Social Site Use Up 43 Percent in a Year in U.S.

E-mail and instant messaging lost out to social networks, as users spent far more time on sites like Facebook and Twitter.

Internet users in the U.S. spent 43 percent more time on social networking sites in June 2010 than they did during the same period in 2009, according to data from Nielsen. The audience measurement firm estmates services such as Facebook and Twitter now account for almost 23 percent of all time spent online by U.S. users, up from 15.8 percent in June 2009.

Much of the growth for social networks appears to be coming at the expense of other online communication methods, such as e-mail and instant messaging, which experienced drops in their overall share of time by 28 percent and 15 percent year-over-year, respectively. Portal sites were the other major loser, with their share of users’ time dipping 19 percent.

Overall, Nielsen found U.S. users spent 36 percent of their time communicating across social networks, blogs, personal e-mail, and instant messaging.

Alongside social networking, online gaming and online video were the other two site categories that experienced major gains over the past year, growing their share of time by 10 percent and 12 percent, respectively. Search, meanwhile, remained relatively flat, accounting for just 1 percent more of users’ time.

Top 10 Sectors by Share of U.S. Internet Time

Rank Category Share of Time June 2010 (%) Share of Time June 2009 (%) Change in Share of Time (%)
1 Social Networks 22.7 15.8 43
2 Online Games 10.2 9.3 10
3 E-Mail 8.3 11.5 -28
4 Portals 4.4 5.5 -19
5 Instant Messaging 4.0 4.7 -15
6 Videos/Movies 3.9 3.5 12
7 Search 3.5 3.4 1
8 Software Manufacturers 3.3 3.3 0
9 Multi-Category Entertainment 2.8 3.0 -7
10 Classifieds/Auctions 2.7 2.7 -2
  Other 34.3 37.3 -8
Source: The Nielsen Company

 

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource