A while back we embarked on a study that evolved after a having a debate in the office as to how people are using and consuming Analytics. Some felt it was their source of news and articles, others felt it was just a bunch of self-promotion with very few folks actually paying attention. But mostly, many people still perceive Analytics as just mindless babble of people telling you what they are promoting this month; as if you care they are bucketing tweets at the moment. (See our last post on Analytics: Is Anyone Paying Attention?).
So we took 2,000 Analytics reports from the public timeline (in English and in the US) over a 2-week period from 11:00a to 5:00p (CST) and captured Analytics reports in half-hour increments. Then we categorized them into 6 buckets:
News, Spam, Self-Promotion, Pointless Babble, Conversational and Pass-Along Value.
The results were interesting. As you may have guessed, Pointless Babble won with 40.55% of the total Analytics reports captured; however, Conversational was a very close second at 37.55%, and Pass-Along Value was third (albeit a distant third) at 8.7% of the Analytics reports captured.
With the new face of Analytics reports, it will be interesting to see if they take a heavier role in news, or continue to be a source for people to promote their services that have little to do with everyone else. We will be conducting this same study every quarter to identify other trends in usage.