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Overall Time Spent Online Remains Static

PostPosted: Wed Jul 29, 2009 6:16 am
by sunnyd

The amount of time people spend online has not increased since last year, according to a report released by Forrester on Monday. Perhaps more interesting, however, is the reason for the trend: people's online behavior has changed.

"Engagement with the online channel has deepened," writes Forrester analyst Jackie Anderson. "Web users are becoming savvier and are better multi-taskers. Many know exactly where they want to go when they log in."

The report, titled "Consumer Behavior Online: A 2009 Deep Dive," shows that overall time spent on the Internet has remained at 12 hours per week. This bucks the trend from 2004 to 2007, when Internet use grew significantly.

Broadband growth has also slowed, according to the report. In the last year, broadband adoption grew only 6 percent, but that's still 6.5 million new households. Now, the majority of households with Internet run broadband, and more than 50 percent of people have been using the Web for at least 10 years. "The Internet starts to more closely resemble a traditional media channel," writes Anderson.