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BizReport : Social Marketing : December 12, 2014

Ofcom report reveals drop in social media use in several countries

In a survey by Ofcom across nine countries, the UK was found to have the greatest decline in social media use among adults.

by Helen Leggatt

During the past 12 months, the UK has seen the largest dip in the use of social media out of nine countries surveyed - Australia, China, France, Germany, Italy, Japan, the U.S.,and Spain. In the 12 months from September, 2013, the number of adults in the UK accessing social media at least once a week dropped from 65% to 56%. Across the pond in the U.S. there was a less drastic drop-off in social media use, dropping from 56% to 54%.

Japan and China were the only two other countries in which social media use dropped.

Ofcom's International Communications Market Report 2014 suggests the reason for the decline in use of social media could be down to the growth of apps and services that are not focused on networks of connections such as messaging services like WhatsApp and WeChat.

Facebook was the most popular social network in all the countries except Japan where Twitter was more popular.

The survey, which involved 9,065 consumers from the nine participating countries, found that Italy had the highest proportion of adults online rising from 69% a year ago to today's 75%, while Spain also increased from 72% to 74%.

Image via Shutterstock

Tags: research, social media

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