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Attention economy and Facebook

One out of six minutes on Facebook for average Americans. With women spending four times the time.

Consumer brands, from the beer giant Budweiser to start-ups like the clothier Trunk Club, want to reach people where they are spending their time. More and more, that place is Facebook. In June, the social network accounted for about one of every six minutes that Americans spent online, and one of every five minutes on mobile phones, according to comScore, a research company. Mothers, the typical household’s chief buyer of consumer products, are among the most dedicated users, spending nearly four times as many minutes on Facebook as other people.

Marketers are starting to become believers in the value of Facebook, shifting more of their budgets to the service from other media channels, especially print and direct mail. The company just reported unexpectedly strong growth in revenue and profits for the second quarter, prompting investors to send its stock to record highs.

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