AdAge has explored Monday's release by Forrester Research of the important time-spent metric involving the Internet. The research indicates the time has levelled off at about 12 hours weekly, more than double the amount five years ago, an obvious reflection of accessibility, choice and bandwidth.
The question is: Why is it levelling off now?
AdAge brought in a Forrester analyst and posed several questions on the topic and the approaches people are taking to Internet consumption. The answer, in short form, seems to be: People under the Net now, so they're more defined and refined in how they use it.
There is still much room for growth, says Jackie Rousseau-Anderson, primarily in the area of specialized content. E-mail and search are less likely to grow, she adds.
The question is: Why is it levelling off now?
AdAge brought in a Forrester analyst and posed several questions on the topic and the approaches people are taking to Internet consumption. The answer, in short form, seems to be: People under the Net now, so they're more defined and refined in how they use it.
There is still much room for growth, says Jackie Rousseau-Anderson, primarily in the area of specialized content. E-mail and search are less likely to grow, she adds.
