People Spending More Time on, Logging in Less [Study]

New numbers from Experian suggest that American adults are logging in to less often than a year ago, but they’re spending more time on the site during each session. However, there’s more than doom and gloom in the numbers if you dig a little deeper.

As of November 2010, 8.25 million US adults had visited once in the last 30 days, compared to 9.54 million as of November 2009. That’s a 14% drop.

But Experian points out that this doesn’t necessarily spell failure for Twitter. Those adults who are visiting at least once a month are logging in more often – 37% more often than last year. This suggests that those who use Twitter are using it more often.

And here are some other paradoxical statistics: the length of each session is growing shorter, falling to 13 minutes 12 seconds on average in November 2010 compared to 15 minutes 12 seconds in November 2010. But the other side of the coin shows us that overall, American adults are still spending more time on, in total, than before: spending about 2 hours 12 minutes on the site in 2010 and just 1 hour 51 minutes in 2009.

So what can we make of these numbers? It looks like people who already use Twitter are using it more often than before, and in shorter bursts. However, Twitter might not be seeing the growth it needs in new accounts.

One interesting piece of information this study uncovered was the impact that the New Twitter, launched in September, had on use. Almost exactly when the New Twitter launched, Americans started logging in to much more often.