The problem isn't specific
to MySpace, either, as comScore shows that time spent on Bebo has been cut in half in the past four months, while Friendster has plummeted 75 percent over the same period. Even Facebook, despite
doubling its year over year audience in the U.S., saw a paltry 13 percent growth in time spent per user.
Advertisers certainly won't be too impressed by the engagement figures, which social networks have trumpeted as one of their core competencies. Is this a sign that the Web's fickle users are getting bored with social networks? The slowdown in time spent per user certainly places more pressure on advertising programs to perform, but it also pressures social networks to innovate in order to retain users.