Facebook is the most visited social network globally and Britain is no exception to this fact. The website is the second most popular website in the UK after Google UK , according to Hitwise. Its popularity in recent times can be gauged from the fact that it registered a staggering growth rate of 2905% from September 2006 to 2007. Of course, the website is probably never going to replicate its performance during that period – its halcyon days. Its annual growth rate has come down to a more digestable level of 88%.
Its growth in the UK is certainly slowing down. There was only a 4% increase in its traffic between August and September, which is almost negligible compared to the 50% growth during the same period last year. Facebook’s average session time has also come down to 20 minutes.
Is there a message hidden in these numbers? Are social networking websites marching towards their popularity threshold? Will there be a corrective decline in their traffic?