The Internet is dynamic, gradually shifting form from year to year.

This year's model? Apparently it's all about more consumption -- and less chatting online.

Exhibit "A" comes from the Center for Media Research, which reports this week that Internet users are communicating less and consuming more content than they were four years ago.

Before I get into more, it's worth noting that the Center for Media Research has a dog in this hunt -- it's parent company, MediaPost Communication, produces online content and would welcome any trend that suggests web users are emphasizing content over communications.

That said, here's The Center evidence. The group cites a recent a four-year analysis of the Online Publishers Association's Internet Activity Index, which measures how Internet users divide their time among e-commerce, communications, content, and search.

"Earlier this month, the OPA reported that as of May 2007, Internet users spent 47% of their time online consuming content, compared with 34% in 2003, which represents a 37% increase over four years," says the Center.

Over the same time frame, Internet users spent 33% of their time online communicating, compared with 46% in 2003, which represents a 28% decline over four years.

Search usage on the rise, too. The Center reports that, in 2003, search consumed 3% of time online. Today, it's 5%, a 67% increase.

Why the shift to content? Study researchers point to a faster Internet, which they claim is encouraging more Internet usage. The Center also cites the popularity of online video; improved search technology, which is helping people find more content; an overall increase in the amount of content online; and increased use of instant messaging, which is more time-efficient than e-mail.

If the Center is right, then the demand for the Web as a communications tool is giving way to increased demand by online consumers to view the web as a news and information gathering tool.

If that's the case, then content really is king.