机构研究报告-X (formerly Twitter) in the United Kingdom (UK)-外文版培训课件

CONSUMERS

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BRANDSX(formerlyTwitter)intheUnitedKingdom(UK)CHAPTER

01OverviewActivesocialmediaaudienceintheUnitedKingdom(UK)inJanuary2024ActivesocialmediausersintheUnitedKingdom(UK)2024UnitTotalnumberofusers(inmillions)Shareofpopulation(%)56.282.83Description:Socialmedia'sinfluenceintheUnitedKingdomcontinuestogrow,with56.2millionactiveusersasofJanuary2024,representing82.8percentofthepopulation.Thispenetrationratesurpassestheglobalaverageof62.3percent,positioningtheUKasaleaderinsocialmediaadoption.Thecountry'shighusagereflectsabroadertrendofincreasingsocialmediaengagementworldwide,particularlyinNorthernandWesternEurope.GlobalsocialmedialandscapeThesocialmedialandscapeis[...]

ReadmoreNote(s):UnitedKingdom;January2024Source(s):DataReportal;Meltwater;WeAreSocialSocialnetworkuserpenetrationintheUnitedKingdom(UK)from2019to2028UK:socialmediapenetration2019-2028100%93.14%93.48%93.74%92.67%92.03%91.17%90.03%88.51%86.52%90%80%70%60%50%40%30%20%10%0%83.96%20192020202120222023202420252026202720284Description:In2024,around92percentofthepopulationoftheUnitedKingdomwasactiveonsocialmedia.By2028,itisexpectedthat94percentofthecountry'spopulationwillbeusingsocialmediaservices.Socialmedia'sglobalreachAsofApril2024,NorthernandWesternEuropepossessedthehighestratesofsocialnetworkpenetrationglobally,with80.2and78.2percent,respectively.EasternandMiddleAfricahadthelowestcoverage,with10.5and9.9percent.Theglobalaveragewas62.2[...]

ReadmoreNote(s):UnitedKingdom;2019to2028;shareofthetotalpopulationwhouseasocialnetworkviaanydeviceatleastoncepermonth.;*Forecast.Internetuserswhouseasocialnetworksiteviaanydeviceatleastoncepermonth.

ReadmoreSource(s):StatistaNumberofX(formerlyTwitter)usersintheUnitedKingdomfrom2019to2028(inmillions)X/TwitterusersintheUnitedKingdom2019-2028201818.5518.3818.1817.9417.6417.2316.6615.8816141210814.614.03642020192020202120222023202420252026202720285Description:ThenumberofTwitterusersintheUnitedKingdomwasforecasttocontinuouslyincreasebetween2024and2028byintotal0.9millionusers(+5.1percent).Aftertheninthconsecutiveincreasingyear,theTwitteruserbaseisestimatedtoreach18.55millionusersandthereforeanewpeakin2028.Notably,thenumberofTwitterusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):UnitedKingdom;2019to2028;allvaluesareestimatesSource(s):StatistaX(Twitter)brandawareness,usage,popularity,loyalty,andbuzzamongsocialmediausersintheUnitedKingdomin2024X(Twitter)brandprofileintheUK2024100%90%84%80%70%60%50%40%30%20%10%0%34%30%30%21%TwitterawarenessTwitterpopularityTwitterusageTwitterloyaltyTwitterbuzz6Description:HowhighisthebrandawarenessofX(Twitter)intheUK?Whenitcomestosocialmediausers,brandawarenessofX(Twitter)isat84%intheUK.Thesurveywasconductedusingtheconceptofaidedbrandrecognition,showingrespondentsboththebrand'slogoandthewrittenbrandname.HowpopularisX(Twitter)intheUK?Intotal,30%ofUKsocialmediauserssaytheylikeX(Twitter).ꢀWhatistheusageshareofX(Twitter)ꢀintheUK?Allinall,34%ofsocialmediausersintheUKuseX[...]

