Social Media UK User Statistics for 2020
If you’re marketing your services or products, the power and reach of social media cannot be overstated. With over 3.8 billion active users globally, social platforms provide access to 49% of the world’s population. Closer to home, social media usage in the UK offers equally impressive opportunities. In this annual review, we’ll explore UK social media statistics for 2020 to help you choose the best platform to reach your target audience.
Facebook UK Users
Facebook continues to dominate social media both globally and, in the UK, maintaining a market share of over 54%.
- 51 million UK users were registered on Facebook as of December 2020, a rise of over 6 million from 2019.
- The gender split remained steady: 48% male and 52% female.
- Engagement levels are strong, with the average user commenting on 8 posts per month and clicking on 18 ads per month.
- The largest age group on Facebook was 25 to 34-year-olds, accounting for 11.2 million users.
Twitter UK Users
While smaller than Facebook in terms of users, Twitter offers undeniable reach and influence.
- There were 16.7 million active users in the UK in 2020, equating to 29% of the population aged 13+.
- Gender distribution is 60% male and 40% female.
- 80% of users access Twitter via mobile devices and 93% of video views occur on mobile.
- People spend 26% more time viewing ads on Twitter than on other platforms.
- Posts with GIFs receive 55% more engagement than those without.
YouTube UK Users
As part of the Google family, YouTube remains a leader in video marketing.
- 78% of all age groups and income brackets use YouTube in the UK, making it the second-largest platform after Facebook.
- 15 to 25-year-olds are the platform’s biggest demographic, with over 80% using it.
- Mobile views dominate, with over 70% of YouTube traffic coming from smartphones.
- The average viewing session has increased to 40 minutes, a 50% rise since 2018.
- 33% of users report using YouTube daily.
- 8 out of 10 marketers view YouTube as the most effective video marketing platform.
Pinterest UK Users
Although still a niche platform, Pinterest offers unique opportunities for marketers.
- Pins boast an extended shelf life, remaining active for up to seven months.
- The majority of users are female, accounting for 72% of all users.
- Nearly 44% of users fall within the 25 to 44 age group.
- 97% of searches on Pinterest are unbranded, reflecting users’ intent to seek inspiration.
- Pinterest’s UK user base grew to 10.6 million, a 2.9% increase from 2019.
Instagram UK Users
Instagram remains a top choice for businesses targeting younger audiences.
- The UK had 30.6 million Instagram users in 2020, the largest user base since late 2018.
- Gender distribution is 44% male and 56% female.
- 75% of 18 to 24-year-olds and 57% of 25 to 30-year-olds are active on Instagram, but only 8% of over 65s use it.
- 54% of users access Instagram daily, spending an average of 53 minutes on the platform.
LinkedIn UK Users
LinkedIn is tailored to professional networking and B2B engagement.
- 31 million users in the UK, with 58% male and 42% female.
- The largest user group is 25 to 34-year-olds, making up 58% of users.
- LinkedIn outperforms Facebook in lead generation, converting at a rate nearly 3 to 1.
- 80% of social B2B leads originate from LinkedIn.
Snapchat UK Users
Snapchat continues to resonate with younger audiences.
- 18.7 million people in the UK used Snapchat in 2020.
- 82% of users are under the age of 35.
- Gender split is 60% female and 40% male, consistent with previous years.
- 63% of users engage daily, spending an average of 50 minutes on the platform.
TikTok UK Users
TikTok has taken the social media world by storm, especially among younger demographics.
- There were 3.7 million UK TikTok users in 2020, with projections suggesting growth to over 10 million by the end of 2021.
- TikTok is now the 7th most active social media platform globally.
- The app is downloaded over 1 million times per month in the UK.
- UK users spend an average of 41 minutes daily on TikTok.
- 26% of UK smartphone users have the TikTok app installed.
Social Media UK User Statistics for 2020
The unprecedented challenges of 2020, including national lockdowns and tiered restrictions, led to a significant increase in social media usage. Each platform serves distinct purposes and appeals to different demographics. Choosing the right one for your business depends on understanding your target audience and their preferred platforms.
We hope these statistics provide valuable insights to help you make informed decisions for your social media marketing strategy.
Sources
This data was compiled from multiple reputable sources, including:
