Nielsen said Internet users all over the world spent 22 percent of their time on social networks such as Facebook, YouTube, Twitter and other such Websites in April. The research firm found social network or blog sites are visited by three-quarters of consumers who visit the Web. This bodes well for advertisers and the free social networks trying to make money from their users' rampant use of their walled gardens to trade and share links, photos, videos and other information.
Internet users all over the world spent 22 percent of
their time on social networks such as Facebook, Twitter, YouTube, Wikipedia and
other such Websites in April, according to new data from Nielsen.
The research firm found social network or blog sites are
visited by three-quarters of consumers who visit the Web. Moreover, the average
visitor spent almost 6 hours on these social Websites in April 2010 compared to
3 hours, 31 minutes during April 2009.
This bodes well for advertisers and the free social
networks trying to make money from their users' rampant use of their walled
gardens to trade and share links, photos, videos and other information.
This goes especially for Facebook, where roughly 500
million users spent an average of 6 hours in April, blowing away all comers in
terms of duration of engagement. The next closest was MSN/WindowsLive/Bing,
where people spent 2 hours and 41 minutes on those three Websites.
People spent 2 hours on AOL's Media Network of sites, 1
hour, 50 minutes on Yahoo sites and 1 hour, 22 minutes on Google.
leads the market in search, it is clearly behind in creating engagement for its
users. Google's YouTube video-sharing Website only notched 57 minutes for each
user in April, Nielsen found.
But again, Facebook is where the major social activity is
happening. The social site garnered 66 percent of the active unique audience in
April 2010, making the site slightly more popular in Italy than in English-speaking
Australia (63 percent), the U.S. (62 percent) and the UK (62
percent) followed Italy with more than 60 percent of active online consumers
visiting the site. However, the average user in Australia spent 7 hours and 45
minutes on Facebook. Users in Italy spent an average of 7 hours, while U.S.
users spent an average of 6 hours, 43 minutes.
In terms of overall time spent on all social networks and
blogs, Australia topped the world in terms of time spent on social networks, with
the average user notching 7 hours and 19 minutes on Facebook, Twitter and
others of its ilk.
The U.S. was No. 2 with each user spending 6 hours and 35
minutes on social Websites, though Italian users nipped at U.S. users' heels
with 6 hours 28 minutes on average for April.
Brazil tops all comers in Web users checking into social
networks, with 86 percent of Internet consumers in that country visiting Google's
social Website Orkut, Facebook and others such sites.
What this all means is Internet users are spending a lot
(some would say inordinate) amount of time accessing social networks at home
and work. While this doesn't approiach the 5 hours of television most users
watch per day, that's still a big opportunity for advertisers looking to set up
shop on Facebook and other sites.
Even Twitter is feeling the ad love with Promoted Tweets.
Users have spotted Promoted Tweets, which are ads placed around tweets, spotlighting Disney/Pixar's "Toy Story 3" movie.