From the University of Gothenburg (via AlphaGalileo):
Key Findings from the Survey:
The average user spends 75 minutes per day on Facebook
• The average user logs on to Facebook 6.1 times per day
• 70 percent log in every time they start their computer or web reader
• 26 percent feel ill at ease if they do not get to log in regularly
• Women spend on average 81 minutes per day on Facebook
• Men spend on average 64 minutes per day on Facebook
• Facebooking is primarily a habit among young users
• Older Facebook users use Facebook to get to know more people
• 67 percent of young users use Facebook to kill time
• 38 percent share negative information in their status updates
• Women write more about emotions and relationships
• One third of the men try to provoke others on Facebook, which is twice the figure for women
• More than 50 percent of the users broadcast information and knowledge via Facebook
• Women who use Facebook more are also report feeling less happy and less content with their lives
• One quarter of the respondents brag on Facebook
Direct to Full Text: Sweden’s Largest Facebook Study (38 pages; PDF)
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