The latest statistics from Experian Hitwise have revealed that the UK internet population spent 3.4 billion hours online during August 2011 and use of social media sites (Twitter, Facebook etc.) turned out to be the single most popular activity (i.e. 800 million hours in August).


Entertainment came next, which is typically dominated by consumers who spend the majority of their time on video streaming sites (e.g. iPlayer, 4oD etc.) as well as movie and gaming websites. However the picture changes slightly when popular activities are measured by visits instead of time consumed, which places entertainment (14.05%) just ahead of social media (12.17%).