Facebook is set to remain the Britain's dominant social network and it will continue to be a major player in advertising, despite new figures suggesting it may have reached saturation point in the UK, an expert has said.

Web User news editor Ben Camm-Jones was commenting after new figures from Experian Hitwise showed the average amount of time a visitor spends on the site has declined from a peak of almost 30 minutes in January to 27.36 minutes in June.

Despite this, Facebook remains the second most popular UK website behind Google and is the dominant force among social networks, accounting for 54.48 per cent of all visits to these sites.

Mr Camm-Jones said this illustrates that while there has been a dip in audience engagement, Facebook remains a powerful platform for online marketing services.

"If Facebook continues to expand the range of games and apps available, it'll continue to engage large numbers of people for a long time, so there is no reason for Facebook to panic," he added.

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