Time spent on Google: India & Brazil Dominate


When it comes to spending time on Google properties, Indians & Brazilians seem to do it the most. According to Comscore, Netizens of both these countries spent nearly double the time on Google than Global average.

29.8 percent of total time spent online in Brazil was spent on Google Sites, with India only slightly lower at 28.9 percent. The next highest global market was Ireland at 15.9 percent.

Top Ten Global Internet Markets by Google Sites’ Share of Time Spent
July 2009
Age 15+, Home & Work Locations
Source: comScore
  Total Minutes (MM)
Total Internet Google Sites Google Sites’ Share of Total Minutes Spent Online
Worldwide 1,541,617 145,473 9.4%
Brazil 46,352 13,808 29.8%
India 21,799 6,294 28.9%
Ireland 1,717 273 15.9%
Singapore 3,326 475 14.3%
Portugal 4,430 590 13.3%
South Africa 2,764 358 12.9%
Mexico 23,035 2,950 12.8%
Italy 21,776 2,699 12.4%
Austria 3,435 417 12.1%
Denmark 3,458 417 12.1%

I think there are couple of reasons why India & Brazil are high on the time spent list – Orkut, which is a Google property is quite popular among Indian’s and Brazilians. Being a Social networking site, the time spent on this site is much higher. Orkut has not got much traction other than in these 2 countries.

The chart below proves that as well.

Google-Owned Sites Across Selected Site Categories in Brazil and India
July 2009
Total Brazil and India, Age 15+, Home & Work Locations
Source: comScore World Metrix and comScore qSearch
Site Category Google Site Category Rank by Unique Visitors Google’s Share of Time Spent in Category
Search* Google Sites 1 89.5%
Social Networking Orkut 1 96.0%
Maps Google Maps 1 70.9%
Photos Picasa Network 2 8.9%
Blogs Blogger 1 43.7%
Multimedia YouTube 1 91.6%
Email Gmail 2 9.7%
Search* Google Sites 1 88.4%
Social Networking Orkut 1 68.2%
Maps Google Maps 1 63.9%
Photos Picasa Network 1 16.2%
Blogs Blogger 1 47.6%
Multimedia YouTube 1 82.8%
Email Gmail 2 46.8%

*Search category market share based on share of searches conducted, not share of time spent like the other categories

In India, Google Sites accounted for 88.4 percent of all searches conducted, and had commanding share of time spent in social networking with Orkut (68.2 percent), maps with Google Maps (63.9 percent), multimedia with YouTube (82.8 percent). It also commanded slightly less than half of all time spent in the blogs category with Blogger (47.6 percent) and email with Gmail (46.8 percent).

There is also another reason why Google does well with Indians & Brazilians as Alex Banks of Comscore puts across:

Google’s prevalence in these markets can perhaps best be explained by the fact that the time at which these markets really began to develop and flourish was around the same time that Google was becoming a major player in the search landscape. As a result, Google became the dominant Internet brand in these markets and its success appears to have bled from search into other areas of the web like social networking.

  1. Olmo | EV Simulator says


    I didn’t expect that. thanks

  2. Aayush Puri says

    After reading the headline I thought probably this can be attributed to the slow internet speeds in India…later found that it is about Google sites and not just Good :-)

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