DUBLIN – Research and Markets has announced the addition of eMarketer’s new report “UK Social Network Advertising: A New Platform for Consumer Goods” to their offering.
Almost half of UK web users are social networkers, and time spent on the sites is rising quickly. Advertiser dollars are growing along with usage, and CPG marketers in particular are making social media an important part of the marketing mix. 2010 was a breakthrough year for social media in the UK. eMarketer estimates that 21.8 million people used social networks – almost half of the online population. By 2014, about 60% of all UK web users will be social networkers.
The time spent on social networks is rising too. In August 2010, visitors to Facebook spent an average 5 hours and 47 minutes on the site, according to the UK Online Measurement Company and Nielsen, and in September 2010, only Google boasted a greater market share of website visits than Facebook, according to Experian Hitwise.
Most advertisers see social media as a uniquely promising channel in which to build brand awareness, promote goods and services, solicit customer feedback and encourage long-term interaction. Spending is rising quickly; UK social network ad spending will reach an estimated 275 million ($430 million) in 2012, more than double the 130 million ($203 million) spent in 2010.
Consumer packaged goods (CPG)which in the UK are called fast-moving consumer goods accounted for 11.8% of all online ad spending in H1 2010, according to the Internet Advertising Bureau UK (IAB UK) and PricewaterhouseCoopers (PwC). Though most CPG brands were initially slow to embrace online advertising, many now see excellent returns from digital channels. Social media is an increasingly important part of the CPG marketing mix.
Key questions this report answers:
* What proportion of UK online advertising spending goes to social networks?
* How many UK internet users are active on social networks?
* How do UK web users engage with brands online and in social media?
* How are CPG brands using social media to address the UK audience?
Key Topics Covered:
* Executive Summary
* Key Questions
* The eMarketer View
* Ad Spending in UK Social Networks
* The Mobile Opportunity
* Consumer Usage of Social Networks
* Consumer Engagement with Brands in Social Media
* Facebook vs. Other Sites
* Advertisers Use of Social Media
* Loyalty and Reward Schemes
* Games, Contests and Votes
* Branded Events and Experiences
* Using Social Media for Consumer Goods Research
Sources/Contributors:
* Blue Latitude
* Booz & Company
* CheckFacebook.com
* comScore Media Metrix
* Connect Insight
* DDB Optimum
* eCircle
* Econsultancy
* eMarketer
* Grocery Manufacturers of America (GMA)
* Guava
* Inside Network
* Internet Advertising Bureau UK (IAB UK)
* Lightspeed Research
* Mobile Marketing Association (MMA)
* Office of Communications (Ofcom) – UK
* PricewaterhouseCoopers (PwC)
* Vision Critical
For more information visit http://www.researchandmarkets.com/research/fe24ee/uk_social_network.
