Americans, stabilized at 12 hours per week online, are goofing off smarter not harder

Forrester Research’s annual survey of Internet users is a serious matter. The company collected responses from 40,000 Americans in January and February and has been crunching the data for months. This year, Forrester found that while more households have broadband than ever before, “most media behaviors remained relatively flat” rather than growing to eat more and more of Net users’ time. Average weekly Internet usage held at 12 hours total work and non-work use, same as last year’s survey.

Forrester analyst Jackie Anderson explained in a prepared statement, “This year’s data shows a stabilization of consumers’ overall time spent with online media. However, engagement with the online channel has deepened, which is evidenced by the widespread adoption of such activities as social-networking. Web users are becoming savvier and are better multi-taskers. Many know exactly where they want to go when they log in.”

Forrester also found that Gen Y users lead in Internet use, but other generations aren’t far behind.

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