ReadmoreNote(s):UnitedKingdom;February2024;1181respondents;18-64years;respondentswhousesocialmediaSource(s):StatistaConsumerInsightsCHAPTER

02BenchmarkLeadingsocialnetworksrankedbybrandawarenessintheUnitedKingdomin2024Mostwell-knownsocialnetworksintheUK2024Shareofrespondents40%

50%0%10%20%30%60%70%80%90%100%FacebookInstagramYouTubeTikTok96%95%95%93%SnapchatX(Twitter)PinterestLinkedInReddit90%83%82%81%72%TwitchTumbIr62%61%ThreadsFlickr50%47%8Description:Facebookisthemostwell-knownsocialnetworkamonginternetusersintheUK,withabrandawarenessof96percent.Thiscrownishighlycontested,withInstagramandYouTubebeingrecognizedby95%ofrespondentseach.TikTokꢀreachesabrandawarenessof93%,while90%ofadultinternetusersintheUnitedKingdomknowSnapchat.Forthisstudy,brandawarenesswassurveyedemployingtheconceptofaidedbrandrecognition,showingrespondentsboththebrand'slogoand[...]

ReadmoreNote(s):UnitedKingdom;March2024;1248respondents;18to64yearsSource(s):StatistaConsumerInsightsMostpopularsocialmediaplatformsintheUnitedKingdom(UK)asofthethirdquarter2023,byusagereachLeadingsocialnetworksintheUnitedKingdom(UK)2023,byreachShareofinternetusers30%

40%0%10%20%50%60%70%80%79%90%WhatsAppFacebook73%FacebookMessengerInstagram60.1%59.7%X(Twitter)44.2%TikTok40%38.3%IMessageSnapchat31.3%30.2%26.8%LinkedInPinterest9Description:Asofthethirdquarterof2023,WhatsAppwasthemostactivesocialnetworkamonginternetusersintheUnitedKingdom(UK),with79percentofinternetusersreportinguseoftheservice.Facebookwasveryclosebehind,witharateof73percent,followedbyFacebookMessengerwith60.1percent.ꢀYouTube’sbroadaudienceintheUnitedKingdomYouTubereachesabroadaudienceintheUK,makingitanattractivepartnerforadvertisersofalmostanyproduct.Morethan75percentof[...]

ReadmoreNote(s):UnitedKingdom;Q32023;16-64years;internetuserswhousedeachplatforminthepastmonthSource(s):DataReportal;GWI;Meltwater;WeAreSocialSocialnetworkusagebybrandintheUKasofDecember2024SocialnetworkusagebybrandintheUK2024Shareofrespondents0%10%20%30%40%50%60%70%80%FacebookYouTubeInstagramTikTok74%61%58%42%X(Twitter)SnapchatLinkedInPinterestReddit31%27%23%20%13%Twitch8%NextdoorTumblrWeChat6%3%3%10Description:WeaskedUKconsumersabout"Socialnetworkusagebybrand"andfoundthat"Facebook"takesthetopspot,while"Yelp"isattheotherendoftheranking.ReadmoreNote(s):UnitedKingdom;JanuarytoDecember2024;24176respondents;18-64yearsSource(s):StatistaConsumerInsightsMostpopularsocialnetworksintheUnitedKingdom(UK)asofNovember2024,byshareofvisitsLeadingsocialnetworksintheUK2024,bymarketshareShareofvisits30%0%10%20%40%50%60%60.48%70%FacebookInstagramX(Twitter)Pinterestreddit13.45%10.87%8.71%2.69%2.12%YouTubeLinkedInTumblr1.21%0.38%

0.05%VKontakte

0.03%Fark

0.02%Other

0%11/statistics/280295/market-share-held-by-the-leading-social-networks-in-the-united-kingdom-ukInNovember2024,Meta'sFacebookheldapproximately60percentofthesocialnetworkmarketintheUnitedKingdom,whileInstagramaccountedforapproximately13.45percent.Overall,Xheld10.87percentofthesocialnetworkmarketintheUK.ReadmoreNote(s):UnitedKingdom;November2024;includesdesktop,mobile,tabletandconsoleuse;*StatCountercalculatesthestatisticsbasedonmorethan15billionhitsonlinepermonthfrommorethan3millionmembersitesworldwide.

