Games overtake email as second top online time killer- US study

The study, from Nielsen Online, found that of the nearly 24 hours of time that Americans on average spent online during the month of June, 23 percent was on social networks and blogs. That is up from 16 percent in the same month a year earlier.

By far the most visited social network was Facebook, which recently celebrated reaching half a billion active users worldwide. The site commanded 85 percent of the time Americans spent on social networks.

Games, meanwhile, accounted for more than 10 percent of Internet users' total time online in June, up from 9 percent last year. E-mail, on the other hand, counts for just 8 percent of Americans' Internet time, down from nearly 12 percent last June.

That could reflect many Americans contacting friends through Facebook or phone text messages rather than traditional e-mail.

The most popular online games were from Electronic Arts . Its Web games include "Tiger Woods Online" and casual games played on Facebook.

“Despite the almost unlimited nature of what you can do on the web, 40 percent of U.S. online time is spent on just three activities – social networking, playing games and emailing leaving a whole lot of other sectors fighting for a declining share of the online pie,” said Nielsen analyst Dave Martin.

Additional findings include:

• Of the most heavily-used sectors, videos/movies was the only other to experience a significant growth in share of U.S. activity online. Its share of activity grew relatively by 12 percent from 3.5 to 3.9 percent. June 2010 was a major milestone for U.S. online video as the number of videos streamed passed the 10 billion mark. The average American consumer streaming online video spent 3 hours 15 minutes doing so during the month.
• Despite some predictions otherwise, the rise of social networking hasn’t pushed email and instant messaging into obscurity just yet. Although both saw double-digit declines in share of time, email remains as the third heaviest activity online (8.3 percent share of time) while instant messaging is fifth, accounting for four percent of Americans online time.
• Although the major portals also experienced a double digit decline in share, they remained as the fourth heaviest activity, accounting for 4.4 percent of U.S. time online. 

• Portals remain as the second heaviest activity on mobile Internet (11.6 percent share of time), despite their double digit decline and social networking’s rise to account for 10.5 percent share means the gap is much smaller than a year ago (14.3 percent vs. 8.3 percent).
• Other mobile Internet activities seeing significant growth include music and video/movies, both seeing 20 percent plus increases in share of activity year over year. As these destinations gain share, it’s at the cost of other content consumption – both news/current events and sports destinations saw more than a 20 percent drop in share of U.S. mobile Internet time.

“Although we see similar characteristics amongst pc and mobile internet use, the way their activity is allocated is still pretty contrasting, added Martin. While convergence will continue, the unique characteristics of computers and mobiles, both in their features and when and where they are used mean that mobile Internet behavior mirroring its PC counterpart is still some way off.”

Source: http://blog.nielsen.com/