Is the honeymoon over for media darling Facebook? Well, yes and no. Hitwise today shows that Facebook’s market share is down, while their average time on site continues in its upward trend. However, Youth Trends‘ February report puts Facebook at the top of students’ list for the seventh straight quarter with 60% of males and 74% of females ranking it as their favorite site.
Hitwise’s Heather Dougherty (not to be confused with her UK coworker, Heather Hopkins) takes a look at Facebook’s popularity in the US, and the results are mixed:
One interesting point to note is that during recent peaks in traffic, the average visit time decreases, evidence that these spikes are being driven by less active users of Facebook.