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Social media. – © AFP Denis Charlet
How much time do we spend online and where are we directing our browsers to the most? YouTube is the site that people spend the most time on, when accounting for monthly visits, average visit duration and the number of pages visited. Second is Facebook, where users are found to spend an average of 10 minutes 36 seconds on Facebook, each time they visit. Instagram, X (Twitter) and WhatsApp also make up the top ten most engaging sites.
A new study has revealed the websites that we spend the most time on, with video sharing giant YouTube taking the top spot. This comes from the company Productivity Spot. who analysed web traffic data from SimilarWeb for more than 1,000 of the most popular websites worldwide, to find which sites people are spending the most time on.
Each website was ranked according to an index, which considered the number of monthly visitors, the amount of time each user stays on the site, the number of pages each user views, its accessibility score, as well as the bounce rate – the percentage of users who click off after the first page.
YouTube was revealed as the website that people spend the most time on, with an index score of 65.56 out of 100. YouTube was found to clock in a staggering 33.57 billion visits per month, making it the second most visited website in the world behind Google. Some 1.97 billion visits each month were found to be from unique users, which equates to every person visiting the site 17 times per month on average. YouTube also had one of the longest visit durations of any website, with users spending 20 minutes and 22 seconds on average per session.
YouTube was second only to Google itself, which came out on top with a score of 72.75 out of 100. Google has 3.19 billion unique users per month; however each user spends a comparatively shorter 10 minutes 37 seconds on the search engine per visit.
Facebook ranked third overall behind Google and YouTube, with an overall score of 62.07 out of 100. The social media platform generates 17.2 billion monthly visits per month on average, with 1.49 billion being visits from individual users. Users were found to spend approximately 10 minutes 36 seconds per visit to the site, and typically viewed 8.65 pages of content per visit.
Placing fourth is Wikipedia with a score of 62.07 out of 100. The online encyclopaedia generates 4.41 billion visits per month across its user-generated subpages.
Users spend an average of 3 minutes 53 seconds on the site per visit, a significantly lower duration than that of Google, YouTube and Facebook.
Wikipedia’s bounce rate reveals that more than half (59.6%) of all visitors left the site after viewing just one page – presumably after finding the information they were searching for.
Rounding off the top five is Instagram with a score of 59.95 out of 100. Around 6.68 billion monthly visits are made to the media sharing site each month from approximately 1.11 billion unique users. Users spent around 8 minutes 17 seconds on the site, excluding time spent in app.
The 20 websites that people spend the most time on (worldwide)
| Rank | Website domain | Average monthly visitors | Average user time spent on site per visit | Average number of pages per visit | Bounce rate (% of users who leave the site after viewing one page) | Overall Index Score (/100) |
| 1. | google.com | 85,415,619,910 | 10 min 37 sec | 8.65 | 28.6% | 72.75 |
| 2. | youtube.com | 33,566,951,384 | 20 min 22 sec | 11.62 | 21.4% | 65.56 |
| 3. | facebook.com | 17,204,451,350 | 10 min 36 sec | 8.65 | 31.2% | 62.07 |
| 4. | wikipedia.org | 4,412,305,474 | 3 min 53 sec | 3.12 | 59.6% | 61.34 |
| 5. | instagram.com | 6,675,144,647 | 8 min 17 sec | 10.95 | 35.0% | 59.95 |
| 6. | twitter.com | 6,481,476,151 | 10 min 42 sec | 10.00 | 32.2% | 58.82 |
| 7. | whatsapp.com | 2,986,133,305 | 19 min 14 sec | 1.72 | 42.5% | 55.82 |
| 8. | yahoo.com | 3,646,227,921 | 9 min 25 sec | 5.34 | 34.1% | 55.43 |
| 9. | amazon.com | 2,457,851,071 | 7 min 16 sec | 9.55 | 34.2% | 55.38 |
| 10. | discord.com | 1,149,883,929 | 6 min 49 sec | 7.28 | 51.3% | 54.26 |
| 11. | openai.com | 1,542,674,584 | 4 min 23 sec | 4.35 | 43.2% | 53.60 |
| 12. | samsung.com | 1,228,465,567 | 2 min 34 sec | 2.46 | 53.2% | 52.93 |
| 13. | reddit.com | 1,791,850,227 | 8 min 32 sec | 6.71 | 38.6% | 52.61 |
| 14. | bbc.com | 528,722,887 | 3 min 1 sec | 2.46 | 59.2% | 52.15 |
| 15. | linkedin.com | 1,737,924,497 | 7 min 34 sec | 7.79 | 24.6% | 52.13 |
| 16. | microsoft.com | 834,063,757 | 4 min 12 sec | 3.82 | 46.1% | 51.62 |
| 17. | live.com | 2,032,991,634 | 8 min 6 sec | 8.43 | 19.8% | 51.44 |
| 18. | cnn.com | 604,328,059 | 3 min 5 sec | 2.35 | 56.4% | 51.11 |
| 19. | apple.com | 460,100,871 | 2 min 47 sec | 3.20 | 55.0% | 50.61 |
| 20. | netflix.com | 1,492,255,261 | 5 min 37 sec | 4.39 | 34.2% | 50.57 |
Making up the remainder of the top ten are X (Twitter), Whatsapp, Yahoo, Amazon and Discord.
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