram Among online US adults aged 18+, the % who use Instagram 11% 18% 29% 42% 63% 69% 79% 49% 45% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 39 35% 51% 44% 45% 36% 55% 46% 60% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Twitter Among online US adults aged 18+, the % who use Twitter 16% 25% 33% 43% 55% 58% 58% 39% 48% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 40 34% 47% 38% 44% 40% 52% 49% 53% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint LinkedIn Among online US adults aged 18+, the % who use LinkedIn 20% 26% 30% 43% 50% 51% 45% 34% 46% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 41 27% 44% 27% 38% 40% 49% 50% 60% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Skype Among online US adults aged 18+, the % who use Skype 16% 26% 25% 33% 42% 52% 51% 32% 42% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 42 28% 39% 26% 38% 39% 40% 43% 51% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Snapchat Among online US adults aged 18+, the % who use Snapchat 5% 6% 11% 24% 45% 60% 78% 35% 33% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 43 26% 37% 32% 33% 31% 42% 39% 39% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Reddit Among online US adults aged 18+, the % who use Reddit 4% 6% 11% 19% 32% 45% 42% 17% 32% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 44 17% 21% 18% 24% 23% 32% 29% 35% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint WhatsApp Among online US adults aged 18+, the % who use WhatsApp 9% 9% 8% 19% 32% 42% 38% 19% 28% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 45 14% 26% 19% 20% 17% 28% 31% 37% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Tumblr Among online US adults aged 18+, the % who use Tumblr 2% 4% 8% 16% 26% 34% 43% 14% 27% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 46 14% 22% 15% 22% 15% 24% 25% 27% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Tinder Among online US adults aged 18+, the % who use Tinder 4% 2% 4% 8% 20% 25% 35% 10% 20% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 47 9% 16% 12% 15% 6% 20% 20% 20% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Foursquare Among online US adults aged 18+, the % who use Foursquare 2% 2% 3% 10% 19% 24% 26% 8% 18% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 48 9% 14% 10% 12% 8% 18% 21% 20% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Giphy Among online US adults aged 18+, the % who use Giphy 2% 1% 4% 7% 19% 26% 28% 10% 17% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 49 11% 14% 10% 12% 11% 17% 18% 20% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint WeChat Among online US adults aged 18+, the % who use WeChat 3% 2% 2% 7% 18% 22% 23% 6% 17% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 50 8% 13% 8% 10% 8% 16% 16% 19% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint Grindr Among online US adults aged 18+, the % who use Grindr 2% 1% 1% 7% 16% 19% 23% 5% 15% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 51 7% 11% 7% 9% 5% 16% 15% 18% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
we are Flint VKontakte Among online US adults aged 18+, the % who use VKontakte 3% 1% 1% 5% 13% 18% 21% 6% 13% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 52 7% 10% 8% 8% 6% 13% 15% 14% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
Frequency of Use
we are Flint 19% 14% 17% 10% 9% 10% 21% 26% 12% 16% 9% 11% 10% 16% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never YouTube Among online UK/US adults aged 18+, frequency of YouTube use 54 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 45% 16% 7% 5% 2% 3% 21% 50% 16% 9% 5% 3% 3% 14% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Facebook Among online UK/US adults aged 18+, frequency of Facebook use 55 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 26% 10% 13% 6% 6% 6% 31% 27% 11% 14% 7% 6% 7% 27% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Facebook Messenger Among online UK/US adults aged 18+, frequency of Facebook Messenger use 56 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 26% 9% 9% 5% 4% 5% 41% 7% 3% 3% 3% 3% 5% 74% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never WhatsApp Among online UK/US adults aged 