Americans Spend 2 Hours, 12 Minutes Per Month on Twitter

The number of US adults visiting Twitter.com fell during the past year by 14%, according to Experian Simmons DataStream.

So does that mean the ultimate "fail whale" is lurking just over the horizon for Twitter, Experian wondered. Not just yet, is its conclusion. Among those who visit Twitter.com, Simmons DataStream shows that the average number of visits per month rose a relative 37% in the last year. Twitter.com visits in late November 2010, in fact, reached an average of 10.0 visits per month, up from just 7.3 visits per month the year prior. As visit frequency increased, however, the duration of the average Twitter.com session declined, suggesting visitors today are seeking more frequent quick hits, rather than spending longer periods of time reading through posts.

Media Ad Revenues to Grow 3% as Print Declines and Digital Grows

US media industry advertising revenues will grow by 3.1% during 2011, excluding the impact of political and Olympic advertising, according to new estimates from MagnaGlobal.

The company's analysis indicates reported totals are held back by deep structural weakness in printed media, which weakens with every passing quarter. MagnaGlobal predicts newspapers, magazines, directories and direct mail will likely decline by 2.9% during 2011. By contrast, digital and broadcast media continue to grow rapidly, as does the outdoor business. MagnaGlobal estimates digital, TV, radio and outdoor collectively will grow by 6.9% during 2011.