Friday, August 24, 2007

Michael Vick & Lindsey Lohan Make Content King

Research Brief » Blog Archive » Content Replaces Communications As Primary Web Use- read article

From the article:
According to the Online Publishers Association, Internet users are spending nearly half their online time visiting content, a 37% increase in share of time from four years ago. The Internet Activity Index, conducted by Nielsen//NetRatings, shows that communications accounted for 46% of consumers' time online in 2003. A dramatic shift has taken place since then, with consumers now spending 47% of their time with content and only 33% with communication.

From the website of Online Publishers Association:

The Internet Activity Index divides Internet use into four distinct activities: content, communications, commerce and search.
In July, increased photo sharing, Michael Vick and Lindsey Lohan contributed to a 2.6% lift in Content’s share of time.
Definitions:
  • Content - Web sites and Internet applications that are designed primarily to provide news, information and entertainment. Examples of those included in this segment are CNN.com, ESPN.com, Windows Media Player and MapQuest.

  • Communications - Web sites and Internet applications that are designed to facilitate the exchange of thoughts, messages, or information directly between individuals or groups of individuals. Examples of those included in this segment are Yahoo! Mail, AOL Instant Messenger and MSN Groups.

  • Commerce - Web sites and Internet applications that are designed for shopping online. Examples of those included in this segment are Amazon, eBay, Shopping.com and Dell.com.

  • Search - Web sites and Internet applications that scan the Web to provide prioritized results based on specific criteria from user-generated requests. Examples of those included in this segment are Google Search, MSN Search and Yahoo! Search.
Each of these areas has a distinctly different business model associated with it, leading to a natural and healthy segmentation of the marketplace.



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