ABC News reports on social networking phenomenon MySpace.com this week. The site has lured advertisers, including Studios and Film Companies, largely due to the incredible metrics (traffic and stickiness) and demographic profile of its users. Reports now suggest that the sites metrics have been grossly overstated.
“Certainly there are a large amount of people spending a large amount of time on this site,” said Nate Elliot, an analyst for Jupiter Research. “When you look at the huge numbers they throw out there — 50 [million], 60 million registered users — those are a mirage.”
Elliot admits that the site generates a lot of activity, and that it may indeed have tens of millions of registered users, but those numbers can be deceptive and only tell part of the story.
“They’re promoting the number that is most advantageous for them to promote, but the simple fact is that only a fraction of the registered users ever go back,” said Elliot. “And only a fraction of them use the site on any kind of regular basis, and then another fraction of them are responsible for the traffic.”
Source: ABCNews.com
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