In a recent report from Media-screen, it appears that broadband internet surfers spend up to 48% of their down time online. This translates to a little over an hour and a half of actual online activity with 27% of that time being devoted to entertainment, 27% to communication such as email,  around 12% for  shopping, and 9% to searches for information.  That is not too surprising, but when the study turned to younger users, an interesting trend came out.

Of those polled, 48% said they learned about new entertainment from social media networks, review and video sites and blogs. In the not so distant future, that figure will also translate to new products. If a retailer is ignoring blogs, video and social media, they are passing up an opportunity to influence an entire generation. The study also mentioned that sending email and using websites for personal reasons is more popular than watching TV.

Time to reallocate your marketing budget.