Executive Summary

Social user numbers are on a slow rise in the UK, but the makeup of platform audiences is changing a little more rapidly. In particular, age profiles are shifting, and marketers should shift with them.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. How many people in the UK use social networks, overall and by platform?
2. Which platforms are most popular among which age cohorts?
3. How should marketers use this information to build out their social ad strategies?

WHAT’S IN THIS REPORT? A comprehensive view of the overall user market by platform and the changing social media landscape in the UK, plus how these changing dynamics will impact marketers.

KEY STAT: Facebook remains the most popular social network, but it’s losing share of social network users, falling from 81.1% to 80.1% this year. TikTok, meanwhile, will shoot up the rankings to become the third-biggest platform by 2023.