UK internet users’ activity at user-generated-content websites are showing significant traffic growth, according to new research from ComScore World Metrix.
ComScore says that the top UGC property, Wikipedia Sites, ranked as the sixteenth most visited property in July with 6.5 million visitors (up 253% versus year ago).
Other UGC sites on the Top 50 UK list include MySpace.com (up 467% to 5.2 million visitors), Piczo.com (up 393% to 4 million visitors), YouTube.com (3.9 million visitors), and Bebo.com (up 328% to 3.9 million visitors).
| Selected UK Internet Properties Featuring User-Generated Content (Total UK – Home and Work Locations) |
| Property |
Rank Among Top UK Properties |
Unique Visitors (000) |
| |
| Jul-05 |
Jul-06 |
Jul-05 |
Jul-06 |
% Change |
| |
| Wikipedia Sites |
78 |
16 |
1,852 |
6,545 |
253 |
| |
| MySpace.com |
89 |
27 |
913 |
5,173 |
467 |
| |
| Piczo.com |
91 |
43 |
820 |
4,049 |
393 |
| |
| YouTube.com |
N/A |
47 |
N/A |
3,918 |
N/A |
| |
| Bebo.com |
90 |
48 |
912 |
3,902 |
328 |
| |
Source: comScore Media Metrix
As part of its study, comScore analyzed engagement levels among visitors to the top 5 UGC sites and those visiting the remaining sites that comprise the top 50 properties in July.
The results show that on average, the top 5 UGC sites exhibit higher levels of user engagement than their counterparts across all engagement metrics.
Collectively, the leading UGC sites draw more frequent visits than non-UGC sites (4.2 v 3.5 average usage days per month), longer periods of engagement (79.9 v 33.2 average minutes per visitor), and more pages viewed (217 v 52 average pages per visitor).
ComScore added that users of the top social networking sites demonstrate particularly high levels of engagement, with visitors to MySpace.com and Bebo.com averaging at least 5 usage days, 2 hours of use, and 300 pages viewed per visitor during July.
Bob Ivins, managing director of comScore Europe, said: “Web 2.0 is clearly architected for participation, as it attempts to harness the collective intelligence of web users.
“Many of the sites experiencing the fastest growth today are the ones that understand their audience’s need for expression and have made it easy for them to share pictures, upload music and video, and provide their own commentary, thus stimulating others to do the same. It is the classic network effect at work.”
Ivins added: “By analyzing a variety of engagement metrics it is clear that UGC sites, and in particular social networking sites, represent potentially fertile ground for advertisers and marketers.
“Users on these sites visit more frequently, stay longer, and view more content, which means more opportunities for marketers to communicate key messages. The challenge right now is to determine effective ways to integrate this messaging while maintaining a positive user experience.”
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