February 18, 2011
Social networking now accounts for the largest amount of total time spent online by Australians.
In a report released by comScore on The State of the Internet in Australia, Australians consumed about 22 percent of their time online in December 2010, up by 5.3 percentage points compared to the same month the previous year. This explains why Facebook is the top site by total minutes spent in Australia. Different sources place the total number of Australians using Facebook at 8 to 10 million active users.
Portals came in second at 19.7 percent and Instant Messengers accounted for 11.6 percent. Both shed points to social networking. Entertainment rose to 11.1 percent from 9.1 percent in 2009.
The report also revealed that group-buying continued to gain traction over the past year. Cudo of MSN leads the space with 418,000 unique visitors in December 2010. This landscape is expected to change with the entry of Groupon, known as Stardeals, in Australia.