OPA Expands its Internet Activity Index with 'Community' Category

Mon Mar 3, 2008 12:02pm EST

* Reuters is not responsible for the content in this press release.

- January Data Includes New Community Category; Shows Content Dominating the
Time Consumers Spend Online -

    NEW YORK, March 3 /PRNewswire/ -- The Online Publishers Association (OPA)
today announced it has added a Community category to its Internet Activity
Index (IAI).  The OPA also released new IAI data for the month of January.
The exclusive Index, which the OPA launched over four years ago, measures the
amount of time consumers spend online each month with Content, Communications,
Commerce, Search, and now, Community.
    "By measuring time spent with key online activities, the IAI offers a
unique gauge that helps define engagement and serves as a valuable supplement
to other key measures," said OPA president Pam Horan.  "The addition of
Community reflects the increasing popularity of sites such as MySpace and
Facebook that don't clearly fit into a single existing IAI category."
    "Of course, there are strong elements of community on many News, Sports
and other content sites," Horan continued.  "However, since the IAI was
launched four years ago, a distinct category of sites has evolved around
community.  The addition of a Community category allows the IAI to provide an
even more accurate, ongoing picture of how much time consumers are spending
with key online activities."
    OPA's IAI, which is compiled by Nielsen Online and is available at
http://www.online-publishers.org, defines Community as Web sites and
applications that combine user-generated content with communications in order
to foster relationships between individual members and groups of members.
Many Community sites are content driven, and they were previously accounted
for in the Content category.  However Community's content is largely user-
generated, and when merged with communication, creates a specific category of
online activity.
    "Even with Community added, our initial data reflect the same pattern
found over the last 15 months," Horan said.  "The bulk of consumers' online
time is spent with Content, well outpacing Communications and Commerce. While
Content dominates, Search and Community capture relatively small shares of
consumers' overall online time."
    The OPA today also released IAI results for January 2008, which show that
Content accounts for most of consumers' time online at 43%, while Community
ranked fourth at 7.5%.


    Category                     Share of Time Online
                                    January 2008
    Content                            42.7 %
    Communications                     28.7 %
    Commerce                           16.1 %
    Community                           7.5 %
    Search                              5.0 %


    It is important to note that, because of the addition of the Community
category, this data cannot be directly compared to previous IAI data which has
historically been provided.
    About the OPA Internet Activity Index
    The OPA's Internet Activity Index is derived from a categorization of Web
properties accounting for more than 90%, on average, of active Web users and
approximately 55% of total usage time (excludes .gov and .edu Web sites, as
well as pornographic domains).  The IAI is compiled by Nielsen Online and is
posted online each month.  A full description of the IAI and its methodology
is available at http://www.online-publishers.org.
    About the OPA
    Founded in June 2001, the Online Publishers Association is an industry
trade organization whose mission is to advance the interests of high-quality
online publishers before the advertising community, the press, the government
and the public. Members of OPA represent the standards in Internet publishing
with respect to editorial quality and integrity, credibility and
accountability. OPA member sites have a combined, unduplicated reach of 131.7
million visitors, or 73% percent of the total U.S. Internet audience (Source:
comScore Media Metrix, July 2007 combined home/work/university data). For more
information, go to http://www.online-publishers.org.
SOURCE  Online Publishers Association

Don Marshall of OPA, +1-202-365-1613, donmarshall@rationalpr.com
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