we are Flint

UK Social Media Demographics 2016August 2016

Research. Design. Communications.

Branding & Visual IdentitiesWebsite Design & DevelopmentCommunications ResearchDigital & Social Media

we are Flint

We were on the hunt for breakdowns of social media users in the UK and couldn’t find any so we ran our own study. We figured others may find it useful (we’re into the whole open source thing) so here it is for you.

If you can’t find the stat you’re looking for double check the Methodology & Approach slide (up next) to see whether we’ve got it and get in touch. If we don’t, check the Other Resourcesslide right at the end.

Shout with any questions and I hope you find what you’re looking for. If you’d like to be added to our mailing list to receive more bits and bobs like this, drop me a note.

Tomtom@weareflint.co.uk@tomhashemi

Hello,

3

we are Flint

We are Flint interviewed n=2,092 online UK adults aged 18+ between the 3rd and 4th August 2016 via online panel survey on their social media usage. Respondents were screened and weighted to be UK nationally representative of age, gender and region. The margin of error on the study is +/- 2.2%.

The social media networks tested were Twitter, Instagram, Pinterest, Facebook, LinkedIn, Snapchat, WhatsApp, Periscope, YouTube and Google+.

This presentation contains profiles of each network by gender, age, social grade, household income, and geography.

We also ran the following demographic questions and can provide social media profiles on request for the following: region, recent foreign holiday, home ownership, car ownership, working status, disability, household food purchaser, ethnicity, religion, public sector worker, children, marital status, city.

Methodology & Approach

4

Topline

we are Flint

Of the 52.2 million adults in the UK, two-thirds use social media every day

6

52.2million*

100%

45.9million*

88%

43.6million

84%

34.4million

66%

* Source: ONS

Number of UK adults

Number of UK adults online

Number of UK adults who use

social media

Number of UK adults who use

social media daily

we are Flint

We’re addicted: among UK online adults, nearly all use social media.

7

52.2million*

45.9million*

100%

43.6million

95%

34.4million

75%

* Source: ONS

Number of UK adults

Number of UK adults online

Number of UK adults who use

social media

Number of UK adults who use

social media daily

we are Flint

YouTube & Facebook take gold in the three tiers of social media useAmong online UK adults aged 18+, the % using each network

85%78%

50% 48%45%

30% 29% 29%

20%

6%

YouTube Facebook Google+ WhatsApp Twitter LinkedIn Instagram Pinterest Snapchat Periscope

8

we are Flint

In the battle of the corporates, Facebook and Google dominateAmong online UK adults aged 18+, the % using each network

85%78%

50% 48%45%

30% 29% 29%

20%

6%

YouTube Facebook Google+ WhatsApp Twitter LinkedIn Instagram Pinterest Snapchat Periscope

9

Corporate owners

we are Flint

Facebook & WhatsApp (both FB owned) top the chart for number of daily usersAmong online UK adults aged 18+, the % using each network vs. daily use

85%

78%

50% 48%45%

30% 29% 29%

20%

6%

27%

59%

15%

28%

17%4% 13% 5%

9% 2%

YouTube Facebook Google+ WhatsApp Twitter LinkedIn Instagram Pinterest Snapchat Periscope

