As Ofcom reported in their 2010 Communications Market Report, the average UK adult spends two-fifths of their time on computers communicating with others. In fact, for 16 to 24 year-olds, communication dominates over half of computer use. We are social has a good digest of the socially-relevant content in Ofcom’s report on their blog, as well.
2. 1 in 5 UK adults prefers surfing the web to watching television.
The importance of communication is also represented in the shift from traditional, one-way media to conversational media online. Online activities such as emailing, texting, and social networking all command high attention and high importance scores from users, while traditional forms of media consumption – watching TV, listening to the radio, reading print media – attract much lower average attention scores, says Ofcom.
3. Social networking is now the most popular pastime in the UK.
As UK adults shift their free-time focus to online activities and communication, it’s no wonder social networking is now their most popular pastime. Simply Zesty reported in their video that 64% of UK adults have a profile on a social network. The average user spends just over six hours on social media sites per month. The importance of social networking could be contributing factor to the finding that 1 in 3 UK adults now agree with the statement, “I could not live without the internet.”
4. 74% of UK adults under 35 find some business benefit in their social media use.
According to a study from Salesforce and OnePoll, younger adults in the UK and Ireland find business benefits in their social media use, as do 52% of UK adults over 35. The research also shows that social media is on the rise at the workplace, with 46% of employees using these services at work every day. This figure rises to 56% for employees in their early 20s, and to two-thirds for those just entering to job market.
5. About a third of UK businesses now use social media to communicate with customers.
Given the business benefits UK adults find in social media, it follows that UK businesses are getting in the game. New figures from Virgin Media Business show 33% of the 5,000 U.K. businesses surveyed now use Twitter to communicate with customers, compared to 32% using Facebook and 29% using MySpace. “British businesses have been quick to see the opportunities that lie within social media and are helping lead the world in targeting this new form of media,” said Andrew McGrath, Executive Director of Commercial Operations at Virgin Media Business.
6. 92% of people in the UK using online search now shop online.
Online shopping in the UK has grown from 66% to 67.3% during the last two years, says IMRG. Of those in the UK using online search, 91.9% are now shopping online. In fact, 78% of all UK internet users now look online for information about goods and services.
7. Consumers in the UK and Europe account for a third of global online sales.