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BizReport : Social Marketing : February 18, 2011

Time spent with socnets up Down Under

They're a social bunch, Aussies. That goes for when they're online, too, as a recent State of the Internet in Australia report from comScore illustrates.

by Helen Leggatt

australia logo.gifThe largest chunk of time spent online by Australians is dedicated to social networking, found comScore. Their analysis of activity in December, 2010, found approximately one in every five minutes, 22%, is spent with various social networks.

By "various social networks" I really mean Facebook, of course, which is not only Australia's most popular social network, but also overtook Microsoft Sites to become last year's most-visited Internet property throughout the country.

Social networking was the only category with which Australians substantially increased their time (5.3%). Entertainment rose 2% to 11% while news/information (up 0.8%) and search/navigation (up 0.2%) struggled.

The remaining categories all witnessed a decline in time spent including portals (-9.6%), instant messengers (-7.7%), and games (-0.5%).

In other Antipodean news, a study conducted by InMobi and comScore discovered Australians are pretty laid back about ads on their mobile phones. Three-quarters of Australians said they were either "very" or "somewhat" comfortable with mobile ads, with nearly half (48%) citing "very".

Tags: Australia, Internet, social network

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