Online Publishers Association Launches Internet Activity Index

The Online Publishers Association has launched something called the “Internet Activity Index“, a method of looking at consumer engagement online developed in connection with Nielsen//NetRatings. The IAI divides Internet usage into four distinct activities: Content, Communications, Commerce and Search. By tracking share of time spent on each activity on a monthly basis, the Index provides a benchmark for charting the relative impact of changing market dynamics on these segments as the Internet continues to evolve.

According to the IAI for June 2004, Content accounted for 37.1% of time spent online, second only to Communications, which registered a 2.3% increase over May 2004 to assume a 40.3% share. Commerce accounted for 17.3% of time spent online while Search accounted for a 5.3% share, down from 17.9% and 5.5%, respectively, in May 2004.

In theory, it is an interesting concept, and as Micahel points out in the release, “it will be fascinating to track macro-level shifts in online activity.” The problem in practice: Who defines these silos? Are there any silos? Is there any sense in dividing it into silos?

The IAI in full is here

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