Home35+ Compelling UK Social Media Statistics for 2022

35+ Compelling UK Social Media Statistics for 2022

Last updated 23rd Nov 2022
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With 84.3% of the total population using social media platforms, the UK is one of the leading countries regarding social media usage in the world. As UK social media statistics suggest, the most popular platforms besides WhatsApp are Facebook, Snapchat, Twitter, Instagram, and Tiktok, with the first three reporting a slight drop in the number of users in the last few years. Read on to find out how big is social media in the UK.

Top 10 UK Social Media Statistics and Facts

  • As of January 2022, there were 57.60 million social media users in the UK.

  • 84.3% of the UK population uses social media platforms.

  • The average UK user spends one hour and 48 minutes daily on social media.

  • 53.6% of UK users are on social media to keep in touch with friends and family.

  • People in the UK use 6.3 social media platforms on average.

  • 29% of UK people use social media to research brand awareness.

  • There were 32.3 million Instagram users in the UK in September 2022.

  • 73% of people in the UK use Facebook or Instagram daily.

  • 13% of the entire Meta Platforms’ user base were women between 25 and 34.

  • With 78.1% of users logging in at least once a month, Facebook is the most popular social media platform in the UK.

General Social Media Statistics for the UK

As of January 2022, there were 57.60 million social media users in the UK.

What’s more, a whopping YoY growth of 4.6 million or 8.7% shows that social media has never been as popular as it is today. 86% of internet users in the United Kingdom use social media platforms as well, which is above the average percentage in Western Europe.

(DataReportal)

29% of UK people use social media to research brands.

The UK doesn’t top the chart in this regard. In fact, with 81% of people doing their brand research on social, Kenya is at the top globally. The latest social media statistics show that the worldwide average is 43.5% which means that people in the UK don’t have a lot of confidence in the information they find on social media channels. Ironically enough, 48% of high school kids in the US learn about investing via social media.

(Hootsuite)

With 78.1% of users logging in at least once a month, Facebook is the most popular social media platform in the UK.

Although some reports also count WhatsApp as a social media platform and therefore claim it’s the most popular one, Facebook has been leading the social media market for years now. However, according to the latest Facebook usage statistics, the popularity of Facebook is dropping year over year and it’s assumed that the percentage of social network users who are on Facebook will drop from 80.1% in 2022 to 78.1% by 2025.

(Insider Intelligence)

58% of UK and Irish organisations use social media data daily.

Using data gathered from social media has proven to be so efficient that most businesses collect new info daily. 31% of organisations do it weekly, 10% monthly, while fewer than 1% of businesses don’t do it at all.

(SproutSocial)

53.8% of the total UK social media user base is female.

Regarding social media demographics in the UK, females lead the way. Namely, the percentage of ad audience and users on almost all major platforms is higher for females, which isn’t surprising since there are more females in the UK than males. Still, it’s important to note that the ad reach percentages are slightly higher than when you compare the two genders population-wise.

(DataReportal)

Social Media Use Statistics UK

84.3% of the UK population uses social media platforms.

With 57.6 million users, the United Kingdom is in the 22nd place when ranking all world countries in terms of social media penetration. The usage rate in the UK is well above the global average (45%) but still pretty far from countries like the U.A.E, which sits at 106.1% mainly because of fake or multiple social media accounts.

(Statista)

The average UK user spends one hour and 48 minutes daily on social media.

This is one of the social media addiction statistics UK people can’t be too proud of but it’s still below the global average of 2 hours and 27 minutes. People from Nigeria and the Philippines top the list, with over 4 hours of their daily time going on social networking, on average.

(Hootsuite)

People in the UK use 6.3 social media platforms on average.

However, this number is notably lower than the worldwide average of 7.5 apps used monthly. Still, social media use statistics show that the UK is pretty far from Brazil, India, and Indonesia regarding the number of social media apps used since people in these countries use 8.7, 8.6, and 8.5 apps on average, respectively. On the other hand, the Japanese use only 3.9 social platforms on average, while the average US citizen actively uses 6.6 different social media platforms.

(Hootsuite)

74% of people in the UK and Ireland say their social media usage has been on the rise in the last two years.

The COVID-19 pandemic has had people adapting to the new “normal” since 37% of Britons say they spend more than 2 hours on social media platforms every day, which is 6% higher than their neighbours ‘across the pond’. Statistics on social media use such as this one give a clear sign to marketers to step up their game and turn enhanced user engagement into profit.

(SproutSocial)

56% of social media users like a post at least once every month.

The same percentage of people said they used social media to send private messages, while 49% used social media platforms to comment on a post. 40% of respondents followed people, 38% of them posted a video/photo, while 9% of people said they haven’t done anything on social media in the previous 4 weeks.

(Statista)

Snapchat Statistics UK

Snapchat had 20.65 million users in the United Kingdom as of January 2022.

This platform’s ad reach amounts to 30.2% of the total UK population, opening up a great opportunity for marketers and small businesses. Moreover, the total amount of people that could be reached by ads on Snapchat is equal to 30.8% of the total internet population in the UK.

