To delete or not to delete – the discerning British social networker

The average Brit is spending nearly four hours a day online, with at least one hour devoted to building their social network of 139 contacts and of these people, they only see up to 10 in the real world. Almost one in six (15%) Brits spend their time building networks of over 200 online connections, while nearly one in five (19%) have ‘culled’ their contacts, according to research from Birmingham Science City.

The younger generations are the most prolific social networkers with over 1 in 10 (11%) 16 – 34 year olds having more than 500 online friends. Of the vast online networks built by 16 – 34 year olds, two thirds (66%) of them only see up to 20 of their online connections on a monthly basis.

However there is evidence that people are becoming more discerning when it comes to their digital contacts. These vast online networks can fall foul of the delete button as nearly one in five (19%) Brits admit to ‘culling’ online contacts either by deleting or blocking them in an attempt to refine their digital network. 16 – 24 year olds are the most active in the ongoing management of their social networks as over one third (38%) admitted to ‘culling’ their contacts, compared to only just over one in 10 (12%) of over 55s.

The difference between generations is also clear as nearly half (45%) of over 55s are concerned that increasing use of social media is leading to an increase in anti-social behaviour while less than one fifth (18%) of 16 – 24 year olds feel the same way.

Dr Pam Waddell, Director of Birmingham Science City, comments:

“We commissioned this research among 2000 adults as the digital industry is a huge growth area and Birmingham is leading the way in developing digital technologies. We wanted to see how these technologies are being utilised and understand the full impact they have on our private and professional lives.

“We are regularly using so much digital technology that it is undeniably revolutionising the way we live. In fact, more than a quarter (28%) of people reported that they don’t know how they’d do their job without a portable digital device such as a laptop or smartphone. While nearly two thirds (63%) think technology has made their home life easier.”

Craig Jackson, Head of Psychology & Professor of Workplace Psychology at Birmingham City University, comments:

“This research clearly shows an obvious divide between younger and older users, both in terms of motives for using social networking, as well as the strategies that they use and adopt. Many younger users of Twitter for instance, have readily adopted the cunning use of provocative avatars and self-descriptions to ensure they snare curious browsers – the “bikini-shot” avatar is a common sight.

“There is also an active element of reciprocity in the younger users’ attitudes to maintaining social contacts, with a “follow me or I won’t follow you” expectation that often works as an un-written rule. Older users, who are less likely to be using their number of social contacts as a yardstick to their popularity, may not be so demanding of their followers. By contrast, the act of culling large swathes of followers can be quite a time consuming and systematic activity, and this is something that younger users, with more leisure time, may have the freedom to do. Younger users are more likely to delete contacts or followers that are seen of little use, value or amusement. With the addition of the button that allows users to see who has de-followed them on Facebook, it may hopefully lead users to be more reflective of their online activities, asking themselves “why” they have lost followers/friends, rather than “who” they have lost.”

Building effective and useful online networks is most important to students and those working in arts and culture as well as sales, media and marketing professionals. More than one third (34%) of students, a third (33%) of those in arts and culture and one quarter (25%) of those in sales, media and marketing have admitted to deleting or blocking online contacts to refine their social and professional networks.

The research also shows that the average Brit spends over an hour and a half (1hr 33 minutes) a day on emails, one hour browsing news and magazine websites, an hour and 10 minutes on the phone either texting or talking and two hours and 21 minutes listening to music.