The amount of time most home Internet users spend online is hitting a plateau in some markets, according to Nielsen//NetRatings, while growing rapidly in others.
Nielsen//NetRatings found that Americans spend on average nearly 14 hours online each month, which is close to the worldwide average. This figure is 2% lower than a year earlier. Those living in Hong Kong surf the longest out of the 12 countries, averaging nearly 22 hours, and up 25% compared to a year earlier. Some others:
- Japan, 14 hours and 50 minutes, up 12%
- France, 14 hours and 25 minutes, up 19%
- Brazil, 13 hours and 13 minutes, up 6%
- Germany, 12 hours and 31 minutes, up 4%
- Spain, 11 hours and 36 minutes, up 5%
- U.K., 11 hours and 20 minutes, up 8%
- Sweden, 10 hours and 29 minutes, up 8%
- Italy, 8 hours, up 15%
Shifts in media consumption, steadily improving online offerings, and growing broadband penetration are seen as the likely factors in growing the number of online user sessions on a global basis. http://www.netratings.com/