Internet users in the UK spend about 13 minutes of every hour online on social networking and forums, while spent about nine minutes on entertainment sites and six minutes shopping, according to a new report.
Experian's latest report revealed that the UK has the most prolific online shoppers who spend more time on retail websites compared to users in North America or Australia.
About 10% of UK users spent all time online shopping in 2012, compared to 9% in the US and 6% in Australia, which was mainly driven by the Christmas season in the UK where 370 million hours were spent on online shopping, up 24% compared to the monthly average.
Experian Marketing Services digital marketing manager James Murray said the online landscape is constantly changing and there have been some pretty dramatic shifts in consumer behaviour across different geographic regions and in the various vertical markets.
"Consumers are changing the way they interact online and the rise of 3G and now 4G mobile internet access means more visits are being made on the move, particularly in social and email," Murray said.
"As brands become increasingly global entities it's more important than ever to understand the differences between regional online behaviours so that marketing campaigns can be tailored for better and more effective brand engagement."
About 5% of UK users spent their online time on a news website, while the time spent on social media in proportion to other online activities dropped by 22% from the earlier 25%.