A report posted in the Center for Media Research shows the research by Online Publishers Association concluding that Internet users are spending nearly half their online time visiting content such as news, information and entertainment, growing by 37% in share of time from four years ago.

Some of primary drivers include more accessible and much faster Internet, increased popularity of video leading to more time being spent with online content, and the rise of instant messaging (IM) as a key communications tool has reduced communication time.

The Internet Activity Index, conducted by Nielsen//NetRatings, shows that communications accounted for 46% of consumers’ time online in 2003. A dramatic shift has taken place since then, with consumers now spending 47% of their time with content and only 33% with communication.

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