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How are British motorcycle dealers using social media and what can be learned from those who are doing it well?

The Full Chat Agency has conducted an independent, quantitative research study to answer those questions and provide a series of benchmarks for the UK motorcycle trade.

Social Media Integration

An astonishing 44% of businesses in the study do not link to any social media channels from their websites. Some of those may well be using social media, but they’ve been excluded from the rest of the research.

Proportion of motorcycle dealers linking to social media channels from their websites

Social Media Networks

The research study focused on the use of the ‘Big 3’ social media networks: Facebook, Twitter, and Instagram.

97% of motorcycle dealers have a presence on Facebook. 49% have a Twitter account. 13% have an Instagram account. Only 10% have all three.

Social media networks used by UK motorcycle trade

Facebook

Average number of ‘Likes’ (audience size) on a Facebook Page: 2,695

Largest: 21,025
Smallest: 3

Average post (activity) recency on Facebook: 40 days

Shortest: Less than 24 hours (35% of businesses with Facebook Pages)
Longest: 1,712 days (4.7 years)

Proportion of Facebook Pages active within the last week: 68%

Twitter

Average number of ‘Followers’ (audience size) on a Twitter account: 768

Largest: 21,045
Smallest: 3

Average tweet (activity) recency on Twitter: 185 days

Shortest: Less than 24 hours (20% of businesses with Twitter accounts)
Longest: 2,964 days (8.1 years)

Proportion of Twitter accounts active within the last week: 45%

Average Twitter account age: 2,026 days (5.6 years)

Average number of total tweets per account: 845

Largest: 5,834
Smallest: 0

Average number of tweets posted per day: 0.43

Largest: 5.8
Smallest: 0

Average number of other Twitter accounts being ‘Followed’: 358

Largest: 8,929
Smallest: 0

Proportion of businesses cross-posting to Twitter from Facebook: 23%

Average number of Twitter ‘Followers’ (audience size) for those accounts: 1,368 (78% higher than overall average)

Proportion of businesses cross-posting to Twitter from Instagram: 7%

Average number of Twitter ‘Followers’ (audience size) for those accounts: 1,009 (31% higher than overall average)

Instagram

Average number of ‘Followers’ (audience size) on an Instagram account: 488

Largest: 12,835
Smallest: 10

Average post (activity) recency on Instagram: 56 days

Shortest: Less than 24 hours (12% of businesses with Instagram accounts)
Longest: 301 days

Proportion of Instagram accounts active within the last week: 46%

Average number of total posts per Instagram account: 163

Largest: 1,190
Smallest: 0

Average number of other Instagram accounts being ‘Followed’: 190

Largest: 2,394
Smallest: 0

Average Audience Size Comparison

Average Social Media Audience Size By Channel

Average Activity Recency Comparison

Average Social Media Post Recency By Channel

Influence of Activity Recency on Audience Size

The research shows that there is a very direct correlation between social media activity and audience size – i.e. more active, social businesses tend to attract larger audiences.

Influence of Recency on Social Media Audience Size

 



Research Notes:

363 websites representing businesses in the motorcycle trade across the UK were visited. The vast majority belonged to dealerships. Some retailers and training service providers were also included in the sample.

Social media data was only collected for the 203 (56%) businesses that link to their social channels from their websites.

Social media audience size and post recency data was collected on 12th September 2017.

Averages quoted in this report are calculated after excluding the single highest and lowest figures in each dataset.

Some businesses in the study are also making use of YouTube, Google+ and/or Pinterest. Those social media networks were not analysed as part of this research.