Web users now spend half their time visiting content, far outpacing time spent with search, communications and commerce.
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A more accessible, and much faster, Internet is driving increased overall time spent online.
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The improvement in search allows consumers to more easily and quickly find the exact content they are looking for, increasing the likelihood they will engage more deeply with that content.
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The Web simply offers far more content than it did, increasing content’s share of time.
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The Online Publishers Association’s Internet Activity Index has identified a very significant and sustained trend in where consumers are spending their online time. The index indicates that … the primary role of the Internet has shifted from communications to content.