Study: 27% Of Time Online In The US Is Spent On Social Networking

We know that social media is an important part of many people’s lives, but it is also a lengthy portion, as well. Experian Marketing Services released a study showing that in the United States, 16 minutes out of every hour online was spent on social networking and forums, roughly 27% of all time spent on personal computers. The next closest online actions were entertainment sites (9 minutes/hour) and shopping (5 minutes/hour).


While these numbers are quite large, the trend is actually down a bit from 2011 when the US saw 30% of all time allocated to Social Networking. The additional minutes instead went to the “other” classification of time spent online which jumped from 14 minutes to 16 minutes.

Included in the report were the UK and Australia which each spent 14 minutes and 13 minutes on social networking sites, respectively. Both the UK and Australia also saw time spent on social networking sites drop from 2011 to 2012. The United Kingdom dropped from 25% to 22% while Australia’s usage dipped from 27% to 24%.

The likely reason for the dips in social on personal computers is the rise of mobile. With the quality of apps and mobile experiences, personal computing is no longer required to gather a full experience. The study does include mobile browsing usage, but no baseline for comparison or app comparison data.

For more information, see the full report from Experian Marketing Services.

Related Topics: Channel: Strategy | Social Media Marketing | Statistics: Online Behavior | Statistics: Social Media


About The Author: is the Director of Marketing for Cypress North, a company that specializes in social media and search marketing services and web-based application development. He has been in the Internet marketing industry for 6+ years and specializes in Social Media Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

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  • Martin Oxby

    I assume this excludes non-browser ‘online time’ such as online gaming? That could change the %. And then there are games which overlap the two, where Social is integrated with gaming. Clear divides are quite hard to find these days!

  • Aapurti Jain

    I think it is also due to FB focussing on minting money and getting involved in more of advertising on its websites. The recent news of rolling out video ads may further lead to drop in its usage. Its getting really complicated to use FB day by day!

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