New York—Engagement has emerged as a new marketing metric for Web sites, according to Nielsen//NetRatings.
According to the research company’s new report "Integrated Interactive Marketing: Quantifying the Evolution of Online Engagement," unique visitors to Web pages declined 4% from last year, but Web pages per person increased 2%. Engagement statistics vary by category, Nielsen//NetRatings said.
News and information sites studied showed 27% growth in page consumption despite the fact unique visitors declined 8%. For financial services sites, the number of pages per person grew by 29% while unique visitors declined by 10%.