18+, frequency of WhatsApp use 57 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 14% 9% 8% 5% 5% 6% 52% 12% 8% 7% 4% 5% 8% 55% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Twitter Among online UK/US adults aged 18+, frequency of Twitter use 58 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 14% 8% 7% 4% 4% 4% 58% 18% 7% 7% 4% 4% 7% 51% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Instagram Among online UK/US adults aged 18+, frequency of Instagram use 59 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 3% 4% 6% 5% 6% 16% 59% 5% 4% 5% 3% 6% 14% 62% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Skype Among online UK/US adults aged 18+, frequency of Skype use 60 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 9% 6% 6% 4% 4% 10% 60% 14% 8% 8% 5% 5% 10% 48% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Google+ Among online UK/US adults aged 18+, frequency of Google+ use 61 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 4% 4% 8% 5% 6% 9% 63% 8% 9% 10% 7% 8% 11% 46% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Pinterest Among online UK/US adults aged 18+, frequency of Pinterest use 62 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 3% 4% 5% 6% 6% 9% 66% 4% 5% 7% 6% 6% 12% 58% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never LinkedIn Among online UK/US adults aged 18+, frequency of LinkedIn use 63 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 10% 6% 5% 3% 3% 4% 69% 13% 6% 4% 3% 3% 5% 63% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Snapchat Among online UK/US adults aged 18+, frequency of Snapchat use 64 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 3% 2% 3% 2% 3% 5% 81% 4% 3% 5% 3% 3% 6% 74% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Reddit Among online UK/US adults aged 18+, frequency of Reddit use 65 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 2% 2% 3% 2% 3% 5% 82% 4% 3% 4% 2% 2% 4% 79% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Tumblr Among online UK/US adults aged 18+, frequency of Tumblr use 66 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 1% 2% 3% 2% 2% 2% 88% 2% 2% 2% 2% 2% 2% 85% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Giphy Among online UK/US adults aged 18+, frequency of Giphy use 67 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 2% 2% 2% 2% 1% 3% 88% 2% 3% 3% 2% 2% 3% 84% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Tinder Among online UK/US adults aged 18+, frequency of Tinder use 68 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 2% 2% 1% 1% 1% 2% 89% 2% 2% 2% 2% 1% 2% 87% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never WeChat Among online UK/US adults aged 18+, frequency of WeChat use 69 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 1% 2% 2% 1% 1% 2% 90% 2% 2% 3% 2% 2% 2% 85% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Foursquare Among online UK/US adults aged 18+, frequency of Foursquare use 70 Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 1% 1% 2% 2% 1% 2% 91% 2% 2% 2% 1% 2% 1% 88% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Grindr Among online UK/US adults aged 18+, frequency of Grindr use 71 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
we are Flint 1% 2% 2% 1% 1% 2% 92% 2% 2% 2% 1% 1% 1% 89% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never VKontakte Among online UK/US adults aged 18+, frequency of VKontakte use 72 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
hello@weareflint.co.uk We are Flint is the trading name of 25-28 Limited, a company registered in England under number 10385315

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UK & US Social Media Demographics 2018

  • 1. we are Flint Social Media Demographics 2018 USA & UK, February 2018
  • 2. We are a creative communications consultancy. We partner with experts to help them communicate to the audiences that matter. 1. Welcome & Methodology 3 2. The Social Rankings 5 3. UK Social Profiles 13 4. US Social Profiles 33 5. Frequency of Use (US & UK) 53
