As we explore in the new GWI Social report (download a free summary here), Facebook is still by far the most popular platform on traditional metrics such as membership and active usage. However, look instead at visitation rates – those who say they’ve visited the service in question during the last month – and YouTube leapfrogs Facebook to take first place.

Outside of China, an extremely impressive 81% of online adults are visiting the video-sharing site on a monthly basis. That means it has almost as many visitors as Facebook has members. It also gives YouTube an 8-point lead over Facebook when it comes to visitor numbers.

Significantly, this is a pattern which is repeated in all parts of the world; break the figures down by region and YouTube has the lead in all places (albeit with the contest admittedly extremely close in North America).

Want to see more of the latest social networking trends? Clients can access the full version of GWI Social here.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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