US internet users are spending nearly half their online time visiting content, a 37% increase in share of time from four years ago, according to new research from the Online Publishers Association (OPA).
The OPA today announced a four-year analysis of its Internet Activity Index (IAI), a monthly gauge of the time being spent with e-commerce, communications, content and search.
Pam Horan, OPA president, said: “”When the OPA created the IAI, our goal was to provide a reliable, ongoing measure of the time being spent with key online activities.
“For the last four years, the IAI has identified important trends in Web use and added to our understanding of consumer engagement online. As seen by Nielsen//NetRatings’ recent introduction of the ‘Total Minutes’ metric, time spent helps to define engagement and serves as a valuable supplement to other key measures.”
According to the OPA’s IAI, conducted by Nielsen//NetRatings, communications accounted for 46% of consumers’ time online in 2003. A dramatic shift has taken place since then, with consumers now spending 47% of their time with content, compared with 34% four years ago.
The 37% gain in share for content is followed closely by a 35% gain in share for search. However the total time being spent with search remains relatively low, accounting for just 5% of Internet users online time in 2007.
“The IAI has identified a very significant and sustained trend in where consumers are spending their online time,” Horan said. “The index indicates that, over the last four years, the primary role of the internet has shifted from communications to content.”
| FOUR-YEAR SUMMARY OF OPA INTERNET ACTIVITY INDEX |
| |
Share of Time |
Share of Time |
Share of Time Online |
| Online 2003 |
Online 2007* |
Change 2003-2007 |
| Content |
34% |
47% |
37% |
| Search |
3% |
5% |
35% |
| Commerce |
16% |
15% |
-5% |
| Communications |
46% |
33% |
-28% |
| Total |
100% |
100% |
— |
| * 2007 includes January through May. |
A recent report from the Pew Internet & American Life Project claimed that the growing adoption of broadband combined with a push by content providers to promote online video has helped to pave the way for US mainstream audiences to embrace online video viewing (see US Audiences To Embrace Online Video).
JupiterResearch forecast that the worldwide online population will increase from 1.1 billion users in 2006 to 1.5 billion in 2011, representing 22% of the overall worldwide population in that year (see Global Online Population To Increase).
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