How Do We Use the Web Today?

A useful piece in this week’s Business Week.

What’s different about this survey is that it’s not just another Zoomerang link asking people to self-report. This time, they actually watched people through an entire business day.

A few interesting bites:

People are spending a lot more time during the day on the Web, too — on average about 120 minutes.

People in different age groups, and men and women, are spending approximately the same number of hours on the Web. Specifically, men aged 35 to 49 are spending roughly the same amount of time browsing the Web as men aged 18 to 34 and those over than 50.

Even more surprising, women aged 18 to 34, and women aged 35 to 49, are also online in similar amounts as men in the three age groups studied. “The notion that it’s a young person’s medium or that it’s a male medium — those [ideas] really don’t hold up anymore.”