Twitter’s UK audience jumped by a third in May 2011 following the super-injunction leaks about Ryan Giggs, which drove a huge number of female pensioners to the site, according to new data. As a result of the Ryan Giggs super-injunction row, Twitter enjoyed its highest-ever UK audience last month, with 6.1 million British people visiting the site, up 34 per cent on April’s figures, says Nielsen-UKOM, a UK online measurement company.
Twitter’s monthly audience boost was helped by a 65 per cent increase in the number of over 50s-men, aged between 50 to 64, accessing the site, and a doubling in the number of female pensioners (the over-65’s) going to Twitter.com to see the latest in the super-injunction row.
Both LinkedIn and Facebook also enjoyed record audience figures last month, also driven by a surge in their popularity amongst the over-50s age group.
During May 2011, 26.8 million Britons visited Facebook, which is the highest ever audience figure the social network has attracted in the UK, propelling it for the first time above MSN, Microsoft’s news and email hub, making it the second most popular site in the country behind Google.
According to the Nielsen-UKOM figures, LinkedIn registered 3.6 million visits during May 2011, up 57 per cent on the same month last year. James Smythe, Nielsen-UKOM’s general manager, said: “The growth in audiences to these social networks is now primarily being driven by the 50-plus age group. Just a few years ago, this group may have found itself out of place on these sites; now, on Facebook, for example, they account for more new adults visiting the site in the last two years than the under-50s.”
Two years ago in the UK the profile of Facebook’s audience was skewed towards 18 to 34 year olds. However, the number of 50 to 64 year olds visiting the site has grown 84 per cent in the last 24 months.
While the number of UK visitors to the three-biggest social networks continues to rise, the amount of time these audiences are spending on these sites is more mixed. The average visitor to Facebook and LinkedIn is spending a little longer on those sites each month than they were two years ago, while the average visitor to Twitter appears to be spending a little less.
Two years ago in the UK the profile of Facebook’s audience was skewed towards 18 to 34 year olds. However, the number of 50 to 64 year olds visiting the site has grown 84 per cent in the last 24 months.
While the number of UK visitors to the three-biggest social networks continues to rise, the amount of time these audiences are spending on these sites is more mixed. The average visitor to Facebook and LinkedIn is spending a little longer on those sites each month than they were two years ago, while the average visitor to Twitter appears to be spending a little less.
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