According to a survey from Burst Media, that while a majority of respondents (53%) belong to at least one social networking site, the amount of time spent on these sites is somewhat short compared to overall time spent online.
The research found that while 40% of 18-34 year olds spend 11 hours or more per week online—less than ½ hour a day (or 3.5 hours/week) of that time is spent on social media sites.
What this means is that content sites still rule; at least in terms of time spent online when considered collectively. “There is no denying the fact that social networks are hugely popular, but it is important to recognize that Internet users still spend a significant portion of their time online visiting content sites,” said Chuck Moran, Vice President of Marketing at Burst Media.
“The results of this survey reveal a tremendous opportunity for marketers to utilize both social media and the thousands of high quality Long Tail web sites to reach their target audiences.”
Also of interest was the fact that over half (52.5%) of Baby Boomers surveyed indicated that they did not belong to a social networking site - pointing to potential opportunity in the social networking space to reach this active demographic. This opportunity, however, may not be fully realized with the current selection of social networking options. Among Boomers not belonging to a social networking site, a huge majority (96.3%) feel these sites are focused on age groups other than their own.
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