Time spent on Yahoo sites hit a new U.S. low in June, according to traffic data released by comScore today. Citi analyst Mark Mahaney compiled the data in a report today and produced the chart below. |
CHART OF THE DAY: Microsoft’s Head Of Sales Blames Facebook For Low Online Ad Prices |
Social networks, with their massive inventory of page views, have much lower ad rates on a cost per thousand impressions (CPM) basis than the Internet at large. ComScore reports that Facebook and MySpace only get a $0.56 CPM on average, while the Internet at large gets $2.43. |
CHART OF THE DAY: Time Spent On Yahoo Hits An All-Time Low |
Time spent on Yahoo sites hit a new U.S. low in June, according to traffic data released by comScore today. Citi analyst Mark Mahaney compiled the data in a report today and produced the chart below. |
Time spent on Google sites (38.9 billion minutes) was greater than Yahoo (38.8 billion minutes) for the first time. As a percentage of total internet time for Q2, Yahoo hit an all-time low, says Mahaney. |
Yahoo’s share of time spent was 9.7%. More worrisome than Google passing Yahoo is that Facebook is coming on strong. Facebook’s share of time spent was 8.6% for Q2, which is up from 7.8% in Q1. |
More than one-third — 39% — of women 18-34 are now self-proclaimed Facebook addicts, Lightspeed found after surveying a nationally representative sample of 1,605 U.S. adults who use social media. |
Indeed, 57% now report talking to people online more than face-to-face, while 34% say checking Facebook is the first thing they do in the morning — even before brushing their teeth or using the bathroom. Read more at www.mediapost.com |
The Nielsen Company reported in June that, on average, the global consumer spends about 1 in every 4.5 minutes online on blogs or social networking sites. According to a report by market researcher Morpace, among US Facebook users time on Facebook rises to 1 in 3 minutes spent online.
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Unsurprisingly, despite Facebook’s growing appeal to older users, 18- to 34-year-olds spend the most time on the site per week, at 8.5 hours out of 22.4 spent online. Weekly Facebook time drops to 4.6 hours among users ages 55 and older, representing a lower proportion of that group’s average of 21.5 hours per week on the internet.
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Broken down by race and ethnicity, Morpace found Facebook usage heaviest by Asians. Not only did that group spend the most hours per week on the site, but they also devoted the greatest percentage of their weekly internet time to Facebook (39.6%, compared with 35.1% among blacks, the second-highest group). Hispanics spent the fewest hours on Facebook, and even compared with their low average time online came in last.
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Broken down by race and ethnicity, Morpace found Facebook usage heaviest by Asians. Not only did that group spend the most hours per week on the site, but they also devoted the greatest percentage of their weekly internet time to Facebook (39.6%, compared with 35.1% among blacks, the second-highest group). Hispanics spent the fewest hours on Facebook, and even compared with their low average time online came in last.
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