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According to Nielsen Online, Facebook users spend about 3.26 times more time online compared to other non-Facebook users; signalling a great shift in behavioural patterns. According to an article in The Wall Street Journal, Australians are stated to be world-beaters when it came to Facebook, as they spend an average of not less than 25 hours on the site monthly.

This is a huge difference from the 7.91 hours clocked by non-Facebook users and the previous report of only 7 hours a month. The report suggested that there is a significant ‘digital divide’ between those who view the Internet as their primary ‘social and entertainment destination’ and those who still view the internet as only a productivity tool.

On top of that, Facebook users spend seven times as long on search engines as non-Facebook users, 51% more time on information and news sites, and more than twice as long on entertainment based sites.

According to the Nielsen Online research director Mark Higginson, Nielsen director of Analytics, the results from the survey are likely to be significant for online advertisers, as Facebook is a fantastic sign of deeper Internet usage.

With a growing number of users daily, Facebook is set to take the social networking industry to a whole new level. If you’re on Facebook, be sure to connect with us through our page!

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