Majority of UK Social Users Worry About Being Watched - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Majority of UK Social Users Worry About Being Watched

Social media monitoring, analysis among top market research channels

February 11, 2014

Nearly two-thirds of UK internet users will be social networkers this year, eMarketer estimates, but recent research finds that those who use social platforms still worry about how such sites track their information.

According to January 2014 research by TNS BMRB, six in 10 internet users in Great Britain were concerned about social networks monitoring or collecting their information. Females were slightly more worried than males, at 63% vs. 56%.

Those in the 18-to-24 age range were the least concerned about social media monitoring (48%); however, 25- to 34-year-olds were very worried, trailing just the 65-and-older age group.

Internet Users in Great Britain Who Are Concerned About Social Networks Monitoring/Collecting Their Information, by Demographic, Jan 2014 (% of respondents in each group)

A September 2013 study by Crimson Hexagon found that these concerns may be valid. Among UK digital marketing professionals polled, social media monitoring and social media analysis were among the top three channels used to conduct market research, cited by 65% and 55% of respondents, respectively.

Channels Used to Conduct Market Research According to UK Digital Marketing Professionals, Sep 2013 (% of respondents)

Online or email questionnaires ranked No. 1, at 86%. Respondents to such surveys typically know the agency or brand distributing the study is conducting market research.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.