Socialbakers: Facebook's UK user base dropped by around 600,000 in December 2012

On January 14, 2012, according to foreign media reports, according to data recently released by the well-known social analysis company Socialbakers, the number of Facebook users in the UK decreased by about 600,000 in December last year, accounting for 1.86% of the total number of Facebook users in the region.

Although the number of users inevitably declines during the December holidays, the UK is the only country in the top ten regions to see a decline in the number of users. Socialbakers data shows that the UK is the sixth most active region on Facebook. In December last year, the region had about 33 million unique users. However, this number is not very accurate because it records the same user's data from different terminals when accessing Facebook.

It is worth mentioning that this number of unique users is equivalent to the 53% market penetration rate of social networking sites in the UK in December last year, second only to the 54% market penetration rate in the US market. In terms of the number of unique users, the US ranks first with 169 million unique users. Brazil and India rank second and third, with 65 million and 63 million unique users respectively.

Founded in 2009, Socialbakers is a Czech-based startup that has received investments from leading companies such as Index Ventures and Earlybird. It mainly provides analysis services for companies that publish advertising campaigns on various social media platforms. Like its data analysis companies, Socialbakers uses a big data analysis model, and customers can use its analysis tools to view social data online in real time. Socialbakers' social data mainly comes from social networks such as Facebook, Twitter, YouTube, LinkedIn, Google+, and other social networks can also be added according to customer needs. At present, many companies that care about their influence on social networks have become Socialbakers' customers, including McDonald's, Nestlé, Louis Vuitton, Vodafone, etc.

It is worth mentioning that according to comScore data, Facebook had about 31 million monthly active users in the UK from September to November. By the end of December, the number remained at about 31.45 million. This data also confirms the statement that "Facebook's web user base in core markets has reached saturation", so Facebook's future growth will mainly rely on developing countries.