Back in 2003, email communications took up about 50% of the time users spent online each month. Content consumption is now moving close to that 50% mark as email slides downward.
Online Publishers Association Report confirms shift toward content consumption and community
Monthly content consumption has increased on average from 3.75 hours to 7 -- according to a six-year analysis of the Internet Activity Index (IAI) conducted by the Online Publishers Association. While some categories like search increased signficantly, its share of overall time was only a two percent increase.
The OPA press release explains:
IAI’s share of time helps to provide further context. For example, Content consumption, as a share of online time, surpasses Communications as the leading way online audiences spend their time. Furthermore, although time spent with Search doubled, its share of time is very small and has only increased by two percentage points. Monthly time spent with Communications decreased by less than half an hour, but declined by 41 percent as a share of a consumer’s online time.
The OPA's study also confirms what many observers have asserted already -- that community sites like LinkedIn, Facebook and others have displaced email and IM as the primary means of online communication.
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