The extent of Facebook's reach in Australia – it accounts for 29 per cent of all time spent online by Australians – has led to research group Nielsen defining the trend as "Facebook Time" and "Non Facebook Time".
"It's just phenomenal," said Nielsen Online's director of analytics, Mark Higginson. "Every time I run those numbers I have to double check. Australians are spending nearly a third of all their time browsing the internet on Facebook alone."
Source: here