Thursday, August 16, 2007
Internet Users Viewing More (Free) Content
byIf your web site lacks quality content, or if you don’t keep it fresh, you risk losing significant traffic and attention. A new study suggests Internet users spend significantly more time viewing content than ever before.
According to the Online Publishers Association (OPA) study, Internet users spend nearly half of their online time viewing news and entertainment content – a 37% increase compared to four years ago.
The OPA’s president suggested this trend indicates the Internet’s focus has shifted from communications to content. She noted that most users now view news, weather and entertainment reports online – and major news and sports events continue to accelerate that trend.
Other factors include the adoption of broadband connections, the popularity of online video, improved search capabilities, and the growth of instant messaging.
Meanwhile, paid content is slowly vanishing. Ad Age reported that several sites (including Salon, The Economist and CNN) have dropped or modified their paid-subscription plans, and Rupert Murdoch says The Wall Street Journal could follow the trend.
Although the subscription-based models had good intentions, they simply haven’t gained enough traction. From Ad Age:
As it turns out, buying online news is certifiably low among consumers’ priorities. In a 2007 study by Frank N. Magid Associates, only 4% of surveyed adults 18 to 64 said they had paid a separate fee to read news online, on par with paying for sports information and online genealogy services.
The OPA study focuses mostly on news and entertainment consumption, but the same principles apply for any organization or industry: if you provide the quality content, and make it accessible, the visits and attention will follow.
