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Global Social Media Marketing: United Kingdom
Overview
UK enjoys quite a dynamic relationship with the current boom in the online marketingindustry across the globe. Staggering changes in the statistics and the online demography
of this nation has been noticed in the past half a decade or so.
Apart from the internal and direct forces that are pulling the strings in this ongoing web
churning in the country, there also are external events - and mass opinion formed as a
result of those, giving shape to the future of social media and networking in the region.
This in turn, is bound to affect its utility as a marketing tool.
Social media and online networking has also contributed massively to a rise in internet
usage across the spectrum in Britain. Surveys conducted by the Office ofCommunications of the United Kingdom over the past six years suggest that there has
been a substantial fall in the level of general concern and scepticism regarding theinternet in the UK.
New research by the government agency also reveals that a sizeable section of users arenow willing to take online risks more than ever, especially when it comes to internet
security and privacy settings. Despite internet usage and social networking gaining in
popularity, online privacy awareness is constantly on the rise.
A 2011 study conducted by Ofcoms the found that of all online activities, social
networking topped the list for netizens aged between 16 and 24 in the country. 91% ofthese users claimed that they had engaged in online exchanges on social networkingwebsites such as Facebook and Twitter.
This trend however, is not restricted only to the younger generation. Almost 20% ofinternet users even above the age of 65 years indicated in the aforementioned survey that
they participated in an online social media forum in some form or the other.
UKs Social Media Demography
Almost 60% of the internet users in the UK claim to have a profile on at least one socialnetworking website. It is worth mentioning though, that the growth in British
membership on the most popular such platforms has seen a drop, with a rise of just 5%
since 2010.
Contrast this to the rates of growth in 2010, which was 10%, and 2009, when the rise was
a whopping 22%. Among those that are existing members of a social networking forum,
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67% claim that they are visiting the site on a daily basis, a huge increase from the 30%
figure of 2007.
Britain based social media agency Umpfrecently did a survey among approximately 2400
online UK citizens who possess active profiles in at least one of the leading social media
platforms in the country. The data they collected was presented in the form of thefollowing info-graphic:
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The Social Media Roster
The following are the most popular social networking platforms, ranked by the number of
visits from the UK in September 2011, released by Experian Hitwise in the same year.The percentage change from the previous years figure is also mentioned in parentheses.
1. Facebook - 51.94% (-4.32% yearly change)2. YouTube - 22.50% (+5.33%)
3. Twitter - 3.40% (+1.11%)
4. Yahoo! Answers - 2.34% (+0.18%)
5. Gumtree - 1.16% (-0.03%)6. LinkedIn - 0.96% (+0.52%)
7. Tumblr - 0.84% (+0.54%)
8. Moneysavingexpert - 0.43% (-0.04%)
9. MySpace: 0.39% (-0.57%)10. Moshi Monsters: 0.37% (+0.15%)
The Sex Ratio
Overall, online social media and networking seems to be more popular among the female
Britons, with 60% of them participating in one or the other such website. Only 54% of
online UK men have jumped into the fray on the other hand.
British men however, were found to be more likely to join a professional networking
platform such as LinkedIn. 16% of British male internet users tried this service, as against
9% of females in 2011.
Future Projections
Within a twelve month period between September 2010 and September 2011, traffic to
social networking websites within the UK saw an increase of almost 11%. According to
eMarketer (May 2012), 59.9% of internet users in the UK will be using at least one socialmedia service by the end of 2014.
Their projected yearly numbers are:
2011 - 52.6%
2012 - 55.3%
2013 - 57.7%
2014 - 59.9%
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Mobile Social Networking
According to Comscore, users of mobile devices in the UK who access social networksfrom their phones, do so almost every day. The number of online UK residents accessing
social networking platforms per week on mobile devices has spring-boarded from 15% in
2010, to 29% in 2011.
This jump is even higher for smart phone users, up from 39% in 2010, to 55% in 2011. It
is noteworthy that almost 44% of mobile users in Britain own a smart phone. iPhoneusers have been found to be the most likely to access the internet using their device.
Consequently, smart phone ownership is increasingly becoming directly proportional to
the amount of mobile social media penetration.
