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RealTime IT News

Report: Web Site Usage Up 130% in 1997

A new, joint study conducted by I/PRO (Internet Profiles Corp.) and Media Metrix, The PC Meter Company, shows that the average Web site grew 130% in 1997.

The companies said they teamed up for a joint initiative to deliver a comprehensive review of Web usage, combining their two different but complementary data sources.

The result of the collaboration is a report titled "The Web in Perspective: A Comprehensive Review of Web Usage."

I/PRO uses a site-centric approach, which involves measuring and analyzing activity at a Web site. Media Metrix has developed a user-centric measurement approach, which through its patented PC Meter software technology, tracks actual Web user behavior and demographics. By pooling their data from a representative sample of Web sites, the companies said they have been able to provide unprecedented insight into Web site usage and individual user behavior.

Approximately 40% of Web growth can be directly attributed to users accessing the Web from home, the study showed, and another 15% can be linked to increased frequency, or more usage among existing users. The remaining growth is a result of increased usage at work and burgeoning non-U.S. based traffic.

Other findings:

  • Marketing and e-commerce sites were the fastest growing type of site, increasing 500% in 1997.
  • Significant traffic generating events like the death of Princess Diana and the Heaven's Gate suicides have a tremendous impact on Web usage. However, rather than increasing reach, these events seem to increase frequency as existing users move around the Web to pull together details.
  • The percent of females online nearly equals the percent of males; however, men access many more pages.
  • Usage patterns by day of week and time of day have remained virtually identical to the patterns reported in 1996.

The report is available for $695 and can be ordered on the Web at ipro.com/wip98, or at www.mediametrix.com.



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