  • 3. we are Flint Seemingly unable to rectify the threat of fake news, fear is rising that the Facebooks and Twitters of this world are not a force for good. It doesn't help that the industry is structurally compromised with eight of the top ten networks owned by the FB, GOOG, MSFT oligopoly. Society’s increasing weariness isn’t enough to stop most of us logging in but recent studies have pointed at a trend of “social minimisation”. Our data points at a marginal decrease in the total number of social media users in the UK – not sufficiently significant to report on, but something we will be keenly looking at next year. Don’t get me wrong: social media is here to stay. The question is can the big networks take decisive, effective action before we lose faith in them. @tomhashemi tom@weareflint.co.uk The boat is rocking. 3
  • 4. we are Flint We are Flint interviewed n=2,007 US adults and n=2,008 UK adults aged 18+ between the 20th and 22nd January 2018 via online panel survey on their social media usage. Each market’s respondents were screened and weighted to be nationally representative of age, gender and region. The margin of error on the study is +/- 2.2%. The 19 social media networks tested this year were Facebook, Facebook Messenger, Foursquare, Giphy, Google+, Grindr, Instagram, LinkedIn, Pinterest, Reddit, Skype, Snapchat, Tinder, Tumblr, Twitter, Vkontake, WeChat, WhatsApp, and YouTube. This presentation contains profiles of each network by gender, age, social grade (UK only), household income, and geography. Various other demographic breaks are available on request (hello@weareflint.co.uk). 2016: n=2,092 UK adults (18+) nationally representative of age, gender region. Fieldwork: 2nd-4th August 2017. Networks: Facebook, Google+, Instagram, LinkedIn, Periscope, Pinterest, Snapchat, Twitter, WhatsApp, and YouTube. 2017: n=2,061 UK adults (18+) nationally representative of age, gender, region. Fieldwork: 25th-28th August 2017. Networks: Facebook, Facebook Messenger, Foursquare, Giphy, Google+, Instagram, LinkedIn, Pinterest, Reddit, Skype, Snapchat, Tinder, Tumblr, Twitter, VKontakte, WeChat, WhatsApp, and YouTube. Methodology & Approach 4
  • 6. we are Flint We’re all at it: over eight in ten US and UK adults use social media 6 251.5 million3 100% 223.8 million4 89% 215.2 million 86% UK: 1 ONS, UK mid-2016 population projection; 2 ONS, Internet Users 2017; USA: 3 US Census Bureau 2017; 4 Pew Research Center 2018; * the 2016 version of this report used a 16+ figure for the UK adult population 51.8 million1 100% 46.1 million2 89% 43.1 million 83% Adult (18+)* population Adult (18+)* online population Adults who use social media
  • 7. we are Flint Facebook, YouTube and Facebook Messenger dominate both the US and UK markets Among online UK and US adults aged 18+, the % who use each network 7 Base: All US (n=2,007), All UK (n=2,008) 1 79% 86% UK US Facebook 2 YouTube 79% 83% UK US 3 Facebook Messenger 68% 72% UK US
  • 8. we are Flint 7% 8% 9% 10% 11% 11% 17% 18% 30% 33% 36% 39% 40% 41% 47% 58% 68% 79% 79% VKontakte Grindr Foursquare WeChat Giphy Tinder Tumblr Reddit Snapchat LinkedIn Pinterest Google+ Skype Instagram Twitter WhatsApp Facebook Messenger YouTube Facebook UK Social usage largely aligned across the pond, key differences: WhatsApp, Pinterest, LinkedIn Among online UK and US adults aged 18+, the % who use each network 8 9% 10% 12% 13% 13% 14% 20% 24% 24% 34% 37% 40% 44% 47% 50% 52% 72% 83% 86% VKontakte Grindr WeChat Foursquare Giphy Tinder Tumblr Reddit WhatsApp Snapchat Skype LinkedIn Twitter Instagram Google+ Pinterest Facebook Messenger YouTube Facebook USA Base: All US (n=2,007), All UK (n=2,008)
  • 9. we are Flint 18-24 25-34 35-44 45-54 55-64 65-75 75+ Most used YouTube YouTube YouTube YouTube YouTube Facebook Facebook 2 Facebook Facebook Facebook Facebook Facebook YouTube YouTube 3 FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger 4 Instagram WhatsApp WhatsApp WhatsApp WhatsApp WhatsApp Skype 5 WhatsApp Instagram Twitter Twitter Twitter Skype WhatsApp 6 Snapchat Twitter Instagram Skype Skype Google+ Twitter There’s little difference by age among the top three – the battle rages for fourth place Top 6 networks by usage per age group in the UK, USA 9 Base: All US (n=2,007), All UK (n=2,008) Most used YouTube YouTube Facebook Facebook Facebook Facebook Facebook 2 Facebook Facebook YouTube YouTube YouTube YouTube YouTube 3 FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger FB Messenger 4 Instagram Instagram Instagram Pinterest Pinterest Google+ Google+ 5 Snapchat Pinterest Pinterest Google+ Google+ Pinterest Pinterest 6 Pinterest Snapchat Google+ Twitter Twitter LinkedIn LinkedIn
