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BizReport : Social Marketing : July 05, 2016

Brexit aftermath shows users attachment to social media

We are just over a week since the Brits voted to exit the EU, and if one thing is clear it is this: social media is where voters went to crow and to cry about the decision. According to new data out from Hitwise, a division of Connexity, social media meme searches increased nearly 20% on June 24, with mentions of Farage and Boris hitting 1 in every 84 image searches.

by Kristina Knight

"Communication of this sort via image is most common among young Brits with more than half (55%) of those searching for 'image', 'meme' or 'gif' online in the aftermath of the vote being ages 18 to 34. Since those in this age group accounting for just a third of the online population, it means they are 1.7 times more likely than average to conduct such searches. Brands seeking to connect with this group of Digital Natives should be considering memes and gifs as a communication channel. Doing so may provide those brands with increased engagement and relevance among this generation who came of age with the internet," said John Fetto, Senior Analyst, Hitwise, a division of Connexity.

Other top search queries included "What will happen to EU citizens in the UK" (1 in 300 searches), "What is Article 50" (1 in 350 searches) and "What is Brexit" (1 in 500 searches). Britons were also searching - in large numbers - about what happens when the exit actually happens; leading up to the vote Britons were also searching about leaving their country. In the last week, a growing number began pushing for a second vote.

"Distraught Remain voters quickly began pushing for a second referendum and on Friday one in every 34 online searches for 'referendum' included the word 'second' or '2nd'. At the time of this post, a petition to the UK government calling for such a second referendum had received 3.8 million signatures," said Fetto. "Using AudienceView, Hitwise was also able to learn more about those behind the push for a second referendum. Like those seeking to move to Canada, those seeking a second referendum are young with 47% being under the age of 35. They're also wealthier with those earning over £55,000 being 1.6 times more likely than average to have searched for information on a second referendum."

Tags: Brexit, Brexit on social media, Connexity, social marketing, social media trends

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