Tumblr users spend an average of 14 minutes per visit, Tumblr founder and CEO David Karp revealed on stage at a paidContent conference in New York City Wednesday. That’s about a minute-and-a-half longer than the average Facebook visit, and a few minutes longer than the average Twitter visit, he said.
“Does Mark [Zuckerberg] know that?” Karp’s interviewer, GigaOM senior writer Mathew Ingram, asked.
“He does. I’ve made sure he does,” said Karp.
The reason for the longer session time is not that Tumblr is “so much better,” Karp explained. “It’s very different behavior. People come here for same reason they turn their TV on when they come home at the end of the day … It’s something to do before checking your email, it’s a chance to go and see stuff you enjoy, let’s you escape from the real world. And that media experience is one that ends up consuming a fair bit more time than just the amount of time you spend checking your friends updates on Facebook or Twitter or Foursquare.”
Tumblr users may spend more time on Tumblr than Facebook users do in a single visit, but that doesn’t mean people are spending more time collectively on Tumblr, of course. According to a 2012 study, people spent an average of 6.75 hours per month on Facebook, compared to 1.5 hours on Tumblr.
Karp dropped a few other stats during the talk, noting that 90 million posts are published on Tumblr each day from 100 million blogs. Collectively, users spend “in the order of tens of billions of minutes” per month on Tumblr, he added.
The trick now, Karp said, is to help users discover the posts they love — something that will use the aid of both algorithms and human curators. What it won’t include is Storyboard, Tumblr’s now-defunct editorial operation. He explained that Tumblr doesn’t want to decide what great content is, or to have certain communities feel ignored when its editorial team doesn’t chronicle its activities. “It’s not a knock at the team at all,” Karp said. “Like many kind of creative ambitions, some work, some don’t, this one didn’t work the way we intended for it to work.”
Users Stay Longer on Tumblr Than Facebook, Says David Karp
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