Singaporeans apparently love spending more time on Facebook.com than anyone else in the world, based on a new international study about social networks in eight countries conducted by Experian Hitwise.
The global information services company found that Singaporeans spend on average 38 minutes and 46 seconds per session. Compare that to Brazil, where Facebook members spend less than half that with an average of 18 minutes and 19 seconds per session during August 2011.
Singapore loves social networks so much that Hitwise found that approximately one in four Singaporeans (18 percent) jump from one social network directly to another.
It looks like Brazilians are spending more of their social networking time elsewhere as Brazil had the highest percentage of Internet visits going to social sites (18.9 percent of Internet usage). Orkut came out on top as the most visited social network in Brazil with 43 percent of all social networking visits.
The United States found itself somewhere in the middle as Americans spent an average of 20 minutes and 46 seconds in August 2011. The U.S. was also named as the third top market for social networking as 15.4 percent of all U.S. Internet visits were to social networks in August 2011. Facebook.com was still the most visited social network in the U.S. with 91 percent of visits among the options.
Twitter came in a distant, distant second with 1.92 percent, and Tagged.com surpassed MySpace for third place with 1.04 percent.
There are some underlying lessons and tips for online advertisers and retailers. For instance, Hitwise found that social network users in Brazil, India and Singapore rarely visit retail websites after being on a social network. Thus, retailers in these markets should increase their presence on social networks, which could ultimately drive up website traffic and sales.
Interestingly enough, none of this data includes mobile traffic. If it did, then these results could be drastically different considering many people worldwide typically have easier access to mobile devices than computers.