According to data recently released by comscore Media Matrix, sites that are based on user generated content (UGC) are seeing huge usage gains in the UK.
In July, the five UGC sites that ranked in the top 50 sites in the UK (measured by total visitors that month)— Wikipedia, MySpace, Piczo, YouTube and Bebo — generated an average of 4.2 usage days and 79.9 minutes per visitor, according to comScore. By comparison, sites in the top 50 that were not based on UGC saw far less usage. Visitors went to these sites an average of 3.5 days and spent an average of 33 minutes. In addition, visitors to UGC sites viewed an average of 217 pages, compared with 52 at non-UGC sites.
These UGC sites have also experienced significant traffic growth over the past year. MySpace was up by 467%, to 5.2 million unique visitors in the UK in July, while Piczo rose by 393%, to four million.
For the complete article, view this link: http://www.emarketer.com/Article.aspx?1004189
So what does this mean for advertising? Based on this information, we can expect British advertisers to shift their internet advertising dollars more to UGC sites. However they will be picky in choosing UGC sites, since many social networking ventures may just be viewed at grand experiments
Another question that can be asked is whether these UGC sites will age well, or will they continue to be used primarily by the young. This will affect how much advertisers are willing to spend on such sites.
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