Content is king online, according to the Online Publishers Association's Internet Activity Index. The OPA announced this week that almost half of consumers' online time in October was spent viewing content as opposed to communications, commerce, community or search.

by Helen Leggatt

Since early 2006, content has led across all five of the OPA's Internet Activity Index categories, but October this year saw a new high for 2008 as share of time spent with content jumped 6.1% to 45% of all consumer time. The OPA cites growing consumer reliance on trusted media outlets and news relating to the U.S. financial crisis as the main drivers.

"The October IAI demonstrates that consuming content is the dominant way people spend time online," said OPA President Pam Horan. "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."

Time with community experienced the largest growth this year, rising 16%, although the amount of time spent on sites such as Facebook and MySpace makes up only a small percentage of total time online.

Communications and commerce both experienced drops in share of consumers' online time by 2.4% and 20.4% respectively, although more time was spent with online trading sites in October, revealed the Index.