  • 10. we are Flint 85% 78% 48% 45% 29% 50% 29% 30% 20% 85% 79% 55% 44% 35% 26% 34% 29% 25% 79% 79% 58% 47% 41% 39% 36% 33% 30% YouTube Facebook WhatsApp Twitter Instagram Google+* Pinterest LinkedIn Snapchat 10 * Google+ question reworded in 2017 to remind respondents that this specifically referred to the social media network (i.e. not the search engine) 2016 2017 2018 YouTube and Facebook plateau since 2016; several smaller networks see growth Among online UK adults aged 18+, the % who use each network 2016-2018
  • 11. we are Flint 79% 79% 68% 58% 47% 41% 40% 39% 36% 33% 83% 86% 72% 24% 44% 47% 37% 50% 52% 40% YouTube Facebook Facebook Messenger WhatsApp Twitter Instagram Skype Google + Pinterest LinkedIn Corporate ownership: Google, Facebook, Microsoft dominate (8 of the top 10) Among online UK and US adults aged 18+, the % who use each network 11 Base: All US (n=2,007), All UK (n=2,008) UK USA
  • 12. we are Flint 86% 72% 83% 47% 50% 44% 34% 52% 24% 40% 66% 38% 37% 25% 22% 20% 19% 17% 10% 9% Facebook Facebook Messenger YouTube Instagram Google+ Twitter Snapchat Pinterest WhatsApp LinkedIn 79% 68% 58% 79% 47% 41% 30% 39% 36% 40% 61% 37% 35% 33% 23% 22% 16% 15% 8% 7% Facebook Facebook Messenger WhatsApp YouTube Twitter Instagram Snapchat Google+ Pinterest Skype Facebook-owned platforms dominate daily use of social in both markets Among online UK and US adults aged 18+, the % who use each network vs. daily use 12 Use Use Daily Base: All US (n=2,007), All UK (n=2,008)
  • 13. we are Flint UK Social Profiles
  • 14. we are Flint YouTube Among online UK adults aged 18+, the % who use YouTube 72% 89% 40% 54% 71% 85% 93% 96% 97% 80% 78% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 14 72% 81% 75% 78% 77% 78% 83% 85% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 15. we are Flint Facebook Among online UK adults aged 18+, the % who use Facebook 74% 87% 52% 61% 70% 85% 88% 93% 92% 84% 73% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 15 75% 80% 77% 82% 81% 77% 81% 81% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 16. we are Flint Facebook Messenger Among online UK adults aged 18+, the % who use Facebook Messenger 16 64% 69% 70% 70% 69% 65% 71% 70% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ 62% 77% 35% 40% 54% 72% 82% 91% 89% 75% 62% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 17. we are Flint WhatsApp Among online UK adults aged 18+, the % who use WhatsApp 17 46% 61% 49% 55% 55% 51% 65% 75% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ 46% 76% 13% 34% 42% 59% 78% 84% 80% 62% 54% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 18. we are Flint Twitter Among online UK adults aged 18+, the % who use Twitter 36% 65% 11% 22% 35% 53% 62% 69% 62% 47% 48% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 18 37% 50% 43% 43% 41% 45% 54% 60% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 19. we are Flint Instagram Among online UK adults aged 18+, the % who use Instagram 30% 57% 1% 12% 22% 38% 53% 72% 81% 48% 35% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 19 33% 43% 38% 35% 41% 39% 47% 52% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 20. we are Flint Skype Among online UK adults aged 18+, the % who use Skype 29% 55% 16% 28% 32% 41% 45% 57% 52% 36% 44% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 20 31% 42% 34% 36% 33% 38% 45% 54% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 21. we are Flint Google+ Among online UK adults aged 18+, the % who use Google+ 34% 48% 10% 22% 30% 36% 52% 60% 54% 39% 39% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 21 35% 40% 38% 37% 38% 44% 41% 43% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 22. we are Flint Pinterest Among online UK adults aged 18+, the % who use Pinterest 26% 50% 10% 15% 21% 32% 49% 62% 55% 45% 27% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 22 31% 38% 29% 30% 35% 41% 43% 44% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 23. we are Flint LinkedIn Among online UK adults aged 18+, the % who use LinkedIn 19% 50% 10% 18% 29% 32% 46% 46% 38% 29% 37% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 23 27% 34% 22% 26% 30% 34% 36% 52% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 24. we are Flint Snapchat Among online UK adults aged 18+, the % who use Snapchat 21% 45% 2% 4% 8% 18% 38% 60% 77% 34% 26% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 24 22% 32% 29% 26% 31% 29% 32% 37% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 25. we are Flint Reddit Among online UK adults aged 18+, the % who use Reddit 9% 31% 1% 2% 6% 12% 25% 41% 34% 15% 21% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 25 12% 20% 13% 10% 19% 22% 21% 29% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 26. we are Flint Tumblr Among online UK adults aged 18+, the % who use Tumblr 26 11% 18% 13% 10% 15% 22% 20% 24% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ 9% 30% 3% 3% 6% 9% 22% 31% 43% 15% 19% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 27. we are Flint Giphy Among online UK adults aged 18+, the % who use Giphy 7% 19% 0% 2% 2% 5% 16% 26% 27% 11% 12% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 27 9% 12% 10% 8% 12% 13% 11% 15% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 28. we are Flint Tinder Among online UK adults aged 18+, the % who use Tinder 6% 21% 0% 0% 2% 4% 15% 28% 27% 10% 13% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 28 6% 13% 10% 7% 14% 14% 11% 15% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 29. we are Flint WeChat Among online UK adults aged 18+, the % who use WeChat 4% 20% 0% 1% 2% 5% 14% 23% 20% 8% 11% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 29 6% 11% 7% 5% 11% 11% 10% 15% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 30. we are Flint Foursquare Among online UK adults aged 18+, the % who use Foursquare 3% 18% 0% 0% 2% 4% 11% 23% 19% 7% 10% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 30 5% 10% 7% 5% 10% 11% 8% 14% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 31. we are Flint Grindr Among online UK adults aged 18+, the % who use Grindr 4% 16% 0% 0% 2% 4% 11% 20% 19% 6% 11% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 31 4% 10% 8% 4% 10% 10% 8% 12% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 32. we are Flint VKontakte Among online UK adults aged 18+, the % who use VKontakte 3% 15% 0% 0% 1% 3% 11% 19% 15% 6% 9% C2DE ABC1 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 32 3% 8% 7% 4% 10% 10% 6% 10% Rural Urban Up to £14k £14k - 21k £21k - 28k £28 - 34k £34 - 48k £48k+ Gender Age Social Grade HH Income Geography Base: All UK (n=2,008)
  • 33. we are Flint US Social Profiles
  • 34. we are Flint Facebook Among online US adults aged 18+, the % who use Facebook 71% 76% 82% 89% 91% 94% 87% 89% 82% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 34 85% 86% 85% 88% 81% 88% 86% 86% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 35. we are Flint YouTube Among online US adults aged 18+, the % who use YouTube 35 79% 84% 83% 81% 80% 80% 82% 89% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ 51% 66% 79% 85% 90% 95% 96% 83% 83% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male Gender Age HH Income Geography Base: All US (n=2,007)
  • 36. we are Flint Facebook Messenger Among online US adults aged 18+, the % who use Facebook Messenger 40% 50% 67% 73% 85% 89% 81% 77% 67% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 36 71% 73% 73% 74% 73% 75% 72% 69% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 37. we are Flint Pinterest Among online US adults aged 18+, the % who use Pinterest 21% 33% 47% 53% 62% 69% 62% 65% 40% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 37 51% 53% 45% 52% 55% 62% 58% 58% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 38. we are Flint Google+ Among online US adults aged 18+, the % who use Google+ 39% 35% 41% 49% 59% 60% 59% 48% 52% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 38 48% 51% 52% 50% 39% 56% 45% 51% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 39. we are Flint Instagram Among online US adults aged 