ReadmoreSource(s):StatCounterFavoritesocialmediaplatformsamonginternetusersintheUnitedKingdom(UK)asof3rdquarter2023UK:favoritesocialnetworksQ32023Shareofusers10%0%5%15%20%25%23.6%WhatsAppFacebook19%Instagram15%TikTok11.5%X(Twitter)6.1%FacebookMessengerSnapchat4%3.4%IMessage2.3%2%1.5%RedditPinterest12Description:Inanonlinesurveyconductedduringthethirdquarterof2023,23.6percentofinternetusersintheUnitedKingdomreportedthatWhatsAppwastheirfavoritesocialmediaplatform,whilst19percentsaidthatFacebookwastheirfavorite.Overall,onlyaroundoneintenuserssaidthatTikTokwastheirfavoritesocialmediaservice,eventhoughꢀbrandawarenessoftheappishighintheUK.ReadmoreNote(s):UnitedKingdom;Q32023;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialLeadingsocialnetworksusedweeklyfornewsintheUnitedKingdomasofFebruary2024LeadingsocialnetworksusedfornewsintheUK202418%17%16%14%12%10%8%14%13%10%8%6%4%4%2%0%FacebookTwitterYouTubeWhatsAppInstagramFacebookMessenger13Description:AccordingtodatafromFebruary2024,FacebookwasthemostpopularsocialnetworkfornewsaccessintheUnitedKingdom,with17percentofrespondentsusingtheservice.TwitterandYouTuberankedsecondandthirdwith14and13percentofusersrespectivelyusingthenetworksfornewscontent.ReadmoreNote(s):JanuarytoFebruary,2024;2,107respondents;18yearsandolderSource(s):ReutersInstitutefortheStudyofJournalism;YouGovCHAPTER

03DemographicsDistributionofX(formerlyTwitter)usersintheUnitedKingdom(UK)asofSeptember2024,bygenerationUK:X/Twitterusers2024,bygenerationBabyBoomer(1946-1964)10%GenZ(1995-2012)24%GenerationX(1965-1979)31%Millennials(1980-1994)35%15/statistics/1439995/x-twitter-by-generation-ukAsofSeptember2024,Millennials,thosebornbetween1980and1994,madeup36percentofX's(formerlyTwitter)userbaseintheUnitedKingdom.Overall,31percentofusersintheUKbelongedtoGenerationX,and24percentwereofGenerationZ.ReadmoreNote(s):UnitedKingdom;October5,2023toSeptember11,2024;24,197respondents;18-64years;respondentswhouseX/TwitterSource(s):StatistaConsumerInsightsDistributionofX(formerlyTwitter)usersintheUnitedKingdom(UK)asofJanuary2024,bygenderUK:X/Twitterusers2024,bygenderFemale38.1%Male61.9%16Description:AsofJanuary2024,approximately38.1percentofX(formerlyTwitter)usersintheUnitedKingdom(UK)werewomen.Bycomparison,maleusersonthesocialnetworkaccountedforalmost62percentoftotalusers.

