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BizReport : Research archives : May 08, 2007

Americans spend half their free time online

A new report from Media-Screen takes a look at how, and where, U.S. broadband users access information and entertainment content online.

by Helen Leggatt

The Netpop | Play report, released this week, shows how U.S. consumer surfing habits are changing with the introduction of “long tail” entertainment and social sites such as iTunes, YouTube and MySpace.

U.S. broadband users spend approximately 48 percent (1 hour and 40 minutes) of their spare time online, says the report. Over half of that time, 54 percent, is spent accessing entertainment and communication related content.

The report found that almost half of young users are learning about new entertainment from online discussions on blogs, forums and other user-generated content, compared with 25 percent who get their information through television.

No longer do consumers need to wait for information to be presented in magazines and newspapers, instead they are going out and actively searching for content and advocacy. Media-Screen’s managing director, Josh Crandall, believes that marketers need to engage consumers and “focus on catalyzing a conversation now, instead of just talking to their fans via traditional advertising channels.”

Tags: Media-Screen, online advertising, user-generated

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  • Nice piece. Please note that the correct data is: U.S. broadband users spend approximately 48 percent (1 hour and 40 minutes) of their spare time online; NOT "48% of all age groups spend..."

    The full press release can be found here:



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