The latest figures from Experian Hitwise indicate that social networking sites are now the most popular destination for surfers in the United Kingdom. In January this year, social networking sites overtook the previously popular entertainment websites such as the iPlayer, or Sky Sports. During January, social network sites accounted for 12.4 percent of all UK Internet visits; amounting to over 2.4 billion visits to social networking sites. Visits to entertainment sites dropped by 12.18 percent. The top social networking site, Facebook accounted for the 56 percent of these 2.4 billion visits. The social network site also announced that 30 million, nearly half of UK's population, have signed up on its website. Experian Hitwise noted that the session length on social networking sites is also on the rise, with an average session lasting for about 22 minutes in January.