Report: Web Site Usage Up 130% in 1997
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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.
- 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.