Social networking now accounts for one in every five minutes spent on the internet. This is one of the many insights outlined in comScore’s 2016 Cross-Platform Future in Focus’ whitepaper, which examines overall traffic data and how it relates to a range of web and digital trends. The data’s primarily based on comScore’s MMX Multi-Platform measurement system, which translates de-duplicated audience size numbers, demographic composition and engagement performance across more than 300,000 digital media entities. Using comScore’s wide-ranging data tools, the whitepaper examines the key trends and behaviors driving digital consumption in 2016, including the adoption of social channels and mobile devices, and how those advances are re-shaping our wider communications landscape.
And as noted, one of the key findings in relation to social, specifically, is that one in every five minutes spent online is now dedicated to social networking, with messaging also one of the top elements in that mix.