13th June 2011

Carpe diem - Seizing the moment in Social Media

In January 2011 social networks accounted for 12.4% of all UK Internet visits. Across the 9,000 social networks monitored by Experian Hitwise there were over 2.4 billion visits from UK Internet users during the month, more than in any other month on record.

Social media goes from strength to strength. Not only are people visiting social sites more regularly, the time they spend on these websites is increasing, with the average session time spent on a social network in January 2011 being 22 minutes. The range and diversity of social networks is also on the up. The data shows that social media users are rarely tied exclusively to just one social network. Indeed, the interaction between different social sites is immense, as users dart between multiple networks in order to chat to their various groups of friends and associates.

Social media is fast, interactive, exciting, and growing. In 2011 we expect social media to grow by at least another 10%, with a lot of that growth driven by Facebook. The UK’s most popular social network is gaining an even greater market share of the social space, even as the market is diversifying, and there is a very real possibility that at some point this year Facebook will account for over 60% of all visits to social networks and forums (currently Facebook accounts for 56% of visits to social sites).

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