(DataReportal)

As of January 2022, 44.1% of Snapchat’s ad audience was male.

Snapchat statistics show that 55.5% of Snapchat’s ad audience is female, which is 3.7% higher than the global ad reach for this social platform. Snapchat’s ad reach is even higher for people over the age of 13 and stands at 35.6%.

(DataReportal)

35% of social media users in the UK said they liked Snapchat.

One of the more interesting statistics about social media for marketers shows that there’s an opportunity to exploit the app’s popularity among younger generations and millennials. Namely, 89% of people in the UK have heard of Snapchat, while 27% of people who have used the app say they’re likely to do it again.

(Statista)

TikTok Statistics UK

The average UK user spends 27.3 hours on TikTok per month.

The YoY growth in average time spent on TikTok is the highest among all social media platforms and stands at 37%. For comparison purposes, on the average time spent using social media apps leaderboard, YouTube holds second place, with the average user spending 16.1 hours looking at videos and enjoying the app’s other features.

(DataReportal)

With 298k downloads, TikTok is the most popular Android app in the UK.

According to TikTok statistics, TikTok is the most downloaded app in the UK and Instagram, with 131k downloads less, holds the reputable second place. The list of the top three most popular Google Play store apps in the UK is rounded up with BeReal, with almost 155k downloads as of 2022.

(Statista)

The number of TikTok users is expected to reach 15 million users by 2025.

The astonishing growth of TikTok is no longer a surprise and no one expects the number of people using it to drop anytime soon. Regarding ad reach demographics, 59.7% of the total TikTok ad reach is occupied by female users.

(Statista, DataReportal)

Twitter Statistics UK

As of January 2022, Twitter had 18.40 million users in the United Kingdom.

Twitter is the 6th favourite social media platform for people in the UK, with 6.1% stating they loved spending time on Twitter the most. However, it holds second place regarding web traffic referral percentage, with 23.46%. However, the percentage is dropping at a whopping 20% YoY.

(DataReportal)

Twitter’s ad reach in the UK is equivalent to 26.9% of the total population.

The potential rises to 31.8% when it’s stacked up against the UK population older than 13, but Twitter statistics show the ad reach dropped in the first quarter of 2022 by 3.4%. However, marketers shouldn’t give up on Twitter just yet since there’s still a huge pool of opportunities for marketing there.

(DataReportal)

It’s expected Twitter will have 23.29 million users by 2025.

In 2021, the estimated number of Twitter users in the UK was 23.33 million. Although there have been many doubts regarding Elon Musk’s purchase of Twitter, the drop in the number of users isn’t expected to be as drastic as one would expect after Musk took some unpopular decisions in 2022.

(Statista)

Facebook Statistics UK

73% of people in the UK use Facebook or Instagram daily.

The majority of people who responded to the question “How often do you use social media platforms such as Instagram or Facebook?” said they do so daily. It’s important to note that WhatsApp and other instant messengers weren’t involved in the query. Moreover, 15% of respondents said they use them several times per week, while 3% of respondents said they don’t use social media apps.

(Statista)

Facebook statistics indicate marketers could reach 27.30 million users via Facebook Messenger ads.

Advertising on Facebook Messenger is a great opportunity for marketers since this amounts to 39.9% of the total population of the United Kingdom. As far as the demographics go, 55% of the audience is female, which is good to know when choosing products that are worth advertising.

(DataReportal)

The average UK user spends 15.5 hours on Facebook each month.

However, Facebook users statistics show that, due to the end of the pandemic, the YoY change is -6% meaning people spend less time on Facebook in 2022 than they did in 2021. However, 21% of UK people between the ages 16 and 64 said their favourite social media app was Facebook and the next in line of favourite apps (WhatsApp) gets people to stay active 8.8 hours per month, on average.

(DataReportal)

Instagram Statistics UK

There were 32.3 million Instagram users in the UK in September 2022.

Dua Lipa is the most followed UK account on Instagram, with more than 87 million followers. According to a survey from 2021, around 25% of the UK’s male population is on Instagram, while that’s true for around 30% of their female counterparts. Younger generations still love Instagram, but it appears to be losing the battle with TikTok regarding its growth and attracting new users.

(Statista)

Instagram’s total reach vs the total UK population is 46.5%.

The latest Instagram statistics show that this platform should still be in marketers’ notebooks. Furthermore, Instagram restricts people younger than 13 to register so it’s interesting to know that 54.8% of eligible people in the UK use Instagram. Finally, with 56.3% of people using it at least once a month, Instagram is the fourth most used social media platform in the UK.

(DataReportal)

The number of Instagram users in the United Kingdom is projected to increase to 37.44 million by 2025.

A personal favourite for 14.6% of UK people, most of Instagram’s users are females. Although its popularity has dropped by 1% in the last year, Instagram users still spend around 7.9 hours per month using this app. Moreover, web traffic referrals from Instagram skyrocketed in 2022, showing a 317.1% YoY growth.

(Statista, DataReportal)

Social Media Marketing Statistics UK

With 64% of them using it, Instagram is the most popular social media platform for marketers in the UK.

