Research Points to Facebook Reaching UK Saturation
Research carried out by Experian Hitwise has revealed the growth of Facebook in the UK in terms of how long users spend on the site and page views has significantly slowed in the last six months. This has prompted the suggestion that while they enjoy a global audience which has risen to 500m users, they have possibly reached saturation point within the UK market.
Research Director at Experian Hitwise UK, Robin Goad, commented, "Facebook has a very high average session time (almost half an hour) but this has stabilised over the last six months after increasing rapidly during the site's ascendancy. Clearly Facebook isn't losing traffic in the UK, but do these stats point to a levelling off? The rapid period of the site's growth is probably over in the UK, but does that mean Facebook has reached saturation point?"
The research also revealed that Facebook currently accounts for 54.48% of all UK internet visits to social networks. Their share of UK internet visits in total stands at 7.14%, an impressive figure when compared to Google having a 9.59% share.