“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. There are a number of factors contributing to Content’s rapid rise.
“More and more traditionally offline activities – from getting news, to finding entertainment information to checking the weather or traffic – are moving online. News and information sites see a consistent pattern that helps drive the growth: major news and seasonal events lead to traffic spikes, but traffic remains consistently higher even after the events have passed.”
Social networking’s rise is also significant, as is video: “according to a June 2007 OPA study, 44% of online video viewers are watching on at least a weekly basis, up from 24% in 2006”