Experian Marketing Services Reveals 27 Percent Of Time Spent Online Is On Social Networking In 2012

Tue Apr 16, 2013 11:18am EDT

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Email ranks as top category for time spent on mobile for Q1 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.  

(Photo:  http://photos.prnewswire.com/prnh/20130416/LA95321-INFO)  

Global comparison  
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 2012  % time 2011  % time 2012  % time 2011  % time 2012  % time 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."   

Mobile browsing

 Average time spent on US mobile devices - Q1 2013     
 Category           Q1-2013    Percentage of time    
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 maximize profits.  

For more information, please visit  http://www.experian.com/marketingservices.

About Experian
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, Brazil.  

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.

Matt Tatham
Experian Marketing Services Public Relations
1 212 380 2939

SOURCE  Experian Marketing Services

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