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Social Media Popularity Update: Autumn 2015


Wondering what the most and least popular social networks have been throughout the last few months? In our Social Media Popularity Update we’ve rounded up some of the most interesting facts and figures we can find.

As any Social Media Marketing Guru knows, digital marketing campaigns without analysis are completely pointless. The same can be said to apply to the channels themselves – in order to target any campaign, whether it be paid or organic, you need to understand where your audience is. And part of reading your audience can be seen through popularity trends amongst users.

The popularity of each social network is constantly changing as users join or leave, engage or disengage. So to help you understand the state of the industry we have put together our Social Media Popularity Update.

*Please note that some of these statistics may have changed slightly since they were reported, and should only be used as awesome guide examples.

The scale of Internet users

In case you’ve been living under a rock and still don’t quite understand the importance of digital, let us give you an example of the sheer magnitude of the market that are now on the internet. According to figures provided by the International Telecommunications Union, in 2005, an average 16% of a world population of 6.5 billion were using the internet. This was made up of around 51% of the population of the developed world, and only 8% of the developing world. In 2014, an estimated 40% of a world population of 7.2 billion are reported to be internet users. Now 78% of the population of the developed world are users, and percentage of users from the developing world has grown to 38%.

That is a lot of people – 2.88 billion to be precise – and that figure has undoubtedly grown substantially over the last year.


Key demographic:
Under 30s – particularly popular with women

Percentage of online adults that use it:

Amount of active users:
1.49 billion active monthly users

Percentage of users that use the site at least once a day:
65%, equating to nearly 696 million

Amount of daily active users:
968 million

Number of small businesses with a Facebook page:
40 million

Percentage of posts to pages that aren’t replied to:

Two most likely reasons for users to unlike a Facebook page by percentage:
1. Uninteresting posts (32%)
2. Too many posts (28%)


Key demographic:
Similar amount of males to females, main users in the range of 18-29 years

Percentage of online adults that use it:

Amount of active users:
Over 270 million

Amount of businesses that the average user follows:
5 or more

Most popular brand on Twitter:


Key demographic:
Over 30s, mostly educated to the equivalent of graduate level and higher

Percentage of online adults that use it:

Number of unique monthly visiting members:
97 million

Increase in likelihood of a profile view when you include a profile photo:
Around 11 times

Number of LinkedIn member page views in the 2nd Quarter of 2015:
35 billion

Average number of jobs that professionals think look good:
3 Jobs


Key demographic:
Mostly 19-29 year olds, predominantly females. Around 90% of users are under 35 years old.

Percentage of online adults that use it:

Amount of monthly active users:
300 million

Percentage of accounts that are inactive:
An estimated 30%

Percentage of accounts that are fake spam bots:

Amount of active UK users:
Around 14 million

Percentage of UK teens that use Instagram weekly:

There you have it! We hope that the information comes in useful when considering your next digital venture. Thinking about maximising your social media potential? Why not get in touch and see what we can do for you.

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