Time Spent on Facebook, Microsoft, and Yahoo Dips in April

Time spent with the majority of top online brands dipped during April, while time spent on Google properties grew, according to data from the Nielsen Company.

The online measurement firm estimates that time spent on Yahoo properties in April dropped by 6.9 percent compared with March, with time spent on Microsoft properties and Facebook also dropping by 4.2 percent and 3.8 percent, respectively.

The only company in the top 10 to increase its share of users’ attention in April was Google. Although its key search product is not vying for extended periods of user attention, other properties such a YouTube are. On average, time spent on YouTube totaled 1 hour, 5 minutes, and 50 seconds per person in April, an increase of 9 percent compared to the prior month, according to Nielsen.

Overall, users spent an average of almost seven hours with Facebook over the course of the month, and the social network attracted 4.5 percent more users compared with March. Meanwhile Yahoo and Microsoft properties both experienced a drop in unique users.

Top 10 Parent Companies/Divisions for April 2010
(U.S., Home and Work)

Rank Parent Unique Audience (000) Time Per Person (hh:mm:ss) Month-Over-Month Change in Unique Audience (%) Month-Over-Month Change in Time per Person (%)
1 Google 158,496 1:57:35 0.5 1.2
2 Microsoft 135,305 1:54:57 -1.1 -4.2
3 Yahoo 129,783 2:24:15 -2.4 -6.9
4 Facebook 122,337 6:43:22 4.5 -3.8
5 AOL 80,065 2:03:56 -6.0 -7.9
6 News Corp. 76,866 0:51:58 2.6 -0.5
7 InterActiveCorp 70,475 0:13:04 -1.1 -12.6
8 eBay 61,811 1:22:32 -6.8 -4.2
9 Apple 61,158 1:12:40 0.3 -5.6
10 Amazon 60,807 0:23:51 -5.2 -3.7
Source: The Nielsen Company

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