Traditional Television Still Trumps Social Networking in Time Spent on Media Globally

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Frequency of visits is another important measure of each social media network, according to GWI. Facebook users are the most addicted to visiting more than once per day, with 56 percent of the users doing so. Meanwhile, the next four most popular social network only garner about half of the daily repeat visits as Facebook, with YouTube at 31 percent; Twitter at 29 percent; Instagram at 28 percent and Google+ at 27 percent.

Fewer active users access the most popular social media sites on a weekly basis, while more visit the least popular social media platform more often on a weekly basis. More than twice
as many users access Facebook once a day, 25 percent, versus once a week, 11 percent. Meanwhile, 23 percent of YouTube and Twitter users visit weekly; and 22 percent of Instagram and Google+ users visit weekly.

Comparatively, 24 percent of Pinterest visitors come once weekly compared to 19 percent for once-daily visitors. The once-daily vs. once-weekly visitors compare thusly: Tumbler, 16 percent vs. 21 percent; LinkedIn, 20 percent vs. 30 percent; Badoo, 13 percent vs. 18 percent; and MySpace, 15 percent vs. 17 percent.102116b

A significant amount of time is spent on social media activities on average, across the world, according to GlobalWebIndex.

More than a half an hour per day is spent on blogging, or 5 percent, the same time spent with the traditional press. Six percent (.71 hours) is spent on online press. Meanwhile, 15 percent of the day, or 1.69 hours, are spent on social network- ing, and 7 percent, or .79 hours, are spent on microblogging, such as Twitter.

The largest chunk of time is still spent on watching traditional television, or 23 percent of the day (2.58 hours), according to GWI, while a growing amount of time is spent on online television, or 6 percent (.61 hours). Meanwhile, 10 percent of the media users’ time is spent on radio, and another 5 percent (.61 hours) on online radio. and another 10 percent on non-social networking Internet.

For more information, or to download the executive summary of the 2015 Global Digital Media Trendbook, go to www.wnmn.org.

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