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Nielsen has decided to change the way it measures web rankings, throwing out page views in favor of total time spent and sessions for all visitors as the dominant way of determining rank.
The change comes as more sites are using Ajax to improve the user experience, writes the Associated Press. Ajax allows sites to update pages automatically, without a user having to pull up a new page, which means that, though a user may be fully engaged with a site, page views nonetheless decline.
“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,” Scott Ross, director of product marketing at Nielsen, is quoted as saying.
Nielsen will continue to provide page view numbers to help companies gauge a site’s ad inventory, but sites won’t be ranked by those numbers.
AOL, with 25 billion minutes based on May data, lands first place when sites are ranked by total minutes, primarily because of the time users spend on IM. Based on page views, AOL would have been sixth. Yahoo comes in second, with 20 billion minutes. Google, third when ranked by page views, comes in sixth.
comScore Media Metrix is addressing the rise of Ajax-empowered websites by looking at site visits, defined as the number of times a person returns to a site after a break of at least half an hour.
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