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Time makers. The UK’s heavy users of Twitter account for just 7% of the platform’s audience but average almost six hours and 17 minutes on the site a month, according to Nielsen Company metrics.
Light users account for two thirds of Twitter’s users, and spend less than two monthly minutes dealing with tweets, while medium users account for one quarter of the audience, averaging over 22 minutes.
“Twitter’s activity metrics are not unusual when compared with other social networks,” says Alex Burmaster, communications director, UK & EMEA, Nielsen’s online division. “Three percent of MySpace’s visitors account for 63% of total time spent on the site – 14% of Bebo’s visitors account for 87 percent of total time.”
“For LinkedIn, 5% of visitors account for half the total time. Half of Facebook’s U.K. audience (52%) account for almost all (98%) of the time spent on the site. This is because during the month of January, Facebook’s heavy visitors averaged 14 hours 20 minutes, their medium users (32% of the audience) averaged 30 minutes, while their light visitors (16%), averaged less than two minutes.”