Online research and measurement company comScore just released the findings of a study into UK social networking site usage which provides a good picture of just how mainstream social networking has now become – with an incredible 80% of the total UK online population (aged 15+) apparently having visited at least one social networking site in May 2009.
As you might expect, the most active users are still in the 15-24 age group, with 86% of them visiting social networking sites and spending an average of 4.6 hours on them over the month. However, as the table below shows, 67% of the 55+ segment are also shown as using these sites, for an average of 3.7 hours over the month – confirming the fact that social networking is ‘maturing’ as an online activity (which, as I’ve said many times before, is good for online fundraising).
The report also provides a popularity ranking of social network sites for the UK, as shown below, with Facebook now by far the dominant site in this category – with pretty well the same unique visitor numbers as the next four sites put together.
Also interesting to see figures for the growth of Twitter – up a phenomenal 3,226% year on year. That’ll be an interesting growth rate to review in 12 months time…