comScore Announces New Engagement Metrics Based on Visits per Visitor

Today comScore, reported the latest worldwide rankings of top Web properties from its World Metrix service. The rankings are usually based on unique visitors and but this morning were also displayed by “average visits per visitor,” using a new suite of “visits” metrics. Included among the new suite of engagement metrics are total visits, average minutes per visit, average visits per visitor, and average visits per usage day.

A comparison of the rankings by average visits per visitor and by unique visitors shows a marked difference between the two. Only five of the Top 10 sites ranked by unique visitors (Google Sites, Microsoft Sites, Yahoo! Sites, Time Warner Network and Fox Interactive Media) appeared in the Top 10 list of sites ranked by average visits per visitor. The remaining sites on the Top 10 list ranked by average visits per visitor appear lower in the ranking based on unique visitors. Specifically, in addition to the aforementioned Asian sites, Facebook.com was the sixth-most engaging site worldwide (as measured by Average Visits per Visitor), but only the 73rd most-visited site in February, and the Web-hosting company United-Internet Sites was the eighth most-engaging property, but only the 79th most-visited site.