Content and communication are now the same thing.
What do people do on the Internet? If you believe the study of Online Publishers Association and Neilsen // NetRatings, then they almost all the time now goes on reading texts (blogs, social networks) and watching videos. In general, Internet users now spend almost half of their time on content consumption (47%). For comparison, four years ago, this figure was 33%.
In 2003, the main occupation of Internet users was ICQ and e-mail communication, which “ate up” 46% of the time, and now only 33%. Thus, the content again overtook communications and came out on top. Has the habits of users changed dramatically in just a couple of years? No, they have not changed, the whole thing is in the technology of merging communications and content.
Over four years, a little more time was spent searching for information: its share rose from 3% to 5%. The share of shopping has not changed: it was 16%, it was 15%. Practically everything remained as before, but only in four years the content and communications were reversed. The reason for this is quite understandable: the fact is that in recent years, communication and content have been integrated into each other as much as possible. For example, in a social network it is impossible to distinguish one from another. New web technologies turn 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 favorable effect on the growth of Internet advertising, and on the financing of new Internet start-ups that are oriented towards UGC.
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The main question that confronts advertisers and owners of new communication and content sites is how to increase the effectiveness of advertising in new type content and how much to charge for such advertising? The problem is that “communication” content has reduced quality and uncertain value, and therefore some problems arise.
In 2003, the main occupation of Internet users was ICQ and e-mail communication, which “ate up” 46% of the time, and now only 33%. Thus, the content again overtook communications and came out on top. Has the habits of users changed dramatically in just a couple of years? No, they have not changed, the whole thing is in the technology of merging communications and content.
Over four years, a little more time was spent searching for information: its share rose from 3% to 5%. The share of shopping has not changed: it was 16%, it was 15%. Practically everything remained as before, but only in four years the content and communications were reversed. The reason for this is quite understandable: the fact is that in recent years, communication and content have been integrated into each other as much as possible. For example, in a social network it is impossible to distinguish one from another. New web technologies turn 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 favorable effect on the growth of Internet advertising, and on the financing of new Internet start-ups that are oriented towards UGC.
')
The main question that confronts advertisers and owners of new communication and content sites is how to increase the effectiveness of advertising in new type content and how much to charge for such advertising? The problem is that “communication” content has reduced quality and uncertain value, and therefore some problems arise.
Source: https://habr.com/ru/post/288094/
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