Monday, July 9th, 2007
As soon as Ajax took off, the community discussed how it was the nail in the coffin of the page view. Now, Nielsen/NetRatings agrees.
The AP article details two cases where this change in focus will provide a noticeable change in bigco rankings:
“Ranking top sites by total minutes instead of page views gives Time Warner Inc.’s AOL a boost, largely because time spent on its popular instant-messaging software now gets counted. AOL ranks first in the United States with 25 billion minutes based on May data, ahead of Yahoo’s 20 billion. By page views, AOL would have been sixth.
Google, meanwhile, drops to fifth in time spent, primarily because its search engine is focused on giving visitors quick answers and links for going elsewhere. By page views, Google ranks third.”
There will be a continued shake up as processes and software readjusts and slowly works out how to measure the attention economy and beyond:
It’s not yet a totally satisfying change, because with the likes of Google you want to somehow measure relevancy and with blogs you want to measure engagement. But it’s at least a step away from page views, which have become too easily exploited – not just by some blogs, but also by the likes of Facebook and MySpace (which both make the user go through extra clicks to get to what they want). What do you think of this change by Nielsen?
Posted by Dion Almaer at 5:46 am