Broadband users spend close to half of their spare time online during a normal weekday according to Media-Screen's "Netpop|Play" report.

The study found that the average broadband user spent an hour and 40 minutes of their weekday spare time online. More than half of that time online was focused on entertainment and communication.

 The study also revealed a range of users spare time activities and found that email and personal Web surfing were more popular than TV viewing.

Josh Crandall of Media-Screen said that its not broadband users spend more time online, but that online marketing is still underused in proportion to that time.

"Currently, the proportion of advertising resources devoted to the Internet (about 7%, according to ZenithOptimedia) is nominal relative to the value it generates in interest and engagement among fans," said Mr. Crandall.

"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 users have been spending more time online for a while now. The "broadband effect" has been credited with boosting time spent online and the variety of online activities conducted.

As the 2005 Forrester Research/HeadlightVision "It's a Broadband Life" report noted, "The essence of the Broadband Effect is that when what consumers can do changes, what they will do changes dramatically."

"A variety of data shows that the Web is an equally important entertainment platform for broadband users as it is a communication platform," says eMarketer Senior Analyst Ben Macklin.

"This is a broadband phenomenon, and not only are broadband users watching, listening and interacting with online entertainment content, they are actively creating it."

Broadband Users