18+, the % who use Instagram 11% 18% 29% 42% 63% 69% 79% 49% 45% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 39 35% 51% 44% 45% 36% 55% 46% 60% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 40. we are Flint Twitter Among online US adults aged 18+, the % who use Twitter 16% 25% 33% 43% 55% 58% 58% 39% 48% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 40 34% 47% 38% 44% 40% 52% 49% 53% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 41. we are Flint LinkedIn Among online US adults aged 18+, the % who use LinkedIn 20% 26% 30% 43% 50% 51% 45% 34% 46% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 41 27% 44% 27% 38% 40% 49% 50% 60% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 42. we are Flint Skype Among online US adults aged 18+, the % who use Skype 16% 26% 25% 33% 42% 52% 51% 32% 42% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 42 28% 39% 26% 38% 39% 40% 43% 51% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 43. we are Flint Snapchat Among online US adults aged 18+, the % who use Snapchat 5% 6% 11% 24% 45% 60% 78% 35% 33% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 43 26% 37% 32% 33% 31% 42% 39% 39% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 44. we are Flint Reddit Among online US adults aged 18+, the % who use Reddit 4% 6% 11% 19% 32% 45% 42% 17% 32% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 44 17% 21% 18% 24% 23% 32% 29% 35% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 45. we are Flint WhatsApp Among online US adults aged 18+, the % who use WhatsApp 9% 9% 8% 19% 32% 42% 38% 19% 28% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 45 14% 26% 19% 20% 17% 28% 31% 37% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 46. we are Flint Tumblr Among online US adults aged 18+, the % who use Tumblr 2% 4% 8% 16% 26% 34% 43% 14% 27% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 46 14% 22% 15% 22% 15% 24% 25% 27% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 47. we are Flint Tinder Among online US adults aged 18+, the % who use Tinder 4% 2% 4% 8% 20% 25% 35% 10% 20% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 47 9% 16% 12% 15% 6% 20% 20% 20% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 48. we are Flint Foursquare Among online US adults aged 18+, the % who use Foursquare 2% 2% 3% 10% 19% 24% 26% 8% 18% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 48 9% 14% 10% 12% 8% 18% 21% 20% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 49. we are Flint Giphy Among online US adults aged 18+, the % who use Giphy 2% 1% 4% 7% 19% 26% 28% 10% 17% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 49 11% 14% 10% 12% 11% 17% 18% 20% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 50. we are Flint WeChat Among online US adults aged 18+, the % who use WeChat 3% 2% 2% 7% 18% 22% 23% 6% 17% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 50 8% 13% 8% 10% 8% 16% 16% 19% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 51. we are Flint Grindr Among online US adults aged 18+, the % who use Grindr 2% 1% 1% 7% 16% 19% 23% 5% 15% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 51 7% 11% 7% 9% 5% 16% 15% 18% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 52. we are Flint VKontakte Among online US adults aged 18+, the % who use VKontakte 3% 1% 1% 5% 13% 18% 21% 6% 13% 75+ 65-75 55-64 45-54 35-44 25-34 18-24 Female Male 52 7% 10% 8% 8% 6% 13% 15% 14% Rural Urban Under $30k $30-60k $60-70k $70-80k $80-100k $100k+ Gender Age HH Income Geography Base: All US (n=2,007)
  • 54. we are Flint 19% 14% 17% 10% 9% 10% 21% 26% 12% 16% 9% 11% 10% 16% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never YouTube Among online UK/US adults aged 18+, frequency of YouTube use 54 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 55. we are Flint 45% 16% 7% 5% 2% 3% 21% 50% 16% 9% 5% 3% 3% 14% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Facebook Among online UK/US adults aged 18+, frequency of Facebook use 55 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 56. we are Flint 26% 10% 13% 6% 6% 6% 31% 27% 11% 14% 7% 6% 7% 27% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Facebook Messenger Among online