New Study Shows Web Users Spending More Time Than Ever Viewing Content
Web users are spending nearly half of their online time visiting content, according to the results of a four-year study released this week by the Online Publishers Association (OPA). Users now spend 47 percent of their online time viewing content, a 37-percent increase over four years ago.
The results come from the OPA’s four-year analysis of its Internet Activity Index (IAI), a monthly gauge of the time being spent with e-commerce, communications, content and search.
“When the OPA created the IAI, our goal was to provide a reliable, ongoing measure of the time being spent with key online activities,” says Pam Horan, OPA’s president. “For the last four years, the IAI has identified important trends in Web usage 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.”
The study also showed that Web users are now spending 33 percent of their time on communications, a 13-percent decrease since four years ago.