Social Media User Statistics in the UK for 2018
When it comes to effective marketing, knowing your target audience is crucial. Social media provides a powerful way to connect with potential customers, but only if you understand where your audience is and how they interact with these platforms.
Here, we take a closer look at social media user statistics in the UK for 2018, helping you refine your strategy and focus your efforts where they matter most.
Facebook UK Users
Despite facing challenges like the Cambridge Analytica scandal, Facebook continues to dominate as the most popular social media platform in the UK and worldwide.
- Audience Size: Over 32.6 million UK users, with around 45% logging in daily.
- Mobile Access: Facebook reports increasing reliance on mobile devices for accessing and interacting with content.
- Engagement: The summer heatwave in 2018 saw UK engagement rise nearly 14 times and online spending increase by 18.5%.
- Demographics:
- The 23–27 age group accounted for 80% of platform engagement.
- A notable drop of 10% in 12–24-year-olds suggests younger users are migrating to Instagram and Snapchat.
- Popular Topics: Family, friends, food and outdoor activities remain the most discussed themes.
Twitter UK Users
Though often secretive about its user statistics, Twitter remains a significant platform, especially for customer service and real-time updates.
- Audience Size: Approximately 13.7 million UK users.
- Demographics:
- 45% of 16–22-year-olds are active on the platform, and most users are under 34.
- Nearly 60% of UK users are male.
- Brand Interaction:
- 77% of users feel more positive about brands that engage with them directly.
- 60% expect a response to their query within 90 minutes.
- Media Engagement: Tweets with images receive 18% more clicks and are retweeted 150% more.
YouTube UK Users
The shift toward video content is undeniable, with YouTube leading the charge.
- Gender Split: Slightly more popular with men (51%) than women (49%).
- Popular Content: Comedy, music, pop culture and how-to videos dominate searches.
- Viewing Trends:
- Average viewing time: 3.7 minutes per video.
- 60% of users prefer online video platforms over live TV.
- Marketing Impact:
- 81% of businesses use video as a marketing tool.
- Social video generates 1,200% more shares than text and images combined.
Pinterest UK Users
While not as widely used as Facebook or Instagram, Pinterest can be an essential tool for visually driven businesses.
- User Habits:
- 72% of users say Pinterest inspires them to shop, even when they weren’t planning to.
- 80% access the platform via the mobile app.
- Demographics:
- Historically female-dominated, but 50% of new sign-ups are now male.
- Primarily used for planning and creativity rather than direct social interaction.
Instagram UK Users
With its visually engaging format, Instagram continues to grow, particularly among younger demographics.
- User Base: Estimated at 14–20 million UK users.
- Engagement:
- 70% of hashtags on Instagram are branded.
- 80% of users follow at least one business account.
- Videos receive double the engagement compared to static images.
- Demographics:
- 18–24-year-olds make up the majority, spending more time on Instagram than any other platform.
- The best time to post: Wednesdays at 5pm for optimal engagement.
LinkedIn UK Users
The go-to platform for professionals and B2B networking, LinkedIn continues to grow in influence.
- Audience Size: Over 20 million UK users.
- Engagement:
- Drives 64% of social referrals to corporate websites.
- 65% of companies have acquired a new B2B customer via LinkedIn.
- Content Creation: Users publish 30,000 long-form posts monthly, providing an excellent opportunity for thought leadership and brand positioning.
Snapchat UK Users
Snapchat remains popular, particularly among younger audiences, despite increased competition from Instagram Stories.
- Audience Size: Around 16.2 million UK users.
- Demographics:
- Over 30% are aged 18–24, with engagement dropping significantly in older demographics.
- Only 2% of over-75s are active on the platform.
- Engagement:
- 91% of users view entire brand stories after watching the first Snap.
- Over half of brand content is delivered via video.
Google+ UK Users
Google+ was on the decline in 2018 due to a significant data breach and lack of widespread adoption.
- Users: Around 500 million registered accounts, though active users were significantly fewer.
- Engagement: Posts with questions garnered 188% more comments, but overall engagement was minimal.
What Do These Stats Mean for Your Business?
Understanding how users interact with social media platforms helps businesses focus their marketing efforts where they will be most effective.
- For B2C businesses: Platforms like Facebook, Instagram and Pinterest are vital for engaging directly with customers through visually appealing and easily shareable content.
- For B2B businesses: LinkedIn remains the most influential platform for professional networking and lead generation.
- For younger audiences: Snapchat and Instagram should feature prominently in your strategy.
If your business needs help tailoring its social media strategy, contact The Last Hurdle on 01604 654545 or email hello@thelasthurdle.co.uk. Let’s make your social media marketing work smarter, not harder.