All in all, approximately 35% of the overall mobile phone market is now accessing social
networking services from their handheld devices. See the following graph for further
reference:
Changing Attitudes towards the Internet
According to Ofcoms Adults Media Use and Attitudes report, negative concerns
regarding the nature of the internet have dropped significantly amongst UK adults from a
massive 70% in the year 2005, to just 50% in 2011. Confidence in the cyber world is at
an all time high at 84%.
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This fall in apprehensive attitudes has come with increased amounts of time being spent
on the web. Every UK internet user is now online for an average of over 15 hours every
week, an increment of 5 hours since 2005.
Here are some further pointers:
50% of all users in Britain maintain that the internet has increased the level and
volume of interaction they have with their family and friends who do not live in
the same city as they do.
Almost 24% believe they have an improved contact even with people who live
nearby. Another major reason for adults to turn to the online world is specialised
information.
68% of the internet users in the UK now access the internet in order to look for
details regarding public services, an increase of 19% from what it was in the year
2005.
79% of UK adults that have internet access have used it to look up information
regarding travel and leisure activities, a rise of 18% from the 2005 figure for the
same.
2012 data from Experian Hitwise corroborates these findings. UK netizens are nowpaying 93 million more visits per month to search engines, than it was in the same month
in previous years, i.e., a growth of about 4.3%. And Google, as expected, has the lions
share. Take a look at the following chart:
Effects on Social Media Networking
Due to this changing point of view, a personal attachment to the online world in the adult
population of Britain has seen in a sizeable increment in recent times. In 2011, 17%adults missed going online via a PC or laptop. This section of UK adults accounted for
only about 8% of the online population in 2005.
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The internet is increasingly becoming a big part of the everyday lives of Britons,
irrespective of their location. Almost 80% of adults now go online on multiple devices
and locations, a jump of 20 % from the 2005 figure.
On an average, each UK resident is now spending approximately 7 hours per month on at
least one of the major social networks. The following graphic represents thecomprehensive internet usage trend, and corresponding social media habits of Britons for
the year 2011.
The senior most age group however - those above 65, are still the least likely to haveaccess to the internet in the country. About 51% of this age group say that they dont
intend to acquire an internet connection for their homes a section that is roughly 15% of
the entire population of the UK.
Latest Findings on Online Privacy Concerns in the Region
The Media Literacy Report released by the Office of Communication has revealed that
despite the dropping apprehension levels, the British online population is becoming much
more conscious of the security risks on the internet. This can be attributed to increasedawareness levels and decreasing speculation regarding the World Wide Web.
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According to the report, internet users are acquiring more knowledge regarding the online
world, and becoming less and less willing to furnish personal details online than they
were in the year 2007. An estimated 80% UK citizens that are members of a socialnetworking site, are now more likely to allow only friends and family to view their
profile information, as against a mere 48% in 2007.
A sizeable proportion of British users display a lack of confidence in filtering software
security features sourced from the web.
The Scots have come out as the most yielding of all the Britons when it comes to
providing personal information on the web. In contrast to 23% of the Welsh and the
Northern Irish, 50% of the online community of Scotland do not hesitate in furnishing
their home addresses on third party websites.
44% of adult users in Scotland are also likely to provide their credit card information for
online purchases and verification processes, compared to just 19% of the Northern Irish
adults. Overall, 32% of the adults in the UK are willing to provide their home addressesand 27% of them their credit card information, on the internet.
In spite of this, a section of users in Britain is still willing to take studied risks on the
web. 26% of internet users in the UK believe that their personal data, like date of birth,
hometown or permanent address is accessible to people unknown to them.
About 16% of British users of social networking sites claim that they share personal
details, including their contact information, beyond their immediate friends list. 61% of
Britons have this information available only for people in their friends list. 13% of theremaining online demography of this region responded that they do not put up such
details on their profiles at all.
There has hardly been any alteration in online Britons propensity towards giving out
their personal data on the web since 2005, seeing only an increase of 3% over a period of
6 years. 31% users are now willing to provide their credit or debit card data on theinternet as against 28% in the year 2005.
There has been a change however, in terms of entering personal details on more
professional and secure looking windows and system messages, padlock signs forinstance. There has been a significant increase in such type of data gathering from 43%
in 2005, to 56% in 2011.
Ofcom also found that while most users in the UK are amply aware of the Terms and
Conditions and Privacy Statements on the various websites they use or visit, hardly
24% ever actually made the effort to read through them. Although, the same proportionof users claim the opposite.
