The amount of time online Americans spent tweeting and reading tweets on Twitter grew an estimated 18.9% in 2010, while the number of US online adults paying a monthly visit to the microblogging site fell 14% during the same period, according to data from Experian Simmons DataStream.
As of November 29, 2010, 8.25 million adults had made at least one visit to Twitter during the previous 30 days, down from 9.54 million adults who had done so during the same period a year earlier.
However, on average, Americans spent more time on Twitter in 2010—roughly 21 minutes—from an estimated 1 hour and 51 minutes in November 2009, to 2 hours and 12 minutes in November 2010.
Among those who use Twitter, however, visit frequency has increased, while the duration of visits has fallen:
- Visit frequency: Users visited Twitter 10.0 times per month as of late November 2010,up 37% from 7.3 times per month a year earlier (blue lines on chart below).
- Visit duration: The average time visitors spent on the site during a typical session fell to 13.1 minutes as of late November 2010, down 13% from an average 15.1 minutes in a year earlier (red lines, below).
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