10

Use

Daily use

1 23

SocialProfiles

we are Flint

YouTubeAmong online UK adults aged 18+, the % who use YouTube

84%

86%

70%

83%

91%

96%

85%

86%

C2DE

ABC1

65+

50 - 64

30 - 49

18 - 29

Female

Male

12

83%

86%

84%

81%

81%

85%

89%

94%

Rural

Urban

Up to £14k

£14k - 21k

£21k - 28k

£28 - 34k

£34 - 48k

£48k+

Gender

Age

Social Grade

HH Income

Geography

we are Flint

FacebookAmong online UK adults aged 18+, the % who use Facebook

78%

79%

66%

71%

84%

92%

82%

75%

C2DE

ABC1

65+

50 - 64

30 - 49

18 - 29

Female

Male

13

77%

79%

78%

77%

72%

76%

80%

87%

Rural

Urban

Up to £14k

£14k - 21k

£21k - 28k

£28 - 34k

£34 - 48k

£48k+

Gender

Age

Social Grade

HH Income

Geography

we are Flint

Google+Among online UK adults aged 18+, the % who use Google+

52%

48%

43%

44%

55%

54%

49%

50%

C2DE

ABC1

65+

50 - 64

30 - 49

18 - 29

Female

Male

14

47%

50%

48%

48%

44%

56%

48%

57%

Rural

Urban

Up to £14k

£14k - 21k

£21k - 28k

£28 - 34k

£34 - 48k

£48k+

Gender

Age

Social Grade

HH Income

Geography

we are Flint

WhatsAppAmong online UK adults aged 18+, the % who use WhatsApp

43%

52%

24%

35%

57%

76%

52%

43%

C2DE

ABC1

65+

50 - 64

30 - 49

18 - 29

Female

Male

15

37%

50%

40%

40%

42%

47%

52%

69%

Rural

Urban

Up to £14k

£14k - 21k

£21k - 28k

£28 - 34k

£34 - 48k

£48k+

Gender

Age

Social Grade

HH Income

Geography

we are Flint

TwitterAmong online UK adults aged 18+, the % who use Twitter

40%

49%

20%

33%

57%

64%

43%

46%

C2DE

ABC1

65+

50 - 64

30 - 49

18 - 29

Female

Male

16

40%

46%

37%

37%

37%

44%

53%

62%

Rural

Urban

Up to £14k

£14k - 21k

£21k - 28k

£28 - 34k

£34 - 48k

£48k+

Gender

Age

Social Grade

HH Income

Geography

we are Flint

LinkedInAmong online UK adults aged 18+, the % who use LinkedIn

17%

40%

17%

21%

38%

40%

26%

33%

C2DE

ABC1

65+

50 - 64

30 - 49

18 - 29

Female

Male

17

26%

30%

16%

24%

18%

26%

39%

64%

Rural

Urban

Up to £14k

£14k - 21k

£21k - 28k

£28 - 34k

£34 - 48k

£48k+

Gender

Age

Social Grade

HH Income

Geography

we are Flint

InstagramAmong online UK adults aged 18+, the % who use Instagram

22%

36%

7%

12%

37%

64%

32%

27%

C2DE

ABC1

65+

50 - 64

30 - 49

18 - 29

Female

Male

18

21%

31%

24%

23%

23%

30%

33%

46%

Rural

Urban

Up to £14k

£14k - 21k

£21k - 28k

£28 - 34k

£34 - 48k

£48k+

Gender

Age

Social Grade

HH Income

Geography

we are Flint

PinterestAmong online UK adults aged 18+, the % who use Pinterest

25%

33%

12%

20%

36%

50%

38%

20%

C2DE

ABC1

65+

50 - 64

30 - 49

18 - 29

Female

Male

19

24%

31%

29%

22%

24%

24%

33%

42%

Rural

Urban

Up to £14k

£14k - 21k

£21k - 28k

£28 - 34k

£34 - 48k

£48k+

Gender

Age

Social Grade

HH Income

Geography

we are Flint

SnapchatAmong online UK adults aged 18+, the % who use Snapchat

15%

25%

2%

5%

21%

61%

23%

18%

C2DE

ABC1

65+

50 - 64

30 - 49

18 - 29

Female

Male

20

15%

22%

15%

12%

13%

21%

22%

42%

Rural

Urban

Up to £14k

£14k - 21k

£21k - 28k

£28 - 34k

£34 - 48k

£48k+

Gender

Age

Social Grade

HH Income

Geography

we are Flint

PeriscopeAmong online UK adults aged 18+, the % who use Periscope

5%

8%

1%

2%

9%

13%

4%

8%

C2DE

ABC1

65+

50 - 64

30 - 49

18 - 29

Female

Male

21

2%

7%

5%

2%

4%

9%

8%

11%

Rural

Urban

Up to £14k

£14k - 21k

£21k - 28k

£28 - 34k

£34 - 48k

£48k+

Gender

Age

Social Grade

HH Income

Geography

UsageBreakouts

we are Flint

16%11%

19%

11% 13%16% 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

YouTubeAmong online UK adults aged 18+, frequency of use of YouTube

23

85% use

Numbers may not add up due to rounding.

we are Flint

44%

15%

7%4% 3% 4%

21%

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

FacebookAmong online UK adults aged 18+, frequency of use of Facebook

24

78% use

Numbers may not add up due to rounding.

we are Flint

8% 7% 9%5%

8%13%

50%

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 adults aged 18+, frequency of use of Google+

25

50% use

Numbers may not add up due to rounding.

we are Flint

22%

6% 8%4% 4% 5%

52%

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

WhatsAppAmong online UK adults aged 18+, frequency of use of WhatsApp

26

48% use

Numbers may not add up due to rounding.

we are Flint

11%6% 8% 6% 5%

9%

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

TwitterAmong online UK adults aged 18+, frequency of use of Twitter

27

45% use

Numbers may not add up due to rounding.

we are Flint

2% 2% 4% 4%7%

10%

70%

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

LinkedInAmong online UK adults aged 18+, frequency of use of LinkedIn

28

30% use

Numbers may not add up due to rounding.

we are Flint

8%5% 4% 3% 3%

6%

70%

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

InstagramAmong online UK adults aged 18+, frequency of use of Instagram

29

29% use

Numbers may not add up due to rounding.

we are Flint

2% 3% 5% 4% 6%10%

70%

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

PinterestAmong online UK adults aged 18+, frequency of use of Pinterest

30

29% use

Numbers may not add up due to rounding.

we are Flint

6%3% 3% 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

SnapchatAmong online UK adults aged 18+, frequency of use of Snapchat

31

20% use

Numbers may not add up due to rounding.

we are Flint

1% 1% 0% 1% 1% 2%

93%

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

PeriscopeAmong online UK adults aged 18+, frequency of use of Periscope

32

6% use

Numbers may not add up due to rounding.

we are Flint

Other resources

Pew Research Center’s research into social media. See http://www.pewinternet.org/topics/social-media/ (US only)

We are Social - Digital in 2016. See http://wearesocial.com/uk/special-reports/digital-in-2016 (UK section starts at slide 481)

Brandwatch - 96 Amazing Social Media Statistics and Facts for 2016. See https://www.brandwatch.com/2016/03/96-amazing-social-media-statistics-and-facts-for-2016/ (Global)

The Last Hurdle – The Demographics of UK Social Media Users. See http://www.thelasthurdle.co.uk/demographics-of-uk-social-media-users/

Sprout Social - Social Media Demographics to Inform a Better Segmentation Strategy. See http://sproutsocial.com/insights/new-social-media-demographics/ (mostly US, some global data)

Dept. for Culture, Media and Sport – Taking Part focus on social media. See https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/519678/Social_media_-_FINAL.pdf

33

Thank You.

Tom Hashemi, Director

E: tom@weareflint.co.ukW: weareflint.co.ukT: +44 (0) 208 133 3532 M: +44 (0) 7919 346 27