Confirmation last month that social networking is growing in popularity in the UK, with the announcement that Britons spend more time on social media sites than on search. According to a study produced by online market analysts Experian Hitwise (summary available here), traffic to Facebook, Twitter and Youtube was up 17% on the year. But Google still outranks Facebook in the number of individual site visits.
Another very interesting fact from the Financial Times report was that only 16% of social networking visits then went on to 'transactional sites' such as retailers, compared to around 33% from Google and other search engines. Interesting because transactions are where the real money is. Facebook traffic tends to go to other social media links, but the FT reported last year that FB is more interested in brand building advertising revenues than quick hit purchases.
Meanwhile a BBC news report (which also draws on the same Experian study) says that social networking in the UK now accounts for 12.5% of all internet traffic. Another curious fact from Experian Hitwise is that Facebook and YouTube are the most popular brands searched for on Google in the UK.
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