Online Publishers Association Launches Internet Activity Index in Connection with Enhanced Web Site
Index Tracks Share of Time Spent Online on Content, Communications, Commerce and Search
NEW YORK, NY -- August 26, 2004 -- The Online Publishers Association (OPA) announced today the launch of the Internet Activity Index (IAI), a new way 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.
"Since its initial use primarily as a communications medium, the Internet has evolved into a platform that supports many types of activities and many different business models," said Michael Zimbalist, president of the Online Publishers Association. "It will be fascinating to track macro-level shifts in online activity through the IAI and gain a greater understanding of the level of engagement online consumers have with respect to each of these key segments."
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.
The Internet Activity Index was launched in connection with a significantly enhanced OPA Web site (www.online-publishers.org) and will serve as a prominent and permanent feature on the OPA home page. The Index is based on the proprietary clickstream database that underlies Nielsen//NetRatings' NetView service. Popular online offerings were divided into Communications, Commerce, Content, and Search segments based on an objective approach developed by both the OPA and Nielsen//NetRatings. Nielsen//NetRatings has calculated usage metrics for each of these segments using the same algorithms that are used for all NetView-based custom analytics offerings.
In addition to the IAI, the new OPA Web site includes improved search capabilities, an enhanced research area, and better overall functionality. In addition to extensive content about the OPA, visitors to the new site can now enjoy:
An extensive archive of third-party research related to online media and marketing;
A full archive of OPA research;
"E-mail This Article" features for all OPA press releases and Intelligence Report newsletters, including the ability to personalize messages to intended recipients;
Printer-friendly options for all press releases and Intelligence Reports; and
The ability to sign-up to receive information about upcoming OPA events.
"Since our inception, we have developed our Web site to serve as a tool for journalists, researchers and industry executives," said Mr. Zimbalist. "We hope the addition of the Internet Activity Index will serve as another valuable resource and that the new site will continue to provide relevant industry perspective."
About the Online Publishers Association
Founded in June 2001, the Online Publishers Association (OPA) is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. Members of OPA represent the standards in Internet publishing with respect to editorial quality and integrity, credibility and accountability. OPA member sites have a combined, unduplicated reach of 110.5 million visitors, or 73 percent of the total U.S. Internet audience (Source: comScore Media Metrix, February 2004 combined home/work/university data). For more information about the Online Publishers Association, visit www.online-publishers.org.
Online Publishers Association
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