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Counting time, not just traffic, on the web

All that click counting is well and good. And growing page views are an advertisers delight. But how much time are people really spending looking at various web sites?

Jay Meattle at Compete.com has a great breakdown of where people spent most of their time on the web in December 2006. Some of the results are surprising.

Twenty domains account for fully 39% of time spent online. MySpace.com (a division of the News Corporation, NYSE:NWS ) was the big winner, taking a lion's share of 11.9% viewing time (27,999,906,051 minutes) followed by Yahoo! Inc.(NASDAQ:YHOO) with 19,898,123,587 minutes. According to these figures, 11.9% of ALL TIME online was spent at MySpace.com!

The big surprise is Google, Inc. (NASDAQ:GOOG). It came in only fifth with 2.1% (4,959,635,138 minutes). The figures for YouTube (#12 with 1,327,25, 263 minutes) were separate, but even if you add them together they don't get close to Yahoo.

Also, some sad(to me) appearances in the top 20: Neopets.com at #18, accounting for 0.3% of viewing time with 593,851,415 minutes, and adultfriendfinder .com at #19 for 0.2% of viewing time with 575,584,893 minutes.

Maybe Christmas is a lonelier time for some.


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