Who Spends Most Time on Facebook?

Who Spends Most Time on Facebook?

How age, income and ethnicity affect time spent social networking

The Nielsen Company reported in June that, on average, the global consumer spends about 1 in every 4.5 minutes online on blogs or social networking sites. According to a report by market researcher Morpace, among US Facebook users time on Facebook rises to 1 in 3 minutes spent online.

Unsurprisingly, despite Facebook’s growing appeal to older users, 18- to 34-year-olds spend the most time on the site per week, at 8.5 hours out of 22.4 spent online. Weekly Facebook time drops to 4.6 hours among users ages 55 and older, representing a lower proportion of that group’s average of 21.5 hours per week on the internet.

Broken down by race and ethnicity, Morpace found Facebook usage heaviest by Asians. Not only did that group spend the most hours per week on the site, but they also devoted the greatest percentage of their weekly internet time to Facebook (39.6%, compared with 35.1% among blacks, the second-highest group). Hispanics spent the fewest hours on Facebook, and even compared with their low average time online came in last.

Time Spent on the Internet vs. Time Spent on Facebook, by Race/Ethnicity, May 2010 (hours per week by US internet users)

Posted via email from Viral Social Media Strategies


  1. So what? Who cares about the race of the people on facebook & why does it even matter?

  2. I saw the article at Nielsen when it was published. I'm struck by the ethnicity study, that either Nielsen or Facebook has collected data significant enough to make these claims.

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