UK Social Media Statistics

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Awhile ago we posted social media statistics to inform you of their impact on people’s lives. Two years on I am conducting the same research to see what has changed for 2011. This is our second (of hopefully many) compilation of statistics with the help of Google Ad Planner with the aim to give us a great insight into the way in which social networks are used and by whom.

Businesses are using social channels to broadcast their views and messages in a ‘one to many’ manner. It is the responsibilities of marketers to understand the type of communication within these sites and interact appropriately with their desired audience. Each individual site contains a unique culture that is powered by the content, context and the social groups within the site.

To understand the sites that your business should be approaching, it is essential to know the audience attracted to your site, and the categories that these consumers fall into. For this reason, we have used Google Ad Planner once again to show a comprehensive snapshot of audiences in April 2011.

These are some of the top social networking sites in the UK:

Facebook

30 Day TrafficUK October 2009UK May 2011
Unique Visitors (estimated cookies)23M110M
Reach50.7%61.7%
Page Views18B58B
Total Visits750M1.5B
Avg. Visits per Cookie3314
Avg. Time on Site25:00Mins25:00Mins
YearsPercentage 2009Percentage 2011
0-1711%6%
18-2411%12%
25-3431%34%
35-4423%28%
45-5414%13%
55-647%6%
65+3%2%

QualificationPercentage 2011
Less than HS Diploma9%
Secondary School17%
Sixth Form/College57%
Bachelors Degree10%
Graduate Degree6%

GenderPercentage 2009Percentage 2011
Male46%57%
Female54%43%

IncomePercentage 2009Percentage 2011
£0-15,00016%15%
£15,000-19,9998%9%
£20,000-24,9998%8%
£25,000-29,9999%7%
£30,000-49,99932%39%
£50,000+26%22%

Since January 2010 the use of Facebook has had little change. Although the daily visits amount has increased lazily, there is little difference in the way it is used by consumers.

Twitter

Traffic StatisticsUK 2009UK 2011
Unique Visitors (Cookies)3.8M12M
Unique Visitors (Users)7.5M
Reach8.4%13.6%
Page Views280M370M
Total Visits38M54M
Avg. Visits per Cookie104.5
Avg. Time in on Site12:00mins11:50mins

YearsPercentage 2009Percentage 2011
0-177%4%
18-2416%13%
24-3431%34%
35-4421%26%
45-5415%16%
55-648%6
65+3%2%

QualificationPercentage 2011
Less than HS Diploma7%
Secondary School17%
Sixth Form/College53%
Bachelors Degree15%
Graduate Degree7%

GenderPercentage 2009Percentage 2011
Male55%63%
Female45%36%

IncomePercentage 2009Percentage 2011
£0-15,00031%16%
£15,000-19,9998%12%
£20,000-24,9997%9%
£25,000-29,9996%7%
£30,000-49,99926%31%
£50,000+21%25%

After taking an initial drop in January 2010 Twitter’s daily visits have increased steadily. Although the increase is obvious, it is not an easy feat for Twitter who constantly find their audience figures fluctuating up and down across the 12 month period.

LinkedIn

Traffic StatisticsUK 2009UK 2011
Unique Visitors (Cookies)1.8M6.7M
Unique Visitors (Users)4.6M
Reach3.9%8.3%
Page Views96M170M
Total Visits10M21M
Avg. Visits per Cookie5.63.1
Avg. Time on Site10:00mins9:50mins

YearsPercentage 2009Percentage 2011
0-172%2%
18-249%4%
25-3434%35%
35-4425%30%
45-5418%18%
55-649%8%
65+3%2%

QualificationPercentage 2011
Less than HS Diploma4%
Secondary School12%
Sixth Form/College46%
Bachelors Degree24%
Graduate Degree14%

Gender Percentage 2009Percentage 2011
Male58%62%
Female42%38%

IncomePercentage 2009Percentage 2011
£0-15,00024%6%
£15,000-19,9996%7%
£20,000-24,9996%6%
£25,000-29,9996%7%
£30,000-49,99922%30%
£50,000+35%44%

LinkedIn has been steadily increasing in daily visits since January 2010, the incline isn’t dramatic for this particular networking site and seems to have reached a peak in January 2011 from which point the visits have began to fall.

MySpace

Traffic StatisticsUK 2009UK 2011
Unique Visitors (Cookies)4.3M3.9M
Unique Visitors2.4M
Reach9.3%4.3%
Page Views440M35M
Total Visits32M6M
Avg. Visits per Cookie7.31.5
Avg. Time on Site14:00mins6:00mins

AgePercentage 2009Percentage 2011
0-1712%4%
18-2421%15%
25-2926%35%
30-3420%24%
35-4414%15%
45-546%5%
50+2%2%

QualificationPercentage 2011
Less than HS Diploma8%
Secondary School18%
Sixth Form/College56%
Bachelors Degree12%
Graduate Degree6%

GenderPercentage 2009Percentage 2011
Male53%64%
Female47%36%

IncomePercentage 2009Percentage 2011
£0-15,00027%16%
£15,000-19,99910%12%
£20,000-24,9999%10%
£25,000-29,9997%7%
£30,000-49,99927%31%
£50,000+20%24%


Already on a clear decline in 2009, MySpace continues its decent in amount of unique daily visits. Although peaks and troughs occur, the general direction indicates a lack of interest in the site, which is becoming monopolised by social networking giants; Facebook and Twitter.

