Facebook reaches saturation point in Britain

LONDON: Social networking website Facebook is nearing its saturation point in Britain and its growth in the country has gone down over the past six months.

Britain, however, has the second-largest membership of Facebook in the world, at 25 million. The list is led by the US, while Indonesia and Turkey follow Britain.

Despite Facebook getting its 500 millionth user in July, the average amount of time spent on the social networking website by a Briton has decreased from 30 minutes in December 2009, to 27.36 minutes in July 2010, a study by web-analytics firm Hitwise said.

Facebook is, however, still the second most visited site in Britain, after Google, and it accounts for one in every six web pages accessed in the country.

Robin Goad, Hitwise's research director, says the figures show that Facebook is nearing its saturation point.

"Facebook's market share of page views has trebled over the last five years, but growth (in Britain) has slowed significantly over the last six months. Last month, there was a slight decline in share, but this may well be down to seasonality - the August to September back-to-school/college/university period is significant for Facebook," he said.