The UK has 57 million social media users, who spend an average of 1 hour and 56 minutes each day on social platforms. WhatsApp is also the UK’s most used social media platform, with 73% of internet users aged 16-64 messaging each month, followed by Facebook (71%) and Instagram (56%). However, WhatsApp was named the nation’s favourite social media platform, followed by Facebook and Instagram, with TikTok and Twitter in fourth and fifth place respectively. The report shows that in 2022, TikTok was the UK’s most downloaded mobile app (up from third in 2021), followed by WhatsApp, Vinted, BeReal and the NHS app. We Are Social, the socially-led creative agency, and Meltwater, a global leader in social and media intelligence, have released Digital 2023: The United Kingdom, which covers social media and digital data and trends in the country. Report from We Are Social also finds that UK social media ad spend has increased more than 25% year-on-year
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