Americans are spending more time on Twitter.com than ever before, according to new data from Experian Simmons DataStream.
Americans spent an estimated 2 hours and 12 minutes tweeting and reading tweets on Twitter.com in November 2010, up from 1 hour and 51 minutes spent on the site during November 2009.
Among those who visit Twitter.com, Experian Simmons DataStream shows that the average number of visits per month rose 37 percent in the last year.
Twitter.com visits in late November 2010, in fact, reached an average of 10 visits per month, up from just 7.3 visits per month the year prior.
As visit frequency increased, however, the duration of the average Twitter.com session declined, suggesting visitors today are seeking more frequent quick hits, rather than spending longer periods of time reading through posts.
According to Experian Hitwise, the average amount of time Twitter.com visitors spend on the site during a typical session fell to 13.1 minutes on November 27, 2010, down from an average of 15.1 minutes spent on the site each session on November 28, 2009.
As John Fetto of Experian says in a blog post, "Swim on, fail whale, swim on."