ComScore refines online metrics

29 07 2007

Web measurement firm ComScore announced last week that it is to refine its methodology, splitting out heavy, medium and light users – reports the Financial Times.

The 20 per cent of internet users who spend longest online will be defined as heavy. The remaining audience will be defined as 30 per cent medium and 50 per cent light, using the same time-based criteria – the report states.

according to ComScore’s analysis of US web traffic, heavy users on average spent almost 97 hours online during May. The average time spent online among the light 50 per cent of the US web audience was just 3.6 hours. But when this is reported as an average across all US web users, ComScore’s figure rises to 28.8 hours.

Heavy users also visit a much larger number of websites and view more individual web pages than the “light” 50 per cent. If widely adopted, ComScore’s reforms could encourage advertisers to look beyond the most popular websites and seek out those visited by harder to reach medium and light internet users.

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