18.4% of Brits say they check social media first thing in the morning, whilst they are still in bed, up from 9.9% of people in 2014.
When we look at who checks their social media profiles before getting out of bed, all age groups, even those over the age of 55 years old, have increased. The largest surge from the three year comparison comes from 18-24 year olds (+22.5%) and 25-34 year olds (14.2%).
The poll by Kantar’s Lightspeed GMI found that, once again, women are more hooked to checking their social media profiles in bed (24.1%) than men (12.3%). And we find that men are more likely to say: ‘I do not check every day’ (14.2% men v 11.7% women), and ‘I am not on social media’ (29.4% men compared to 16.8% women).
So, which are the social media apps these Brits checking?
Data from Kantar's UK mobile behavioural panel reveals that for all age groups, the most used mobile app is Facebook. The mobile behavioural team tracked the following apps: Facebook, Twitter, Instagram, Pinterest, Tumblr, and LinkedIn. We found that 84% of our female panellists, aged 24-34 years old, have the Facebook app installed, compared to 78% of men. After Facebook, the next most popular social media app was Instagram; however, there are significant variations by age and gender. For example, Pinterest is much more popular with young women aged 24-34 years old (36%) than young men (9%).
Our behavioural data supports our poll, in that women are more interested in social media than men. Women aged 24-34 years old check Facebook on average three times a day, compared to twice a day for men of the same age.
Source : Lightspeed, Kantar