ReadmoreNote(s):January2024;18yearsandolder;basedonaddressableadreachSource(s):DataReportal;Kepios;Meltwater;WeAreSocialDistributionofX(formerlyTwitter)usersintheUnitedKingdom(UK)asofSeptember2024,bylevelofeducationUK:X/Twitterusers2024,byeducationlevelDoctoraldegreeorequivalent3%Noformaleducation1%Primaryschool1%Secondaryeducation(GCSE)21%Masterdegreeorequivalent15%Bachelordegreeorequivalent29%Furthereducation(ALevel,HigherNationalDiplomas)22%Nationalvocationalqualification(Level4orhigher)8%17/statistics/1440000/x-twitter-by-education-ukAsofSeptember2024,29percentofX(formerlyTwitter)usersintheUnitedKingdomheldaBachelor'sdegreeorequivalentqualification,while15percentheldamaster’sdegree.Overall,justthreepercentofXuserswereofadoctoraldegreelevelofeducation.ReadmoreNote(s):UnitedKingdom;October5,2023toSeptember11,2024;24,197respondents;18-64years;respondentswhouseX/TwitterSource(s):StatistaConsumerInsightsDistributionofX(formerlyTwitter)usersintheUnitedKingdom(UK)asofSeptember2024,byhouseholdincomeUK:X/Twitterusers2024,byhouseholdincomeShareofrespondents15%

20%0%5%10%25%30%35%34%40%HighincomeMediumincomeLowincome36%30%18Description:AsofSeptember2024,34percentofX(formerlyTwitter)usersintheUnitedKingdomwerefromahighincomehousehold,while36percentwerefromamediumincomehousehold.

ReadmoreNote(s):UnitedKingdom;October5,2023toSeptember11,2024;24,197respondents;18-64years;respondentswhouseX/TwitterSource(s):StatistaConsumerInsightsDistributionofX(formerlyTwitter)usersintheUnitedKingdom(UK)asofOctober2024,bypoliticalstanceUK:X/Twitterusers2024,bypoliticalviews202440%35%35%30%25%20%15%10%5%30%26%9%0%LeftCenterRightPrefernottoanswer19Description:AsofOctober2024,26percentofX(formerlyTwitter)usersintheUnitedKingdomstatedthattheyheldleft-leaningpoliticalviews.Overall,30percentsaidtheyheldrightleaningpoliticalattitudes.ReadmoreNote(s):UnitedKingdom;October2024;18,145respondentsSource(s):StatistaConsumerInsightsCHAPTER

04UsageShareofX(formerlyTwitter)usersintheUnitedKingdom(UK)whoareactiveonselectedsocialmediaplatformsasofOctober2024UK:Xuserswhoareactiveonselectedsocialnetworks2024Shareofrespondents0%10%20%30%40%50%60%70%80%79%90%FacebookYouTubeInstagramTikTok77%75%56%SnapchatLinkedInPinterestReddit38%37%30%22%Twitch17%21Description:AsofOctober2024,79percentofXusersintheUnitedKingdom(UK)werealsoactiveonFacebook,while77percentwereactiveonYouTube.Additionally,75percentofUKXuserswerealsoactiveusersofInstagram.

ReadmoreNote(s):UnitedKingdom;October2024;18,145respondentsSource(s):StatistaConsumerInsightsFrequencyofX(formerlyTwitter)usageaccordingtoadultsintheUnitedKingdom(UK)asofSeptember2024X/Twitter:UKadultusagefrequency2024Shareofrespondents30%

40%0%10%20%50%60%70%80%77%90%DailySeveraltimesaweekOnceaweek15%3%Severaltimesamonth1%Onceamonth

0%LessoftenNever1%2%22Description:AsofSeptember2024,77percentofX(formerlyTwitter)usersintheUnitedKingdomreportedusingtheservicemultipletimesperday.Overall,15percentofusersstatedthattheyusedXseveraltimesperweek.

