Social media is now responsible for the single largest portion of online activity in the UK, new figures have revealed.

Businesses may want to reassess their online marketing services following the release of a new report by Experian Hitwise, which showed sites such as Facebook and Twitter overtook the entertainment category during January.

This is the first time social media has taken the top spot in terms of total web activity and the research group noted that along with visiting such sites more regularly, people are spending more time on them, with the average session rising to 22 minutes in January.

In total, social networks were responsible for 12.4 per cent of all internet visits across the UK and research director at Experian Hitwise Robin Goad noted that "one in every eight people leaving a social network visits another one immediately after".

Writing for the Econsultancy Digital Marketing Blog recently, Jan Rezab suggested retailers take a hyperlocal approach to Facebook by adopting techniques such as setting up pages for individual stores.

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