Facebook had 140.3 million U.S. adult visitors last May, when the social networking site reached 70 percent of all active U.S. Internet users, according to a new Nielsen report. Moreover, U.S. adults collectively spent nearly 53.5 billion minutes on Facebook during the month, the firm's researchers said.
With respect to the sheer amount of time users spent at the website last May, Facebook dramatically outperformed Yahoo (17.2 billion minutes), Google (12.5 billion minutes), AOL (11.4 billion minutes), Windows Live (9.5 billion minutes, including visits to MSN and Bing), and YouTube (9.1 billion minutes). And in the social networking category, Facebook bested its nearest rival Blogger (723.8 million minutes).
Nielsen noted that emerging social-media player Tumblr nearly tripled its audience during May in comparison with the year-earlier period. Still, the new report underlines just how powerful Facebook has become with respect "to connecting people with just about everything they watch and buy," Nielsen researchers said.
Overall, social networks and blogs accounted for nearly a quarter of the total number of minutes that adult Americans spent on the Internet -- and with 53 percent of active adult social networkers following a specific brand. Nielsen also observed that nearly 40 percent of social-media users were accessing social-media content from their mobile phones.
The value of the time consumers spend online and on social networks and blogs is most visible through the influence on purchase decisions, Nielsen observed.
"For instance, 60 percent of those who use three or more digital means of research for product purchases learned about a specific brand or retailer from a social networking site," Nielsen researchers wrote in a new report. And within this group, 48 percent "responded to a retailer's offer posted on Facebook or Twitter."
In comparison to the average Internet surfer, active social-media users are 75...
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