Facebook loses share of social network visits as YouTube grows

Facebook's dominance of UK visits to social networking sites is getting diluted as the category diversifies, while YouTube is experiencing steep growth, according to new data from Experian Hitwise.

Facebook: YouTube gains ground
Facebook: YouTube gains ground

Facebook's share of total visits to social networks in December dropped from 58.5% in 2010 to 51.3% in 2011.

James Murray, market research analyst at Experian Hitwise, said that Facebook is not losing visitors, but the market is diversifying "rapidly".

He said the number of visits to Facebook from Britons during the year remained static at the 1.3 billion mark.

Meanwhile Google's video sharing site YouTube, which accounted for 23.6% of total visits to social networks in December 2010, has grown its share to 25%.

The data show the number of visits to YouTube grew 45% from 417 million in December 2010 to 606 million in December 2011.

Murray said: "Facebook saw phenomenal growth and it was for a while a one horse race. But now we are seeing rapid development in social media and growth from sites like YouTube and Twitter, challenging its share."

Twitter has the third most visited site, accounting for a 2.98% share of total visits in December 2010, compared to 2.35% the previous year.

Google's newly-launched social network Google+ is yet to enter the top ten. Social networks in the top ten include Yahoo Answers, Tumblr, Gumtree, LinkedIn and Moshi Monsters.

Murray said: "In 2012 we're expecting video to be even more influential as a marketing channel, and marketers will have to adapt their strategies to incorporate a multi-channel approach in order to secure customers both on and offline."

Follow Sarah Shearman on Twitter @Shearmans

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

The Thinkbox TV Planning Awards - video
[Sponsored feature]

The Thinkbox TV Planning Awards - video

Watch the video from the Thinkbox TV Planning Awards, held in association with Campaign and Media Week, where PHD and Drum stole the show.

Share
Facebook confirms 'monetisation test' for media contributors

Facebook confirms 'monetisation test' for media contributors

Facebook has confirmed plans to offer video contributors a share of advertising revenues generated around posts, in a move that will increase competition with Google's YouTube.

Share
Wimbledon online game makes data entry fun

Wimbledon online game makes data entry fun

#MakeTheTeam by OgilvyOne UK gives tennis fans a glimpse of life as an IBM data capturer.

Share

Get news by email