The boom times for social network adoption in the UK look to be largely over, as new user growth is set to slow to a near standstill by 2018. What growth does remain is coming from users expanding their social network activity to mobile devices, according to a new eMarketer report, “UK Social Networking Trends: Mobile Is Becoming the New Normal,” which noted that the proportion of UK social network users who will access their accounts via mobile phone will continue to increase substantially throughout eMarketer’s forecast period, rising from 75.3% in 2014 to 90.2% in 2018.
Social media is an important consideration for marketers in the UK. It has to be, given the sheer size of the audience. But the marketing effectiveness of these networks hasn’t always been rated highly by those in the business. However, as UK consumers move their social networking behaviors to mobile, some marketers are beginning to move their efforts along with them. Read the rest at eMarketer.