Social media stats | 2009 vs 2016

We’ve done some digging around our blog archives and found some fantastic social media stats all the way from 2009!
We thought it would be interesting to see how these match up with statistics from this year (2016). As you probably already know, digital has been growing at a rapid pace for years, with the internet continuing to develop and improve on a near enough daily basis.
Consumer behaviour has changed massively since 2009 (7 years is a long time!), and these changes impact how a consumer interacts with social media, what platforms they use, how often they use it, and how influenced they can be.
Here is the 2009 article in question: UK Social Media Stats Round Up 2009 (please excuse any non- existing links – it was written a fair few years ago)!

Which social media platform has the most market share in the UK (2016)?

Facebook had 47.5% of market share in 2009, followed by YouTube with 16.63% and Bebo with 4.26%.
As you can probably guess, Facebook is still very much the front runner, however, their share has shot up to 82.56%. YouTube has dropped down to 8th place with 0.14% of the market, as Twitter took its place with 8.34%. Bebo is now a distant memory (although it did have plans to re-surface in 2015), and has been replaced in the third spot by Pinterest with 3.4% of the UK market.
Social Media Market Share 2016

Using Social platforms to make a complaint

As they were in 2009, consumers are still continuing to voice their complaints and negative feedback through various social channels. Now, 25% of social media users in the UK make complaints over social media, a step up from the 13% who talked about bad experiences through their social channels in 2009. With an influx of new platforms that are easily accessible, and highly influential, it’s no surprise that the number of people utilising social media as a customer service tool is on the increase.

It is said that the majority of people will post about negative experiences, but if they’ve had a positive experience they are less likely to shout about it.

Even if companies are receiving public complaints that can highlight them in a negative light, it can be reversed if they deal with the complaint correctly and as soon as possible. Customers are complaining publicly to gain a response and 64% of consumers that complained online said they described their interactions as a ‘good experience’. Only 14% claimed their experience was less than positive, proving that interacting with customers and dealing with the complaint efficiently and effectively is incredibly important. It is said that people are 50% more likely to post about negative experiences than about positive experiences – perhaps not that surprising considering we’re Brits (we love a good moan)!
Facebook is the platform consumers are most likely to make a public complaint on with 68.7%, followed by Twitter with 23.6%.
social stats

Brands on social media

Back in 2009, 78% of users interacted with brands and companies through new social media sites. Now, 90% of consumers would recommend a brand to others after interacting with them on social media according to a 2013 survey by the IAB. The platform with the audience that follows the most brands is Instagram, a new-comer which wasn’t around in 2009. Instagram is the perfect platform for engaging with audiences due to how visual it is and the fact that it has the ability to story tell and sell a lifestyle rather than just a product. Following closely is Twitter with 50% of its audience following their favourite brands on the platform, and maybe surprisingly Facebook comes in last with 44% – We say last, but it is only 9% behind Instagram.
Brands on social
In 2009, we reported that 89% of people believed that brands should interact through social media. Interestingly, we couldn’t find many stats on this in 2016. Instead we found that rather than the question “Should brands interact on social media?” surveys were more likely to ask “Which social media platforms should brands use?” or “How many different platforms do you expect brands to have a presence on?” Findings from Hubspot’s 2015 study Social Media & Its Importance For Brands discovered there was a generational theme – 95% of Millennials, 87% of Gen X’ers and 70% of people aged 45-60 think brands should at least have a Facebook page! On average, people believe brands should be using 3 social platforms at the bare minimum.

Advertising on social media

Social networks accounted for 13.8bn display ad impressions in August 2009. But in 2016 92% of businesses said that social media was an important part of their business.
Ad impressions have continued to increase on social, as has the amount of money spent on display advertising. In 2014, £26.4bn was spent on display advertising, which now accounts for 32% of digital ad spend – we can only imagine that now it has increased again as more and more businesses discover its worth.
It’ll be interesting to review this post in another 7 years to see what differences there are and whether numbers, percentages and spend continues to increase across social.

Written by Shannon May