Experian Marketing Services Reveals 27 Percent Of Time Spent Online Is On
Social Networking In 2012
Email ranks as top category for time spent on mobile for Q1 2013
NEW YORK, April 16, 2013
NEW YORK, April 16, 2013 /PRNewswire/ --Experian Marketing Services, a global
provider of integrated consumer insight, targeting and cross channel
marketing, reveals that if the time spent on the Internet for personal
computers was distilled into an hour then 27 percent of it would be spent on
social networking and forums across US, UK and Australia in 2012. In the US,
16 minutes out of every hour online is spent on social networking and forums,
nine minutes on entertainment sites and five minutes shopping.
In the UK 13 minutes out of every hour online is spent on social networking
and forums, nine minutes on entertainment sites and six minutes shopping.
Australian Internet users spend 14 minutes on social sites, nine on
entertainment and four minutes shopping online.
Across all three markets, time spent shopping online grew year-on-year, but
the UK market emerged as having the most prolific online shoppers, spending
proportionally more time on retail websites than online users in the US or
Australia. UK Internet users spent 10 percent of all time online shopping in
2012, compared to nine percent in the US and six percent in Australia. This
was in part due to a bumper Christmas season in the UK where 370 million hours
were spent shopping online, 24 percent higher than the monthly average.
Consumption of news content also increased across all three markets with
Australian users emerging as the most voracious consumers of news online. Six
percent of all time spent online in Australia in 2012 was on a news website,
compared to five percent in the UK and four percent in the US.
Meanwhile, the time spent on social media proportionate to other online
activities declined across all three regions. The US, which has been the most
dominant market for social media consumption in the last three years dropped
from 30 percent of all time spent online to 27 percent. In Australia time
spent on social dropped from 27 percent to 24 percent while in the UK it
dipped from 25 percent to 22 percent year-over-year. This highlights the rise
in access via 3G and 4G networks as consumers spend increasingly more time
online while on the move.
Average time spent in 2012 by market
UK US AU
Category % time % time % time % time % time % time
2012 2011 2012 2011 2012 2011
Adult 4% 4% 4% 4% 4% 3%
Business 4% 4% 5% 5% 5% 5%
Email 3% 4% 5% 6% 2% 4%
Entertainment 15% 13% 15% 16% 15% 12%
Lifestyle 4% 3% 4% 4% 4% 4%
News 5% 4% 4% 3% 6% 5%
Shopping 10% 9% 9% 8% 6% 6%
Social 22% 25% 27% 30% 24% 27%
Travel 2% 2% 1% 1% 1% 1%
Other 31% 32% 27% 23% 33% 33%
Source: Experian Marketing Services
"Understanding consumer behavior across channels is more important than ever
as more visits are being made on the move, particularly among social
networking and email," says Bill Tancer, general manager of global research
for Experian Marketing Services. "With smart phones and tablets becoming more
powerful, our data clearly indicates the difference between mobile and
traditional desktop usage further enabling the 'always on' consumer mentality.
Marketers need to understand these differences, as well as regionally, to
ensure campaigns can be tailored for better and more effective engagement."
Average time spent on US mobile devices - Q1 2013
Q1-2013 Percentage of time
(h:m:s) for 1-hour
Email 0:06:24 23%
Social Networking 0:04:05 15%
Entertainment 0:03:34 13%
Shopping 0:02:59 11%
Travel 0:02:33 9%
Source: Experian Marketing Services
If we analyzed the US browsing data for mobile devices, email accounted for
the largest time spent on average, among the same categories for Q1 2013.
Email made up 23 percent of time spent on mobile devices for Q1 2013, while
social networking accounted for 15 percent. Entertainment had the third
highest time spent with 13 percent, followed by shopping with 11 percent and
travel with 9 percent. The mobile data does not include app usage, but does
include mobile browsing within an app.
Make sure to read about these and more of the latest consumer trends in our
2013 Digital Marketer Report.
About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer
insight, targeting, and cross channel marketing. We help organizations from
around the world intelligently interact with today's dynamic, empowered and
hyper-connected customers. By coordinating seamless interactions across all
marketing channels, marketers are able to plan and execute superior brand
experiences that deepen customer loyalty, strengthen brand advocacy and
For more information, please visit http://www.experian.com/marketingservices.
Experian is the leading global information services company, providing data
and analytical tools to clients around the world. The Group helps businesses
to manage credit risk, prevent fraud, target marketing offers and automate
decision making. Experian also helps individuals to check their credit report
and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a
constituent of the FTSE 100 index. Total revenue for the year ended 31 March
2012 was US$4.5 billion. Experian employs approximately 17,000 people in 44
countries and has its corporate headquarters in Dublin, Ireland, with
operational headquarters in Nottingham, UK; California, US; and Sao Paulo,
For more information, visit http://www.experianplc.com.
Experian and the Experian marks used herein are service marks or registered
trademarks of Experian Information Solutions, Inc. Other product and company
names mentioned herein are the property of their respective owners.
Experian Marketing Services Public Relations
1 212 380 2939
SOURCE Experian Marketing Services
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