“Time Spent” Replaces “Page View” as Metric of Choice

The Wall Street Journal reports on the shift from page view metrics to time spent metrics:

“Page views have been a major barometer of a Web site’s popularity and help set advertising rates, but the measure is becoming less relevant. Online publishers and advertisers say page views don’t capture consumer loyalty to a site or reflect the increasing popularity of online video and new technology that automatically refreshes Web sites, thereby depressing page views.”

“Nielsen/NetRatings, in June will release what it calls “time-spent” data and stop issuing its rankings by page views. The New York company’s rival, comScore Inc. said last month that it is emphasizing a measurement called “visits,” which takes into account the time people return to surf a Web site in a month.”

Terry Heaton has more details, for those of you without a Wall Street Journal account.