Digital Audience Insight
What Americans Do Online
Americans spend nearly a quarter of their time online on social networking sites and blogs, up from 15.8 percent just a year ago (43 percent increase) according to new research released today from The Nielsen Company. The research revealed that Americans spend a third their online time (36 percent) communicating and networking across social networks, blogs, personal email and instant messaging.
"Despite the almost unlimited nature of what you can do on the web, 40 percent of U.S. online time is spent on just three activities - social networking, playing games and emailing leaving a whole lot of other sectors fighting for a declining share of the online pie," said Nielsen analyst Dave Martin.
Additional findings include:
- Online games overtook personal email to become the second most heavily used activity behind social networks - accounting for 10 percent of all U.S. Internet time. Email dropped from 11.5 percent of time to 8.3 percent.
- Of the most heavily-used sectors, videos/movies was the only other to experience a significant growth in share of U.S. activity online. Its share of activity grew relatively by 12 percent from 3.5 to 3.9 percent. June 2010 was a major milestone for U.S. online video as the number of videos streamed passed the 10 billion mark. The average American consumer streaming online video spent 3 hours 15 minutes doing so during the month.
- Despite some predictions otherwise, the rise of social networking hasn't pushed email and instant messaging into obscurity just yet. Although both saw double-digit declines in share of time, email remains as the third heaviest activity online (8.3 percent share of time) while instant messaging is fifth, accounting for four percent of Americans online time.
- Although the major portals also experienced a double digit decline in share, they remained as the fourth heaviest activity, accounting for 4.4 percent of U.S. time online
Facebook reaches 1 in 13 people in the world
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