Google Analytics confirm declines in website visits

According to a recent Google email titled Analytics Benchmarki​ng Newsletter, visits to websites are experiencing an overall decline. "Compared to a year ago, websites have seen reduced pages / visit, average time on site, as well as bounce rate." The email included this data:

	11/1/09 - 2/1/10	11/1/10 - 2/1/11	Difference
Pages/Visit	4.9	4.5	-0.4
Bounce Rate	48.2%	47.0%	-1.2%
Avg Time on Site	5:49	5:23	-0:26

Resource: Google Analytics Benchmarking Newsletter, 2011, Volume 1, July 2011

It would appear we, as a global community, are spending less time online. The information overload of the current environment may have exceeded our capacity to absorb material.  Or, perhaps the analytics are getting better. It wasn't that long ago when the ultimate goal of a website was to get as many 'hits' as possible until a 'hit' was discredited as a tool to measure anything of value.

 Either way, a key component for businesses and marketers planning is emerging.

Where are you personally in your online engagement -- more time online, less time online? How will that affect your website strategy if your users spend less time with your content?

Editors Note: Read the entire newsletter here.

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