"Some 41% of the UK online population claim to be getting bored of social media according to new research from YouGov. But despite this almost two thirds (65%) have used Facebook within the last month and that figure rises to an almost ubiquitous 95% among 16-20 year olds. YouTube is the closest social media site behind Facebook with half (50%) of all UK internet users using the site within the last month."
"it appears that whilst social media can be a key tool in the brand marketer's armoury, in particular to maximise commitment amongst those already highly engaged with the brand, it has not quite reached the effectiveness necessary to be considered as a truly mass media marketing tool With the ability to share, tweet and interact on any kind of site, almost a given, social media services increasingly need to have an extra raison d'etre beyond merely being 'social' to make an impact in today's crowded market."
A substantial share (41%) of the UK online population report boredom with social media while platform usage remains high: 65% used Facebook in the last month and 95% of 16–20 year olds used Facebook. YouTube reached 50% monthly usage, followed by Twitter (23%), Windows Live (14%), LinkedIn (13%), Google+ (12%) and Spotify (10%). Facebook shows signs of plateauing, with 23% of active users saying they now use it less than a year ago and 19% expecting reduced use in a year. Many users resist brand engagement via social media and nearly half object to ads targeted from profile activity.
Read at The Drum
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