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The Ten Most Heavily Used Web Brands Account for 45 Percent of Total UK Internet Time
LONDON, September 4 /PRNewswire/ --
- Consequently, the Other 7,625 Brands Currently Tracked by
Nielsen Online are Fighting for the Remaining 55 Percent of Time Britons
Spend Online
- Facebook is the Most Heavily Used Web Brand, Accounting for 13 Percent
of all UK Internet Time - or one in Every Eight Minutes
- Communication and Entertainment are Central Themes Amongst Most Heavily
Used Web Brands
Despite the increasing proliferation of new websites and
services, Nielsen Online, a service of the Nielsen Company, today reveals the
staggering share of time accounted for by the ten most heavily used web
brands. Moreover, this share is increasing. In April 2009, the ten web brands
on which Britons spent the most time accounted for 45 percent of all UK
Internet time - compared to less than 42 percent in April 2008 (see Chart 1).
"The Internet is a complex and varied ecosystem and I think
most people would be surprised by just how much time is accounted for by a
relatively few brands who, in turn, are increasing their share of the pie."
says Alex Burmaster, Communications Director, EMEA, Nielsen Online.
"Between just the two of them, the two most heavily used web
brands - Facebook and MSN/Windows Live - account for almost 11 billion of the
48 billion minutes that Britons spend online. That's over one in every five
minutes and highlights just how competitive the online space is for both
publishers and advertisers when it comes to capturing consumer attention."
In April 2009, the average Briton spent 22 hours 20 minutes
online or using Internet-related applications. This represents a 34 percent
increase on a year ago when the figure was 16 hours 36 minutes. Facebook is
one of the major factors in the increasing time people are spending online -
the site recording 3.8 billion more minutes in April 2009 than April 2008
(see Chart 2).
Chart 1: Most heavily-used web brands - share of UK
Internet-related time
Rank Brand Share of Share of Change
Time April Time in Share
2009 April of Time
2008
1 Facebook 12.7% 7.2% +5.6%
2 MSN/Windows Live 9.2% 10.1% -0.9%
3 Google 5.3% 4.8% +0.4%
4 eBay 4.1% 5.0% -0.9%
5 Yahoo! 3.5% 3.4% +0.1%
6 AOL Media Network 3.0% 3.2% -0.2%
7 BBC 2.3% 2.3% +0.1%
8 YouTube 1.9% 1.9% -0.1%
9 Microsoft 1.5% 2.0% -0.5%
10 Apple 1.5% 1.7% -0.2%
Total 45.1% 41.6% -
From Apr. '08 to Apr. '09 the share of UK time accounted for by Facebook
increased by 5.6 percentage points - from 7.2 percent to 12.7 percent.
Chart 2: Most heavily-used web brands - total UK Internet-related time
Rank Brand Total UK Minutes Total UK Change in
(millions) April Minutes Total UK
2009 (millions) Minutes
April 2008 (millions)
1 Facebook 6,160 2,385 +3,776
2 MSN/Windows 4,463 3,369 +1,094
Live
3 Google 2,560 1,610 +950
4 eBay 1,978 1,672 +306
5 Yahoo! 1,719 1,133 +586
6 AOL Media 1,462 1,060 +402
Network
7 BBC 1,129 759 +370
8 YouTube 898 648 +249
9 Microsoft 733 660 +73
10 Apple 719 554 +165
From Apr. '08 to Apr. '09 the amount of UK time spent on Facebook
increased by 3.8 billion minutes - from 2.4 to 6.2 billion.
Communication and entertainment are the two central themes
amongst the most heavily used web brands. Alongside Facebook, communication
accounts for MSN/Windows Live whose time is driven by its Messenger and
Hotmail services whilst Yahoo! and AOL score heavily on time due to their
email offerings. Entertainment is accounted for by video publisher YouTube
and the technology companies Microsoft and Apple whose media player offerings
- Windows Media Player and iTunes, respectively - are the reason they
generate such high time figures.
Burmaster concludes, "The major players have had a pretty good
year in terms of the increasing amount of time people spend on their websites
and applications. This bodes well for the online industry as it attempts to
attract the big brand advertisers by providing a more meaningful platform to
engage consumers, particularly through the vehicles of entertainment and
communication."
Editor's Notes - Please source all information to Nielsen Online
About Nielsen Online
Nielsen Online, a service of The Nielsen Company, delivers comprehensive,
independent measurement and analysis of online audiences, mobile,
advertising, video, consumer-generated media, word of mouth, commerce and
consumer behaviour. With high quality, technology-driven products and
services, Nielsen Online enables clients to make informed business decisions
regarding their Internet, digital and marketing strategies. For more
information, please visit http://www.nielsen-online.com. Also, visit our blog
at http://www.nielsen-online.com/blog.
About The Nielsen Company
The Nielsen Company is a global information and media company with
leading market positions in marketing and consumer information, television
and other media measurement, online intelligence, mobile measurement, trade
shows and business publications (Billboard, The Hollywood Reporter, Adweek).
The privately held company is active in more than 100 countries, with
headquarters in New York, USA. For more information, please visit,
http://www.nielsen.com
Nielsen Online
The Nielsen Company
77 St John St, London
EC1M 4AN
Contact:
Alex Burmaster:
+44(0)20-7014-0597
alexander.burmaster@nielsen.com
http://www.nielsen-online.com
