CorpComms Magazine

People from around the globe are increasingly spending longer on visits to social networking sites, and Singaporeans top the list spending on average 38 minutes and 46 seconds per Facebook session.

The report by online intelligence service Experian Hitwise found that Brazilians spend the least amount of time on Facebook, with the average session lasting just 18 minutes and 19 seconds. New Zealand came in second place at just over half an hour, while the average UK sitting lasts 25 minutes and 33 seconds. One out of five Singaporeans will go directly from one social network to another.

Facebook is the world's most used social network and has more than 800 million active users. The report highlighted that brands would benefit from getting involved with the site and advertising on it, because of how long people spend on the site.

The report revealed that the number of social networks is huge, and there are 9,000 alone in the UK and there are more than 3,200 in Brazil. However, the report found that even though the UK has one of the most mature social markets, it has the lowest share of visits going to the social networks, with just 12.2 per cent. Brazil has the highest percentage of visits to social networks with 18.9 per cent of Internet use.

Singapore has 16.4 per cent market share for social networks and forums, followed by North America which accounts for 15.4 per cent. France has 15.1 per cent and Australia has 13.1 per cent.

Ankur Shar, chief executive and co-founder of Experian company Techlightenment, said: 'Knowing the market share social networks have in each country and the level of usage is key to social networking success.'

Market share for Facebook in India is rising by 88 per cent year on year and by 16 per cent in Brazil year on year.

The report  carried out in August 2011 studied eight countries from around the globe, which include Brazil, Singapore, North America, India, New Zealand, France, Australia and the UK.

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