This article was published on February 2, 2012

Last month, 1 in every 5 pages viewed on the web belonged to Facebook

Last month, 1 in every 5 pages viewed on the web belonged to Facebook

You may be tired of all of the Facebook chatter and stats after the company filed its S-1 paperwork to go public yesterday. Whether you’re FB’d out or not, this might get your attention.

Hitwise has pulled some really powerful stats about Facebook’s first month of 2012, and it’s really impressive stuff.

Ready for this?

  • captures one in every eleven Internet visits in the US
  • 1 in every 5 page views occurs on
  • The average visit time on is 20 minutes
  • “Facebook” is the most searched term in the US and Facebook-related terms account for 14% of the top search clicks.
  • users are highly loyal to the website; 96% of visitors to were returning visitors in January 2012

These are absolutely astronomical numbers and facts, especially the bit about 1 in every 5 page views occurring on Facebook. What these stats tell us is that the News Feed and Ticker changes the company has introduced at the F8 conference are working and keeping people on the site as they are intended to do.

For example, by sharing what you’re listening to on Spotify with all of your friends without having to click a button means that everyone is interacting more by doing even less. With all of that extra time, you’re now discovering new content and spending more time on Facebook.

The scary part is that as more people start setting up their Timeline on Facebook, the time on site will increase even more. I personally haven’t been going back and filling out life events from the past, but I’ve seen others doing it by ways of posts on my News Feed. If that trend continues, people will literally spend hours of their time just giving Facebook every piece of data they have on themselves.

If you were wondering why the company could be worth upwards of $100B, now you know.

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