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41% of Brits getting bored of social networks

YouGov predicts rise in social networks with a purpose

More than two in five (41 percent) Brits are 'getting bored' on social networks such as Facebook, says YouGov.

According to the research firm, 65 percent of UK web users have visited Facebook within the last month. In fact, the majortiy (95 percent) of those aged 16 to 20 and nearly three quarter (74 percent) of 21 to 24 year olds admitted to accessing the social network within the last month.

YouTube is the next popular social network, with half of UK web users saying they've visited the site in the past month. Twitter comes third with 23 percent.

However, Facebook's popularity appears to be waning. Just under a quarter (23 percent) of UK web users that actively use Facebook say they use the social network less than they did last year. Furthermore, 19 percent expect to use it even less in one year's time.

YouGov highlighted that consumer financial advice site, Moneysavingexpert.com, now has as many active users as Twitter. The site not only offers financial information but also lets users create profiles, leave comments and interact in similar ways to other social media sites.

"This points towards a new phase - the rise of social sites with slightly more purpose than just connecting to people for the sake of it," YouGov said.

Use of LinkedIn appears to be surging, also reflecting Brits are seeking social networks that offer a purpose. While, only 13 percent of those surveyed said they've used the business-based site in the last month, 53 percent of UK web say they use the site more than the same time last year and 30 percent expect to use it more in one year's time.

However, YouGov revealed it thinks there is less benefit for brands when it comes to social networks than was originally thought. More than two in five (44 percent) of UK web users would not feel more positive about a product if their friends has followed and/or liked and 43 percent admitted they are unlikely to talk about a brand on a social media site even if they heard something positive about it.

Furthermore, 47 percent said they do not like seeing adverts on social media services that are based on their profile activities.

"It appears that whilst social media can be a key tool in the brand marketer's armoury, in particular to maximise commitment amongst those already highly engaged with the brand, it has not quite reached the effectiveness necessary to be considered as a truly mass media marketing too," said Dan Brilot, media consulting director.

"With the ability to share, tweet and interact on any kind of site, almost a given, social media services increasingly need to have an extra raison d'etre beyond merely being 'social' to make an impact in today's crowded market."


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