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1、Living consumer intelligence| R E A T B R I T A I NBeyond thefeed:socialmediareport 202 4Exploring time spent,user profiles and brand preferences of weekly Facebook,Instagram,X and TikTok users.https:/ social media report 20242Understanding the social media sphere in 2024Get in touchWhich social net

2、works are leading the way in 2024?This report leverages 52-weeks of survey data from YouGov Profiles to reveal social media time spent,reasons for using social media,and television versus social media as a news source.We explore how user demographics shift between each social media platform as well

3、as sharing noteworthy attitudes to advertising,safety and integrity.In addition,this report leverages YouGov BrandIndex to discover the top 10 brands among users of each social network,based on difference to purchase considerationin comparison to the general population.GB social media report 20243Me

4、thodologyYouGov BrandIndex is our always-onbrand tracker,which tracks brandsacross 16 vital brand health metrics.In this report,we have highlightedthe brands that are winning overeach social network users based onconsideration scores.Consideration scores are roundedto The nearest decimal point.Brand

5、smust Have scores available for at least183 days to qualify for the rankingbetween April 1,2023,to March 31,2024.When a brand is tracked in multiplesectors,only the first entry is shown.The insights in this report combine syndicated data from YouGov Profiles and YouGov BrandIndex.Explore more dataYo

6、uGov Profiles is an ever-growingsource of living consumer data,with2 million+data variables from YouGovs26 million+global panel members.YouGov Profiles dataset is a 52-weekdataset,our data is collected continuouslyand updated weekly.The specific datasetused for the analysis is:2024-Profiles+Great Br

7、itain 2024-03-31.Throughout this report,we look at weeklyusers of the following social networks:Weekly Facebook users(n=57,655)Weekly Instagram users(n=36,888)Weekly X/Twitter users(n=22,423)Weekly TikTok users(n=16,580)Get in touch*The reported sample size(n)is primarily based on basic age and gend

8、er variables.However,it may vary when considering other variables within the dataset.https:/ social media report 20244Get in touch1Social media usage2Social profiles:How weekly usersof each social network differ3Exploring attitudes to social media4Brand rankings among weeklysocial network usersConte

9、ntsGB social media report 20245Explore our solutionsOur extensive,ever-growing source of connected,living data equips you with a rich understanding of your customers complex lives.Understand what 26 million+registered panel members in over 55 markets are thinking,and harness real-time data for smart

10、er,evidence-based decisions with our suite of products.Unparalleledinsights intowhat theworld thinkshttps:/ social media report 20246Get in touchSocial media usageGB social media report 202471 in 3 Brits spend 6-20 hours on social media per weekYouGov Profiles+Great Britain,March 2024(n73,000)39%34%

11、9%18%Up to 5H6-20H21H+Dont knowTime spent on social networks per weekNat repGB social media report 2024819%of Brits use social media for buying products63%of British people use social media to stay in contact with friends,family and colleagues.YouGov Surveys GB,January 2024(n2,032)63%53%45%22%19%19%

12、8%Connecting/staying incontact with friends,family,colleagues,etcWatching/readingentertaining contentGetting news contentSharing parts of yourlife/your thoughts/life eventswith followersBuying productsBeing politically/sociallyactivePosting lifestyle/educationalcontentReasons for using social mediaN

13、at repGB social media report 20249Social networks outrank television as a source for news among Gen ZOn a national level,58%of Brits use television as a source of news compared to 29%who use social networks.YouGov Profiles+Great Britain,March 2024(n4,600)Question:Which,if any,of the following source

14、s do you use to access news?32%40%41%40%63%28%77%17%84%13%TelevisionSocial networksSources used for news by each generation:television versus social networksGen Z(1997-2006)Millennial(1981-1996)Gen X(1965-1980)Baby Boomer(1946-1964)Silent Generation(Pre 1945)Nat rep58%29%GB social media report 20241

15、0Social profiles:How weekly users of each social network differGet in touchGB social media report 202411Weekly TikTok and Instagram users skew younger,Facebook mirrors the national representativeYouGov Profiles+Great Britain,March 2024(n16,000)9%19%18%30%12%17%25%21%29%16%16%20%17%17%16%19%17%20%14%

