Almost a quarter of time online is spent on social networking sites in UK

13 minutes of every hour online is spent on social networking sites and forums in the UK, finds new research from Experian.

Visits to entertainment sites followed with 9 minutes of consumption per hour, and then shopping at 6 minutes.

With the rise in access via 3G and 4G networks, consumers are spending increasingly more time whilst on the move.

However, there is also evidence to suggest that mobile and tablet use in the home is increasing, particularly in the amount of time that consumers spend browsing news and entertainment sites during prime-time television periods.

“The online landscape is constantly changing and we’ve seen some pretty dramatic shifts in consumer behaviour across different geographic regions and in the various vertical markets,” said James Murray, Digital Insights Manager at Experian Marketing Services.

“There’s strong evidence that dual screening is on the increase. People are browsing on tablets in particular, and in December last year, 25% of all product searches were for tablets.

“They’re becoming extremely popular and a growing number of people are spending time using them whilst at home – particularly as a second screen.”

Murray added that because of the rise in second screening and the gateway this opens for brands and broadcasters, it is becoming more crucial for advertisers that they understand their customers and their behaviours.

“People have a ‘skimming mentality’ – they tend to scan content. Brands need to ask how they can grab consumers at the right time and be strong with their message. Otherwise, consumers will go elsewhere.”