Social networks and blogs now account for a quarter of the time Americans spend on the internet and in May Americans spent 53bn total minutes on Facebook, according to research from Neilsen.
Nearly 40pc of social media users access social media content from their mobile phones.
The Neilsen ‘State of the Media: Social Networking Report’ found that Tumblr is an emerging player in social media, nearly tripling its audience from a year ago.
Internet users over the age of 55 are driving the growth of social networking through the mobile internet.
It found that 70pc of active online adult social networkers shop online, 12pc more likely than the average adult internet user.
Across a sample of 10 global markets, blogs and social networks are the top online destination in each country, accounting for the majority of time spent online and reaching at least 60pc of active internet users.