Social media now accounts for almost a third of the UK’s entire digital ad spend. Marketers are increasingly investing in social platforms, with annual spend on social media advertising in the UK now at $11.3 billion, an increase of more than 25% year-on-year. Keeping in touch with friends and family is by far the most popular reason that social media users cite for their use of social platforms (53%), followed by filling spare time (37%) and reading news stories (27%). The UK has 57 million social media users, who spend an average of one hour and 56 minutes each day on social platforms. WhatsApp is also the UK’s most used social media platform, with 73% of internet users aged 16-64 messaging each month, followed by Facebook (71%) and Instagram (56%). However, WhatsApp was named the nation’s favourite social media platform, followed by Facebook and Instagram, with TikTok and Twitter in fourth and fifth place respectively. The report shows that in 2022, TikTok was the UK’s most downloaded mobile app (up from third in 2021), followed by WhatsApp, Vinted, BeReal and the NHS app. We Are Social, the socially-led creative agency, and Meltwater, a global leader in social and media intelligence, have released Digital 2023: The United Kingdom, which covers social media and digital data and trends in the country.
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