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The latest changes in social network use

Author's avatar By Dave Chaffey 03 Sep, 2018
Essential Essential topic
Consumer buying behaviour
Chart of the Week

Chart of the Day: Research for 2018 shows the dramatic growth of Snapchat and Facebook static for most age groups in the UK

The government-commissioned annual "Communications Market Review" is one of the best sources for compiling data on Internet and Social Media usage.

Variations in age-related usage of social networks

The latest report, published last month has a good visualization summarising the most recent changes in use of the main social networks between 2016 to 2018:

The visualization gives a great summary of the changes in three of the main consumer network:

  • Facebook - Static or declining in most age groups except the older (55+ age group) which is now the biggest group of users
  • Instagram - Increase in usage across all age groups with the largest, the 25 to 34 age group followed by 18 to 24
  • Snapchat - The largest increase and biggest user group is again the 25 to 34 age group showing that Snapchat isn't just for teens. Indeed, there are also increases in users in older age groups which are not far behind the younger age groups in adoption levels. However, the frequency of use isn't considered in this compilation.

Twitter is not shown in this compilation

Research source

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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