According to a survey done in the UK and Ireland, there’s a discrepancy between consumers’ and marketers’ anticipation of apps they’ll be using in the next twelve months. Namely, 64% of marketers will most likely target Instagram users, while only 54% of surveyed people claim they’ll use Instagram in that period. On the other hand, 67% of consumers anticipate they’ll be using Facebook, while social media marketing stats support the claim that only 57% of marketers will target Facebook users with their marketing strategies.

(SproutSocial)

35% of UK people choose a competitor when a brand takes too long to respond on social media.

Furthermore, 35% of the interviewed consumers also claim they’ll not complete a purchase if they don’t receive a reply to their social media query in time. 18% of them will give a negative review on social media, while 33% will complain about it to their friends and family. If there’s one thing you shouldn’t miss out on as a small business in the UK, that’s investing time and effort into building customer loyalty. That’s why 68% of affiliate marketers use social media to connect to customers.

(SproutSocial)

Facebook’s ads reach 51.3% of the total UK population.

As you might have noticed from one of the previous stats, this is one of the reasons why most marketers choose Facebook for pursuing their goals. 55.6% of web traffic referrals come from Facebook and the percentage keeps growing. According to the latest social media facts, Facebook’s potential ad reach for the population aged 13+ is a whopping 60.5%, while the percentage drops to 51.3% when put up against the total UK population number.

(DataReportal)

Social media ads account for 30.3% of the total digital advertising spend in the UK.

22.5% of people discover brands through social ads and 15.9% of them do the same through social media comments. That’s why it’s not surprising that brands invested around $8.25 billion on social media ads in 2022, which is a 22.7% YoY growth.

(DataReportal)

Social Media Demographics

56% percent of Instagram’s ad audience in the United Kingdom is female.

The total potential reach of ads on Instagram in the UK is around 31.75 million people. Moreover, the year-on-year change in Instagram ad reach from 2021 to 2022 is 750k or 2.4%. As you can see from these stats, marketers can still see a lot of merit in using this social media platform.

(DataReportal)

50.6% of YouTube’s ad audience in the UK is female.

Potential ad reach for YouTube is astonishing since it stands at 57.6 million. As far as UK YouTube demographics are concerned, YouTube’s ads could potentially reach 92.2% of the total UK population older than 18. Regarding the YouTube audience, this social media platform has the smallest gender gap since 50.6% of females and 49.4% of males use YouTube.

(DataReportal)

13% of the entire Meta Platforms’ user base were women between 25 and 34.

In the UK, Meta’s platforms saw the most engagement from people aged 25 to 34. Namely, right after women aged 25-34, the second largest user base of Meta’s social media platforms were men in the same age group. Finally, a mere 4.1% of Meta’s UK users were teens between the ages of 13 and 17.

(Statista)

UK Social Media Usage by Age

62.9% of people over 18 in the UK use LinkedIn monthly.

LinkedIn is one of the social media platforms with 34 million members meaning that it has huge untapped potential since its ad reach is equivalent to 50.8% of the local internet user base. Moreover, it’s interesting to note that it’s one of the rare social media platforms where men are the majority of users, with 56.3%.

(DataReportal)

Around 2 million UK teens between 13 and 17 use Facebook.

Moreover, Facebook Messenger has more than 516k users in this age group. Teenage social media statistics in the UK also show that Meta’s Instagram had more than 1.6 million teenage users as of September 2022. However, all three platforms have seen a slight YoY decline in the number of teen users in 2022.

(Statista)

15.1% of the UK population older than 13 uses Pinterest.

This stands true due to the fact that Pinterest has age restrictions, and only people older than 13 can use this platform. The user base is actually 13.1% of the total local internet user base and 74.5% of the ad reach audience is female.

(DataReportal)

The Summary

To sum things up, the social media industry in the United Kingdom is quite big and, in most aspects, more profitable than the worldwide average. Although the average usage rates aren’t that high and people don’t spend too much time on social media, the sheer number of people that can be reached out to through social media allows marketers to believe that investing in social media marketing still has good ROI.

UK Social Media FAQ

What percentage of the UK is on social media?

84.3% of the UK’s population uses social media every month.

(Statista)

How many people use social media in 2022 UK?

As of January 2022, 57.6 million UK users use social media platforms at least once per month.

(DataReportal)

What social media does the UK use the most?

If we don’t count WhatsApp as a social media platform, Facebook is still the most popular among UK people with 73.5% of internet users logging in to Facebook at least once a month.

(DataReportal)

What age group uses social media the most in the UK in 2022?

GenZers and Millennials use social media the most. 25% of the total social media user base falls under the 25-34 years old category.

(Statista)

How much time do people spend on social media?

As per the latest social media statistics, UK people spend around one hour and 48 minutes per month on social media.

(Hootsuite)

Sources:

Darko Jacimovic

Darko Jacimovic

With over six years of writing experience, Darko is a prolific writer in multiple industries including finance, and technology. Acquiring a BA in English pushed him to pursue his lifelong dream to conquer the internet and engage with the personal finance space. While looking for his next travel destination, Darko developed impeccable research skills that helped him craft some of the most popular finance stats pages on the World Wide Web.