Social Media Syphoning 25% Of U.S. Online Time [Nielsen]

Research firm Nielsen has released a study on how Americans spent their online time in June. Here are the main findings worth making a note of.

Online Time On Computers
The Nielsen study finds that social media accounted for almost 25% of Americans' monthly online time in June - 22.7% to be precise -, up a hefty 43% from 15.8% a year ago. The second biggest increase was for videos/movies, advancing 12% from last year, to 3.9% of share of time, followed by online games, up 10% at 10.2% of online time. Meanwhile, search only took 1% of U.S. internet users' time in June, the research firm said.

"Despite the almost unlimited nature of what you can do on the web, 40 percent of U.S. online time is spent on just three activities - social networking, playing games and emailing leaving a whole lot of other sectors fighting for a declining share of the online pie," said Nielsen analyst Dave Martin.

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Here's a graph showing the impressive amount of time Americans spent on line in June, by categories:

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Mobile Online Time
With mobile use, email remains the main activity and even continues to rise, reaching 41.6% of U.S. mobile internet use in June, up from 37.4% a year ago. Social networking rose 28% but only accounted for 10.5% of mobile online activity, putting it at a third place behind portals with a 11.6% share of time. While access to content such as news, sports and other features declined over 20% in the period, videos/movies registered a boost of over 20%.

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How much time do you reckon you spend online on a computer and on your mobile device? Let us know what you spend the most time on when surfing the web.

About the author

Liva Judic joined Search Engine Watch and ClickZ in May 2010 as a news blogger. She has lived and worked across the globe in Madagascar, Switzerland, London, NYC, Asia and is now based in between New York and Berlin.

Her background is in government relations and financial media where she started out as a journalist at Bloomberg and became senior editor at AFX news (now part of ThomsonReuters). Prior to forming her own consultancy Judic was head of international PR for a head of state.

Judic focuses on facilitating brand and marketing transitioning for European startups moving to the US. She has been named one of the Top 50 Industry Influencers of 2014 by AGBeat