Australia's web users are at the forefront of social networking, spending seven hours a month on social sites - more than in the United States, Britain or Japan. The figure may not seem high but it is an average taken from Australia's entire web-using population, including those who do not use the social networking sites at all. It compares with a global average of five-and-a-half hours, making Australians the "world's most prolific users of social media", according to Nielsen. The study found the social sites, whose use exploded 82 per cent worldwide last year, were used by an estimated 9.9 million of Australia's 22 million population.

Social media is playing an increasingly important role in consumer decision making

• Nine out of 10 Australian internet users rely on social media for opinions and information about products, services and brands
• Two in five people are interacting with companies via social networking sites 86% of internet users look to the online community for opinions on products, services and brands

(Source: Nielsen 2010 Social Media Report)