Facebook shows highest time spent online
The comScore report also says that Google's number of global users passed 1 billion for the first time last month, although Yahoo reportedly edged out Google to become the top site in monthly traffic, with 179 million unique visitors. Google had 178.8 million, followed by Microsoft with 165.3 million.
Facebook remained the fourth-ranked site, at 148 million, which was up from 145.5 million recorded in July. These figures of rising traffic combined with increasing time spent on the site bodes well for Facebook's efforts to monetize its vast inventory and user base.
Facebook has said it is adding new metrics to help advertisers measure the social context of ads by tracking the proportion that include endorsements from friends on the social network. That means telling advertisers what percentage of their ads people "Liked" or used to engage with a Facebook Page, event or application. Research company Nielsen reported earlier this year that people are 68% more likely to remember an ad and twice as likely to remember what it said when they see a friend has interacted with the ad on Facebook.
In a separate article by The New Yorker, a detailed profile on Facebook's co-founder, Mark Zuckerberg provides a fascinating insight into his background and the rise of this social networking phenomenon, in advance of a new Hollywood film that is soon to be released about the early days of the company.