February 2012
Featured in this insight: IT & telecommunications
Survey shows decline in social media interest amongst Britons: A new survey by YouGov has found that although uptake of social media services is high in the UK, almost half of Britons at 41% are currently getting "bored" with the likes of Facebook and Twitter.
The study suggests that social networking is 'growing up' in the UK, meaning the public is now starting to expect more from these types of services.
Facebook is still popular however, especially amongst the younger generations with 95% of 16 to 20 year-olds and 74% of 21 to 24 year olds having accessed the site within the last month.
Nevertheless, 23% of the 1,275 British social media users polled said they now use the networking site less compared with 12 months ago and 19% expect to use the service less in a year's time, leading YouGov analysts to conclude that Facebook usage could start to plateau in the near future.
In addition, the market research discovered that brand engagement on social networks is not as effective as first thought – 47% of the surveyants said that they do not want to see ads on social platforms that are personalised to their profile activities, 44% claimed they are not swayed about a product that their friends had 'liked' or followed, and 43% said they were unlikely to talk about a brand on a social media site if they heard something positive about it.
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