You may be aware of a recent news story wherein The Nielsen Co. reported a technical glitch that caused it to underestimate the amount of time people in the U.S. spent online. Please note that the problem did not affect the BPA Interactive traffic audit. Only Nielsen’s panel-based measurements have been affected and the issue pertains to session duration (time on site) not traffic volume.
To be clear, the BPA Interactive audit uses Nielsen’s SiteCensus tagging technology as part of our process. Audit results are derived from a census-based processing system which is subject to multiple checks and balances. As such, our audit methodology and resulting traffic data remain sound.
When examining monthly average session data from the past six months for all BPA audited sites, there has been very little fluctuation in average session duration. When compared to the previous month, variations are slight, ranging from +2.7% (July 2010) to -5.4% (September 2010). Aggregate session duration for October compared to May showed a variance of -0.3%.
As with all BPA data, you can remain confident that our audited web traffic data remains accurate and dependable.
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