UK leading social network use

Brits average 5.8 hours per month on social networking sites

Written by Ian Williams

UK surfers have topped the charts of social networking sites, according to recent figures from comScore, averaging 5.8 hours per month.

The revelation comes as part of a report into the online habits of the UK's social networking community and the growing popularity of sites like Bebo, Facebook and MySpace.

Advertisement

The European social networking community stood at 127.3 million unique visitors in August, reaching 56 per cent of the European online population.

UK participation proved to be the highest in Europe, with 24.9 million unique visitors, 78 per cent of the total UK online population, accessing at least social networking site.

Use of social networking sites in the UK proved heavier than the European average in terms of hours spent, pages viewed and the number of visits per month.

The average visitor to social networking sites in the U.K. spent 5.8 hours per month on the sites in August and made 23.3 visits.

This was a significantly heavier level than counterparts across Europe. Social networkers in France averaged just two hours per month and 16.8 visits per visitor, while those in Germany averaged 3.1 hours per month and 13.8 visits per visitor.

Heavy users of social networking sites in the UK (defined as being the most active 20 per cent of users) devoted 22 hours per person to their favourite social networking sites in August, each making around making 71 visits.

Conversely, light users (defined as being the least active 50 per cent) spent just 0.3 hours visiting these sites, making 4.6 visits per person over the course of the month.

"This study reveals the importance of looking beyond averages to clearly understand the characteristics of the key segments that make up the users of social networking sites," said Bob Ivins, executive vice president of international markets at comScore.

"Averages provide a valuable summary of the behaviour of visitors to European social networking sites, but as the segmentation of this audience shows, there is a lot more that smart media planners need to know.

"As an example, about 80 per cent of all online activity at social networking sites can be attributed to only 20 per cent of visitors."

Tags:

Related whitepapers

Related jobs

Do you agree?

IT white papers

Search vnunet IThound

Top categories

Job of the week

Search thousands of IT jobs :

Search thousands of IT jobs:

Advanced search

Hiring now on ComputingCareers:

Related IT jobs

Search thousands of IT jobs :

Search thousands of IT jobs:

Advanced search

Advertisement

Advertisement

Newsletter signup

Sign up for our range of FREE newsletters:

Existing User

Newsletter user login:

Enter email address to edit your newsletter preferences

Watch

Podcast image

28 Nov 2008

12.57 MBComputing podcast - Standard Life's offshoring plans; and the prospects for government IT More...

Shaun Nichols and Iain Thomson

28 Nov 2008

7.11 MBPodcast Special: Views from the Valley More...

Shaun Nichols and Iain Thomson

21 Nov 2008

9.11 MBPodcast Special: Views from the Valley More...

Poll

Microsoft

Unified Communications: Collaboration

Unified Communications: Collaboration

What is the main advantage of using collaboration technologies?

Previous poll results

Spotlight

Sony Ericsson Xperia X1

Review: Sony Ericsson Xperia X1

The first Xperia smartphone bodes well for the future   More...

VMware

VMware View 3 enhances virtual desktops

Virtual clients now take up less storage space and can...  More...

Apple iPhone 3G

Linux lands on the iPhone

Developers put kernel on Apple handset   More...

Data theft

IT staff desperate to keep their jobs

Most would work longer hours for less pay   More...

Primary Navigation