Buzzfeed, a popular digital media company, has shifted its focus from unique visitor metrics to total time spent across platforms. This change reflects a growing trend in the digital industry to prioritise audience engagement over page views. Buzzfeed’s decision is based on the belief that unique visitor counts are not an accurate measure of a site’s value or its audience’s interest levels. Instead, the company now uses a metric called “content views,” which includes all views of its content, regardless of the platform.
Buzzfeed’s CEO, Jonah Peretti, argues that a focus on total time spent across platforms provides a more comprehensive understanding of audience behaviour. It also allows for better content optimisation, as it takes into account the various ways users interact with content across different platforms.
This shift in focus has significant implications for the enterprise sector. It suggests that businesses should rethink their digital strategies and consider how they measure success online. Instead of focusing solely on unique visitors, businesses should consider other metrics such as total time spent on site, page views per visit, and bounce rates. This approach could provide a more accurate picture of audience engagement and help businesses better understand their customers’ online behaviour.
Go to source article: http://diginomica.com/2016/02/29/buzzfeed-renounces-its-unique-visitor-obsessions-enterprise-takeaways/#.VtRp6pJxHXc.twitter