That makes social media the top online category in the US, followed by online gaming (9.8%), email (7.6%), portals (4.5%), search (4.0%), and instant messaging (3.3%).
The "Other" online category, comprising 75 sub-categories—such as viewing adult content online, visiting retail websites, and reading about various subjects (e.g., sports and health) online—accounts for 35.1% of time spent online.
Below, additional findings from the State of the Media: The Social Media Report, Q3 2011, by Nielsen NM Incite.
Facebook Top Social Platform
Americans spend more time on Facebook than any other social media brand: In May 2011, online adults spent 53.5 billion minutes using Facebook, up 6% from 50.6 billion minutes a year earlier.
Time spent on blogs followed with 723.8 million minutes, followed by Tumblr (623.5 million), Twitter (565.2 million), and LinkedIn (325.7 million).
Facebook reached 70% of active online US adults in May; among them, 62% were women, according to Nielsen.