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Latest Social Media Facts and Figures – September 2019

Latest Social Media Facts and Figures – September 2019

Did you know there is 3.4 billion active social media users around the world with 45 Million specifically in the UK.

We are continuing to see social media channels continue to  growth during 2019 and beyond into 2020. Over 39 Million UK users are using a mobile to access Social Media so if your not optimising your campaigns for mobile then your content will not have the desured outcome you may wished for.

Every day, the average UK based user spends 1 hour 50 minutes scrolling through social media sites. This may not seem that much if you work in social media,but consider this figure spans across all ages and locations across the country.

Source of data: Digital 2019 report from WeAreSocial and Hootsuite 

Let look at the facts and figures from the most popular social media channels.

According to parent company Microsoft, engagement on LinkedIn is at a record high levels, with more than 610 million professionals now interacting on the platform and looking for new ideas and opportunities.

There are 27 million profiles in the UK, with 60% male and 40% female. According to Social Media Today, Microsoft claims there has been a 34% increase in login sessions amongst those members who are most likely to use the platform to regularly engage and share. Revenue is also growing with 51% of UK adults (18+) now reachable by LinkedIn adverts, according to LinkedIn.

Facebook

Facebook remains the dominant social platform by membership in the UK. Despite numerous scandals in 2018 it seems users and advertisers alike weren’t put off from using the platform.

Examining the user base, it is easy to see why. Of all internet users in the UK, 78% of them use Facebook. More compelling is that a whopping 40 million people, or 71% of UK adults (+13 years old) can be reached with adverts on the platform.

According to Facebook Audience Insights, there are 35-40 million monthly active users on the platform. Of these, 52% identify as women and 48% men (based on users aged 18 and older).

 There are now over 60 million active business Pages on Facebook globally, which is why many are turning to advertising on the platform to cut through the noise and reach your desired audiences. In the UK, the average engagement rate on a Facebook post is 3.82% which is a small increase (0.13%) on this time last year. The average engagement rate for a photo post is 5.48% and for a video post is higher at 6.96%.

According to Facebook Audience Insights, the average UK user makes 6 comments, likes 11 posts, shares 1 post and clicks on 13 ads in a 30-day period.

According to Twitter, 13.6 million people in the UK can be reached by advertising which gives us a clue as to the size of the platform. This number represents 24% of the UK population, aged 13+.

The gender breakdown is shared as 60% male and 40% female – however many Twitter accounts are companies not individuals so would be classed as neutral.

Advertising reach has declined by 0.7% in the last quarter. As we stated last year, Twitter has always been pretty cagey about its usage figures. They continue to remove hundreds of thousands of bots and fake accounts and this does affect their global statistics.

YouTube is ranked as the UK’s second most popular social media channel with almost as many users as Facebook. Last year, it was reported by Flint that 37.1 million adults are using the platform in the UK. Although there are no up to date statistics, we can see that YouTube and Facebook regularly battle it out for the most visited social media platform every month.
Globally, the average viewing session is 40 minutes, up 50% from last year according to Omicore. Many brands are now using YouTube as it’s a great place to host longer form content. Unlike other social networks, where users scroll passively through newsfeeds, Youtube users are intentionally searching on the platform for videos to watch.

At the beginning of 2019 there are an estimated 24 million Instagram users in the UK. This is 42% of the UK’s population, which according to Instagram can all be reached with advertising. The gender split is slightly skewed towards females (54% vs 46% males).

Instagram is Facebook’s success story with a huge amount of businesses flocking to the platform. According to Instagram, 80% of users follow a business or a brand so are looking for inspiration.

The mood-boarding platform now has 250 million monthly active users around the globe, which is an increase of 50 million since 2018. The channel is used by far more females than males (45% vs 27% of online UK adults, according to Flint in 2018).  

86 percent of millennials say they use Pinterest to “plan life moments, big and small”, so if your product or service is relevant then its still important to have well optimised pins on the platform.  One of the most valuable things about Pinterest is the long shelf life of Pins. The average pin is repinned 11 timesEighty percent of all pins are repins and it takes a pin 3.5 months to get 50 percent of its engagement. That means a Pin can, on average, live for seven months (compared to Twitter’s seven minutes). 

Below is the full  Digital 2019 report from WeAreSocial and Hootsuite