Younger generations gravitate towards Facebook more than TikTok.
Social Media Trends in the UK: Facebook, YouTube, and Instagram Lead the Way
In the ever-evolving landscape of social media, a new report by YouGov sheds light on the most popular platforms among British social media users. The findings suggest that Facebook and YouTube remain dominant, while Instagram shows growing engagement.
Facebook and YouTube Lead the Pack
After Facebook, YouTube is the second most popular social media platform in the UK, reaching 65% of British social media users. According to YouGov's data, 75% of millennials and 59% of Gen Zers use Facebook, making it a preferred choice for the younger generation as well.
Instagram: Growing Engagement
Although no single overall usage percentage was provided for Instagram, 25% of respondents said they use Instagram more than a year ago, indicating significant use, especially among younger users. This suggests that Instagram is a platform to watch, with growing engagement among its user base.
YouTube: Broad Reach and Growth
Moreover, more than one in four (28%) social media users told YouGov they use YouTube more now than they did in the previous year, pointing towards the platform's growth and broad reach.
Other Media Consumption Trends
The report also delves into other media consumption trends. Only 20% of respondents say they read print newspapers, while 53% listen to the radio, and 45% use streaming services for music. Interestingly, social media leads in media consumption this year, with 70% of Brits scrolling through the platforms. Sixty-three percent of respondents use streaming services, such as Netflix.
The Role of Pop-Up Ads
Research from earlier this year found that this type of 'distracted' consumer is 'ideal' for pop-up ads.
The Future of Facebook and TikTok
Aengus Boyle, vice president at VaynerMedia, argued in an interview last week that Facebook has been 'forgotten' and that marketers are 'sleeping on it.' He also mentioned that even if Gen Z didn't use the platform, there are still opportunities for brands as 'that older skew tends to be towards higher value consumers.'
Interestingly, only 33% of millennial and 56% of Gen Z social media users say they're on TikTok. This could potentially open up opportunities for Facebook, given its broader appeal across age groups. Boyle believes Facebook has potential and it 'skews less old than people think.'
The Spending Power of Gen X
NielsenIQ predicted last month that Gen X will be the highest-spending generation in 2025, contributing $15.2 trillion to the economy. This could be good news for brands targeting this demographic on Facebook.
Multi-tasking Social Media Users
YouGov's report indicates that 70% of social media users in the UK scroll through social platforms while consuming other media at the same time. This suggests that social media users are increasingly multitasking, providing brands with more opportunities to reach their audience.
Advertising on YouTube
The increasing use of YouTube could be attributed to changes in consumption habits, as more people now screencast or watch YouTube on their TV. The report states that 42% of social media users in the UK have purchased something they've seen advertised on their feed, indicating the potential for successful advertising on the platform.
Engagement with Digital and Print Magazines
Eleven percent engage with digital magazines, while 16% buy print magazines. This percentage goes up to 38% when looking at Gen Z alone, suggesting that digital media is gaining traction among younger audiences.
In conclusion, the YouGov report paints a clear picture of the social media landscape in the UK. Facebook and YouTube remain dominant, Instagram shows growing engagement, and brands have opportunities to reach their audience across various platforms. As consumption habits continue to evolve, it will be interesting to see how these trends develop in the future.
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