Online Users ‘Spending More Time on Content’

Figures from the Online Publishers Association (OPA) have revealed that internet users are visiting content more than ever before and this has been partly attributed to the growth of news offerings on the Web.

The president of the US-based organization suggested that the increase of 37% over the last four years in the proportion of time spent on content is a consequence of several factors, including major news events which enhance traffic flow.

“The dominant role of content is driven by several important factors. The first is the online transition of traditionally offline activities, such as getting news,” commented Pam Horan.

In addition, the OPA president noted that major news stories and high-profile sporting events “are clearly driving consumers to engage more deeply with online content”.

The results were published as part of the association’s four-year Internet Activity Index and showed that online users now spend an average of 47% of their time on content, 33% on communications, 15% on commercial activities and 5% on search sites, in comparison to 2003 when communications accounted for the greatest proportion at 46%.

More information on the study is available from the OPA.