The typical adult now spends more than 100 minutes a day using sites like Facebook.
According to the latest report into digital trends from Global Web Index (GWI) -- published Tuesday -- 28 per cent of consumer's online time is dedicated to social media sites.
The growing ubiquity of the social web is also leading to a new growing trend, what GWI calls multi-networking. The average adult now has dedicated accounts on 5.39 different social networks and is an active user of 2.75 platforms. For example, 93 per cent of Twitter active users have an active Facebook account.
As for the most popular networks, Facebook is still the king, but the fastest growing network in terms of signing up active users is Pinterest, which saw active user numbers swell by 97 per cent over the last 12 months. Tumblr is in second place with 94 per cent and Instagram a distant third in terms of growth, with 46 per cent.
Over the same period, based on the responses of the 47,622 web users from 33 countries that made up GWI's latest study, Facebook has seen an 8 per cent drop in active user numbers.
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