Content Gains Greatest Share Of Time Spent Online In June,
According To Online Publishers Association Internet Activity
Index
NEW YORK, NY -- The Online Publishers Association (OPA) has
released the Internet Activity Index (IAI) for June 2005. The data
revealed that the Content category registered the largest gain in
share of time spent online in June 2005 over May 2005.
Share of time spent online on Content grew 2.5%, from 36.0% in May
2005 to 36.9% in June 2005, likely driven -- at least in part -- by
summer vacation planning based on increases in time spent at travel
and weather-related Web
sites. The ongoing popularity of
online
music entertainment also
contributed, as did several high-profile news and sports events,
such as the revelation of Deep Throat's identity, the French
Open tennis tournament, and the U.S. Open golf tournament.
Communications also experienced a slight gain, growing 0.7% from
41.0% in May 2005 to 41.3% in June 2005, and remained the share
leader across all categories. The increase in Communications was
primarily driven by an increase in IM activity, which could be
attributable, in part, to students' summer vacations.
Laptop Battery Search registered the greatest month-over-month decline on a
percentage basis (-8.5%). Commerce also registered a significant
month-over-month decline of 4.9%.
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Thinkpad The data also revealed similar trends in the May to June time
period one
year ago, with Commerce and
Search experiencing month-over-month declines in share of time
online, and Communications and Content experiencing gains. This
important finding shows that consumer behavior is exhibiting a
certain level of consistency and seasonality, as reflected in
the IAI.
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Microsoft A further analysis of year-over-year data shows that Commerce
experienced the largest year-over-year gains in share of time spent
online on a percentage point basis, up 1.8 percentage points from
15.7% in June 2004 to 17.5% in June 2005, followed by Content at
+0.4 percentage points. Conversely, Communications dropped 2.0
percentage points, from 43.3% in June 2004 to 41.3% in June 2005,
while Search remained relatively flat over that same time
period.
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Laptop Computers About the Internet Activity Index
laptop computers is driving strong sales for notebook computers, according to the latest quarterly sales figures from the research firm IDC, which reported a 37% computer sales for the second quarter, compared with a year earlier. In the U.S., laptop sales grew 17.7%, while sales of desktop computers and servers fell 4%. The New York Times ( 10), CNET ( 10)
Laptop Computer The Internet Activity Index divides and tracks Internet usage
among four distinct activities - Content, Communications, Commerce
and Search. The Index is based on the proprietary clickstream
database that underlies Nielsen//NetRatings' NetView service.
Popular online offerings were divided into Communications,
Commerce, Content, and Search segments based on an objective
approach developed by both the OPA and Nielsen//NetRatings.
Nielsen//NetRatings calculates usage metrics for each segment using
the same algorithms that are used for all NetView-based custom
analytics offerings. The full results of the Internet Activity
Index, along with historical data on a variety of metrics for each
category, can be found at the Online Publishers Association Web
site at www.online-publishers.org/iai.
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Desktop Computer About the Online Publishers Association
Notebooks Founded in June 2001, the Online Publishers Association (OPA) is
an industry trade organization whose mission is to advance the
interests of high-quality online publishers before the
advertising
community, the press, the
government and the public. Members of OPA represent the
standards in Internet publishing with respect to editorial
quality and integrity, credibility and accountability. OPA
member sites have a combined, unduplicated reach of 113.4
million visitors, or 70.4 percent of the total U.S. Internet
audience (Source: comScore Media Metrix, December 2004 combined
home/work/university data). For more information about the
Online Publishers Association, visit
www.online-publishers.org.
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