Social networks now receive more UK Internet visits than search engines. So says research provider Experian Hitwise.

During May, social networks accounted for 11.88 per cent of UK Internet visits and search engines accounted for 11.33 per cent. It was the first month that social networks have been more popular than search engines in the UK.

Robin Goad, research director for Experian Hitwise, said: "Social networks are a key part of the online landscape in the UK and their popularity continues to grow. Although social networks and search engines perform different functions, they both act as gateways to the wider Internet. This data perfectly illustrates the key role that social media now plays in so much online behaviour."

He pointed out that the majority of online marketing spend is currently diverted towards search – and this is likely to remain the case in the short to medium-term. He said: "Search remains the primary source of traffic for most websites, particularly in sectors that account for the majority of online transactions, such as retail, finance and travel. 

“Many marketers and brand owners have yet to grasp the full potential of social media marketing, but spending on the channel will increase as more proven success stories emerge. There will be particular opportunities for sectors that have traditionally struggled with online and remained tied to traditional media, such as FMCG (Fast Moving Consumer Goods) and automotive."

In the UK, Facebook accounts for 55 per cent of all social networking visits, almost three times as many as the next most popular social network, YouTube. Twitter, one of the fastest growing and most talked about websites of the last two years, is now the third most popular social network in the UK, putting it ahead of former favourites such as Bebo and MySpace.

However, despite its popularity, Facebook doesn’t yet dominate the UK social networking market to the extent that Google dominates the search market. Together, www.google.co.uk and www.google.com accounted for nine in every ten web searches carried out in the UK during May. Consequently, Google UK was the most visited website in the UK during the month, accounting for 9.29 per cent of all visits. Facebook, in second place, accounted for 7.04 per cent of all UK Internet visits during the same month, reports Experian Hitwise.