Despite the massive amount of coverage Facebook has recently received in the press, Bebo has been announced as the most popular social networking site in the UK, ahead of both MySpace and Facebook.
According to ComScore figures for July, Bebo registered a total of 10.7m unique users in the UK ahead of MySpace's 10.1m and Facebook's 7.6m.
Bebo.com has a strong grasp on Europe as a whole, attracting nearly 63% of its visitors from the region, as opposed to MySpace and Facebook, which attract about two-thirds of their respective audiences from North America.
Bob Ivins, executive vice-president of international markets at ComScore, said a site's popularity comes down to its cultural relevance, which suggests that Bebo is more culturally relevant to the UK audience at present.
He said: "Those doing well in certain regions are likely doing an effective job of communicating appropriately with those regions' specific populations. As social networking continues to evolve, it will be exciting to see if networks are able to cross cultural barriers and bring people from different corners of the globe together in fulfilling the truest ideals of social networking."
MySpace still holds the crown for most popular social networking site in the world, recording more than 114m global visitors during June, according to ComScore figures.
Its dominance, however, faces an increasing challenge from Facebook, which was listed as having the fastest global growth of all the major social networking sites. Facebook experienced a 270% year-on-year increase in visitors during June to 52.2m users. Bebo was up 172% to 18.2m visitors and MySpace trailed with a 72% increase.
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