14 DAY TRIAL // Market researcher comScore conducted a new study concerning the social networking websites accessed from several European countries. The research revealed that UK consumers are the most attracted by this kind of services since no less than 24,9 million visitors access Facebook, Bebo or MySpace at least once per month. The second place was won by Germany with 15,4 million users, while France comes in third with 13,3 million unique visitors. The interesting fact is that 127,297 million consumers who access the social networking websites come from Europe, most of them spending an average of 3 hours per month on these pages.
"This study reveals the importance of looking beyond averages if one is to clearly understand the characteristics of the key segments that make up the users of social networking sites. Averages provide a valuable summary of the behaviour of visitors to European social networking sites, but as the segmentation of this audience shows, there is a lot more that smart media planners need to know. As an example, about eighty percent of all online activity at Social Networking sites can be attributed to only 20 percent of visitors," said Bob Ivins, EVP of International Markets at comScore.
According to comScore, the UK heavy users spend no less than 22 hours per person a month on the social networking services which is pretty impressive since the average is approximately 3 hours per user.
Since Facebook, MySpace and several other technologies started investing into this market, millions of consumers joined them and formed a huge alliance with users from all over the world. What's most impressive is that a lot of companies aim to get involved into the battle but the two leaders, Facebook and MySpace, managed to face the competition and until now, they proved us that nothing can dethrone them.