16、17%39%19%24%11%38%Weekly Facebook usersWeekly Instagram usersWeekly X usersWeekly TikTok usersNat repAge breakdown per social network18-2425-3435-4445-5455+GB social media report 202412TikTok,Instagram and Facebook users more likely to be female compared to the national representativeYouGov Profiles

17、+Great Britain,March 2024(n16,000)While X users are more likely to be male.45%42%59%42%49%55%58%41%58%51%Weekly Facebook usersWeekly Instagram usersWeekly X usersWeekly TikTok usersNat repGender breakdown per networkMaleFemaleGB social media report 20241358%of Facebook users use the platform to keep

18、 in contact with family57%of X users use the platform to keep up-to-date with the news.58%of TikTok users use the platforms to watch fun content.YouGov Profiles+Great Britain,March 2024(n15,200)Question:Which reasons best describe what you use a social network for?Please select all that apply58%28%7

19、%9%39%23%57%26%34%45%30%58%27%18%31%14%16%36%19%21%FacebookInstagramXTikTokReasons why weekly users use each platformTo keep in contact with familyKeep up-to-date with the newsLooking at or watching fun/entertaining contentShare my own opinionsKeep up-to-date with brands I likeGB social media report

20、 202414All social network users find images and short-form videos attention grabbing formatsTikTok users are the most likely to find that gifs,memes and interactive content capture their attention.YouGov Profiles+Great Britain,March 2024(n3,600)Question:Thinking about how brands engage with customer

21、s digitally,which types of content,if any,is more likely to capture your attention?Please select all that apply.25%29%29%31%17%22%24%26%16%18%18%19%14%21%22%24%12%17%17%20%11%11%13%12%11%11%13%11%10%16%16%19%Weekly Facebook usersWeekly Instagram usersWeekly X usersWeekly TikTok usersAttention grabbi

22、ng content formatsImagesShort form video(5,300)27%56%42%18%7%Nat repGen Z(1997-2006)Millennial(1981-1996)Gen X(1965-1980)Baby Boomer(1946-1964)Im more likely to engage with advertisements on social media than on regular websites18%of Gen X and 7%of Baby Boomers agree the same.GB social media report

23、2024182 in 5 Gen Z and Millennials agree they often prefer to interact with others on social media than in personYouGov Profiles+Great Britain,March 2024(n5,300)33%44%41%34%20%Nat repGen Z(1997-2006)Millennial(1981-1996)Gen X(1965-1980)Baby Boomer(1946-1964)I often prefer to interact with peopleon s

24、ocial media than in person34%of Gen X and 20%of Baby Boomers agree the same.GB social media report 202419The majority of Brits agree that social media can be socially damaging and should be limitedYouGov Profiles+Great Britain,March 2024(n5,300)87%of Brits agree:“I think we should be encouraged to t

25、ake regular breaks from social media.”79%of Brits agree:“I think social media is changing the way we interact with each other for the worse.”91%of Brits agree:“I think parents should limit the time their child(ren)spend(s)on social media.”GB social media report 202420Brand rankings amongweekly socia

26、lnetwork usersGet in touch21GB social media report 2024Looking at hundreds of thousands of YouGov panel surveys,we compared brand purchase consideration of weekly social media users for Facebook,Instagram,X and TikTok in the UK versus the national representative.The brands in this section are ranked

27、 by the difference in consideration between the two groups.For instance,31.7%of weekly TikTok users would consider buying from ASOS,but 15.5%of the national representative feel the same.This 16.2 percentage-point difference places ASOS higher in our ranking than Netflix,despite the latter having an

28、overall higher consideration among weekly TikTok users(74.4%).Consideration scores are rounded to the nearest decimal point,and differences are determined from those rounded scores.This data in this analysis comes from connecting YouGov BrandIndex and YouGov Profiles.Brands must have scores for 183

29、days to qualify forthe ranking,which measures consideration sentiment between respectivesocial network users and nat rep.Brand rankings methodologyhttps:/ social media report 2024YouGov BrandIndex UK,April 1st 2023 to March 31st 2024.Rankings are based on difference in comparison to the national rep