ReadmoreNote(s):UnitedKingdom;October5,2023toSeptember11,2024;24,197respondents;18-64yearsSource(s):StatistaConsumerInsightsSocialnetworkwebvisitshareheldbyX(formerlyTwitter)intheUnitedKingdom(UK)fromApril2016toJuly2024X/Twitter:shareofsocialnetworkwebsitevisitsintheUK2016-202440%35%30%25%20%15%10%5%0%23Description:AsofJuly2024,X's(formerlyTwitter)monthlysocialnetworkmarketshareintheUnitedKingdomwas10.49percent.InApril2020,XmonthlysocialnetworkmarketshareintheUKwasaround37percent,analltimehighforthemicro-bloggingplatform.Furthermore,XemergedastheꢀsecondleadingsocialmediawebsiteintheUK.ReadmoreNote(s):UnitedKingdom;April2016toJuly2024Source(s):StatCounterRegionaldistributionofdesktoptraffictoX.com(formerlyT)asofMarch2024,bycountryDistributionofX.com/Ttraffic2024,bycountry25%23.21%20%15%10%5%16.06%5.51%4.12%Brazil3.25%Spain0%UnitedStatesJapanUnitedKingdom24Description:InthesixmonthsendingMarch2024,theUnitedStatesaccountedfor23.21percentofwebtraffictotheTURL.Japanrankedsecond,accountingfor16.06percentoftraffictothewebpage,andwasfollowedbytheUnitedKingdom,representing5.51percentofthewebaddressonlinevolume.ReadmoreNote(s):Worldwide;6monthsendingMarch2024;alltrafficSource(s):SimilarWebCHAPTER

05OpinionFavorabilityofX(formerlyTwitter)inBritainfromApril2022toAugust2024BritishadultsopinionsofX/Twitter2022-2024UnfavorableFavorable70%60%50%60%54%50%21%45%26%40%30%20%10%21%19%28Apr'2221Dec'2225Jul'2315Aug'2426Description:AccordingtoasurveyconductedbetweenApril2022andAugust2024,favorabilityofX(formerlyTwitter)amongBritishadultsdecreasedfrom26percentto19percent.Overall,asofAugust2024,60percentofBritishadultssaidtheyheldanunfavorableopinionoftheplatform,upfrom45percentinApril2022.ReadmoreNote(s):UnitedKingdom(GreatBritain);April28,2022toAugust15,2024;18yearsandolder;samplesizefor2024survey;2,021GBadultsSource(s):YouGovFavorabilityofX(formerlyTwitter)inBritainamongusersandnon-usersasofAugust2024BritishadultsopinionsofX/Twitter2024FavorableUnfavorable70%60%50%40%60%51%51%42%38%30%19%20%10%0%AllBritonsAllXusersDailyXusers27Description:AccordingtoasurveyconductedinAugust2024,60percentofBritishadultsheldanunfavorableviewofthesocialmediaplatformX(formerlyTwitter),while19percentheldafavorableview.FavorabilitywashighestamongdailyactiveusersofX,with51percenthavingapositiveviewoftheplatform.ReadmoreNote(s):UnitedKingdom(GreatBritain);August14to15,2024;2,021respondents;18yearsandolderSource(s):YouGovAdultsinBritainonhowtheyrefertoX(formerlyTwitter)asofAugust2024,bytypeofuserBritsonreferringtoX/Twitter2024,bytypeofuserShareofrespondentsAllXusers

DailyXusers0%

10%

20%AllBritons30%40%50%60%70%80%90%5%5%4%Just'X'80%78%Just'Twitter'70%14%15%Iusebothnamesatthesametimewhenreferringtoit(e.g.'X/Twitter')12%28Description:AnAugust2024surveyconductedinBritainfoundthat70percentofrespondentsstillreferredtoX(formerlyTwitter)as'Twitter'.Overall,fourpercentofrespondentsreferredtotheplatformas'X'.UsersofXwereslightlymorelikelytocalltheplatformbyitsrebrandednamethanthegeneralpopulation.InJuly2023,CEOElonMuskofficiallychangedTwitter’sname.ReadmoreNote(s):UnitedKingdom(GreatBritain);August14to15,2024;2,021respondents;18yearsandolderSource(s):YouGovDailyusersofX(formerlyTwitter)inBritainonthefreedomtopostharmfuloroffensivecontentontheplatformasofAugust2024X/Twitter:DAUinBritainonharmfuloroffensiveposts2024Shareofrespondents0%10%20%30%40%50%60%70%X/Twittergivespeopletoomuchfreedomtopostwhattheyw