Australians Spend Most Time on Social Networks and Blogs

Worldwide, Australian Internet users spend the most time engaging with social networking sites and blogs, according to data from Nielsen.

The measurement firm estimates the average Australian user spent almost 7 hours on such sites during December, followed by the U.S. and the U.K. which both averaged around six hours and nine minutes per user.

In terms of reach, the U.S. continues to dominate, with 142.1 million unique users of social media during the month. Japan followed with 46.6 million users, followed by Brazil with 31 million. In Australia, social media attracted just shy of 10 million users.

Time Spent on Social Sites by Country, December 2009
Country Unique Audience (000) Time per Person (hh:mm:ss)
United States 142,052 6:09:13
Japan 46,558 2:50:21
Brazil 31,345 4:33:10
United Kingdom 29,129 6:07:54
Germany 28,057 4:11:45
France 26,786 4:04:39
Spain 19,456 5:30:55
Italy 18,256 6:00:07
Australia 9,895 6:52:28
Switzerland 2,451 3:54:34
Source: The Nielsen Company, 2009

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