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Brits spend 45% of time online across just 10 web brands

Brits spend 45% of time online across just 10 web brands

Despite the increasing proliferation of new websites and services, Nielsen Online, a service of the Nielsen Company, today reveals the staggering share of time accounted for by the ten most heavily used web brands. And this share is increasing.

In April 2009, the ten web brands on which Britons spent the most time accounted for 45% of all UK Internet time - compared to less than 42% in April 2008.

Alex Burmaster, communications director EMEA, Nielsen Online, said, “The Internet is a complex and varied ecosystem and I think most people would be surprised by just how much time is accounted for by a relatively few brands who, in turn, are increasing their share of the pie.”

He added, “Between just the two of them, the two most heavily used web brands - Facebook and MSN/Windows Live - account for almost 11 billion of the 48 billion minutes that Britons spend online. That’s over one in every five minutes and highlights just how competitive the online space is for both publishers and advertisers when it comes to capturing consumer attention.”

In April 2009, the average Briton spent 22 hours 20 minutes online or using Internet-related applications. This represents a 34% increase on a year ago when the figure was 16 hours 36 minutes. Facebook is one of the major factors in the increasing time people are spending online – the site recording 3.8 billion more minutes in April 2009 than April 2008.

 

Nielsen online web brands 1

Nielsen online web brands 2 

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