As humanity continues to trend away from such oddities as spending time with each other, a new trend is emerging. No longer is television the undisputed king of making people sit idle. In fact, companies in Great Britain are actually spending more money online for advertising than they are for television. Yet, at least in America, online advertising is down.

So what does this mean for you? Online advertising isn’t even remotely trending toward being useless. You don’t even have to be smarter about it; a lot of that decrease is probably due to capacity cuts and huge expenditure decreases more generally. That said, more profit is good, and, with keywords costing more and more on Google, greater bang for your buck may be had in the social media realm. Nielsen reports that advertising on social media networks is up 119% from last year. The same study says people are spending 17% of their time online on social networks.

Think about that. When people are on a social network, what state of mind are they usually in? They might be using it for work, sure, but most of the time they’re bored and just killing time. Not exactly busy, you could say. Add to that, they put their demographic information in their profile. Does this get easier?

Bottom line: Strongly consider allocating more of your online advertising budget toward social media advertising. Depending on your demographic, this could be a no-brainer.