Spare Time = Online Time

A new study by Media-Screen found that broadband users spend half their weekday spare time online (eMarketer story here). As part of the survey, respondents were asked to indicated their top regular spare time activities. Of the top four activities mentioned, three were conducted online:

1) Email
2) Visiting websites
3) Watching television
4) Playing games online

Media-Screen’s Josh Crandall is quoted in the eMarketer story: “As more of the population goes online and there are more marketing channels, it will be imperative for the entertainment industry to know how to effectively allocate marketing and advertising dollars.”

Broadband coverage is growing rapidly in the U.S. and world. Almost two-thirds of homes are expected to have fast broadband service by 2010.