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The age group least likely to thoroughly read such material online is the one between the
ages of 16 to 24. This comprises 35% of the non-reading section of the UK netizens. At
the same time, just 14% of UK internet users over the age of 65 make this effort.
It is noteworthy however, that the aforementioned younger age group is also the least
likely to judge an online portal before entering any personal information. Also,approximately half of UKs online community still considers television and radio content
to be more reliable and accurate than the material they find online on similar topics.
Significantly, 31% users actually prefer and trust the internet over other media.
The Societal Impact
Social media is also bringing a measure of dynamism in British society that has never
been seen before. A great example is the riots that took place in London last year. Many
reputable sources came out with hindsight analyses in the role of the mainstream mediaand online social media in the aggravation and abetment of the events.
According to a piece by The Guardian columnist Josh Halliday, the Riots Communities
and Victims Panel found that riots were 'made worse' by the rolling coverage on
television and the internet. The role of online social networking services such as BBM,Twitter and Facebook was brought to the attention of civil society and government
authorities by this panel.
On the other hand, the recent London Olympics presented the flipside of this social mediarevolution in the country in the form of 150 million tweets in a matter of just 16 days.
Take a look at this graph:
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But this large scale impact of the online and social networking world is not limited only
to the community aspect of the British society. It is also changing the professionallandscape of the nation.
According to a study by Oriella Digital Journalism, over 50% of journalists in the worldare today using social media platforms like Twitter to find, identify, and verify news
stories. The following presentation will provide a better idea:
Social media is also changing the way industry recruitment is happening in the UK. Datafrom The Group suggests that today, 1.9 million Britons connect with prospective
employers via LinkedIn. More than 1.7 million UK professionals today follow the
corporate twitter accounts of FTSE100, in addition to the 19 million fans it has on its
Facebook pages. Over 62 million Britons viewed corporate videos on YouTube betweenJanuary and June in 2012.
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Where Lays the Opportunity for Online Marketers?
48% of adult internet users in the UK now believe that they saved significant amounts ofmoney by researching and performing price comparisons, and purchasing goods and
services online. In the last 6 months, 81% of British internet users have saved money by
choosing the internet over retail shopping. Also, 30 % of UKs online community nowprefers to do their basic banking online, checking their account balance for instance. This
is a rise of 8% from the 2005 figure for the same.
However, one of the biggest impacts of the internet and social media in the UK has been
on the travel industry. Over 36% of UKs internet users now prefer to book holidays on
the web, almost equalling the number of bookings done physically.
This is how companies perceive online social media in the UK presently:
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Apart from all the socio-economic, technological, and demographic factors discussed in
this chapter, there are some additional items online marketers must keep in mind beforelaunching a campaign using various networking tools on the internet.
A SkyIQ study recently found that around 66% of indiscrete direct marketing was beingdone using e-mails in the UK in September 2011. The following was the fallout:
Case Study: The Influence of Social Media on the UK Travel Industry
According to the World Travel Market 2011 Industry Report that included data
surveyed from over a thousand Britons who took at least one vacation lasting seven daysor more in the preceding 12 months - social media portals such as the likes of
TripAdvisor and Facebook, have become much more important to British holiday makers
while deciding on a number of aspects of their vacation. 40% of those surveyed made oneor more references to online social networking in the 2011 study, a sizeable jump from
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2010s 36% that turned to social media to seek advice, plan, finalise, and book their
holiday.
Out of all the travel related social networking platforms online, TripAdvisor held its
position as the favourite amongst UK users, comprising around 65% of the total number
of social media users. Although Facebook and other tourism websites too attracted afourth of British tour planners, travel blogs continue to struggle for credibility and still
have not made it as a mainstream source of information for holidaying and travel. Just
10% of users visited such pages.
Social media websites influenced the changes in hotel bookings for more than one-third
of the UK holiday makers that used them, and as a direct result of what they discovered
or read there, a trend that carried forward from 2010. However, there was a marginal fallin social medias influence on the choice of the operator, hotel address, location and the
air carrier.
Irrespective of all this, almost 48% of Britons retained their original holiday plans andchoose not to alter their destination, as against 42% in 2010. Nevertheless, online social
networking continues to influence and alter the travel plans of over 50% of British peoplewho choose to use it.
