Feb 21, 2012
Julie

Is the social media novelty wearing off?

New research from UK market research agency, You Gov, reveals that two in five (41%) of the UK online population claim to be getting bored of social media.

Some of the stats

Unsurprisingly Facebook is still the social network frontrunner when it comes to the volume of active users. 65% of the UK online population logged in within the last month as compared to 50% for YouTube, 23% for Twitter, 13% for LinkedIn and 12% for Google+ during the same period. However almost a quarter of these active Facebook users are using the site less now than they did a year ago. This ‘weaning off’ the network looks to continue as 19% expect to use Facebook less in a year’s time. The question is will new users to the site replace those who have lost interest? i.e. is usage cyclical?

The search for value

The recession is also having an impact on social media behaviour with people moving from spending time in online networks for recreation to getting involved in networks that serve a specific purpose. As people focus on ‘brand me’ and develop their professional networks for career development, LinkedIn usage is on the increase. Over half of UK internet users using the site more than a year ago and 30% also expect to use it even more in one year’s time.

Financial advice and ‘deals’ site, Moneysavingexpert.com, now has as many active users as Twitter. Similarly 10% of online consumers are active on music sharing network, Spotify.

For more on this research, click here.

 

Other useful articles of relevance:

Facebook Growth Over, Onset of Slow Decline

Facebook’s share of UK social networking declines

Young people ‘bored’ with social media

 

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