9.13.2007

Attention is the new Pageview

http://blog.compete.com/2007/02/05/compete-attention-200/

Compete.com is making the first real attempt to establish "Attention" as a metric to measure engagement, displacing the unreliable "pageview". This is their "Compete Attention 200".

I've tried to highlight very quickly the sites I recognized and categorize them by type.

Social Networking
Dating
Virtual Environment

I would argue this is finally the TRUE picture of the competitive landscape, closer than any pageview based metric might have painted, and the good news is that, at least one of the sites I work for is the powerhouse we thought it was. I was actually surprised at just how strong it stacks up to the competition.

In terms of Social Networking Sites, Blackplanet is 4th at #55! after Myspace, Facebook, and Bebo, the usual suspects. Hi5, Tagged, and Friendster are eating our dust.

Some surprises:
blackpeoplemeet is at #176, and asiantown is at #188.
adultfriendfinder is huge at #19.
runescape leads the Virtual Environment category, proving SecondLife to be possibly way overhyped. Gaiaonline is also a major player in the virtual space. We need to learn from these guys.

And what is going on with fanfiction.net and literotica.com? Transmedia at work.

Compete Attention 200™
Attention
Rank

Site
Attention
Share™
1
myspace.com
11.9%
2
yahoo.com
8.5%
3
msn.com
3.7%
4
ebay.com
3.7%
5
google.com
2.1%
6
aol.com
1.7%
7
pogo.com
1.6%
8
facebook.com
0.97%
9
amazon.com
0.67%
10
craigslist.com
0.64%
11
go.com
0.59%
12
youtube.com
0.56%
13
live.com
0.49%
14
bankofamerica.com
0.37%
15
wikipedia.org
0.35%
16
walmart.com
0.34%
17
mapquest.com
0.29%
18
neopets.com
0.25%
19
adultfriendfinder.com
0.24%
20
aim.com
0.24%
21
runescape.com
0.24%
22
comcast.net
0.23%
23
microsoft.com
0.21%
24
photobucket.com
0.21%
25
sportsline.com
0.21%
26
paypal.com
0.20%
27
cnn.com
0.20%
28
target.com
0.19%
29
gaiaonline.com
0.18%
30
apple.com
0.18%
31
match.com
0.18%
32
wellsfargo.com
0.17%
33
chase.com
0.16%
34
fanfiction.net
0.15%
35
bestbuy.com
0.15%
36
bebo.com
0.15%
37
nfl.com
0.15%
38
wildtangent.com
0.15%
39
iwon.com
0.14%
40
overstock.com
0.14%
41
ask.com
0.13%
42
netflix.com
0.13%
43
careerbuilder.com
0.13%
44
about.com
0.12%
45
dell.com
0.12%
46
monster.com
0.12%
47
jcpenney.com
0.12%
48
literotica.com
0.11%
49
imdb.com
0.11%
50
usatoday.com
0.11%
51
weather.com
0.11%
52
foodnetwork.com
0.11%
53
circuitcity.com
0.11%
54
toysrus.com
0.10%
55
blackplanet.com
0.10%
56
cingular.com
0.099%
57
foxsports.com
0.099%
58
cartoonnetwork.com
0.098%
59
qvc.com
0.097%
60
blogger.com
0.095%
61
excite.com
0.095%
62
citibank.com
0.095%
63
millsberry.com
0.091%
64
xanga.com
0.089%
65
autotrader.com
0.089%
66
realtor.com
0.088%
67
singlesnet.com
0.087%
68
verizonwireless.com
0.085%
69
smashits.com
0.085%
70
sears.com
0.084%
71
capitalone.com
0.082%
72
expedia.com
0.082%
73
plentyoffish.com
0.081%
74
eprize.net
0.081%
75
bellsouth.net
0.080%
76
americangreetings.com
0.080%
77
earthlink.net
0.079%
78
fidelity.com
0.079%
79
livejournal.com
0.078%
80
ancestry.com
0.077%
81
universalnightlife.com
0.076%
82
wachovia.com
0.076%
83
nytimes.com
0.076%
84
everythinggirl.com
0.076%
85
worldwinner.com
0.075%
86
meandmytravel.com
0.075%
87
windowsmedia.com
0.072%
88
eharmony.com
0.072%
89
nick.com
0.072%
90
wamu.com
0.071%
91
pbskids.org
