Proportionate to other online activities, new research shows that the time U.S. consumers spend on social media sites is actually declining.
The United States -- which has been the most dominant national market for social media consumption over the last three years -- has dropped from 30% of all time spent online to 27%, according to new data from Experian Marketing Services.
By contrast, time spent shopping online grew year-on-year, Experian found. In fact, U.S .consumers spent 9% of their Web time shopping in 2012. After analyzing U.S. browsing data for mobile devices, email accounted for the largest time spent on average.
Consumption of news content also increased among U.S. consumers who devoted 4% of their online time to news.
Overall, email made up 23% of time spent on mobile devices during the first quarter of the year, while social networking accounted for 15% of consumers’ mobile time.
Entertainment had the third-highest time spent with 13%, followed by shopping with 11% and travel with 9%.
"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,” said Bill Tancer, general manager of global research for Experian Marketing Services.
Experian’s mobile data does not include app usage, but does include mobile browsing within apps.