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Le petit monde de la mesure d'audience s'est agité dernièrement avec la publication d'un communiqué de Nielsen//NetRatings (PDF) annonçant l'apparition de la notion de "minutes totales de visite" comme indicateur important pour mesurer l'audience d'un site. C'est un peu l'apparition des stats 2.0, et c'est tout dire...

Jusque-là, les parangons de la statistique web étaient la page vue ou le visiteur unique. Ces deux unités de mesure étaient toutefois déjà sujettes à caution. En effet, les pages vues étaient gonflées artificiellement avec différents stratagèmes plus ou moins grossiers (rafraîchissement automatique des pages, framesets, cheminement de navigation conçus pour multiplier le nombre de pages à afficher, etc.). De même pour les visiteurs uniques, dont aucune définition ne fait l'unanimité, notamment sur la période de temps pendant laquelle le visiteur est considéré comme "unique".

Et voilà donc que Nielsen//Ratings remet sur le devant de la scène une unité de mesure bien connue : le temps de visite (en minutes). Et le communiqué de presse de mettre en avant les changements induits par l'auto-proclamé web 2.0, une "implication" des internautes qui serait plus grande, parce que les gens passeraient plus de temps à regarder des vidéos sur Youtube... Exit la page vue, bonjour les minutes !

Seulement cette mesure s'avère encore plus aléatoire que les précédentes : comment mesurer l'audience de quelqu'un qui a 15 onglets d'ouverts en permanence ? Comment garantir qu'une page est consultée alors que l'internaute est peut-être parti faire autre chose en laissant son ordinateur allumé ? En réalité, un internaute qui passe peu de temps sur chaque page de votre site est peut-être beaucoup plus "impliqué" que quelqu'un qui ouvre une page et met une minute à en lire son contenu car il sera distrait par autre chose... Tout cela ressemble plus à de la mystification qu'à de la rationalisation statistique.

On est bien loin en réalité d'un tracking ultra-précis des internautes, mais cela, Nielsen//Netratings se gardera bien de vous le dire. Les problèmes techniques (internautes sans javascript, multiplication des robots, imprécision des adresses IP, etc.) font que la promesse d'une analyse d'audience ultra-précise est un mythe. Il y a autant de types d'utilisation d'un site web que d'utilisateurs. Tout au plus pouvons-nous déduire des grandes tendances et des dynamiques dans la vie d'un site.

S'il ne faut jamais faire confiance à ses utilisateurs, il faut encore moins faire confiance à ceux qui prétendent les connaître !

#webMarketing

Vos commentaires

nima -
Et pan, dans les dents !
Bien dit Fast !
Ceci dit avec du javascript, onpeut justement voir si les utilisateurs sont actifs sur une page...et à l'heure de google et d'ajax, le % d'utilisateurs sans javascript et si faible qu'il est presque négligeable. Handicapés,veuillez m'excuser...mais ce son tles chiffres.

Tim -
la TV est confrontée aux même problèmes depuis bien longtemps. Il est impossible d'avoir un chiffre précis de l'audience. Ils ont recours aux sondages... et puis ils n'hésitent pas à gonfler les chiffres...

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