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comScore release results of UK social networking study

Rachel Hawkes (Social Media Portal (SMP)) - 20 July 2009

comScore study shows Twitter UK growth over 3000 per cent


80% of UK internet users accessing social networking according to comScore

Measurement and reporting company comScore has today announced the findings of its UK focused social networking study.

The study found that almost 30 million people (and 80% of UK internet users) accessed a social networking site during May 2009, with each user spending an average of four and a half hours a month.  Unsurprisingly, comScore’s study found that Facebook was the most popular social networking site in the UK.

Other results found that those over 55 are more likely to visit an online community comScore social networking tablethan they were a business, finance, technology or travel website.  What won’t surprise many is that social networking use was highest amongst the 25-34 year old age group, shortly followed by 15-24 year olds with both age groups spending an average of 5.,4 hours per month.

comScore’s senior vice president and managing director in Europe, Mike Read, commented that accurate demographic profiling was crucial in the planning of any digital campaign.  Read goes on to say, “Understanding audience composition is particularly important in a category such as social networking, as there continues to be a misconception that social networking is the preserve of the young.  While those under 35 years old are certainly the more prevalent users, there is both a sizeable and heavily engaged audience of those 35 and older as well.  In fact, advertising on social networking sites has a better chance of reaching these older demographics than site categories such as business and finance, which is a critical insight that might be lost for those trying to optimise their campaign against target audience segments.”

The study also found that the top ten social networks in the UK – in order - were Facebook, Bebo, Windows Live, MySpace, Twitter, Digg, Friends Reunited, Tagged, Deviantart and Bussnet.  Interestingly, Facebook’s popularity grew by 57%, Bebo’s shrank by 28% and Twitter’s grew by an incredible 3,226%.

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