Time Spent Up, Commerce Down Online

In October consumer's time spent on commerce Web sites dropped to an all-time low.

Current economic conditions, such as the financial industry bailout, are taking their toll on e-commerce. The Online Publishers Association finds online transaction volumes at its all-time low in October 2008 as measured by the group’s Internet Activity Index (IAI).

Time spent on commerce sites dropped from 16.1 percent in January to 12.8 percent in October. OPA estimates a 20.4 percent dip for the category in that period. Consumers spent time on trading sites in October, but the report states it wasn’t enough to offset a significant drop in time spent with other online commerce activities.

Content increased by 6.1 percent from January to October. The category rose from 42.7 percent at the start of the year to 45.3 percent in October. Internet users have more opportunity to consume content, as networks, news sites, and other publishers continue to create media for the Web. Current events also lend themselves to online activity.

“The October Internet Activity Index demonstrates that consuming content is the dominant way people spend time online,” said OPA president Pam Horan in a statement. “The economy, the election, and other current events have driven even greater interest than usual, as consumers turn to the Internet for vital news and financial information.”

Another category that saw growth was community. Between January and October, communities grew from 7.5 percent to 8.7 percent, a 16 percent spike. The report advises, “Community saw a large increase during 2008, due largely to increased use of Facebook, however it continues to account for a relatively small share of consumers’ time spent online.”

Communications is another area where time spent dipped. In January time spent was 28.7 percent, and October was 28 percent, a 2.4 percent decrease. Communications tends to be e-mail sites and other platforms for communication. The loss could be due to an increase in communication through Facebook and text messaging.

The IAI showed the following percentages of change between January and October:

  • Content: 6.1%
  • Communications: -2.4%
  • Commerce: -20.4%
  • Community: 16.0%
  • Search: 4.0%

The OPA IAI is compiled by Nielsen Online. The IAI is derived from a categorization of Web properties.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource