I recently asked an acquaintance of mine who works in marketing for a major franchise if he could supply me with the latest Neilson Netratings Report for Real Estate. Last year I received a few reports and whilst looking through them I came across some information that confused me. So I checked again and now I a even more confused.
Neilson Netratings rank sites who input their website code. It is pretty much only for big business as charges are pretty steep, but basically it works by monitoring visitors behaviour on websites.
Most of the major portals and franchises use it to gain advertising and a little chest thumping.
I am not disputing who is the most popular real estate site in Australia (for those of you that don’t know it is realestate.com.au by a long streak) but one thing that does not add up is the amount of page views the average user looks at when visiting a site.
Here are realestate.com.au’s February 2006 impressive results:
Amount of Visitors = 2,681,788 (yes that is 2.7 million)
Page Impressions = 91.5779 (average page views per visitor)
Average Stay Duration on Site = 10.56 Minutes (per visitor)
(Update) It is not Average Stay Duration – it means Average Session Duration.Thank you for helping me with the missing informaton. Please read Simon Baker (CEO Realestate.com.au) comments below.
Now unless I am a dummy, (and I may well be) this information tells me that for every visitor who comes to this website they view on average just over 91 pages ……………… in 656 seconds!
That is 7.16 seconds per page view! This is not enough time to load a single page on an average 56k modem.
On one of my portals the average time a person remains on the site is a about the same but page views are around 20 per user, giving them enough time to actually read a page and view some photos.
I may be reading the document wrong, but I have checked with a few people and if anyone can clarify this then please let me know.