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Are Net Surfers in the US Getting Bored?

Nielsen//NetRatings (Internet audience measurement and analysis) reported that Americans are spending less time online at home than they did a year ago (about 14 hours per month, down 2%). Of the 12 countries tracked in the study, accounting for more than 70% of the world's Internet usage, only the US showed a decline.

So what's happening with US Web surfers? Some analysts say that Internet companies need to be careful. "There are many opportunities ahead for companies online," says Kaizad Gotla, Nielsen//NetRatings analyst. "But if they just continue to do what they're doing today, they're only going to move sideways."

I'd be willing to bet that the decrease in time is at least partly due to the increasing savvy of today's online surfers and shoppers. They've learned how to use search terms that bring more meaningful results, even as unbeknownst to many consumers, companies are targeting the words they're using and jostling for the top ranking spots in their searches. So it's getting easier for people to find what they want. As the way consumers use the Internet evolves, the way companies will meet their online demands will continue to evolve, too.

Read the press release from Nielsen//NetRatings on eMarketer .

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