I just read trough the very insightful article "Defining Attention on Websites & Blogs" from Joseph Carrabis on iMedia Connection. We both share the same skepticisms about using "time" as the sole metric in the evaluation of "attention". Don't take me wrong, I'm not saying time isn't a useful element in the evaluation of attention, I'm raising a flag to the fact that both Compete.com, and now NetRatings are releasing reports where "time" seems to be the new golden metric, replacing the "page view". When we read "time spent is probably the best single indicator of user engagement" in the NetRatings report, I can't help but wonder what was their mindset when they wrote that.
When we look at the "time per visitor" results of NetRatings, most of the top sites share one characteristic: they facilitate the state of "flow". Flow was described by psychologist Csikszentmihalyi as being "the mental state of operation in which the person is fully immersed in what he or she is doing, characterized by a feeling of energized focus, full involvement, and success in the process of the activity"... and a distorted sense of time...
In the end, it will be up to web analysts and experts to educate their audience about the real value or misleading conclusions that can come out of the "time" metric. And the answer, as usual, is "it depends". But I still strongly feel than any analyst using only a "time" report to explain "attention" or "engagement" should be turned back to their desk and dig for a better story.
Named one of the most influential industry contributors by the Digital Analytics Association. With over twenty years’ experience empowering organizations to analyze and optimize their online channels, Stéphane has cemented his position as a leading voice for online analytics and optimization.
2 comments:
Hello,
thank you for mentioning my column. It's nice to know people are paying attention.
I, too, am a fan of Csikszentmihalyi and use his work much in my own studies. Perhaps he's been influencing us both?
Thanks again - Joseph
Stéphane,
How is time calculated in Compete & al.? If it's time spent on site as defined by most major vendors in WA, well, we know it's the difference between the first and the last request (hits) on the site. Which means that, in a WebTrends context for example, I can get to your blog, read it for 5 minutes and go, and that visit would not be calculated in the average because it would have a length of zero.
Also, think of visits that have a few page views (clicks) where the last page viewed was a long article. The time needed to read that article would not be included either.
Finally, what are we to make of time spent looking for something and not finding it? That's engagement? Or very short and successful visits that delivered quickly what the visitor was looking for or wanted to accomplish?
Well, I guess I'll need investigating deeper what Compete does to my long list of things to do...
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