William Ziff-Levine, Principal and Co-Founder of D&MC, kicked off AOLs Content, so what? session with a reminder about what consumers are really doing with their time online. According to two recent D&MC and Nielsen studies , 53% of consumers time is spent with content. The remaining 47% is spent communicating with others via email, IM and social networking. Ziff-Levine said consumers want content thats fresh, personal and contains compelling narratives.