UK Comscore report reveals some interesting figure on duration and views per visit

Posted on July 23, 2007
Filed Under Uncategorized |

No hiding place for the UK nationals and regional newspaper groups with regard to the Comscore report into UK reach … DMGT comes in very strongly with a position of 29th in terms of monthly UK Unique Users with 10,427,000.

This reflects the impressive performance of the Mail sites and the strength of the Northcliffe network. Interestingly given the current debate on the validity of Unique Users as a measurment of reach - note the visit durations and pages viewed per visit.

Bebo.com has an average page views per visitor of 790 (compared to 297 for Google and 46 for DMGT) and an average visit duration of 17.7 minutes (compared to 4.1 and 6.1). Reflecting the difference in how these sites are used.  Facebook.com is 441 page views per visit and average visit duration of 11.8.   Fox, Yahoo and MSN are also doing well among the “properties” - Channel 4 and Sky - less so.  Interesting to consider what this means for the future of audience measurement and the implications for ad revenues on such sites moving forward?

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