What are internet users doing with their time?

According to a report by The UK Online Measurement Company (part of the Nielsen group) UK internet users spent 65% more time online during April 2010 (some 884 million hours) than they did during the same period in 2007.

But it’s not just the amount of time we’re spending online that’s changing… it’s also what we do with that time.

In April 2007, Social Networks & Blogs accounted for less than 9% of UK Internet time. In April 2010 they accounted for 23% of UK Internet time.

In absolute terms the amount of time spent on Social Networks & Blogs jumped 340% between April 2007 and April 2010, from 40 million hours to 176 million hours. Only the Coupons/Rewards (516%) and Food & Cooking (363%) sectors showed stronger growth over the same period.

“Despite the large increase in the amount of time people spend online and the increasing proliferation of websites and online services, one thing has remained constant and that is the bulk of time accounted for by communicating, networking and playing games. These are the pillars on which the Internet as a heavily used medium are built.” –Alex Burmaster on behalf of UKOM.

Irish patterns are likely to mirror, to some degree, the online behaviour exhibited by our nearest neighbours… and these shifts in internet usage are something to consider as you ponder the future online strategy of your business.