All in all, the report indicates that although most Britons are not willing users of socialmedia at the planning stages of their vacation, more than 50% of those who do, end up
changing some part or the other of their plan. And this is quite a sizeable portion of the
UK travel market.
Despite a lot of external pressures such as legal threats from hotels and negative publicity
in the media such as the Channel 4 documentary film that portrayed the habitual travel
reviewers as motivated and questionable, more than three-fourths of Britains travellersgoing on extended tours still completely trust travel related opinions and reviews on the
internet.
Out of the 550 respondents that have been long haul travellers at least once in the
preceding one year, 76% claimed that they found the relevant online social media
discussions to be a valuable tool in guiding them throughout their journey.
What is encouraging for the hospitality business is that just 12% of British travellers
would take a decision against a particular hotel on the basis of a single adverse review on
the web. However, this figure rises exponentially with the rise in the number of negativecomments. 54% will look for different lodging if two or more reviews are unfavourable.
Also noteworthy is the fact that 18% of the users maintained that such forums serve justas a small part of the decision making process. Traditional factors like budgets and
location still hold the final say. Curiously, less than 5% of those included in the survey
suspect any foul play, bias, or vested interests in the content on such review and social
networking websites.
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Some of the highlights and conclusions of the study can be summed up as:
Social medias influence on a particular industry might sometimes be overstated
and over estimated.
Online social networking services such as Facebook and Twitter do not extend as
much influence on UKs travel industry as one might think. A more niche service
such as TripAdvisor is far more influential.
Conversations between users and brands and among users themselves on a social
media platform, leads to positive behaviour on both ends of the spectrum.
Experience sharing such as a hotel review by an individual traveller is only one
point of view and influence only a small part of opinion formation.
Social networking websites still make for excellent advertising platforms to reachtargeted individuals.
The utility of a presence in the social media arena for a brand cannot be
overstated in the medium and long run. It cannot however, be expected to drive
short-term sales for the same.
Social Media Marketing Census Results
According to the latest figures released by a Fishburn, Hedges and Echo research in the
month of April 2012, 36% of the UK online community is using social media forumssuch as Facebook and Twitter to interact with various commercial brands. This number
has doubled in the last eight months alone.
The census was done amongst 2000 adult British internet users, along with brands suchas BT, Sainsbury's, Pepsi, O2, HSBC, Oasis, Barclays etc. - all considered pioneers in
online marketing for their respective brands. Here are some of the findings:
65% of the respondents said they found social media to be a better medium to
communicate with the brands, ahead of calling in to their customer services over
the telephone.
68% say that the online platform provides them a broader scope of dialogue, and a
louder voice.
Although 64% of the consumers are not using social networking to engage with
the brands proactively, 40% of the respondents agreed that these online forums
augment the customers overall experience.
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And So,
Social media and online networking continues to grow in the UK, as is the case
worldwide. Its overall significance was succinctly summed up by this underliningstatement made by the government body led by Mr.Darra Singh - in the wake of the
London Riots.
"What is clear from the riots is that there is no simple 'switch off' solution. Viral silence
may have as many dangers as viral noise."
