According to the Nielsen-measured, Online Publishers Association-sponsored Internet Activity Index, Internet users are spending more time with content sites, less time with “communications” and marginally more time with search. According to OPA president Pam Horan’s prepared statement, “The index indicates that, over the last four years, the primary role of the Internet has shifted from communications to content.” During the period studied, search increased from 3 percent of time spent (2003) to 5 percent (2007). Social networking sites were also found to gain in the survey.
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