Broadband users now spend 48 percent (about one hour and 40 minutes) of their spare time online during a typical weekday. Some 54 percent (54 minutes) of that online time is spent accessing activities related to entertainment and communication, according to "Netpop | Play," a new report by research firm Media-Screen, MarketingCharts writes.

"We have found that consumers, on a typical weekday, spend more than 40 percent of their time consuming media online. As more of the population goes online and there are more marketing channels, it will be imperative for the entertainment industry to know how to effectively allocate marketing and advertising dollars," said Josh Crandall, managing director of Media-Screen.

On average online broadband users devote 27 percent of their online time to leisure/entertainment, and an additional 27 percent for communication, followed by 9 percent on finding news and information, 15 percent on personal productivity and 12 percent on shopping.

The study examines how and where broadband users access entertainment content and information online (e.g., learn about new artists, buy related products, read reviews, use a program guide) and finds that media habits of modern consumers are shifting in the wake of iTunes, YouTube, MySpace and other "longtail" entertainment sites.

Online entertainment consumption is dramatically affecting conventional marketing and advertising channels, Netpop | Play finds. For instance, search engines and social networking sites are gaining in popularity, influencing an equal number of people as magazines and newspapers.

Moreover, 48% of younger users say they learn about new entertainment primarily through user generation content sites (e.g., community, review and video sharing sites and blogs); by contrast, only 25% say they learn about new entertainment through television.

"Users' ability to 'pull' information and content associated with their favorite genre, artist or title changes the marketing game from gross ratings points to access and advocacy," said Crandall.

"Many broadband consumers go online for entertainment, and to talk about entertainment with other fans. Marketers need to leverage that interest and focus on catalyzing a conversation now, instead of just talking to their fans via traditional advertising channels."

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