Computers, smartphones and tablets have led to an increase in internet use over the past few years, and as consumers are taking to the web to search for, compare and buy products, merchants have started to join in on the trend. But how are individuals really using online platforms, and how can retailers create elements that attract customers?

Internet Retailer reports that a study by Experian Marketing Services revealed that social media sites are the top focus of individuals accessing the web on a regular basis. While this may seem like discouraging news for merchants, the research also found that online shopping was the second most popular task among consumers. The source reports that about 16 minutes of every hour that people use the internet is spent viewing social media networks. This represents 27 percent of a 60-minute time period, while 9 percent of that hour is spent browsing for and purchasing items from businesses.

Even though some merchants may think that 9 percent is low when it comes to catching the attention of online shoppers, they can use these findings to boost their social media strategies, and ultimately, their revenues. Companies should maintain and frequently update pages on the most popular social sites, including Facebook, Twitter, Pinterest and YouTube. This way, brands will increase their chances of being seen by potential customers.