Americans Spend 2 Hours, 12 Minutes Per Month on

According to weekly trend data from Experian Simmons DataStreamSM, the number of U.S. adults paying a monthly visit to microblogging site has fallen during the past year by 14%. As of November 29, 2010, 8.25 million adults had made at least one visit to during the previous 30 days, down from 9.54 million adults who had visited the site in the 30 days prior to November 30, 2009.

Does this mean the ultimate “fail whale” is lurking just over the horizon for Twitter? Not just yet. Among those who visit, Simmons DataStream shows that the average number of visits per month rose a relative 37% in the last year. visits in late November 2010, in fact, reached an average of 10.0 visits per month, up from just 7.3 visits per month the year prior. As visit frequency increased, however, the duration of the average session declined, suggesting visitors today are seeking more frequent quick hits, rather than spending longer periods of time reading through posts. According to Experian Hitwise, the average amount of time visitors spend on the site during a typical session fell to 13 minutes, 12 seconds on November 27, 2010, down from an average of 15 minutes, 12 seconds spent on the site each session on November 28, 2009.

That said, Americans are still spending more time on than ever before. According to Experian Simmons estimates, Americans spent an estimated 2 hours and 12 minutes tweeting and reading tweets on in November 2010, up from 1 hour and 51 minutes spent on the site during November 2009.

Swim on, fail whale, swim on. To tweet this blog post, click on the green “retweet” button at the top of this item.

For more information on Simmons DataStream weekly reporting of nearly 40,000 consumer variables, visit our website.

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