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UK stays social

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UK social networking usage

The UK remains one of the world’s heaviest users of sites like Facebook and MySpace, according to a comparative study that will interest many social media marketing professionals.

Research from The Nielsen Company compared the amount of time that web users spent on social networks across ten major world economies. The digital marketing analysts discovered that UK web surfers visited sites like Facebook, MySpace and Twitter for an average of 5 hours 51 minutes in February 2010.

Italy tops social network league table

The UK came fourth in the social networking usage stakes behind Italy, Australia and the US respectively. However, it came well ahead of Spain, Brazil, France, Germany and Switzerland with Japan the bottom-ranked nation. The average amount of time spent on social networks across the ten nations was also lower at 5 hours 28 minutes.

Social media marketing experts also gained a fascinating insight into how audiences engage with different sites. According to the study, Facebook was visited by 52 per cent of all active social network users in February. MySpace was a distant second with 15 per cent engagement, followed by Twitter with ten per cent and LinkedIn with six per cent.

Facebook has long been the first port of call for social media marketing experts thanks to its position as one of the world’s most popular sites. Figures compiled by digital intelligence provider Pingdom show that a total of 1.73 billion people have access to the internet

Written by Richard Frost

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