Facebook users are now spending more than 12.5 hours a week on the platform, up from an average of 8.5 hours in 2015, according to the latest Sensis Social Media Report.

Sensis General Manager Digital, Alice Mentiplay said: “Facebook continues to dominate with 95% of social media users on the platform and the average time spent on the site rising by more than four hours this year alone.

“It’s not surprising, therefore, to see a rise in the number of people concerned they are spending too long on social media, with more than one in three women (35%) and a quarter of men (26%) now worried.”

The 2016 study, from digital expert Sensis, surveyed 800 Australian consumers and 1,100 businesses and found men are much more likely to use social media at work (44% vs 26%) and twice as likely to use social media on the toilet (16% vs 8%). They also have more friends on Facebook – 307 for men vs 240 for females.

“Men and women prefer different social media platforms; men are more likely to use LinkedIn, Twitter and Snapchat and women are much more likely to use Pinterest. Meanwhile, women prefer to use social media in the home and men are more likely to use it in all other locations, such as on public transport (30% vs 20%) or at the gym (12% vs 5%),” said Mrs Mentiplay.

One in ten people have dated someone they met online, with this figure more than twice as high among 18-29 year olds (21%). This age group is also more likely to have been dumped on social media (10% vs average of 4%).

“We hear a lot about Tinder, but it’s clear the majority of people still prefer to meet and date via more traditional methods. The fact so few are ending relationships via social media also shows dating etiquette hasn’t changed as much as we might have thought,” said Mrs Mentiplay.

Not surprisingly, 18-29 year olds are the heaviest users, with 90% now on social media, versus the total average of 69%. They also have the most friends on Facebook (499) and are the most likely to use social media at work (49%), in the bedroom (67%), and on the toilet (19%).

“Bosses no doubt already know almost half of their younger employees are on social media at work. In fact, many organisations now encourage their staff to engage with social media in order to promote their brand online, which makes sense when it has become such an important sales and recruitment channel,” said Mrs Mentiplay.

“Meanwhile, the fact almost seven in 10 young people are using social media in the bedroom raises questions around what impact it might be having on their romantic relationships.”

Other key statistics from the 2016 Sensis Social Media Report include:

  • The most common time to use social media is now after work or in the evening, up 20 points to 63%, while first thing in the morning also remains popular (49%). Accessing social media before bed has declined (40% to 35%)
  • The most common places to use social media are at home (96%), at work (35%) or on public transport (25%). This year we also found that 8% are accessing social media at the gym
  • Frequency of use is increasing, with 57% now accessing social media almost every day (up from 53%), and over a quarter (26%) now checking social media more than five times a day
  • The most popular platforms are Facebook (95%), Instagram (31%), LinkedIn (24%) and Twitter (19%)
  • People in regional areas are more likely to use Facebook but have fewer friends on the site (210 vs 303). They are less likely to use all of the other social platforms such as LinkedIn and Instagram

From a business perspective there has been a jump in the number with a social media presence in every category, rising from 31% to almost half (48%) for SMBs and from 56% to over three quarters for large businesses (79%).