Content and communication are now one and the same

    What do people do online? If you believe the study of the Online Publishers Association and Neilsen // NetRatings, then they now spend most of their time reading texts (blogs, social networks) and watching videos. In general, Internet users now spend almost half their time on content consumption (47%). For comparison, four years ago, this figure was 33%.

    In 2003, the main occupation of Internet users was communication via ICQ and e-mail, which “consumed” 46% of the time, and now only 33%. Thus, the content again overtook communication and came out on top. Have user habits really changed in just a couple of years? No, they have not changed, the thing is the technology of merging communications and content.

    For four years, it took a little longer to search for information: its share increased from 3% to 5%. The share of shopping has not changed: it was 16%, it became 15%. Almost everything has remained as before, but in only four years, content and communications have switched places. The reason for this is understandable: the fact is that in recent years, communications and content have been integrated as much as possible into each other. For example, in a social network it is impossible to distinguish one from the other. New web technologies are turning communications into content. Email and ICQ have lost relevance in the era of blogs and MySpace.

    This is an important trend, it has a very beneficial effect on the growth of online advertising, and on the financing of new Internet startups that focus on UGC.

    The main question facing advertisers and owners of new communication and content platforms: how to increase the efficiency of advertising in new type of content and how much to charge for such advertising? The problem is that the “communication” content has a reduced quality and indefinite value, which causes some problems.

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