Daily average figure system to eclipse monthly user metric as news site audience measurement system
On June 22, Richard Foan announced at an Association of Online Publishers event in London that the ABC Electronic daily measuring system would provide publishers with more accurate data on user behavior. The Joint Industry Committee for Web Standards (JICWEBS) is considering a switch to measuring unique users per day “because numerous people delete cookies but the majority don’t delete them more than once a day.” This tendency is reflected in data on user behavior, a statistic that news sites are keen to measure as accurately as possible.
According to Foan, the unique user metric only measures the number of devices, not people, accessing the site. The unique user metric is currently the preferred system of measurement of the news industry, but there is concern that “it tends to overstate the number of devices the longer period over which you sure the measure,” said Foan.
The JICWEBS will decide on the implementation of the system change for all ABCe audited and accredited websites when it meets in August 2007.
Source: journalism.co.uk
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