My client Experian have put out research on Facebook usage out this morning. The research had two tables.
The first table looked at the average time spend on Facebook
| Market | Average time spent on Facebook in August 2011 per session |
| Singapore | 38 mins 46 sec |
| New Zealand | 30 mins 31 sec |
| Australia | 26 mins 27 sec |
| UK | 25 mins 33 sec |
| US | 20 mins 46 sec |
| France | 21 mins 53 sec |
| India | 20 mins 21 sec |
| Brazil | 18 mins 19 sec |
The second looked at market penetration of social networks and forums as part of overall web behaviour
| Market | Market share for social networks and forums |
| Brazil | 18.9% |
| Singapore | 16.4% |
| US | 15.4% |
| India | 14.0% |
| New Zealand | 13.9% |
| France | 15.1% |
| Australia | 13.1% |
| UK | 12.2% |
This was spread across some 9,000 social networks in the UK alone.
I found it interesting that there didn’t seem to be a clear positive correlation between the amount of time that users spent on social networks and market penetration of social networks. Does this indicate that just because social network usage maybe tending towards ubiquity doesn’t necessarily mean that they are that engaging?