Australians spend about as long social networking as they do on Search, News, Shopping and Email websites combined, according to the latest September 2012 findings from Roy Morgan Research.
The average time spent on social networking websites by all Australians aged 14+ is over 6 hours each four weeks. That 13 minutes a day adds up - to over three full days per Australian every year dedicated to Online Communities and Messaging.
Facebook remains the most popular social networking site, accounting for 4.6 hours of the 6-hour average, with other community websites such as Google+ and Twitter growing in popularity as more people visit.
Weather, Banking, Government, Sport and Real Estate websites round out the top ten.
Time spent (duration) by website category
Source: Roy Morgan Single Source January 2012 - September 2012 (n=21,026). Website categories based on specific URL visited in the last 4 weeks, and duration is based on active time spent on the website domains.
Online Communities & Messaging is the number one online category for both men and women, but otherwise internet consumption habits diverge considerably.
Men account for more than two thirds of the total time on News and Newspaper websites, averaging 2 hours 27 minutes per man compared to 1 hour 6 minutes per woman.
Men also spend substantially more time on average with their top ten website categories than women do with theirs.
George Pesutto, General Manager – Media & Communications, Roy Morgan Research, says:
“While we may use it to bank, shop, check the weather and read news, it is clear that for both men and women the web is primarily a communication tool.
“However men and women use the internet differently: men engage more with news and newspapers, whereas women spend more time emailing and online shopping.
“Beyond the top ten, women spend more time on entertainment and employment sites, whereas men spend more on automotive and directories.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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