Essential UK Social Media Statistics for 2023: A Comprehensive Look
In the UK, social media continues to be a thriving space, with more than 53 million active users, accounting for approximately 77.9% of the overall population[1]. The average daily time spent by users on social media globally is around 2 hours and 28 minutes, and platforms like TikTok, YouTube, Instagram, Facebook, and Twitter are among the most influential[1].
User Demographics: While specific age and gender breakdowns for UK users are limited, the popularity of platforms such as Facebook for news and Instagram, TikTok, and YouTube for brand engagement suggests a diverse demographic, reaching across different age groups, including Millennials and Gen Z who favor video-rich content[1].
Time Spent on Platforms: - TikTok users in the UK spend an average of 95 minutes per day, making it the platform with the highest engagement time[1]. - Instagram users spend around 53 minutes daily, with the 25-34 age bracket being the largest demographic[1]. - Facebook users are engaged for about 23 minutes daily, with a slight decline in usage year-over-year[1]. - YouTube users watch over 50 minutes per day, with the 18-24-year-old age group being the biggest user base[1]. - Twitter users in the UK spend around 4 minutes a day on the platform, primarily driven by news and trending topics[1].
Business Engagement and Impact: Social media serves as a cost-effective marketing tool for businesses in the UK, enabling small businesses and startups to promote their products affordably[2]. Real-time analytics enable brands to track and adjust campaigns efficiently, while social media significantly drives website traffic, customer insights, and competitor analysis[2].
Brand engagement rates vary by platform, with YouTube and Instagram leading at 23% engagement, Facebook at 22%, TikTok at 13%, and Twitter at 7%, indicating that visually rich platforms are most effective for interactions[1].
Social media also fosters community building and influencer partnerships in the UK, increasing brand loyalty and credibility[2]. Around 55% of consumers use social media to discover new businesses, and many make purchases directly influenced by social platforms[4]. Furthermore, 40% of UK adults report being influenced by social media in their holiday food choices, indicating social media’s broader lifestyle impact[5].
Influencer Marketing: A notable trend is the growing influence of influencers on UK consumers, with 70% of teenage YouTube subscribers trusting influencer opinions over traditional celebrities[6].
Business Usage: Platforms like Facebook Messenger are widely used by businesses and companies to engage with users, with 40 million businesses using the service[3].
In conclusion, social media in the UK is a critical channel for business marketing, with varied platform usage reflecting diverse demographic engagement. Visual and video content platforms like Instagram, YouTube, and TikTok dominate in brand engagement, while Facebook remains central for news and community aspects. Businesses leveraging real-time data, influencer collaborations, and social-driven traffic gain significant competitive advantages in this dynamic environment[1][2][3][4][5].
[1] Statista (2021) [2] Hootsuite (2021) [3] Facebook Business (2021) [4] Sprout Social (2021) [5] GlobalWebIndex (2021) [6] Ofcom (2021)
Technology and lifestyle are deeply intertwined in the UK, as social media platforms like TikTok, YouTube, Instagram, Facebook, and Twitter dominate daily activities, with an average usage of approximately 2 hours and 28 minutes per day across various age groups [1]. entertainment is also a significant factor, with visually rich content on platforms such as Instagram, YouTube, and TikTok driving higher brand engagement rates [1]. Furthermore, the influence of social media extends beyond simply using these platforms, as it shapes consumer behaviors and preferences, influencing everything from product choices and purchasing decisions to holiday food selections and brand loyalty [4][5].
