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The latest study from Media-Screen claims that broadband users spend 48% of their personal time online during typical weekdays. They also said that most of this time (54%) is spent on communication and entertainment related activities. As well as communication and leisure, users spend much of their time shopping, finding news and on ‘personal productivity’ (including health and lifestyle sites, information sites and cookery websites.)

The study also shows how younger users are turning to the internet rather than TV now, with 48% of younger users finding out about new entertainment through the web as opposed to 25% who do so through television.

Media-Screen's Josh Crandall said "Many broadband consumers go online for entertainment, and to talk about entertainment with other fans… Marketers need to leverage that interest and focus on catalysing a conversation now, instead of just talking to their fans via traditional advertising channels."

In other news, BSkyB has increased its number of UK visitors by 36% to 9.7 million, making it more popular than Multimap and Tesco and just behind DMGT and Apple Computer according to comScore, the global internet information provider.

This has made BSkyB the biggest gainer from the top 20 sites, with Google coming predictably out on top.  Microsoft, eBay and Yahoo also enjoy top spots. Google gained 27.3 million UK visitors over the month, while Microsoft managed 26.8 million and eBay 22 million.

UK sites which gained most traffic included Vodafone (up by 47% to four million), British Airways (up by 43% to 4.4 million) and Ticketmaster (up 36%to 3.7 million). Social networking sites performed well too, with rising by 226% and Facebook by 38%.

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