According to web analytics firm, comScore, the average online user in the U.S. now spends nearly 16% of their time on social networking sites such as Facebook, LinkedIn, Tumblr or Twitter. That’s an increment from just 8% in July 2007. In the last year alone, social networking use has increased by approximately 25% and a large part of that is contributed by Facebook's 700+ million users.
It wasn't until May 2009 until Facebook finally caught up with MySpace, and ever since then Facebook has stayed on top, while MySpace has experienced a dramatic fall. In May 2011, Facebook had 157.2 million visitors, more than four times the size of Myspace (34.9 million visitors).
Facebook now reaches 73% of the U.S. Internet population each month, while MySpace has lost nearly 50% of its audience in the last year alone. Now users can even sign into Myspace using Facebook.
LinkedIn, Tumblr and Twitter all hit record highs in May 2011. LinkedIn now gets 33.4 million U.S. visitors, more than Twitter’s 27 million and Tumblr’s 10.7 million. Tumblr is the fastest-growing of the three companies though, boasting 166% growth in the last year. LinkedIn’s U.S. audience increased by a strong 58% since last year.