Half of the Surfers Spend Their Time Visiting Content
August 13, 2007
According to OPA half of the time spent online by internet users is spent on visiting content which
is a 37 percent increase compared to the same study four years ago.
The four-year study initiated by OPA related to the IAI has identified important trends in Web use.
Nielsen//NetRatings' recently introduced 'Total Minutes' metric, time spent by internet users serves as a valuable supplement
to other key measures as well as helps to define engagements.
Four years ago internet users were spending most of their time (46%) online for communication purposes while now almost the same
amount of time (47%) is spent on visiting content.
The IAI has identified that the primary role of using the Internet has shifted from communications to content. A few factors which
have contributed to this significant change were the faster internet connections, better search results and the increasing popularity
of online video content.
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