Facebook bested Web giants Google, Yahoo and Microsoft in time spent online in the United States through 2010, with users spending 12.7 percent of their time at the social network Website.
Facebook users logged 49.4 billion minutes, up 79 percent from 2009, while total page views grew 71 percent to 76.8 billion, according to comScore's "2010 U.S. Digital Year in Review study." Facebook accounted for 10 percent of U.S. page views in 2010.
Google Sites and Yahoo Sites remain the most trafficked Web properties in the country, with 180 million visitors each month. Facebook's U.S. audience grew to 153.9 million in December, an increase of 38 percent from December 2009.
However, with 600 million-plus users actively hobnobbing on the site from desktops, latops, tablets and mobile phones, it's no stretch to think Facebook won't pass the Web powers in popularity for 2011.
The user engagement stat is particularly important for Web companies who rely on consumers to view or even click on ads.
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