UK/US adults aged 18+, frequency of Facebook Messenger use 56 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 57. we are Flint 26% 9% 9% 5% 4% 5% 41% 7% 3% 3% 3% 3% 5% 74% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never WhatsApp Among online UK/US adults aged 18+, frequency of WhatsApp use 57 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 58. we are Flint 14% 9% 8% 5% 5% 6% 52% 12% 8% 7% 4% 5% 8% 55% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Twitter Among online UK/US adults aged 18+, frequency of Twitter use 58 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 59. we are Flint 14% 8% 7% 4% 4% 4% 58% 18% 7% 7% 4% 4% 7% 51% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Instagram Among online UK/US adults aged 18+, frequency of Instagram use 59 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 60. we are Flint 3% 4% 6% 5% 6% 16% 59% 5% 4% 5% 3% 6% 14% 62% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Skype Among online UK/US adults aged 18+, frequency of Skype use 60 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 61. we are Flint 9% 6% 6% 4% 4% 10% 60% 14% 8% 8% 5% 5% 10% 48% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Google+ Among online UK/US adults aged 18+, frequency of Google+ use 61 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 62. we are Flint 4% 4% 8% 5% 6% 9% 63% 8% 9% 10% 7% 8% 11% 46% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Pinterest Among online UK/US adults aged 18+, frequency of Pinterest use 62 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 63. we are Flint 3% 4% 5% 6% 6% 9% 66% 4% 5% 7% 6% 6% 12% 58% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never LinkedIn Among online UK/US adults aged 18+, frequency of LinkedIn use 63 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 64. we are Flint 10% 6% 5% 3% 3% 4% 69% 13% 6% 4% 3% 3% 5% 63% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Snapchat Among online UK/US adults aged 18+, frequency of Snapchat use 64 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 65. we are Flint 3% 2% 3% 2% 3% 5% 81% 4% 3% 5% 3% 3% 6% 74% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Reddit Among online UK/US adults aged 18+, frequency of Reddit use 65 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 66. we are Flint 2% 2% 3% 2% 3% 5% 82% 4% 3% 4% 2% 2% 4% 79% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Tumblr Among online UK/US adults aged 18+, frequency of Tumblr use 66 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 67. we are Flint 1% 2% 3% 2% 2% 2% 88% 2% 2% 2% 2% 2% 2% 85% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Giphy Among online UK/US adults aged 18+, frequency of Giphy use 67 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 68. we are Flint 2% 2% 2% 2% 1% 3% 88% 2% 3% 3% 2% 2% 3% 84% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Tinder Among online UK/US adults aged 18+, frequency of Tinder use 68 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 69. we are Flint 2% 2% 1% 1% 1% 2% 89% 2% 2% 2% 2% 1% 2% 87% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never WeChat Among online UK/US adults aged 18+, frequency of WeChat use 69 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 70. we are Flint 1% 2% 2% 1% 1% 2% 90% 2% 2% 3% 2% 2% 2% 85% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Foursquare Among online UK/US adults aged 18+, frequency of Foursquare use 70 Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 71. we are Flint 1% 1% 2% 2% 1% 2% 91% 2% 2% 2% 1% 2% 1% 88% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never Grindr Among online UK/US adults aged 18+, frequency of Grindr use 71 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 72. we are Flint 1% 2% 2% 1% 1% 2% 92% 2% 2% 2% 1% 1% 1% 89% Several times a day Once a day Once every few days Once a week Once every few weeks Less often than every few weeks Never VKontakte Among online UK/US adults aged 18+, frequency of VKontakte use 72 UK USA Base: All US (n=2,007), All UK (n=2,008). Don’t knows not included.
  • 73. hello@weareflint.co.uk We are Flint is the trading name of 25-28 Limited, a company registered in England under number 10385315