References
Ofcom (Office of Communications):
http://stakeholders.ofcom.org.uk/market-data-research/media-literacy/archive/medlitpub/medlitpubrss/socialnetworking/
Ofcom (Office of Communications):
http://media.ofcom.org.uk/2012/03/29/uk-adults-less-concerned-over-internet-despite-
privacy-risks/
David Haynes, Department of Information Science, City University, London:
http://www.google.co.in/url?q=http://aspiresquared.co.uk/wp-
content/uploads/Social_Networks_Haynes_-2011.pdf&sa=U&ei=Tvk6UMnpDpCsrAfAoYGwAQ&ved=0CB8QFjAE&usg=AFQjC
NGQPIoGILtscG1C-CdtmRItNfJLfQ
Social Networks and UGC:
http://www.newmediatrendwatch.com/markets-by-country/18-uk/152-social-networks-
and-ugc
Josh Halliday:
http://www.guardian.co.uk/media/2012/mar/28/uk-riots-twitter-facebook
Images
Infographic: Active UK Users of Social Media Platforms by Tom Foremski, February 21,
2012:
www.siliconvalleywatcher.com/mt/archives/2012/02/infographic_act.php
What are the facts behind Video SEO? by Adjust Your Set, 23 December, 2011:
http://content.adjustyourset.tv/2011/12/why-video-seo-marketing.html
http://stakeholders.ofcom.org.uk/market-data-research/media-literacy/archive/medlitpub/medlitpubrss/socialnetworking/http://stakeholders.ofcom.org.uk/market-data-research/media-literacy/archive/medlitpub/medlitpubrss/socialnetworking/http://media.ofcom.org.uk/2012/03/29/uk-adults-less-concerned-over-internet-despite-privacy-risks/http://media.ofcom.org.uk/2012/03/29/uk-adults-less-concerned-over-internet-despite-privacy-risks/http://www.google.co.in/url?q=http://aspiresquared.co.uk/wp-content/uploads/Social_Networks_Haynes_-2011.pdf&sa=U&ei=Tvk6UMnpDpCsrAfAoYGwAQ&ved=0CB8QFjAE&usg=AFQjCNGQPIoGILtscG1C-CdtmRItNfJLfQhttp://www.google.co.in/url?q=http://aspiresquared.co.uk/wp-content/uploads/Social_Networks_Haynes_-2011.pdf&sa=U&ei=Tvk6UMnpDpCsrAfAoYGwAQ&ved=0CB8QFjAE&usg=AFQjCNGQPIoGILtscG1C-CdtmRItNfJLfQhttp://www.google.co.in/url?q=http://aspiresquared.co.uk/wp-content/uploads/Social_Networks_Haynes_-2011.pdf&sa=U&ei=Tvk6UMnpDpCsrAfAoYGwAQ&ved=0CB8QFjAE&usg=AFQjCNGQPIoGILtscG1C-CdtmRItNfJLfQhttp://www.google.co.in/url?q=http://aspiresquared.co.uk/wp-content/uploads/Social_Networks_Haynes_-2011.pdf&sa=U&ei=Tvk6UMnpDpCsrAfAoYGwAQ&ved=0CB8QFjAE&usg=AFQjCNGQPIoGILtscG1C-CdtmRItNfJLfQhttp://www.newmediatrendwatch.com/markets-by-country/18-uk/152-social-networks-and-ugchttp://www.newmediatrendwatch.com/markets-by-country/18-uk/152-social-networks-and-ugchttp://www.guardian.co.uk/media/2012/mar/28/uk-riots-twitter-facebookhttp://www.siliconvalleywatcher.com/mt/archives/2012/02/infographic_act.phphttp://content.adjustyourset.tv/2011/12/why-video-seo-marketing.htmlhttp://stakeholders.ofcom.org.uk/market-data-research/media-literacy/archive/medlitpub/medlitpubrss/socialnetworking/http://stakeholders.ofcom.org.uk/market-data-research/media-literacy/archive/medlitpub/medlitpubrss/socialnetworking/http://media.ofcom.org.uk/2012/03/29/uk-adults-less-concerned-over-internet-despite-privacy-risks/http://media.ofcom.org.uk/2012/03/29/uk-adults-less-concerned-over-internet-despite-privacy-risks/http://www.google.co.in/url?q=http://aspiresquared.co.uk/wp-content/uploads/Social_Networks_Haynes_-2011.pdf&sa=U&ei=Tvk6UMnpDpCsrAfAoYGwAQ&ved=0CB8QFjAE&usg=AFQjCNGQPIoGILtscG1C-CdtmRItNfJLfQhttp://www.google.co.in/url?q=http://aspiresquared.co.uk/wp-content/uploads/Social_Networks_Haynes_-2011.pdf&sa=U&ei=Tvk6UMnpDpCsrAfAoYGwAQ&ved=0CB8QFjAE&usg=AFQjCNGQPIoGILtscG1C-CdtmRItNfJLfQhttp://www.google.co.in/url?q=http://aspiresquared.co.uk/wp-content/uploads/Social_Networks_Haynes_-2011.pdf&sa=U&ei=Tvk6UMnpDpCsrAfAoYGwAQ&ved=0CB8QFjAE&usg=AFQjCNGQPIoGILtscG1C-CdtmRItNfJLfQhttp://www.newmediatrendwatch.com/markets-by-country/18-uk/152-social-networks-and-ugchttp://www.newmediatrendwatch.com/markets-by-country/18-uk/152-social-networks-and-ugchttp://www.guardian.co.uk/media/2012/mar/28/uk-riots-twitter-facebookhttp://www.siliconvalleywatcher.com/mt/archives/2012/02/infographic_act.phphttp://content.adjustyourset.tv/2011/12/why-video-seo-marketing.html -
