CONTENT IS KING

For the last four years, the Online Publishers Association (OPA) has closely tracked consumers' time online. The OPA Internet Activity Index (IAI), conducted by Nielsen//NetRatings, provides a monthly gauge of the time being spent with the Web's four key activities: Content, Communications, Commerce and Search. The data provides a valuable look at online activity trends, and in doing so, reveals that a dramatic transformation has taken place -- with Content now dominating the time people spend online. In the last four years, the share of time devoted to viewing Content online has experienced the greatest growth, increasing from 34% to 47% of time spent, outpacing all other activities.