People are spending more time on Google properties these days, widening the wedge between the search engine and Facebook, reports MediaPost, which added that “Brian Wieser, senior research analyst for advertising at Pivotal Research Group, points to a widening gap in the consumption rate for people using Google versus Facebook.

“Analysis of updated data on digital content consumption ratings from Nielsen for January 2018 shows ongoing growth including substantial growth in the share of consumer time for Google properties from search to Waze, and continuing erosion in the share of consumption time for Facebook, Wieser wrote.

“Pivotal Research uses Nielsen’s DCR to monitor the consumption on digital media, such as handsets, tablets, desktop computers and other personal devices within the U.S. by audiences 18 years of age and older.

“Google’s YouTube, Google and Waze combined to account for 27.4% of all time spent on digital media.

“YouTube continues to grow its consumption of more than 20% year-over-year monthly. Other Google properties expanded by more than 33%. The measurements include time spent with content tagged with a Google URL, which would also include AMP-delivered content for other publishers’ properties, he wrote.

“Facebook lost 5% in aggregated time spent despite an increase of about 4% in users, which reflects an 8% decline per person. Instagram — which represents around 10% of use for Facebook’s core property — performed better with a gain 22% of time spent on the site, gaining about 14% more users and 7% increase in time per user.”

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