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Facebook Users Average 7 hrs a Month in January as Digital Universe Expands
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Facebook Users Average 7 hrs a Month in January as Digital Universe Expands

In a monthly view of U.S. Internet activity for top parent companies and web brands, The Nielsen Company found that the average time users spend using Facebook per month grew nearly 10%, topping seven hours. Additionally, the number of those actively using the web grew 3.8%, to slightly more than 203 million users.

Top 10 Parent Companies/Divisions for January 2010 (U.S., Home and Work)
Rank Parent Unique Audience (000) Time Per Person (hh:mm:ss) MOM UA % Change MOM Time % Change
1 Google 162,536 2:05:19 4.4% -11.7%
2 Microsoft 143,893 1:57:58 5.9% -4.1%
3 Yahoo! 138,850 2:28:33 6.6% -15.8%
4 Facebook 116,329 7:01:41 5.8% 9.7%
5 AOL LLC 87,629 2:14:12 -0.8% -7.5%
6 News Corp. Online 83,540 1:10:56 4.2% -9.4%
7 InterActiveCorp 75,433 0:14:16 5.4% -9.3%
8 Amazon 70,942 0:25:23 -4.7% -28.4%
9 eBay 68,909 1:18:41 1.4% -5.8%
10 Apple Computer 68,877 1:18:58 7.9% -10.0%
Source: The Nielsen Company

Example: The data indicates that 64.6 million home and work Internet users visited at least one of the eBay-owned sites or launched an eBay-owned application during the month, and each person spent, on average, a total of 1 hour, 9 minutes and 32 seconds at one or more of their sites or applications.

The parent level is defined as a consolidation of multiple domains and URLs owned by a single company or division. The brand level is defined as a consolidation of multiple domains and URLs that has a consistent collection of branded content.

Top 10 Web Brands for January 2010 (U.S., Home and Work)
Rank Brand Unique Audience (000) Time Per Person (hh:mm:ss) MOM UA % Change MOM Time % Change
1 Google 153,056 1:26:22 4.3% -14.4%
2 Yahoo! 137,459 2:29:04 6.5% -15.6%
3 MSN/WindowsLive/Bing 116,804 1:50:14 8.0% -5.6%
4 Facebook 116,329 7:01:41 5.8% 9.7%
5 YouTube 99,525 1:02:27 7.6% -10.3%
6 Microsoft 98,180 0:41:36 7.5% -6.8%
7 AOL Media Network 87,629 2:14:12 -0.8% -7.5%
8 Apple 68,877 1:18:58 7.9% -10.0%
9 Wikipedia 64,917 0:15:59 10.7% -2.7%
10 Fox Interactive Media 63,925 1:23:09 3.9% -9.5%
Source: The Nielsen Company

Average U.S. Internet Usage, Combined Home & Work, Month of January 2010
Metrics Current Month Previous Month % Change
Sessions/Visits per Person 55 51 7.80%
Domains Visited per Person 90 83 8.40%
Web Pages per Person 2,621 2,614 0.30%
PC Time per Person 58:52:05 64:09:12 -8.20%
Duration of a Web Page Viewed 0:00:56 0:00:56 -0.20%
Active Digital Media Universe 203,094,213 195,738,178 3.80%
Current Digital Media Universe Estimate 234,264,633 234,802,000 -0.20%
Source: The Nielsen Company