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.