0.071%
92
nextag.com
0.071%
93
victoriassecret.com
0.067%
94
myway.com
0.066%
95
hi5.com
0.066%
96
starware.com
0.064%
97
univision.com
0.063%
98
adobe.com
0.063%
99
gamehouse.com
0.062%
100
youravon.com
0.062%
101
tagged.com
0.062%
102
hsn.com
0.061%
103
travelocity.com
0.061%
104
usps.com
0.060%
105
miniclip.com
0.060%
106
ups.com
0.060%
107
reference.com
0.060%
108
wwe.com
0.059%
109
usbank.com
0.059%
110
lycos.com
0.059%
111
bbc.co.uk
0.059%
112
southwest.com
0.058%
113
kohls.com
0.058%
114
nickjr.com
0.058%
115
classmates.com
0.058%
116
gamefaqs.com
0.058%
117
mcafee.com
0.057%
118
addictinggames.com
0.057%
119
webmd.com
0.057%
120
mywebsearch.com
0.057%
121
t-mobile.com
0.056%
122
foxnews.com
0.056%
123
hp.com
0.055%
124
whitepages.com
0.055%
125
hotfreelayouts.com
0.055%
126
true.com
0.054%
127
bigfishgames.com
0.053%
128
macys.com
0.053%
129
blockbuster.com
0.053%
130
ticketmaster.com
0.052%
131
manhunt.net
0.051%
132
mlb.com
0.051%
133
overture.com
0.051%
134
pch.com
0.051%
135
marketwatch.com
0.051%
136
deviantart.com
0.050%
137
nba.com
0.050%
138
popcap.com
0.049%
139
clubpenguin.com
0.049%
140
orbitz.com
0.048%
141
oldnavy.com
0.048%
142
att.net
0.048%
143
cox.net
0.048%
144
ign.com
0.048%
145
kodakgallery.com
0.047%
146
userplane.com
0.047%
147
scout.com
0.047%
148
stardoll.com
0.046%
149
mypoints.com
0.046%
150
shoplocal.com
0.046%
151
cabelas.com
0.046%
152
nbc.com
0.045%
153
sprintpcs.com
0.045%
154
rivals.com
0.045%
155
americanexpress.com
0.045%
156
weatherbug.com
0.044%
157
netteller.com
0.044%
158
voyeurweb.com
0.044%
159
adam4adam.com
0.044%
160
flickr.com
0.044%
161
funbrain.com
0.043%
162
phoenix.edu
0.043%
163
hornymatches.com
0.043%
164
rr.com
0.043%
165
real.com
0.043%
166
allrecipes.com
0.043%
167
ezboard.com
0.043%
168
xnxx.com
0.043%
169
kbb.com
0.043%
170
webshots.com
0.042%
171
discovercard.com
0.042%
172
download.com
0.042%
173
alt.com
0.042%
174
hallmark.com
0.041%
175
ca.gov
0.041%
176
blackpeoplemeet.com
0.041%
177
aa.com
0.041%
178
icoke.com
0.040%
179
barnesandnoble.com
0.040%
180
llbean.com
0.040%
181
verizon.net
0.039%
182
invisionfree.com
0.039%
183
scottrade.com
0.039%
184
walgreens.com
0.039%
185
lowes.com
0.039%
186
directv.com
0.039%
187
liveperson.net
0.038%
188
asiantown.net
0.038%
189
friendster.com
0.037%
190
geocities.com
0.037%
191
macromedia.com
0.037%
192
babycenter.com
0.037%
193
cars.com
0.037%
194
verizon.com
0.036%
195
ameritrade.com
0.036%
196
gamespot.com
0.036%
197
legacy.com
0.036%
198
gottahavetickets.com
0.036%
199
bmgmusic.com
0.036%
200
fedex.com
0.036%

2 comments:

Robert said...

The problem is, I still don't know what this means, exactly.... Compete is long on wanting to be different but short on actually being different and meaningful...

tmonkey said...

Their "Attention" metric is admittedly very crude (something about time spent on a domain as a percentage of the total time spent online by all U.S. internet users). But I can't tell you how difficult it is to wean the business side off of the Pageview drug. I'll take any re-affirmation I can get.

Something I've been working on as an alternative is an "Engagement" metric, which will most likely involve things near and dear to SNS, like internal member-to-member communication (including commenting), content added (photos, videos, blogs), and other activities.