Here’s something to think about.
The average Internet user spends approx. 16.6 hrs per week online. Over a month this works out at just over 71 hours.
It’s not a small number and according to the same Nielsen data the average TV viewer spends around 12.2 hrs per week watch TV (FTA or STV)
But think about this. Facebook is currently the number 1 site in terms of engagement in AU … users spend around 2 hours, 49 minutes on the site per month. Next is MSN Messenger at 2 hours, 35 minutes per month.
So the number 1 site in terms of engagement only accounts for just under 4% of peoples times online. That seems low.
What’s more, there’s only 3 sites/networks in the top 10 sites where users spend over a 1 hour per month.
They are Facebook, ninemsn and ebay.
I can sense the use of the word ‘fragmentation’ coming on. But it’s okay – whilst the word has sort of lost all meaning it makes sense in this instance.
Yes, users are more engaged online when it comes to total hours spent … but it’s clear from this they are spreading their efforts pretty widely when online – looking at a helluva lot of different sites and spending only as much time as they really need to on each.
Begs the question – are our current creative formats relevant for this sort of transactional browsing? And what can we do in planning stages to accommodate this sort of hyper-consumption?