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UK bottom for social networking craziness, survey says

Us Brits spend a surprisingly low percentage of our Internet visits on social networking sites, according to a new international study.

People in the UK spend a surprisingly low percentage of their Internet visits on social networking sites, according to an international study.

We're used to thinking of Britain as being Facebook and Twitter-mad, but only 12.2 per cent of our total Internet usage is dedicated to such sites, far behind countries such as Brazil and Singapore.

It's even more unexpected when you remember Facebook and Twitter were reported as "more important than family" for many children by the Telegraph last year.

The poll by Experian -- a global information services company -- compares eight countries including Australia, Brazil, France, India, New Zealand, Singapore and US. Brazil sits on top of the chart with 18.9 per cent of market share for social networks, and Singapore ranks second with 16.4 per cent.

Experian's intelligence service Hitwise, which looks at 25 million Internet users around the world and how they interact with more than 1 million websites, operates only in the eight countries analysed in the poll. So you never know, there could be more countries out there more virtually social than us.

Other results by Experian show the UK ranks higher in the amount of time spent on a Facebook visit, taking fourth spot with an average of 25 minutes 33 seconds per session. Singaporeans emerge from the study as those who spend the longest on the social network site, with an average of 38 minutes and 46 seconds per session, while people living in Brazil spend less than half that, with an average of 18 minutes and 19 seconds per session. They clearly have better things to do.

Further analysis of the data showed how different industries attract website traffic as a direct result of social networks. Social network users in Brazil, India and Singapore rarely go on to visit retail websites after being on a social network.

With us Brits, however, entertainment topped the list of the sites visited after social networks, hinting that we're mostly sharing cool stuff -- with well-known sites such as BBC's iPlayer and Sky Sports featuring prominently.