Flickr

Traffic StatisticsUK 2009UK 2011
Unique Visitors (Cookies)3.4M6.7M
Unique Visitors (Users)4.1M
Reach7.4%7.5%
Page Views210M160M
Total Visits17M13
Avg. Visits per Cookie5.11.9
Avg. Time on Site9:20mins7:50mins

YearsPercentage 2009Percentage 2011
0-179%4%
18-2416%10%
25-3428%28%
35-4421%28%
45-5415%18%
55-648%9%
65+3%2%

QualificationPercentage 2011
Less than HS Diploma7%
Secondary School14%
Sixth Form/College57%
Bachelors Degree15%
Graduate Degree7%

GenderPercentage 2009Percentage 2011
Male55%62%
Female45%38%

IncomePercentage 2009Percentage 2011
0-15,00028%13%
15,000-19,9998%10%
20,000-24,9997%10%
25,000-29,9997%7%
30,000-49,99928%36%
50,000+21%24%

Flickr has maintained similar visitor figures over the period between January 2010 and 2011 with a slight increase in figures in February.

Digg

Traffic StatisticsUK 2009UK 2011
Unique Visitors (Cookies)2.4M1.1M
Unique Visitors (Users)750K
Page Views18M11M
Total Visits4.7M2.3M
Avg. Visits per Cookie3.92.1
Avg. Time on Site5:2mins8:40mins
Reach 2.6%1.4%

YearsPercentage 2009Percentage 2011
0-179%4%
18-2418%13%
25-3433%34%
35-4420%26%
45-5413%14%
55-645%6%
65+2%2%

QualificationPercentage 2011
Less than HS Diploma9%
Secondary School13%
Sixth Form/College55%
Bachelors Degree16%
Graduate6%

GenderPercentage 2009Percentage 2011
Male73%68%
Female27%32%

IncomePercentage 2009Percentage 2011
0-15,00040%13%
15,000-19,9998%10%
20,000-24,9998%11%
25,000-29,9995%6%
30,000-49,99923%34%
50,00017%26%

As with the a lot of the sites on the list, Digg has seen a decline in page views. In the past year it has droped almost as substantially as Bebo from just under 100K to around 30K.

Bebo

Traffic StatisticsUK 2009UK 2011
Unique Visitors (Cookies)3.5M1.5M
Unique Visitors (Users)830K
Reach7.6%1.5%
Page Views1.9B50M
Total Visits50M2.7M
Avg. Visits per Cookie141.8
Avg. Time on Site25:00mins13:10mins

QualificationPercentage 2011
Less than HS Diploma17%
Secondary School21%
Sixth Form/College54%
Bachelors Degree6%
Graduate Degree3%

GenderPercentage 2009Percentage 2011
Male 43%57%
Female57%43%

IncomePercentage 2009Percentage 2011
0-15,00015%30%
15,000-19,99915%14%
20,000-24,9997%10%
25,000-29,9996%5%
30,000-49,99943%27%
50+15%14%

YearsPercentage 2009Percentage 2011
0-1743%11%
18-2411%28%
25-3415%25%
35-4415%21%
45-5411%12%
55-644%3%
65+1%1%


Starting in January 2010 with over 500K visitors, Bebo has seen a dramatic decrease in the number of unique daily visits. The visitor number has fallen by 400K, but since March 2011 it seems to have become level.

Last FM

Traffic StatisticsUK 2009UK 2011
Unique Visitors (Cookies)1M1.1M
Unique Visitors (Users)750K
Reach2.2%1.4%
Page Views38M11M
Total Visits5.3M2.3M
Avg. Visits per Cookie5.32.1
Avg. Time on Site12:00mins8:40mins

AgePercentage 2011Percentage 2011
0-1710%4%
18-2420%13%
24-3426%34%
35-4420%26%
45-5415%14%
55-647%6%
65+2%2%

QualificationPercentage 2011
Less than HS Diploma9%
Secondary School13%
Sixth Form/College55%
Bachelors Degree16%
Graduate Degree6%

Income Percentage 2009Percentage 2011
0-15,00026%13%
15,000-19,9999%10%
20,000-24,9998%11%
25,000-29,9996%6%
30,000-49,99929%34%
50,000+21%26%

GenderPercentage 2009Percentage 2011
Male60%68%
Female40%32%


LastFm has seen a decline in the visiting figures, almost halving in the space of 12 months from 100K. As Spotify becomes increasingly expensive to use, I believe that there will be an increased demand for free music streaming sites.

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