By: E&P Staff
The Online Publishers Association (OPA) today announced it has added a Community category to its Internet Activity Index (IAI).
The Index 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,” OPA president Pam Horan said in a statement. “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.”
OPA?s IAI, which is compiled by Nielsen Online and is available at 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.
The OPA 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%.