The hype around community platforms (i.e. social networks) is huge, so it’s always interesting when a study comes along that says consumers spend more time engaging with plain old content than immersed in the latest social craze. But that is indeed the case, at least according to the OPA.

According to the report, while Facebook has stolen users away from email and instant messaging, it hasn’t taken people away from the content sites they love. Time on content sites has surged by 88 percent since 2003, going from three hours and forty two minutes to nearly seven hours, on average. When it comes to user behavior online, content, it seems, is still king.