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.
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."
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