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Social media usage continues to surge, IAB study shows

October 10th, 2013

Social media usage continues to surge, IAB study shows

More and more companies are using social media to raise awareness of their brand and with good reason.

Facebook alone has more than one billion active monthly users, so marketers have a huge audience to target when creating new content.

Social media continues to grow

A new report published by the Internet Advertising Bureau (IAB) has confirmed that British web users cannot get enough of social networking platforms.

Figures suggested "entertainment, social media and blogs" now account for more than one-third of total internet time in the UK. The average consumer will spend around 43 hours a month online – the equivalent of one in every 12 minutes.

Undoubtedly, the digital revolution has been boosted by the incredible uptake of smartphones and tablets. Research by eMarketer showed that one-third of the UK population now has access to a tablet – a mind boggling statistic.

Why companies must target the mobile market

The fact that eMarketer predicts half of the country will be searching the internet via a tablet device by 2017 underlines the point that companies need to target the mobile market.

According to UK Online Measurement and comScore, 22 per cent of all internet time spent on tablets, smartphones and laptops is attributed to entertainment. Again, this indicates that content marketers who produce fresh, up-to-date articles, blogs, infographics and videos that can be shared via sites like Facebook, Twitter and Instagram can successfully reach out to a massive number of consumers.

IAB chiefs believe the ongoing introduction of 4G technology – which will provide faster mobile internet access across the UK – will encourage businesses to spend even more money on mobile marketing campaigns in the coming years.

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