Saturday, March 19, 2005

Internet Usage Patterns Vary Geographically

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.

See also