Facebook is winning the war for our online attention

Nielsen’s research in its latest Social Media Q3 2011 report shows that US Internet users spend a disproportionate amount of time on Facebook, a trend that should worry everyone else including Yahoo (s YHOO) and Google (s GOOG), who used to control the majority of our web attention. I guess Mark Zuckerberg was right when he described Facebook as a once-in-100-years kind of media shift. To me, media equates to the ability to attract and retain attention — and Facebook clearly has that.