'transactional websites' need to find ways to use social media

Social networking becomes UK’s favourite net pastime

Brits spend more time using social media than other online activities according to a report by Experian Hitwise.

Social media has become the single biggest activity online, overtaking ‘Entertainment’ for the first time, according to the Experian report.

Hitwise said that in January of this year social networks accounted for 12.4 per cent of all UK internet web visits. Across 9,000 social networks, 2.4 billion visits were measured.

The firm’s "Carpe diem – Seizing the moment in Social Media" report said that the social networks and forums category increased by 17 per cent in 2010.

"The range and diversity of social networks is also on the up. Facebook may be the dominant social network in the UK, accounting for 56% of traffic to the industry during January, but social media users are rarely tied exclusively to just one social network."

Hitwise said that ‘transactional’ web sites such as those distributing content and selling goods need to learn how to harness the power of social networks in order to drive traffic to their own sites. 

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