A few years ago I came across this graph that showed that people spent 47% of their time consuming content:

Today I came across the following on Business Insider that shows that content consumption is more popular than ever:

This is the main reason I started WatchMojo, figuring that the infrastructure for the Web was largely laid down, and the phase we are in now is mainly one of entertainment and information… which content consumption leading the charge.

Of course, one can answer: so what?

1 - Despite my pro-content bias, this doesn’t mean that content is the best investment (though I think on a risk/retur-adjusted ROI basis, it is), seeing how so many content aggregation plays have been massive home runs (MySpace and YouTube, to name a couple).

2 - Search time is minimal, but historically has been the main beneficiary of ad dollars shifting online.  I think it was search guru Danny Sullivan who said (or maybe he was quoting another bloke) that people spend a few minutes every few days pumping gas, doesn’t mean it’s not a valuable activity.

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