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« If SuperPoke is the crack cocaine of Facebook, then perhaps Widgets are a mild narcotic | Main | Attention Data: Content vs. User »

February 04, 2008


Erick Schonfeld

While I agree the comScore widget numbers are deeply flawed (TC was not "promoting" the numbers, we were reporting them, and we updated the original post with numbers provided from Newsgator and others to reflect the inconsistencies and omissions in the comscore data), the Compete and Alexa data you present here as a counterweight is meaningless.

Compete and Alexa measure traffic to the corresponding Websites, not impressions on widgets scattered throughout the Web. You are comparing apples to oranges.

comScore's Widget Metrix is an attempt to pull out just the widget numbers. It obviously needs a lot of work. But a third-party auditor of widget traffic is sorely needed.

So why don't you help them improve their measurements instead of complaining about it?

Jeff Nolan

We're all in violent agreement here and certainly didn't intend to portray TC as complicit in any presumed deception.

We are simply pushing the agenda of a need for a transparent and reliable third party auditing service. This is not to suggest the Comscore data is incorrect either, just incomplete. If the auditing service is pay-to-play, then they should disclose that as well.

If there is one thing that sites like TC could do that would be positive, it would be to cover these numbers with a healthy dose of skepticism, not to devalue Comscore or anyone else, but to remind readers that there is no agreed upon reliable and consistent way to report traffic numbers. At best there are a collection of services that serve to triangulate on reasonable number ranges.

Walker Fenton


We’re in agreement – the numbers are tough to follow – and thank you for updating your story to include our numbers. The point of this post was not to discredit TC, but to analyze the comScore data.

The point of providing domain specific traffic was meant to show a relative comparison of the traffic… (from the post)

“While we appreciate that comScore, Compete and Alexa don't all track the same way, we were hoping these sites could at least get a sense of whether these other sites might show traffic increasing or decreasing over that time period.”

While we didn’t measure the statistical significance of the traffic to the domain against widget traffic – we don’t believe it’s a leap of faith that the two are related.

We would love to help comScore improve their measurements, I would just like to make sure that their motivations as an independent auditor are not financial.

Thedigi Talhobo

I'd guess that the Brightcove drop has a whole lot to do with their dropping the personal platform. When you take the tool out of the hands of the people, its tough to keep an audience.

Just a theory.

Mike Shaw

The first graph looks at worldwide data and the second graph is US-audience only.

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Where I can find 2008 year statistic?


Or some place else jeje


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Widgets arent created equal.

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does anybody use widgets anymore?



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That's absolute right these numbers are innacurate


All charts going down. Bad sign.

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The recent explosion of user-generated content has helped create a worldwide marketplace for widgets,” said Linda Boland Abraham, executive vice president at comScore. “comScore is excited to be providing measurement for this developing content medium

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comScore, a leader in measuring the digital world, today announced the launch of comScore Widget Metrix, a new service to track the usage of widgets across the Web. comScore currently tracks Web widgets, which are data files that can be embedded into a site’s HTML code and are typically displayed in a small viewing pane on the site.


You can also try http://www.estimix.com – a free tool that provides a nice summary of the website performance. The estimation provided by estimix is the result of a complex analysis based on factors like: the age of the website, the demographic structure of the traffic, the countries where the website is popular and sources of the traffic.


This is not a new perspective, both GigaOm and Jeff Jarvis posted about this back in June 2007 when the comScore list was first released.

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Of course they're inaccurate.

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