The World Gets A Little Flatter

So how is the world spending its time online?  Make of this what you will, but according to Nielsen , 22% of internet usage time is spent on social media.  While that may not seem like a lot, keep in mind that percentage of time accounts for global usage.  Mashable reports on a few more notables:

Currently, three quarters of internet users worldwide visit a social network or blog when they go online – that’s a 24% increase over last year.

Joe Average (the international version) spends 66% more time on these sites than he did a year ago – for example, your average user spend 6 hours on these sites in April 2010, while last year he spent 3 hours, 31 minutes.

Facebook, YouTube, and Wikipedia make an appearance among the world’s most popular brands.

And just a couple more factoids worth mentioning:

Brazil boasts the largest percentage of internet users visiting a social network – 86%

Australians spend the most time on social networking sites: an average of 7 hours and 19 minutes in April – the US and Italy came in second and third with six and a half hours each

Facebook has the greatest share of the market it Italy in April 2010, garnering two-thirds of the active unique audience in April 2010.  Australia, the US, and the UK came in on Italy’s heels with more than 60% of active users visiting the site.

And before you start worrying that all that time online is ruining our brains, be sure to check out Shirky’s Cognitive Surplus , where he argues that social media has made us far more collaborative and productive than more passive activities, like watching television.  Check it out.

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