Facebook is really going all out to get advertising going in a good way on its site, between sponsored links and other ads appearing on the page. However, it appears that ad revenue is exceeding the time spent by users on the site, according to a report from eMarketer.
Figures report that US adults spent approximately 21 minutes each day on Facebook (averaged across all adults), which accounts for just one-third of the time they spent on social networks in general. Out of those, 6 percent use a digital device of some sort, with 2.8 percent have an overall average daily time spent with media. This is actually an increase, as eMarketer reports that the time spent with major media in general has seen an increase, to nearly 12 1/2 hours for this year alone.
As small a number as that seems, 52.8 percent of U.S. adults — nearly 130 million people — log in to Facebook at least once a month for the year, with the average time of 39 minutes being spent daily on it. That accounts for 38.1 percent time spent on social networks in general.
When it comes to the spending side of things, nearly 10 percent of U.S. digital ad spending goes directly to the sight. Considering that the average time of 5 hours and 46 minutes is spent on the site, some might see that as profitable. However, only 30.5 percent believe that major media ad spending should go towards digital channels.
With services used, 15.9 percent of adult digital time will be utilized by video, compared to 11.7 percent of advertisers’ spending. Online radio programming managed to maintain an 11.2 percentage of time spent, with a comparable 4 percent of digital advertising. Outside of Facebook, those numbers show a slight bit of change, with 11.9 percent of digital time spent and 3.9 percent of digital ad revenues.
These numbers have shown incredible growth over the past few years. Back in 2010, only 14 minutes were spent on a daily basis on YouTube, with 28.5 percent of the general social time space.
It’ll be interesting to see how these numbers increase (or decrease) in the months ahead.