Facebook's share of UK social networking declines By contrast, YouTube, the user-generated video site owned by Google, grew its traffic by 45pc last year. It accounted for just over a quarter of all UK visits to social networks in December, putting it 7.4 percentage points ahead of the previous year. "We're expecting video to be even more influential as a marketing channel, and marketers will have to adapt their strategies to incorporate a multi-channel approach in order to secure customers both on and offline," said Mr Murray. Twitter and Yahoo! Answers also made gains, but remained tiny by comparison, with 3pc and 2pc of all visits to social networks respectively. Google's social network, Google +, did not register in the top 10 most visited social networks at all. However, Google grew its share of search engine usage market in the UK, edging up from a 91.3pc share of the market to 91.8pc. Microsoft, its nearest competitor, was a minnow by comparison. Its suite of sites accountted for 3.6pc of all search engine visits in the UK in December, whilst Yahoo!'s popularity for searches fell nearly a percentage point to 2.5pc.