Corporate Eye

Social Networking Accounts for 20% of Australians’ Time Online

Last week, I wrote a post on Corporate Eye about the increasing use of social networking among consumers in China.  This week, I’ll take a look at social networking usage rates in Australia where research by comScore reports that 1 in every 5 minutes spent online in Australia is spent on social networking sites.

In fact, social networking is the top online activity among Australian Internet users based on time spent on various online activities as the following data shows us:

  • Social networking: 21.9% of online time
  • Portals: 19.7% of online time
  • Instant messengers: 11.6% of online time
  • Entertainment: 11.1% of online time
  • Email: 5.9% of online time
  • Games: 3.2% of online time
  • News/information: 3.0% of online time
  • Search/navigation: 2.8% of online time
  • Auctions: 2.4% of online time
  • Community: 2.1% of online time

Facebook was the top site in Australia based on the amount of time Internet users spent on the site, but Microsoft and Google took the top two spots, respectively, for the most visits (Facebook came in third for most visits).

Clearly, the popularity of social networks, particularly Facebook, is not isolated to one part of the world.  Internet users around the world are spending a significant amount of time on social networking sites.  It makes sense that your brand should be there, too.  The days of thinking, “my customers aren’t online and don’t use sites like Facebook,” are over.

What do you think?

Image: stock.xchng

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.