Social networking sites are most popular in Italy, with 91 per cent ever having visited and a quarter visiting over five times a day (24 per cent), while in the UK eight out of ten (79 per cent) have ever visited with one in five visiting over five times a day
UK consumers are more likely to access social networking sites on a mobile phone than other countries, with 43 per cent of those with social networking site profiles saying they do so compared to just 30 per cent in the US. However UK social networkers say they have fewer friends online (168) than Americans (198) or Italians (216) – but more than the French (108) or Germans (137).
Consumers are also using social networking sites for breaking news, with one third (35 per cent) of UK consumers saying they do this and nearly half of French (45 per cent) and Italians (47 per cent) agreeing. Breaking news is more popular among 18-24 year olds in all countries.