30、resentative.Weekly Facebook users(n6,200).Excludes social networks,TV broadcasters and messaging app services.Affiliated brands have been removed after the first inclusion.RankBrand nameWeekly Facebook usersNat repDifference1BBC One57.653.04.52The Range39.335.34.03Tu Clothing30.226.83.54ITV Hub/ITVX

31、40.537.23.35Compare the Market35.732.43.36Aldi48.845.53.27ITV48.345.13.28Amazon74.371.13.29George29.626.53.110MoneySavingExpert47.644.63.0Get in touchWhich overall brands do weekly Facebook users prefer?FacebookInstagramXTikTok23GB social media report 2024YouGov BrandIndex UK,April 1st 2023 to March

32、 31st 2024.Rankings are based on difference in comparison to the national representative.Weekly Instagram users(n3,900).Excludes social networks,TV broadcasters and messaging app services.Affiliated brands have been removed after the first inclusion.RankBrand nameWeekly Instagram usersNat repDiffere

33、nce1Spotify47.236.011.22Rightmove62.251.410.83Disney+48.938.310.64Netflix71.160.510.55Airbnb41.132.48.66IKEA60.752.18.67iPhone49.341.38.08Trainline36.128.27.99ASOS23.115.57.710Vue34.727.17.6Get in touchWhich overall brands doweekly Instagram users prefer?FacebookInstagramXTikTok24GB social media rep

34、ort 2024YouGov BrandIndex UK,April 1st 2023 to March 31st 2024.Rankings are based on difference in comparison to the national representative.Weekly X Users(n2,900).Excludes social networks,TV broadcasters and messaging app services.Affiliated brands have been removed after the first inclusion.Get in

35、 touchRankBrand nameWeekly X usersNat repDifference1Spotify43.436.07.42MoneySavingExpert51.344.66.83iPhone47.841.36.64Transport for London(TfL)32.626.06.65Disney+44.838.36.56Rightmove57.951.46.57London Underground43.236.76.48Channel 4 streaming(formerly All 4)42.636.36.29adidas43.337.26.110BBC Sound

36、s30.825.05.8Which overall brands do weekly X users prefer?FacebookInstagramXTikTokYouGov BrandIndex UK,April 1st 2023 to March 31st 2024.Rankings are based on difference in comparison to the national representative.Weekly TikTok Users(n1,200).Excludes social networks,TV broadcasters and messaging ap

37、p services.Affiliated brands have been removed after the first inclusion.25GB social media report 2024RankBrand nameWeekly TikTok usersNat repDifference1Spotify53.736.017.72McDonalds56.439.217.23ASOS31.715.516.24Disney+54.538.316.25Nandos40.326.114.26Netflix74.460.513.97Kinder33.019.313.78The Sims25

38、.912.213.79Nike53.039.613.510iPhone54.241.313.0Get in touchWhich overall brands do weekly TikTok users prefer?GB social media report 202426Build acomplete pictureof your brandExplore brand trackingGain a deep understanding of your brand health and performance against top competitors in your industry

39、with YouGovs brand and campaign tracking solutions.Track key metrics,measure campaign effectiveness,and access real-time insights into what people think,feel,andsay about your brand.https:/ rights reserved.All materials contained herein are protected by copyright laws.Any storage,reproduction or dis

40、tribution of such materials,in whole or in part,in any form without the prior written permission of YouGov is prohibited.This information(including any enclosures and attachments)is propriety and confidential and has been prepared for the exclusive use and benefit of the addressee(s)and solely for t

41、he purpose for which it is provided.We make no representations,warranties or guarantees,whether express or implied,that the information is accurate,complete or up to date.We exclude all implied conditions,warranties,representations or other terms that may apply and we will not be liable to you for a

42、ny loss or damage,whether in contract,tort(including negligence),breach of statutory duty,or otherwise,even if foreseeable,arising under or in connection with use of or reliance on the information.We do not exclude or limit in any way our liability to you where it would be unlawful to do so.Living Consumer Intelligence| youhttps:/