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OPA Analysis of Time Spent Online

Posted on 8.12.2007

According to the Online Publishers Associations, Internet users are spending nearly half their online time vistiing content, a 37% increase in share of time from four years ago. 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.

When the OPA created the IAI, our goal was to provide a reliable, ongoing measure of the time being spent with key online activities,” said OPA president Pam Horan. “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.

Other important factors behind the change according to the OPA:

  • A more accessible, and much faster, Internet is driving increased overall time spent online.
  • The increased popularity of video is leading to more time being spent with online content.
  • The improvement in search allows consumers to more easily and quickly find the exact content they are looking for, increasing the likelihood they will engage more deeply with that content.
  • The Web simply offers far more content than it did even four years ago, increasing content’s share of time.
  • The rise of instant messaging (IM) as a key communications tool has been a factor in - communication’s reduction in share of time. IM is a more efficient communications vehicle than email.
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