More than seven in ten online adults have a social networking profile
As discussed in section 1.8.2, more than seven in ten adults in the UK who go online (72%) have a social media profile, an increase from 66% in 2013. This is more likely among younger adults, with a majority of internet users aged 16-24 (93%), 25-34 (90%), 35-44 (80%) and 45-54 (68%) having a social media profile, compared to half of 55-64s (49%) and three in ten aged 65+ (28%).
Facebook’s digital audience is almost twice that of Twitter, LinkedIn and Google Plus
Section 1.8 also provides details on the social networking sites and apps that consumers are most likely to say they use, from Ofcom’s Adults’ Media Use and Attitudes research. In this section we look in more detail at the total number of measured unique users for different social networking services in April 2015.
Facebook continues to be the largest social networking service by number of unique visitors. In April 2015, Facebook had a digital audience of 40.7 million unique visitors in the UK (86% of the total digital population), almost twice as many as that of Twitter (21.6 million equating to a 46% active reach), LinkedIn (20.7 million; 44% active reach) and Google+ (20.2 million; 43% active reach). Instagram, owned by Facebook, was visited by three in ten (30%) of the UK’s digital population in April 2015, while 20% visited Pinterest and 13% visited MySpace. UK-based Friends Reunited had 0.2 million unique visitors in April 2015.
As we noted in the introduction, defining social networks and social media has become increasingly complex as services add new features. While arguably less focused on forming individual online connections, services such as Pinterest focus more on the sharing of content around communities of interest, but can also be seen as social networks. In section 5.3.6 we discuss online video sharing services such as YouTube. As our consumer research in section 1.8 shows, some people use social media features, including personal profiles, on video-centric services like these113.
We explore the use of social media for communications further in sections 1.7 and 1.8 of this report.
113
Some group VoIP and messaging services, such as WhatsApp and Snapchat, are also now being used in a similar way to more established social media services. While not included in the analysis
Figure 5.33 Digital audience of social networking services: April 2015
Source: comScore MMX-MP, UK, April 2015
Note: Entities cited from comScore MMX Multi-Platform: FACEBOOK.COM [M], TWITTER.COM [P], LinkedIn [P], Google Plus [C], INSTAGRAM.COM [M], PINTEREST.COM [P], MySpace [P], Friends Reunited Group [P]. MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile use includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data.
Facebook’s audience on desktop and laptop computers was 1.1 million higher in April 2015 than in the previous year
Facebook remains the largest social network by audience on desktop and laptop computers in the UK. In April 2015, its unique audience of 30.1 million (up by 1.1 million) reversed a trend of declining audiences seen since April 2013. In contrast, Twitter’s unique audience on desktop and laptop computers fell by 1.5 million, reversing audience increases seen each April since 2012. LinkedIn’s desktop and laptop audience was stable at 8.9 million, gaining 0.2 million unique visitors in the year to April 2015. Desktop and laptop audiences for MySpace and Friends Reunited continued to decline, to 0.3 million and 0.2 million respectively.
Figure 5.34 Unique audience of selected social networking websites on desktop and laptop computers: April 2012 to April 2015
Source: comScore MMX, UK, home and work panel, April 2012 to April 2015.
Note: Entities cited from comScore MMX: FACEBOOK.COM [M], TWITTER.COM [P], LinkedIn [P], Google Plus (2012-2014), Google + [C] (2015), MySpace [P], Friends Reunited Group [P]
40.7 21.6 20.7 20.2 14.1 9.4 6.1 0.2 0 10 20 30 40 50
Facebook Twitter Linkedin Google+ Instagram Pinterest Myspace Friends Reunited
Group Unique audience (millions) and reach as % total digital audience
86% 46% 44% 43% 30% 20% 13% 1% 31.1 9.7 5.4 2.6 0.7 30.0 10.4 9.1 5.1 1.9 0.9 29.0 10.6 8.7 8.4 0.6 0.4 30.1 9.1 8.9 8.6 0.3 0.2 0 10 20 30 40
Facebook Twitter Linkedin Google+ Myspace Friends
Reunited Group Apr-12 Apr-13 Apr-14 Apr-15
More people accessed Twitter, Instagram and Pinterest on mobile devices than on desktop and laptops in March 2015
Among the social networking services below, in all cases, the majority of unique visitors accessed the service via a mobile device (i.e. an Android or iOS smartphone or tablet) in April 2015. In the case of Twitter, Instagram and Pinterest, the absolute numbers of unique visitors on mobile devices was higher; 9.1 million desktop and laptop unique visitors on Twitter, compared to 16.2 million unique visitors on a mobile device). For Instagram and Pinterest the respective figures were 3.7 million vs. 11.1 million, and 4.7 million vs. 5.9 million.
Overall, the total number of people who accessed Facebook via a desktop or laptop computer was similar to the numbers who accessed it via a mobile device (smartphone or tablet). Looking specifically at smartphone use, 22 million people accessed Facebook via an app on an Android or iOS smartphone, 2.3 million more than those who accessed it via the browser on these platforms. App rather than browser access was greater for Twitter, Google+ and Instagram. In contrast, 1.2 million people accessed LinkedIn via an app on a smartphone, compared to 9.1 million who accessed it via a browser on a smartphone. Looking at reach of services across devices, nine in ten (89%) active users of Android or iOS smartphones accessed Facebook on their handsets in April 2015, compared to two-thirds (67%) of desktop and laptop users. Among users of smartphones, slightly more accessed Facebook via the app (76% smartphone users) than the browser (75% smartphone users). Twitter’s active reach on mobile devices (44%) was more than twice that on laptops and desktops (20%).
Figure 5.35 Unique audience of selected social networking services, across devices: April 2015
Source: comScore MMX home and work panel, MMX-MP, MoMX UK, April 2015.
Note: Mobile devices include iOS and Android smartphones, iPads. Android tablets included for tagged entities. Entities cited include FACEBOOK.COM [M], TWITTER.COM [P], Linkedin [P], Google+ [C], INSTAGRAM.COM [M], PINTEREST.COM [P]. ‘Mobile’ includes Android smartphones and iOS smartphones and tablets and Android tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. ‘Smartphones’ includes iOS and Android smartphones. 40.7 21.6 20.7 20.2 14.1 9.4 30.1 9.1 8.9 8.6 3.7 4.7 30.5 16.2 15.4 14.2 11.1 5.9 26.0 11.8 9.6 10.3 8.6 4.0 19.7 7.0 9.1 3.4 2.9 2.4 22.0 7.3 1.2 7.6 7.2 2.3 0 10 20 30 40 50
FACEBOOK.COM TWITTER.COM Linkedin Google+ INSTAGRAM.COM PINTEREST.COM
Total Digital Population Desktop & laptop
Mobile (Browser & App Combined) Smartphones (Browser & App Combined) Smartphones (Browser) Smartphones (App)