What happens in an internet hour: New research reveals how we REALLY spend our time online
- Study analysed the anonymous behaviour of 25 million internet users worldwide
- Found a quarter of time is spent on social networking sites
- UK named as the internet's most prolific shopping nation
By Mark Prigg
PUBLISHED:13:10 GMT, 16 April 2013| UPDATED:13:14 GMT, 16 April 2013
Researchers have revealed what people really do online - and say a quarter of their time is spent on social networking sites.
The study analysed the anonymous behaviour of 25 million internet users worldwide - and found social networking, entertainment and shopping were the most popular pastimes.
The UK was revealed as the internet's most prolific online shopping nation, beating North America and Australia.
 A UK internet hour - with social networking taking up the most time, followed by entertainment and shopping
British Internet users spent 10 per cent of all time online shopping in 2012, compared to nine per cent in the US and six per cent in Australia.
This was in part due to a bumper Christmas season in the UK where 370 million hours were spent shopping online, 24 per cent higher than the monthly average, the researchers said.
Consumption of news content also increased across all three markets with Australian users emerging as themost voracious consumers of news online.
Six per cent of all time spent onlinein Australia in 2012 was on a news website, compared to five per cent in the UK and four per cent in the US.
The study also revealed the US are biggest social media addicts.
Inthe UK 13 minutes out of every hour online is spent on social networking and forums, nine minutes on entertainment sites and six minutes shopping.
In North America, figures are similar with 16 minutes spent on social media in the US, nine minutes on entertainment and five minutes on shopping.
Australian Internet users spend 14 minutes on social sites, nine on entertainment and four minutes shopping online.
Acrossall three markets, time spent shopping online grew year-on-year, but the UK emerged as having the most prolific online shoppers, spending proportionally more time on retail websites than online users in North America or Australia.
 What makes up an internet hour around the world: How the nations stack up
 A US 'internet hour', with 16 minutes sent on social media, 9 minutes on entertainment and 5 minutes on shopping
James Murray, Digital Marketing Manager at Experian Marketing Services said: 'The online landscape is constantly changing and we’ve seen some pretty dramatic shifts in consumer behaviour across different geographic regions and in the various vertical markets.
'Consumers are changing the way they interact online and the rise of 3G and now 4G mobile internet access means more visits are being made on the move, particularly in social and email.
'As brands become increasingly global entities it’s more important than everto understand the differences between regional online behaviours so that marketing campaigns can be tailored for better and more effective brand engagement.'
Last edited by NIXAR on 17-4-2013 11:21 AM
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Post time 17-4-2013 11:20 AM
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