Have you ever wondered how people who live, work and study in London use social media? Is there a difference between North and South London? Do more females use Snapchat than males?
We thought the same and decided to find out the answer for ourselves! Link Humans, together with Social Media London surveyed people who work and live in London and asked questions based on several different categories:
- Social Media
We thought that by providing the answers to these questions, we could find out why certain people are using social media, if there are common trends and how this can help brands and social networks in the future for content and targeting purposes.
So, who really is using social media in London and what are some of the social secrets that we found out?
In terms of privacy, we discovered that in London, 51% of females prefer to use a private social media account, whereas only 28.21% of males would use private accounts. In addition to this, we wanted to find out London’s favourite social network. Twitter ranked first as favourite social network in our survey, Instagram came second and Facebook ranked 3rd. It is interesting to see the rise of the visual network and how popular it is in comparison to Facebook. On the topic of visual networks, we also wanted to discover respondents favourite social network for video, 71.67% of respondents chose YouTube as their favourite. An interesting statistic was how popular Snapchat is amongst certain age groups. We found that 35.71% of 18-24 year olds use Snapchat daily and this was the largest percentage out of any of the possible age groups. More on Snapchat here.
It was important to find out takeaways for brands from this study. Brands need to know how to target and engage with certain audiences, to do that they need to know what their audience want from them on social networks. We found that 75.83% of respondents follow brands for interesting and entertaining content and promotions and discounts came next in terms of what people want from brands. What wasn’t so popular was job listings and participating in discussions which only 16.67% said they wanted from brands. Perhaps brands need to focus more on varied content that is entertaining for various groups of people. Shareable content is what the people want! 52.38% of 18-24 year olds consider competitions to be important on social media when it comes to brands, so perhaps this is the way to attract millennials and a younger generation.
Politics and Events
We wanted to understand how people interact with each other at networking events and how social media is incorporated into that communication. Surprisingly, we found that 71.54% of people would give out their Twitter handle at an event and 62.60% would give out their email! LinkedIn was not in the top 2 although many may have expected it to be. However, 90.23% of respondents said they would definitely connect on LinkedIn after an event.
Social media and work are merging more than ever before. Not only has there been an increase in jobs in the social media industry, people are starting to use social media at work for both work purposes and to stay in contact with friends and colleagues. This is proven through the results we gathered in our survey: 73.23% of respondents spend 1 hour+ at work daily and 88.55% use social media for work purposes. In terms of what Londoners want from brands that they wish to work for in the future…89.13% of females expect job listingson social media from potential employers and 44.57% expect interview tips. Perhaps brands should take note of this, it could be a way to recruit more potential employees if they are being given what they are actively seeking from content on social media, in addition to this, 92.31% of 18-24 year olds use Facebook at university so this network would be a good place to recruit and create job postings.
To read more about the statistics we gathered including information regarding the food industry, fashion and relationship…take a look at the infographics below which display the most shocking facts and funny figures!