Content more popular than search or commerce

The OPA’s study, which focused on the last four years of data compiled from their Internet Activity Index (IAI), has found that Internet users are spending more time viewing content than they are communicating or searching, compared with figures from 2003.

In fact, it would appear there has been a reversal in habits over the last four years. In 2003, Internet users spent around 46 percent of their time communicating and 34 percent perusing online content. During the first four months of 2007, the percentage of those communicating had dropped to 33 percent and those browsing online content rose to 47 percent.

"The IAI has identified a very significant and sustained trend in where consumers are spending their online time," said OPA president Pam Horan. "The index indicates that, over the last four years, the primary role of the Internet has shifted from communications to content."

Broadband penetration, online video and the increased effectiveness of search have all contributed to the shift in online behaviour, suggests the OPA.

Tags: online communication, online content, online search, OPA, research