Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Social networks
- Media networks
Executive Summary
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- The market
- Standardisation of platforms
- From social networks to universal apps
- Live streamed video and original video content
- Ad blockers and native advertising
- Fake news and violent crime shared on social media
- Spending on digital advertising grows
- Key players
- Facebook nears two billion monthly users
- YouTube extends live streaming features
- Twitter audience grows, but revenues fall
- Instagram sees fastest growth among major social networks
- Snapchat files IPO, but audience growth slows
- The consumer
- Major networks maintain audiences in the UK
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- Figure 1: Social and media networks used, March 2017
- Instagram and Snapchat see the most growth
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- Figure 2: Frequency of social and media network usage, March 2017
- Facebook set to capitalise on popularity of image sharing
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- Figure 3: Types of content shared on social and media networks, March 2017
- Social media users warm to live streamed video
- Six in 10 social media users share content mostly or only privately
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- Figure 4: How content is shared on social and media networks, March 2017
- Friends and family are where most reposted content comes from…
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- Figure 5: Sources of content shared on social and media networks other than users' own content, March 2017
- …followed by news outlets, celebrities and charities
- Native advertising can add value to brand content
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- Figure 6: Reasons for sharing content on social media, March 2017
- Social media users open to interactions with chatbots
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- Figure 7: Attitudes towards social and media networks, March 2017
- What we think
Issues and Insights
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- Cameras become the heart of content sharing
- The facts
- The implications
- Live streaming hits the mainstream
- The facts
- The implications
The Market – What You Need to Know
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- Standardisation of platforms
- From social networks to universal apps
- Live streamed video and original video content
- Ad blockers and native advertising
- Fake news and violent crime shared on social media
- Spending on digital advertising grows
Market Drivers
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- Standardisation of platforms
- From social networks to universal apps
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- Figure 8: Repertoire of types of apps used regularly, July 2016
- Live streamed video and original video content
- Ad blockers and native advertising
- Fake news and violent crime shared on social media
- Spending on digital advertising grows
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- Figure 9: Forecast of digital advertising expenditure in the UK, 2011-21
Key Players – What You Need to Know
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- Facebook nears two billion monthly users
- YouTube extends live streaming features
- Twitter audience grows, but revenues fall
- Instagram sees fastest growth among major social networks
- Snapchat files IPO, but audience growth slows
Companies and Products
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- Facebook Inc.
- Background
- Users
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- Figure 10: Facebook global monthly and daily active users, 2010-16
- Financials
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- Figure 11: Key Financial Data for Facebook 2011-16
- Recent activity
- YouTube
- Background
- Users and financials
- Recent activity
- Background
- Users
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- Figure 12: Twitter global monthly active users, 2010-16
- Financials
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- Figure 13: Key financial data for Twitter 2012-16
- Recent activity
- Background and users
- Recent activity
- Snap
- Background
- Users and financials
- Recent activity
- Others
The Consumer – What You Need to Know
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- Major networks maintain audiences in the UK
- Instagram and Snapchat see the most growth
- Facebook set to capitalise on popularity of image sharing
- Social media users warm to live streamed video
- Six in 10 social media users share content mostly or only privately
- Friends and family are where most reposted content comes from…
- …followed by news outlets, celebrities and charities
- Native advertising can add value to brand content
- Social media users open to interactions with chatbots
Social and Media Network Usage
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- Major networks maintain audiences in the UK
- Instagram and Snapchat see the most growth
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- Figure 14: Social and media networks used, March 2017
- Almost nine in 10 social media users use Facebook
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- Figure 15: Repertoire of social and media networks used, March 2017
- Instagram and YouTube see strong growth in daily use
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- Figure 16: Frequency of social and media network usage, March 2017
Types of Content Shared on Social and Media Networks
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- Facebook set to capitalise on popularity of image sharing
- Social media users warm to live streamed video
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- Figure 17: Types of content shared on social and media networks, March 2017
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- Figure 18: Type of content shared on social and media networks, by social and media networks used, March 2017
How Content is Shared on Social and Media Networks
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- Six in 10 social media users share content mostly or only privately
- How much content is shared on ‘dark social’?
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- Figure 19: How content is shared on social and media networks, March 2017
Sources of Content on Social and Media Networks
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- Friends and family are where most reposted content comes from…
- …followed by news outlets, celebrities and charities
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- Figure 20: Source of content shared on social media, March 2017
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- Figure 21: Sources of content shared on social and media network other than users' own content, March 2017
- Consumers give brand and venue content low priority
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- Figure 22: Repertoire of sources of content shared on social and media networks other than the users' own content, March 2017
- Twitter users more likely to share content from news outlets and publishers…
- ...while Snapchat and Instagram users share content from celebrities and internet personalities
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- Figure 23: Sources of content shared on social media, by social and media networks used, March 2017
Reasons for Sharing Content on Social Media
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- Native advertising can add value to brand content
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- Figure 24: Reasons for sharing content on social media, March 2017
- Internet personalities get users sharing content in exchange for rewards
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- Figure 25: Sharing content to get a reward, by sources of content shared on social media, March 2017
Attitudes towards Social and Media Networks
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- Social media users open to interactions with chatbots
- Opportunities to monetise social networks beyond advertising
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- Figure 26: Attitudes towards social and media networks, March 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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