Another huge assumption about the Web and its perpetual growth was thrown out the window by Forrester Research.
The firm said the amount of time people spend online has leveled off, at around 12 hours per week.
Meanwhile, the usage of traditional media — including TV, radio, newspapers and magazines — has also leveled off after giving up ground to the Web earlier in the decade. Glad to hear usage of print media has held steady over the past year.
Online, people are getting more efficient about getting the information they need, a Forrester analyst said.
Internet usage soared initially as people were learning their way around, back in the days of “hard-core surfing, people just floating through the internet, not really sure what they were looking for, but just spending time looking around,” Forrester’s Jackie Rousseau-Anderson told Advertising Age.
“Now people’s use is more defined. People who have been online awhile understand how to use the Internet sufficiently and can maximize the time they have to spend on it. They generally know which sites they are going to when they log in.”
No wonder Microsoft’s casting Bing as “decision engine” to help people find or learn something specific.
(I came across this piece just looking around, after Ad Age’s strong reporting on the Microsoft-Yahoo deal drew me to its site …)