Europe's IT retailers have seen their Google+ activity grow at a faster rate than Facebook, Twitter and YouTube, with the UK at the heart of this growth.
According to the research by analyst Context, its social media ranking predicts Google+ will overtake YouTube in number of views by 15 March if its growth continues at its current rate.
The study, which researched social media activity in 49 major IT retailers across Europe, found that Google+ page views grew by 38 per cent from May to August and followers rose by 32 per cent.
Other social media growth lagged behind Google+, according to the research, with Facebook 'likes' growing by eight per cent, YouTube subscriber numbers by eight per cent and YouTube views by four per cent.
However, it should be remembered that Google+ counts views even if the user scrolls right past, and can be accumulated if others share content with their followers.
Twitter was the only social platform close to Google+, with the number of followers singing up to retailer accounts growing by 21 per cent.
The study found the UK was leading the way with Google+ in IT retailing, with the number of Google+ followers growing by 69 per cent to reach 416,000 in August.
Adam Simon, Context's global managing director of retail business development, said: 'People are starting to wake up to the interest of Google+. They see the linkages between content on Google+, which is indexed in Google search, and they like the functionality.'
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