Facebook Usage in Decline and Other Insights from Deloitte's Media Consumer Report

Deloitte have just released their Media Consumer 2014 report, tracking the latest trends in UK media consumption.This annual report usually reveals some interesting morsels for premium and luxury marketers, and this one is no different. Here are this year's most interesting insights:1. Facebook Usage Has Significantly Declined (2014 vs. 2013)There have been plenty of articles predicting the demise of Facebook. We think that's unlikely, but Deloitte's study does reveal a social network suffering from declining usage.Of the 67% of respondents who had a Facebook profile, just over 1/2 were active. That's down from 68% in 2013 and represents a striking fall in one year.Although Deloitte didn't pin down which demographic were predominantly responsible for this demise, it didn't support the theory that is was the "young people put off by their parents being on Facebook" phenomenon. The 16-24 year olds were the age group least likely to have stopped using Facebook.Twitter was the next biggest social network in the survey, with 1/3 of respondents having a profile. However, the proportion of active users was found to be higher than for Facebook at 2/3s.That would suggest that the 'active user' gap between Facebook and Twitter in the UK is narrower than some would suggest.2. Tablets Household Penetration is Catching Up with Smartphones (and Laptops)Almost 60% of Deloitte's survey respondents have at least one tablet in their household, compared to 75% who have a least one smartphone and over 80% who have at least one laptop.The level of household penetration of tablets and smartphones surprised us - it's higher than revealed in other surveys - and underlines the need for a multi-device (and not just a single 'mobile') strategy.3. 'Geek' Households Are Much More Likely to Be AffluentDeloitte defined a 'geek' household as one that owned the full gamut of technology devices, and 72% of these households were ABC1 compared to 28% that were C2DE.That makes sense because gadgets can be expensive and more affluent households are more likely to be able to afford them. We've had particular success with device specific targeting - for example, using tablet usage as a proxy for affluence and then targeting campaigns to just this device.However, these stats serve to underline how inexplicable it is that so many luxury brands have dragged their feet when it comes to digital marketing in general and multi-device strategies in particular.4. Cinema Going Becoming an 'Affluent' Leisure Pursuit28% of those earning £55,000+ go to the cinema at least monthly compared to 18% of those who earn less than £20,000.This is a reflection of the location of cinemas - which are much more likely to be built near affluent areas - and admission prices, which have increased faster than inflation for the past 6 years.5. Gaming is No Longer Just for Teenage BoysConsole gamers, playing AAA blockbusters such as Call of Duty, are still most likely to be 16-24 and male. But the typical casual gamer - defined as those playing games on tablets, smartphones and social networks - is a 25-34 year old woman.And there are opportunities to target this group via in app advertising - the strong preference amongst all gamers was for free to play games support by ads.The key shifts in gaming are not just the demographics - it's becoming a broader phenomena (10% of 55+s play are casual gamers) and is no longer a source of social embarrassment (just 5% dislike admitting how much time or money they spend on games.)Deloitte's report offers no other information on gaming sociodemographics other than age, and many gaming environments may not be suitable for premium and luxury brands. But in-app advertising in games is an area which certainly warrants further investigation.You can click this link to download a PDF of Deloitte's full Media Consumer 2014 Report.