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Study shows UK spends a quarter of online time on social networks
A quarter of online time in the UK is spent on social media sites and forums, a new study shows.
If time spent on the internet was to be broken down into a single hour, 13 minutes would be given over to forums and sites like Facebook and Twitter, the global information services company revealed.
Nine minutes in every hour are spent on entertainment sites and online shopping accounts for six minutes.
The UK emerged as the most prolific ecommerce adopter of the three markets surveyed, with British users spending proportionally more time on retail websites than their counterparts in Australia and the US.
Over Christmas, the time UK consumers spent shopping online stood at 370 million hours - 24 per cent higher than the country's monthly average.
James Murray, digital marketing manager at Experian Marketing Services, said: "As brands become increasingly global entities, it's more important than ever to understand the differences between regional online behaviours so that marketing campaigns can be tailored."