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How the World Spends Its Time Online
Nielsen periodically releases data from its studies of consumer behavior online. Here are the latest findings regarding social networking, branding and world net usage.
Total Time Spent Worldwide
The average American spends more than 60 hours a month online. This is the equivalent of 30 straight days a year.
Social networking accounts for 22 percent of the time, and 42 percent is spent viewing content. Other activities, such as email, commerce and searching, accounts for 36 percent.
Among people who use the Internet, each person visits 2,646 Web pages on 89 domains and logs in 57 times per month.
Most Popular Brands
The percentage of all online users that visit Google is 82. The other top Internet brands include MSN/Bing (62), Facebook (54), Yahoo (53), Microsoft (48), YouTube (47), Wikipedia (35), AOL (27), Ebay (26) and Apple (26).
Social Network Usage
Among Internet users, 80 percent in Brazil use social network sites. Other countries with high percentages include Italy (73 percent), Spain (75 percent), Japan (70 percent), The United States (67 percent), The United Kingdom (69 percent), France (67 percent), Australia (59 percent), Germany (51 percent) and Switzerland (51 percent).
Daily Internet Activities
The percentage of American adults (including non-Internet users) who use the Internet at all each day is 55 percent. Forty-five percent send or read email, 40 percent use a search engine, 30 percent get news, 18 percent bank online, 15 percent watch a video, 15 percent use a social networking site, 10 percent read a blog, 5 percent buy a product and 5 percent play games online.