08 June 2010 | Author: D. Warburton Search Copywriter

Social networks overtake search engines in the UK

British web users are now visiting social networks such as Facebook more than they are using search engines, according to a new report from Experian Hitwise.

The report revealed that social networking sites accounted for 11.88 per cent of UK web traffic during May 2010, compared to just 11.33 per cent spent using search engines. The analyst reported that this is the first time social networks have overtaken search engines in the UK.



Facebook is the clear leader of the social networking pack, accounting for 55 per cent of all visits to social sites, followed by video sharing site YouTube with 16.47 per cent. Facebook alternatives such as Twitter, Bebo and MySpace were found to receive significantly less visits, however, with Twitter coming in third position with just 2.08 per cent.

Experian Hitwise Research Director, Robin Goad, said: "Social networks are a key part of the online landscape in the UK, and their popularity continues to grow.

"Although social networks and search engines perform different functions, they both act as gateways to the wider Internet. This data perfectly illustrates the key role that social media now plays in so much online behavior."

Despite the rise of social networks, Google still remains the single most popular website overall, with 9.29 per cent of visits compared to Facebook's 7.04 per cent. This is due to Google's dominance of the search market, with nine in every 10 web searches carried out last month by UK web users being done so through Google.co.uk and Google.com.

Mr Goad explained that the majority of online marketing spend is still directed towards search engines, but that this may soon change to embrace the growing strength of social networks. "Search remains the primary source of traffic for most websites, particularly in sectors that account for the majority of online transactions, such as retail, finance and travel," he said.

"Many marketers and brand owners have yet to grasp the full potential of social media marketing, but spending on the channel will increase as more proven success stories emerge.

"There will be particular opportunities for sectors that have traditionally struggled with online and remained tied to traditional media, such as FMCG (Fast Moving Consumer Goods) and automotive."

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