jump to navigation

Online Publishers Association (OPA) Announces Results of Six Year Study–Consumers Are Spending The Lionshare Of Their Time Online With Content September 20, 2009

Posted by David W. King in Uncategorized.
Tags: ,
trackback

Internet users continue to spend a majority of their time with Content sites, up from 34 percent of total time spent in 2003 to 42 percent in 2009, a 24 percent increase, according to the Online Publishers Association (OPA). The OPA announced a six-year analysis of its Internet Activity Index (IAI), a monthly gauge of the time being spent with Commerce, Communications, Community, Content and Search. And, while consumers may be spending significant time with Community sites, it’s coming at the expense of their time with Communication sites whose core capabilities are email and Instant Messaging (IM).

“In the six years that the IAI has reported on how consumers are spending their time online, we have seen some significant shifts, most notably the emergence of Community,” said Pam Horan, president of the OPA. “While Community has grown, data from the IAI proves that Content is still king; these sites continue to be a place where consumers spend the majority of their online time and provide an environment for brand marketers to reach and engage with consumers.”

The latest IAI report provides insights into how consumers are spending their time online, and how that has changed over the past six years. Based on the analysis, the OPA found that the percentage of time spent online with Web sites providing news, information and entertainment, like NYTimes.com, ESPN.com and Edmunds.com (Content sites), has grown even in the wake of Community sites like Facebook. Moreover, Communication sites offering email and IM have decreased in share of online time spent due to the ability to conduct these activities elsewhere.

“In 2008, we introduced the Community category based on the emergence and popularity of sites like Facebook, MySpace and LinkedIn,” continued Horan. “These new sites have had significant impact on the Communications category, which saw a 41 percent decline, due to the fact consumers are using Community sites where they can conduct these same activities more efficiently.”

IAI’s share of time helps to provide further context. For example, Content consumption, as a share of online time, surpasses Communications as the leading way online audiences spend their time. Furthermore, although time spent with Search doubled, its share of time is very small and has only increased by two percentage points. Monthly time spent with Communications decreased by less than half an hour, but declined by 41 percent as a share of a consumer’s online time.

http://www.online-publishers.org/

Comments»

No comments yet — be the first.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: