Comscore is the second internet research firm after Hitwise to report that Yahoo lost the number one spot to Myspace, now part of Fox Interactive Media (FIM).
The data comes from an emailed note from UBS Investment Research and shows that Yahoo has witnessed a 5 percent decrease in the average number of minutes spent by users on its websites. FIM is expected to shatter the 40 billion page views barrier this December.
The growing usage of Ajax was mentioned as being the reason of this decrease. It adds to the growing concern that while Ajax improves usability substantially, it renders traditional advertising metrics like page views obsolete. A comment from blog site Gigaom pointed to Alexa’s related info for Yahoo.com which showed that nearly half of Yahoo.com’s traffic goes to Mail.yahoo.com
Other technologies like Really Simple Syndication (RSS), Widgets and multi-tabbing might also influence on these figures.
Interestingly, Myspace is designed in such a way as to maximize the number of pageviews and increasing the time users spend on their websites – which are the two major factors that were highlighted in the note. Myspace’s strategy would be akin of a motorway that increases the amount commute time just to get more advertising.
It doesn’t come as a surprise then that Yahoo leads the way in terms of unique visitors with nearly 130 m of them in November and Myspace has some way to go before toppling Yahoo from this spot.