A new, useful set of UK social media stats have been published. You really need to see them.
By Dan Slee
There’s something wonderful about seeing the publication of stats that you can hang your hat on.
Not once but twice this month there’s been the release of data from an agency that has trust and insight.
Earlier in the month Ofcom released their 248-page Communications Market report which is a goldmine of data for people in communications. Now, the Office of National Statistics - or ONS - has published a deck which I’ve got a feeling comms and PR people will be refering too for months to come.
Drawn from ONS and Department for Culture Media and Sport data the 13-slides can be found on Slideshare. You can see them here:
Social media channels by demographic
Of real value is some breakdown on what age group uses what channel. I’m sure most people working in the sector will have been asked that question. The slides give a good breakdown of who is using what.
Some key stats to learn and share
The internet is big. 82 per cent of UK adults use the internet daily in 2016.
News? Young people would almost as likely rather create content. In 2016, of 16-to-24 year-olds, 65 per cent created and uploaded content while 66 per cent used a news site or newspaper.
Still social. 63 per cent of UK people are using social media.
Still social daily. Of those who use social media more than two thirds use it every day.
Men are from LinkedIn, Women are from Instagram. Men make up 63 per cent of the career-oriented social platform while 56 per cent of instagramers are female.
Large businesses are using social media and small businesses less so. 83 per cent of companies with more than 1,000 employees are using social media compared with 49 per cent of those with less than 50 employees.
The most common reason for using social media was to find out what is happening in your local area. Forget Kim Kardashian. It’s what’s happening in your community is what makes 41 per cent use social media.
We use smartphones on the go. 70 per cent log on using their phone while out and about.
So, overall, a really useful set of stats from the ONS. Hats off to them and to their social media lead Joanna Goodwin.
Dan Slee is co-creator of comms2point0.
Picture credit: National Archives UK / Flickr.