The latest study of over 2,000 people by YouGov found that most people spend roughly half their time online browsing purely for entertainment purposes, as opposed to task-orientated activities:
This phenomenon is set to grow, according to the study, with the gap between entertainment browsing and task behaviour predicted to increase by a further 25 per cent next year.
"A huge amount of time online is now spent doing the equivalent of TV channel hopping, where the consumer is surfing with an open mind actively looking for new experiences and stimulation," said Utarget chief executive Phil Cooper.
The study also highlighted the current demographic split for those watching video content online. Surfers aged 18-24 spend over 10 per cent of their time online watching video, dropping to seven per cent for 25-34 year olds, four per cent for 35-44 year olds, three per cent for 45-54 year olds and just one per cent for surfers aged 55 plus.
Those watching online video content (e.g. YouTube) often also fall into their ISP’s “heavy” user category, which is becoming increasingly common.
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