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Social networking dominates the internet.

This Roy Morgan survey on Australia’s unemployment and ‘under-employed’* is based on weekly interviews covering January 2007 – January 2013 and in total 315,181 Australians aged 14 and over were interviewed face-to-face including 3,879 interviews in January 2013. : February 6, 2013

Australians spend about as long social networking as they do on Search, News, Shopping and Email websites combined, according to the September 2012 release.

The average time spent on social networking websites by all Australians aged 14+ is over 6 hours each four weeks. That 13 minutes a day adds up - to over three full days per Australian every year dedicated to Online Communities and Messaging.

Facebook remains the most popular social networking site, accounting for 4.6 hours of the 6-hour average, with other community websites such as Google+ and Twitter growing in popularity as more people visit.

Weather, Banking, Government, Sport and Real Estate websites round out the top ten.

Time spent (duration) by website category

Source: Roy Morgan Single Source January 2012 - September 2012 (n=21,026).
Website categories based on specific URL visited in the last 4 weeks, and duration is based on active time spent on the website domains.

Online Communities & Messaging is the number one online category for both men and women, but otherwise internet consumption habits diverge considerably.

Men account for more than two thirds of the total time on News and Newspaper websites, averaging 2 hours 27 minutes per man compared to 1 hour 6 minutes per woman.

Men also spend substantially more time on average with their top ten website categories than women do with theirs.

Source: Roy Morgan Single Source January 2012 - September 2012 (n=21,026).
Website categories based on specific url visited in the last 4 weeks, and duration is based on active time spent on the website domains.

George Pesutto, General Manager — Media & Communications, Roy Morgan Research, says:

“While we may use it to bank, shop, check the weather and read news, it is clear that for both men and women the web is primarily a communication tool.

“However men and women use the internet differently: men engage more with news and newspapers, whereas women spend more time emailing and online shopping.

“Beyond the top ten, women spend more time on entertainment and employment sites, whereas men spend more on automotive and directories.”

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