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Online Publishers Association (OPA)'s Internet Activity Index (IAI)
provides a new way of looking at consumer engagement online,
dividing Internet usage into four distinct activities: content,
communications, commerce and search.
Share of time spent on each activity provides a benchmark for
charting the relative impact of changing market dynamics on these
segments as the medium matures.
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Content was the only category to increase share of time in April 2006, as
its share rose by 3.1% to 40%. Year-over-year, content's share has increased
by 5.3%.
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Commerce has declined 3.4% in April to 17.1% share of online time
and also declined YoY by 1.2%.
- Communications share has declined 1.3%
in April and 6.3% YoY to 37.5% share of the online time.
- Search grew 17% year-over-year,
the largest gain, to capture 5.4% share of online time in April.
However its share remained flat in April compared to March
2006.
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*Notes: Excludes .gov and .edu Web sites, as well as pornographic
domains. Percentage change indicates the percentage increase or decrease
from the previous month's value (March 2005 values not shown). Share of
Time data based on Total
Time values.
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