It is a question many marketers ask themselves on a daily basis: “Where do users browse when they are on the Internet?” A recent study by Experian is spot on here. It reveals that people spend most time browsing social media platforms. Entertainment websites (9%) and shopping (5%) as well as business and checking emails are following with each one achieving 3% are coming in the following places.

The research was checking peoples’ browsing habits in the United Kingdom, United States and Australia. By distilling the overall Internet browsing time from 2012 into one single hour, the study found out that respondents spend 27% of every hour on social networkings. The U.S. was the leading country with 16 minutes per hour, followed by Australia 14 minutes and United Kingdom with 13 minutes. However, the time spend with social sites is overall a bit decreasing compared to 2012.

However, the figures vary depending on what device respondents were using. When respondents were on mobiles, they tend to spend the most time working on email. Again, the U.S. spent about 23% of every hour being busy on email on mobile devices in the first quarter or 2013, then closely followed by browsing social-networking, entertainment, shopping, and travel sites. Still, when using a personal desktop, people will most likely spend over a quarter of their time browsing social sites.

Experian Email Study 2013

“With smartphones and tablets becoming more powerful, our data clearly indicates the difference between mobile and traditional desktop usage further enabling the ‘always on’ consumer mentality. Marketers need to understand these differences, as well as regionally, to ensure campaigns can be tailored for better and more effective engagement.” Bill Tancer, General Manager Global Research, Experian

Spot On!
The desktop finds its end as we all know, and social media is the driver. Mobile emails get read more than emails seen from desktops, states some new benchmark report data from Informz. For this study in 2012, the company analyzed 1 billion emails from 800 associations. In fact, the study made clear that more links, shorter headlines, focussed lists and flexible send-outs are key to drive awareness to the email newsletters. If we bring these two studies together, we will understand the close connection between mobile and social.