Social networking reaches 63% of internet users

Social networking sites are being used by two-thirds of active internet users worldwide, a new report from UM has revealed.

The Power to the People study noted a growth in the number of web users who have a social media profile, with 63 per cent of people using these kinds of websites, Brand Republic reported.

Mobile internet usage was also on the increase, the research found, with 17 per cent of people now connecting to the web from their mobile phones.

"Brands that want to engage with consumers in these spaces need to understand how and where and why they are using the many different platforms that enable content creation and sharing," explained Glen Parker, research director at UM EMEA.

This follows news that many retail companies in the UK are failing to make the most of online tools to ensure ongoing brand loyalty, return visits to their websites and high transaction values.

An article by Revolutionmagazine.com cited research from dotCommerce, which found most of the major UK retail brands were not using added-value features such as social media links in online marketing.

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