The Problem With Measuring Time Spent on a Web Site
Nielsen/NetRatings is going to dump page views as an official measurement of web site popularity and instead start measuring the total time spent by visitors on a web site.
“Based on everything that’s going on with the influx of Ajax and streaming, we feel total minutes is the best gauge for site traffic,” said Scott Ross, director of product marketing at Nielsen. “We’re changing our stance on how the data should be” used.
Nielsen will still provide page view figures but won’t formally rank them. Ross said page view remains a valid gauge of a site’s ad inventory, but time spent is better for capturing the level of engagement users have with a site.
Ok, so riddle me this Batman. With the rise of tabbed browsers, how do you account for those of us that leave a web page loaded in a tab but perhaps only engage the page for a couple of minutes? I’m always opening up interesting sites in a tab, with the intent of going back to them at some point in the day. Sometime I never do! Anyone know how Nielsen will account for these types of visitors?