Media Usage in 2008


Internet Activity Index (IAI): www.online-publishers.org

Since August 2004 the Online Publishers Association (OPA) publishes the monthly Internet Activity Index (IAI), developed in connection with Nielsen//NetRatings.

The IAI offers a new way of looking at consumer engagement online; therefore the Internet usage is divided into five distinct activities: Content, Communications, Commerce, Community (added in March 2008) and Search. Nielsen Online captures the total amount of time spent by consumers in each category.

"Even with Community added, our initial data reflect the same pattern found over the last 15 months,” announced OPA president Pam Horan the new category in March 2008. “The bulk of consumers’ online time is spent with Content, well outpacing Communications and Commerce. While Content dominates, Search and Community capture relatively small shares of consumers’ overall online time.” Source: http://www.online-publishers.org/newsletter.php?newsType=pr&newsId=307

"Content" is described by OPA as "Web sites and Internet applications that are designed primarily to provide news, information and entertainment. Examples of those included in this segment are CNN.com, ESPN.com, Windows Media Player and MapQuest."

The IAI results for June 2008 show that Content accounts for most of consumers’ time online at 42,3%, while Community ranked fourth at 8,8%.

The report is published monthly on OPA www.online-publishers.org.


Germany Online: ard-zdf-onlinestudie.de

On 1st August 2008 the German national TV-Channels ARD/ZDF published the new study about the media usage of Germans. The time spent online grew from 54 minutes (2007) to 58 minutes; the Internet is now on 3rd rank of the used media/time (nationwide representative study during March/April; interviews with 1.802 persons, older than 14 years).

For the 14-19 years' old the Internet is the most important media: with 120 minutes they use the Internet more intensively than watching (100 minutes). This age group prefers multimedia applications and video: 92% are downloading video. Source: www.ard-zdf-onlinestudie.de


In US 20% TV viewers are watching online: www.immi.com

On 29 July 2008 Integrated Media Measurement Inc. (IMMI) released a new report that shows the rise of Online watching TV.

The computer is used increasingly as a substitute for the television. More females (55%) watch primetime episodes online than males (45%). The largest group of online TV viewers in US are women aged 25 to 44.

“Everyone’s been talking about the Internet becoming a substitute for television; however this is the first single-source passive data to show that the migration from one platform to another is actually occurring – and it’s happening fast.” Amanda Welsh, head of research for IMMI.
Source: www.immi.com/pdfs/IMMI-OVAL.pdf

The Rise of the Internet: Video and better Content

>Online video changed the behaviour of the total population: the increased popularity of video explains the higher time spending with online content in general.

>The Internet offers more and better content than it did the years ago.


Check out other studies about the Internet:

Internet: Fashion’s burning moment presented by PambiancoWeek, May 2008

WOMEN'S MEDIA CONSUMPTION Study by EIAA >

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