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.