Time Spent Online Levels Off29 Jul, 2009 Response This Week
NEW YORK – In 2009, the average time spent surfing the Web has leveled off at 12 hours a week, according to the recently released survey by Forrester, reports AdAge.com. The annual report, released Monday, shows that despite growing from less than six hours a week in 2004, Web surfing does not continue to increase exponentially.
The leading reason why people’s time on the Internet remained flat over the past year: faster broadband speeds making the user experience more efficient.
“The amount of time people were dedicating to the Internet grew significantly because it took people time to sit down and figure out how to use it,” says Forrester Analyst Jackie Rousseau-Anderson. “Now people’s use is more defined. […] They generally know which sites they are going to when they log in. For new people starting out, the proliferation of Web site advertising helps direct people to where they want to go.”
Coincidentally, the report also shows a relative stabilization in other media channels. According to AdAge, from 2004 to 2009, people reported no change in their TV habits, a 6-percent decline in magazine reading and a 17-percent drop in newspaper reading, although the latter two have flattened during the past year.