2010 was a breakthrough year for social media in the UK. eMarketer estimates that 21.8 million people used social networks—almost half of the online population. By 2014, about 60% of all UK web users will be social networkers.
The time spent on social networks is rising too. In August 2010, visitors to Facebook spent an average 5 hours and 47 minutes on the site, according to the UK Online Measurement Company and Nielsen. And in September 2010, only Google boasted a greater market share of website visits than Facebook, according to Experian Hitwise.