OPA Tests Time Online
OPA, or Online Publisher Organization’s Internet Activity Index, reported that within the past four years the focus of online use has changed from communication to content.
The time spent on user-generated as well as informational content jumped from 34% of total time online in 2003 to 47% in 2007. Communication decreased 28% to 33% of total time from 46% in 2003.
The shift has been brought on by several factors according to the results. Much of it has to do with the increase in online content and media activities that have transitioned into the online market. The growths, as shown in the OPA study, have been consistent. From 2003 to 2004 there was a 10% growth rate, a flat line in 2005, and a 13% growth rate in 2006 and 2007.
Search time grew from 3% to 5% over the four years. Commerce went down from 16% of the share to 15%.
OPA’s Internet Activity Index uses research from Nielsen/NetRatings and excludes pornography,.gov and .edu domains. The 2007 data covers the months of January through May.
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