Explore We are Flint's new report delving into social media usage in the UK. The report provides demographic profiles on usage of 10 of the largest social media networks as well as statistics on frequency of usage. Networks covered include Twitter, Instagram, Pinterest, Facebook, LinkedIn, Snapchat, WhatsApp, Periscope, YouTube and Google+.
3. we are Flint
We were on the hunt for breakdowns of social media users in
the UK and couldnât find any so we ran our own study. We
figured others may find it useful (weâre into the whole open
source thing) so here it is for you.
If you canât find the stat youâre looking for double check the
Methodology & Approach slide (up next) to see whether weâve
got it and get in touch. If we donât, check the Other Resources
slide right at the end.
Shout with any questions and I hope you find what youâre
looking for. If youâd like to be added to our mailing list to
receive more bits and bobs like this, drop me a note.
Tom
tom@weareflint.co.uk
@tomhashemi
Hello,
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4. 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
6. we are Flint
Of the 52.2 million adults in the UK, two-
thirds use social media every day
6
52.2
million*
100%
45.9
million*
88%
43.6
million
84%
34.4
million
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
7. we are Flint
Weâre addicted: among UK online adults,
nearly all use social media.
7
52.2
million*
45.9
million*
100%
43.6
million
95%
34.4
million
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
8. we are Flint
YouTube & Facebook take gold in the
three tiers of social media use
Among 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
9. we are Flint
In the battle of the corporates, Facebook
and Google dominate
Among 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
10. we are Flint
Facebook & WhatsApp (both FB owned)
top the chart for number of daily users
Among 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
23. 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
YouTube
Among online UK adults aged 18+, frequency of use of YouTube
23
85% use
Numbers may not add up due to rounding.
24. 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
Facebook
Among online UK adults aged 18+, frequency of use of Facebook
24
78% use
Numbers may not add up due to rounding.
25. 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.
26. 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
WhatsApp
Among online UK adults aged 18+, frequency of use of WhatsApp
26
48% use
Numbers may not add up due to rounding.
27. 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
Twitter
Among online UK adults aged 18+, frequency of use of Twitter
27
45% use
Numbers may not add up due to rounding.
28. 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
LinkedIn
Among online UK adults aged 18+, frequency of use of LinkedIn
28
30% use
Numbers may not add up due to rounding.
29. 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
Instagram
Among online UK adults aged 18+, frequency of use of Instagram
29
29% use
Numbers may not add up due to rounding.
30. 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
Pinterest
Among online UK adults aged 18+, frequency of use of Pinterest
30
29% use
Numbers may not add up due to rounding.
31. 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
Snapchat
Among online UK adults aged 18+, frequency of use of Snapchat
31
20% use
Numbers may not add up due to rounding.
32. 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
Periscope
Among online UK adults aged 18+, frequency of use of Periscope
32
6% use
Numbers may not add up due to rounding.
33. we are Flint
Other
resources
Pew Research Centerâs 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 â 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 â Taking Part focus on social
media. See
https://www.gov.uk/government/uploads/system/uploads/attach
ment_data/file/519678/Social_media_-_FINAL.pdf
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