Internet users are consuming more web content but communicating less, reveals a four-year study by the Online Publishers Association (OPA).

The report, released Aug. 13, states Internet users are spending 47 per cent of their time online reading and watching content, compared with 34 per cent in 2003, representing a 37 per cent increase over four years.

The increase in the time spent on content has been steady; growing 10 per cent from 2003 to 2004, remaining even between 2004 and 2005, growing 13 per cent from 2005 to 2006, and growing 13 per cent from 2006 to 2007.

The organization also found Internet users are spending 33 per cent of their time online communicating, compared with 46 per cent in 2003, marking a 28 per cent decline over four years.

On the e-commerce side, Web users on average spend 16 per cent of their time shopping online versus 15 per cent in 2003.

Meanwhile, the total time being spent on search remains relatively low, accounting for just five per cent, compared to three per cent in 2003.

The OPA attributes the major shift from communications to content as a result of several factors:

• The online transition of traditionally offline activities, such as getting news, finding entertainment information or checking the weather.

• The popularity of online communities.

• A faster and more accessible Internet.

• The popularity of online videos.

• The improvements in search tools, which are helping online users find relevant content more easily.

• The significant increase of content available on the Web.

• The rise of instant messaging, which is more efficient than e-mail and has subsequently led to a reduction in time spent communicating.

Whether you agree with or dispute the notion “content is king,” the results from this study fortify the importance of content on the Web.

It also serves as a reminder that web types can collectively advance the state of the Web and by creating and fostering quality content.