Comscore Measures Blogs

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Comscore Measures Blogs

I am an investor and board member of Comscore, which owns Media Metrix, and is also owns the largest web measurement panel in the world with over 2 million panelists.

Nobody, not even Nielsen NetRatings, can hold a candle to Comscore when it comes to web measurement.

So I was thrilled to hear that Comscore is starting to measure blogs.

At this point, it's just a research project to figure out how best to measure what is a very fragmented and dynamic market.

But they did showcase some data at the WOMMA event on July 13th in Chicago.

Here is their data on the top blog hosting services. Note that blogs.com and typepad.com are both hosted by typepad.

But possibly even more interesting is the difference in the way the "youth" blogging platforms like Xanga and Live Journal and the "mature" blogging platforms like Blogspot and typepad are used. Here is a chart showing visits per visitor.

Clearly the "youth" blogging platforms are "stickier".

As Comscore starts drilling down into the specific blogs, even more data will come out.

Hopefully they'll publish it and we can start learning more about what is going on in the blog world.

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Posted July 27, 2005 in Venture Capital and Technology

Comments

curious when was this data compiled? The blogoshere is moving so fast...

Mike

Posted by: mike | Jul 29, 2005 2:11:34 PM

Interesting graphs, especially the second one. However, I don't think the stickiness comes from the content of those blogs. I'd guess the stickiness comes from the fact that youth has more time than grownups, who have their 9-6 jobs, girlfriend/boyfriend/wife/husband, a kid or two or threee, a dog, a Meetup meeting to attend, etc.
Kids just have more time to browse the web, check blogs over and over during the day, and such. I guess it's the young users that are sticky, not the content.

Posted by: Otis | Jul 29, 2005 3:57:37 PM

the recommended layout for each platform also highly impacts pageviews per visit. if the default is to show the 20 most recent posts on the first page, theres no reason to move past the first page. if posts are typically split onto multiple pages, naturally more visits occur.

comparing time spent along with visits/visitors would be interesting (and while im sure there is a lot of correlation i doubt its 1:1:).

Posted by: john demayo | Jul 29, 2005 4:35:12 PM

Have you looked at the Hitwise product lately (www.Hitwise.com). From what I understand they cover a far wider breadth of sites than Comscore and track more eyeballs (10m+ vs. Comscore's 2m) because they measure at the ISP not panels.

Posted by: Nick | Jul 31, 2005 5:18:54 AM

Fred,
Following my previous post, I just took a look at the Hitwise site. They now claim to track "25 million internet users and over 50,000 websites."

Comscore is a great product, but surely it doesn't offer that kind of depth or breadth. Rgds, Nick

Posted by: Nick | Jul 31, 2005 5:31:00 AM

This Soundz Like Old, OLD, *OLD*Data!

...Maybe December 2004?

I Dunno...

Aloha!

The ViewMaster!

;-)

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