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UK mobile social media users show heavy usage patterns by Dirk Singer, Nov 28, 2011:
http://liesdamnedliesstatistics.com/2011/11/uk-mobile-social-media-users-show-heavy-usage-patterns.html
Social Media? Its About The Numbers! by Brian Kelly, 14 August, 2012:http://ukwebfocus.wordpress.com/category/social-networking
Study: 75% of UK Journalists Source News from Known Social Media Contacts byRachel McAthy, 21 June, 2012:
www.journalism.co.uk/news/study-75-percent-journalists-source-news-from-known-
contacts-on-social-media/s2/a549652
How Recruiters Can Get Started with Social Media by Jorgen Sundberg:
http://theundercoverrecruiter.com/how-recruiters-can-get-started-with-social-media
The State Of Social Media in the UK by Lauren Dugan, November 16, 2011:www.mediabistro.com/alltwitter/the-state-of-social-media-in-the-uk-infographic_b15845
10 Interesting Digital Marketing Stats weve seen This Week by David Moth, August 09,
2012:
http://econsultancy.com/in/blog/10508-10-interesting-digital-marketing-stats-we-ve-seen-this-week-10
Reasons UK Consumers Unsubscribe by derickson, May 1, 2012:
http://trends.e-strategyblog.com/2012/05/01/reasons-uk-consumers-unsubscribe-chart/374
http://liesdamnedliesstatistics.com/2011/11/uk-mobile-social-media-users-show-heavy-usage-patterns.htmlhttp://liesdamnedliesstatistics.com/2011/11/uk-mobile-social-media-users-show-heavy-usage-patterns.htmlhttp://ukwebfocus.wordpress.com/category/social-networkinghttp://www.journalism.co.uk/news/study-75-percent-journalists-source-news-from-known-contacts-on-social-media/s2/a549652http://www.journalism.co.uk/news/study-75-percent-journalists-source-news-from-known-contacts-on-social-media/s2/a549652http://theundercoverrecruiter.com/how-recruiters-can-get-started-with-social-mediahttp://www.mediabistro.com/alltwitter/the-state-of-social-media-in-the-uk-infographic_b15845http://econsultancy.com/in/blog/10508-10-interesting-digital-marketing-stats-we-ve-seen-this-week-10http://econsultancy.com/in/blog/10508-10-interesting-digital-marketing-stats-we-ve-seen-this-week-10http://trends.e-strategyblog.com/2012/05/01/reasons-uk-consumers-unsubscribe-chart/374http://trends.e-strategyblog.com/2012/05/01/reasons-uk-consumers-unsubscribe-chart/374http://liesdamnedliesstatistics.com/2011/11/uk-mobile-social-media-users-show-heavy-usage-patterns.htmlhttp://liesdamnedliesstatistics.com/2011/11/uk-mobile-social-media-users-show-heavy-usage-patterns.htmlhttp://ukwebfocus.wordpress.com/category/social-networkinghttp://www.journalism.co.uk/news/study-75-percent-journalists-source-news-from-known-contacts-on-social-media/s2/a549652http://www.journalism.co.uk/news/study-75-percent-journalists-source-news-from-known-contacts-on-social-media/s2/a549652http://theundercoverrecruiter.com/how-recruiters-can-get-started-with-social-mediahttp://www.mediabistro.com/alltwitter/the-state-of-social-media-in-the-uk-infographic_b15845http://econsultancy.com/in/blog/10508-10-interesting-digital-marketing-stats-we-ve-seen-this-week-10http://econsultancy.com/in/blog/10508-10-interesting-digital-marketing-stats-we-ve-seen-this-week-10http://trends.e-strategyblog.com/2012/05/01/reasons-uk-consumers-unsubscribe-chart/374http://trends.e-strategyblog.com/2012/05/01/reasons-uk-consumers-unsubscribe-chart/374