Counting Web Site Visitors Gets More Sophisticated

Before you go, we thought you'd like these...
Before you go close icon

The proliferation of mobile devices like smartphones and tablets has made life a bit trickier for advertisers to figure out just what they are receiving for their ad dollars. comScore Inc. (NASDAQ: SCOR) today released a beta version of a consolidated U.S. audience measurement and media planning service the company calls the MediaMetrix Multi-Platform. The service offers an "unduplicated accounting of audience size and demographics that reflects today's multi-platform digital media environment, which includes websites, apps and video content accessed from multiple devices."

The new service increases the measured audience size "for media properties with a measurable mobile presence." comScore notes that under the new multi-platform counting method, there are now 10 properties that reached more than 100 million unique U.S. visitors in September, compared with just 6 under the previous method. And there are 410 properties that reached more than 5 million unique visitors in September under the new method, compared with 334 using the previous method.

Of a total of nearly 235 million unique visitors in September, only Google Inc. (NASDAQ: GOOG) topped 100 million unique visitors in both desktop and mobile visitors, with a total of 215 million. Yahoo! Inc. (NASDAQ: YHOO) totaled 189 million visitors, Facebook Inc. (NASDAQ: FB) totaled 179 million, Microsoft Corp. (NASDAQ: MSFT) totaled 171 million, and AOL Inc. (NYSE: AOL) totaled 136 million.

Only two properties that are not primarily web or media companies made the top 30: The Walt Disney Co. (NYSE: DIS) and Wal-Mart Stores Inc. (NYSE: WMT), ranked 27th and 28th, respectively. Disney had nearly 52 million unique visitors and Walmart had about 51.5 million.

Disney's totals reflect a split of about 3 to 1 in favor of desktop visitors, while Walmart's visits favor desktop views by slightly more than 2 to 1. The largest Internet retailer, Inc. (NASDAQ: AMZN) sees a split of less than 2 to 1 in favor of desktop visits.

Paul Ausick

Filed under: 24/7 Wall St. Wire, Internet Tagged: AMZN, AOL, DIS, FB, GOOG, MSFT, SCOR, WMT, YHOO
Read Full Story

People are Reading