When It Comes to Time Spent Online, Content Trumps Community

WHEN IT COMES TO TIME SPENT ONLINE, CONTENT TRUMPS COMMUNITY
[SOURCE: AdAge, AUTHOR: Abbey Klaassen]
Despite all the buzz around user-generated content, social networking and visitors to (and valuation of) Facebook, YouTube and MySpace, consumers actually spend a relatively small share (only 7.5%) of their time online with community sites, according to the Online Publishers Association's Internet Activity Index. The latest index results, released last week, break online destinations into five categories: search, content, commerce, communication and community. 42.7% of consumer time online is spent with content sites, 28.6% is with communication sites, 16.1% with commerce sites and 5% on search sites.
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