"Welcome to Exploring Social 3.0: The Social Survey. This is our attempt to break out of the marketing echo chamber, and achieve a greater understanding of the very group we need to be closest to - real people. We asked 1064 UK residents to answer a survey on their social media habits, dissecting the data into three areas of insight - the platforms, the people, and our view on the findings. Enjoy!"
Almost everyone uses Facebook - 92% of people in the UK have an account.
Only 12% of users are active tweeters.
People love sharing to Instagram - 28% of users are active sharers.
Screenagers are the Snapchat generation - 57.1% of them are active sharers.
Hardly anyone uses Pinterest on an ongoing ‘active’ basis.
Snapchat is undisputably their default social platform - but it simply isn’t true that they’ve abandoned Facebook.
Instagram is their platform of choice, but Facebook retains a strong grip on this generation.
Facebook dominates for this age group, whilst Instagram is picking up traction.
Facebook is the only meaningful social platform for this generation.
The value people see in a social platform rises in accordance with the number of users it has from their generation.
Our data proves a long held assumption: the value people see in a social platform rises in accordance with the number of users it has from their generation. This is the single biggest lever of growth for a social platform.
The future of sharing is based around two concepts: curated, and ephemeral.
We believe that the future of sharing on social media is going to be based around two concepts:
Users are expecting a social network, but they’re getting a media platform.
People seem to be expecting a social network from Facebook, but they’re receiving a media platform. This leads to resentment from users, because their expectations haven't yet caught up with reality.
The current influencer model is unsustainable - and the bubble is about to burst.
Influencer marketing is going to continue to grow and grow - but our findings suggest that we’re about to see a shake up in how the industry operates. As tighter regulations start to be enforced, the space will formalise itself. The current model is unsustainable - and the bubble is about to burst.
As we move into 2017, every platform will continue to converge, offering an almost identical suite of tools.
As we move into 2017, this trend of convergence will continue. Every platform will offer an almost identical suite of tools - live video, stories, messaging, a feed. The only remaining differentiator between platforms lies in the context of each - who are your connections, and what relationship do you have with them?