Skip to: Navigation | Content | Footer

Google and Facebook account for over a quarter of internet time

Google and Facebook recently announced quarterly income totalling £27 billion and their dominance is highlighted by the fact they account for one in every three and a half minutes of the time Britons' spend online.

Author: News Desk

Posted on: 10 August 2017 08:00

Google and Facebook account for over a quarter of internet time

Hannu Verkasalo: "Google and Facebook's share of internet time and ad revenue is staggering considering the internet's near-infinite long tail.”

According to measurement firm Verto Analytics, British adults accumulate 42.7 million days a month across Google properties - primarily search, YouTube and Gmail - the equivalent of more than 1 in every 6 minutes (17%) of UK internet time. Around 11% of time (28.4 million days) is spent on Facebook-owned properties which include WhatsApp and Instagram.

"Google and Facebook's share of internet time and ad revenue is staggering considering the internet's near-infinite long tail," said Hannu Verkasalo, CEO of Verto Analytics. "Estimates say they account for 50-75% of ad revenue but are hoovering up 80-99% of every new pound spent. Thus, their share of revenue is double their share of time. That's because they've been highly innovative and make it much easier for advertisers to spend with them, such as providing both measurement tools and economies of scale. In contrast, the likes of the newspaper industry, who rejected a joint ad sales venture to combat declining revenues, aren't offering advertisers the same path of least resistance and effectiveness."

The newly combined Yahoo and AOL offering - Oath - now accrues the seventh most internet time in the UK, 4.9 million days a month (1.9% of time).

The 10 most dominant companies in the UK - all of which are US firms, except for the BBC - account for half of internet time, which Verkasalo says "leaves the other hundreds of thousands competing for the other half." Alongside the BBC, Sky is the only other UK company featured in the 20 most-heavily used sites in the UK.

"The implications of a handful of dominant companies - particularly just two - go beyond simply which sites we surf. You have fewer sites increasingly controlling not only what you see and hear but where advertising revenue goes," explains Verkasalo. "The erosion of newspapers, magazines and high street retailers plus the web giants sway over political elections is just the beginning.

"Advertising funds companies and ends up having a big impact on what products and technologies get developed. In tandem, increasing power and wealth going into fewer hands means it's easier to move into other business models and industries, influencing society in new ways - think Google's move into driverless cars and Facebook's dive into Artificial Intelligence. It used to be the likes of NASA that drove the future, now it's down to what search engine and social network you use."

comments powered by Disqus

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

Articles

My Publishing Life – Mark Allen

Mark Allen
Posted on: 9 November 2017

5 minutes with… Jonas Rideout

Jonas Rideout
Posted on: 22 November 2017

My Publishing Life – Adam Sherman

Adam Sherman
Posted on: 16 October 2017

5 minutes with… Cornelius Conlon

Cornelius Conlon
Posted on: 15 November 2017

The Key Industry Dynamics

Jim Bilton
Posted on: 26 September 2017

iPlayer

Paul McNamee
Posted on: 26 September 2017

5 minutes with… Jan de Roos

Jan de Roos
Posted on: 2 November 2017

The reader must pay!

James Evelegh
Posted on: 9 November 2017

Vertically focused

Ciar Byrne
Posted on: 26 September 2017

All change at Condé

Meg Carter
Posted on: 26 September 2017

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 24/11/2017 05:56)

Find out more about

Featured job

Marketing Manager
Salary: £35,000 DOE + bonus
Wanderlust
Windsor/London

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Publishing Partners Guide