Facebook
has overtaken
MySpace
for the first time in the UK in terms of the number of unique visitors,
according to new research.
Figures from
Nielsen/NetRatings
suggest that Facebook received 6.5 million unique visitors in August, compared
to 6.4 million for MySpace. Both sites are now visited by one in five UK
surfers.
Facebook's audience has grown by 541 per cent since December 2006, compared
to 20 per cent for MySpace.
Almost half of Britain's online community of 15.3 million people visited at
least one of the 10 most popular social networks in August, demonstrating the
extent to which the phenomenon has penetrated the online world.
Alex Burmaster, European internet analyst at Nielsen//NetRatings, said: "
Three months ago I predicted that Facebook would catch MySpace in September this
year, but its continued growth meant it only took until August to achieve this
feat.
"This is particularly extraordinary considering that, at the end of 2006,
Facebook was one fifth the size of MySpace.
"However, even in the fickle sphere of social networking, MySpace has managed
to maintain more than six million visitors in each of the past six months, and
it will be interesting to see if Facebook can achieve this level of audience
retention."
Nielsen//NetRatings also identified significant competition from
PerfSpot.com,
which had no recorded figures until April, but has grown by 756 per cent in just
four months.
This makes it the fastest growing social network in 2007 ahead of Facebook,
which has grown by 541 per cent in the eight months from December 2006 to August
2007.
"The suspicion that the next big thing in social networking could always be
just round the corner is illustrated by PerfSpot," said Burmaster.
"It was not even on the social network radar until April of this year, but in
the last four months its visitor numbers have grown at a greater rate than
Facebook across the last eight months."
Some observers have suggested that the future of social networking will
revolve around specific interest groups, as opposed to the general behemoths
that dominate today.
"The fact that a number of the fastest-growing networks concern specific
interest areas, such as business
(LinkedIn),
travel (WAYN) or
music
(Imeem), seems
to add credibility to this theory," said Burmaster.
The analyst pointed out that it is necessary to look away from the 'Big
Three' to find the most engaging social networks.
The average
Second
Life visitor spends an astonishing five and a half hours a month in the
virtual world, over twice as long as the average visitor to Facebook and almost
four times as long as the average visitor to MySpace.
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