When it comes to time spent online, content trumps community

Despite all the buzz around user-generated content and visitors to social networking sites, consumers actually spend a relatively small share (only 7.5%) of their time online with community sites, according to the Online Publishers Association's Internet Activity Index. The latest index results break online destinations into five categories: search, content, commerce, communication and community. Of these sites, 42.7% of consumer time online is spent with content sites, 28.6% is with communication sites, 16.1% with commerce sites and 5 percent on search sites.