Rob; I'm curious as to where you're getting the stat that 90 percent of online activity takes place on YouTube, Facebook, Twitter, Instagram, or Google. With the exception of Google, which is mainly pass-through, the rest are all social media sites, and it seems to be generally agreed that all social media platforms combined (including many others besides those four) account for about 2+ hours/day/person, whereas the average person spends 6+ hours/day online.