According to a recently released study conducted by Nielsen/NetRatings, people are spending about half their online time consuming and interacting with content. This is up 37% since 2003. Apparently engaging with content has replaced communicating as the top online activity. To those of us engaged in online content development this comes as no surprise. According to the the study, three key reasons are: the ubiquity of broadband access, the emergence of social meda sites such as youtube and myspace and the improvement in search technology which more frequently serves up the content that users are looking for.

For more on the study, go to eMarketer.