Entertainment and Communication Top Broadband Activities
Broadband users spend half their free time online, with entertainment and communication the dominant activities.
Broadband users spend half their free time online, with entertainment and communication the dominant activities.
Broadband users spend nearly half their spare time online on a typical weekday, according to a report released by Media Screen.
These users are online an average of five hours and 20 minutes between work and personal use on a typical workday. Personal Internet usage accounts for about one hour and 40 minutes, or 48 percent of their three daily hours of spare time.
“Fifty-eight percent of the sample included in the study said the amount of time spent online has increased over the last two years,” said Josh Crandall, managing director of Media-Screen.
Entertainment and communications are the top activities for broadband users, accounting for 54 percent of online discretionary time. Communication activities include e-mail, instant messenger, and posting information on social networking sites like YouTube and MySpace. News and information were previously the dominant content categories on the Internet.
“We definitely see the draw towards increased time online coming from entertainment. That can be attributed to broadband and more availability of content online,” said Crandall.
Among younger users, 48 percent said they learn about new forms of entertainment through user-generated content sites. Only 25 percent said they learn about new entertainment through television.
The finding identifies “a need for brands and advertisers to tap into the dialog around products and services, tap into the conversation and draw out a relationship with the consumer rather than presenting them with an intentional offer that pulls them out of the dialog occurring on that social network,” said Crandall.
The findings are part of an online survey of 1,444 broadband users aged 13 or older from the Global Market Insight panel fielded in July of 2006.
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
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 resourceData 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 resourceThis 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 resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceIn the ever-evolving landscape of eCommerce, staying ahead requires constant adaptation and strategic insights. The Fospha State of eCommerce Report f...
View article[London, 3 November 2023] – Black Friday Cyber Monday (BFCM) is a pivotal event in the eCommerce calendar. Fospha’s comprehensive report p...
View articleAhead of the Cannes Lions Awards, which includes a Creative B2B Lion, we caught up with Tyrona Heath, Director at the B2B Institute, to discuss the va...
View articleAs the amount of data on the web grows at an unprecedented level, the role of analytics has never been so vital Read More...
View articleBusinesses can deliver more value to their customers by taking a audience-led and data-driven approach in order to make informed decisions Read More...
View articleHow will marketers handle the advertising industry upheaval in regard to data and measurement? Read More...
View articleCitizens Financial Group’s CXO, Beth Johnson on designing human-first experiences, storytelling, and navigating compliance Read More...
View articleThe formula for mastering customer experiences and driving business growth lies in the hands of this dynamic duo Read More...
View article