Half of UK online population now social network users
The rise of social networking, and the involvement of advertisers in these channels, was one of 2010’s mega-stories—not least in the UK. Though spending in social networks is still a fraction of total online ad spending, many UK brands have leapt at the chance to engage with consumers in an environment where they spend increasing amounts of time and are highly motivated to share their thoughts.
eMarketer estimates social network ad spending in the UK will rise from £130 million ($203 million) this year to £275 million ($430 million) by 2012, an increase of more than 110% in two years. This will boost social network ad spending from 3% of all online ad spending to 6% over the same time period.
eMarketer estimates social network ad spending in the UK will rise from £130 million ($203 million) this year to £275 million ($430 million) by 2012, an increase of more than 110% in two years. This will boost social network ad spending from 3% of all online ad spending to 6% over the same time period.
Facebook, the most popular social network in the UK as in the US, will take the greatest share of spending as marketers continue to follow their customers to social media.
“There’s a new breed of advertisers that have recognized this shift and understand that he who adds the most value to the consumer wins,” a representative from Facebook told eMarketer. “Agencies have been quick to recognize and harness the power of social but in the last six months alone, we’ve seen marketing directors start to truly understand the opportunities in this space and build a great social experience for customers.”
In the US, social network ad spending—estimated by eMarketer at $1.68 billion this year—takes a larger slice of the online pie, at 6.7% in 2010.The most likely reason for this discrepancy is that the major social networks, specifically Facebook, were born in the US; however impressive the subsequent growth and advertiser interest in other countries, those markets are playing catch-up to some extent.
Similarly, the US also has a somewhat larger share of its population active on social networking sites, according to eMarketer estimates. Just under half of web users in the UK visit social networks at least monthly this year, compared with an estimated 57.5% of US internet users. The total UK audience is up 15% this year to 21.8 million.
“There’s a new breed of advertisers that have recognized this shift and understand that he who adds the most value to the consumer wins,” a representative from Facebook told eMarketer. “Agencies have been quick to recognize and harness the power of social but in the last six months alone, we’ve seen marketing directors start to truly understand the opportunities in this space and build a great social experience for customers.”
In the US, social network ad spending—estimated by eMarketer at $1.68 billion this year—takes a larger slice of the online pie, at 6.7% in 2010.The most likely reason for this discrepancy is that the major social networks, specifically Facebook, were born in the US; however impressive the subsequent growth and advertiser interest in other countries, those markets are playing catch-up to some extent.
Similarly, the US also has a somewhat larger share of its population active on social networking sites, according to eMarketer estimates. Just under half of web users in the UK visit social networks at least monthly this year, compared with an estimated 57.5% of US internet users. The total UK audience is up 15% this year to 21.8 million.
Growth will moderate, with the number of UK social network users set to rise just 10% next year and by the single digits thereafter, reaching nearly 30 million and 59.9% penetration by 2014.
Source: eMarketer
Source: eMarketer
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