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Community vs. content - AdAge and the OPA get it wrong
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The Online Publishers Association announced that it added Community as a category to its Internet Activity Index (IAI). So they will now measure how much time consumers spend online with Content, Communications, Commerce, Search and Community.
The IAI numbers for January show that consumers spent 42.7% of their online time interacting with content, 28.7% with communications, 16.1% with commerce, 7.5% with community and 5.0% with search.
The problems with this new category in the index are twofold. First, community is made up of content, commerce, communications and search,. So adding community to the old categories is really comparing apples and oranges. And because of the way the numbers are being reported, they totally undervalue the ad-revenue potential of social networking sites as well as the impact of those sites on buying behavior.
| Submitted By: | fgossieaux 9 months ago. |
| Category: | Social Media |
| Tags: | OPA, adage, social networks, social media, buying behavior |
| Viewed: | 240 times |
| Emailed: | 0 times |