Social Media Reaches 64% with UK Adults

AUK on Social Media Marketing

The number of UK adults having a social media profile was higher in 2012 compared to the previous year, but trust in networking platforms fell, as published in Ofcom’s latest report.

According to the research, about 64% of UK Internet users were also present on a social media platform last year, up from 59% in 2011. This growth was fuelled by older users, aged between 55 and 64, of whom 35% had a social media profile against 24 the previous year. Despite the higher number of social media fans, more Britons (43%) said they doubt that everything they read or see on social outlets was true against 35% in 2011.

More than seven in 10 social media users visit their profile at least every day, 50% check them once a day and 9% do so more than 10 times daily.

The report, which was titled ‘Adults’ Media Use And Attitudes’, also revealed that, on average, Britons go to 19 websites over a typical week. Of course, the number is different among the different age groups, with those over 75 reporting that they visit seven websites on average. People in AB households have 27 favourite websites they visit over the course of a week and men use 24 web pages on average.

More than half of UK users now go online via their handsets and 16% use a tablet, Ofcom said. Last year, the percentage of Britons owning a smartphone grew to 54%, from 44% in 2011. Unsurprisingly, smartphones were most popular with people in the 16-24 age bracket, followed by the 35-44 year-olds and those aged between 55 and 64.

Britons owning a smartphone perform various activities online compared to those that are yet to buy a smart device and use of these devices in 2012 increased greatly over smartphone users in 2011. More people now rely on their handsets to find maps or satellite navigation to find the desired location more easily and send or receive e-mails and photos.