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As the Online Publishers Association’s latest Internet Activity Index (IAI) points out, content is still king when it comes to time spent online. The IAI devides Internet usage into five activities: Content, Communications, Commerce, Community and Search.

Despite the impression that web 2.0 sites are actually more popular than old-school content sites, it is actually content that people spend most time with. 42.7% of consumer time online is spent with content (e.g. CNN.com, ESPN.com), 28.6% with communications (e.g. Yahoo! Mail, MSN Messenger), 16.1% on commercial sites (e.g. Amazon, eBay) and 5% on search sites (e.g. Google, Yahoo search). What might come as a surprise for some is the fact that consumers spend only about 7.5% of their time on web 2.0 community websites such as Facebook and MySpace.

Here you see, it is very important to provide quality content to the visitors of your website as this is still what most of them are looking for. Simply relying on hip web 2.0 features won’t suffice.