Logic Model Component:
Measures the mean length of time for visits to a website, calculated as the difference between the times of a visitor’s first and last activity during the visit and averaged for all visitors
This indicator measures the mean length of time for visits to a website, calculated as the difference between the times of a visitor’s first and last activity during the visit and averaged for all visitors.
Quantitative data from web analytics
Web analytics software, such as Google Analytics, Piwik, and WebTrends
For more information about Web analytics, see Appendix 3 on p.83.
From January 01, 2012 to December 31, 2012, the average visit duration on www.popline.org was 2 minutes, 50 seconds. Visitors in Nigeria, however, spent an average of 6 minutes, 11 seconds on the site. The POPLINE-wide pages per visit figure for this time period was 13.68 compared to 23.72 pages per visit for Nigerian users. It may indicate that Nigerian users are engaging more than average POPLINE users or it takes longer to navigate the website due to poor internet connectivity in Nigeria.
From October 01, 2012 to December 31, 2012, the average visit duration on www.k4health.org for visitors from North America was 2 minutes, 49 seconds; from Africa, 4 minutes, 39 seconds; and from Asia, 2 minutes, 16 seconds.
It is true that slower internet connections can affect visit durations. In this example, a lower bounce rate (55% vs. 67%) and higher average pages per visit (2.94 vs. 2.52) for Africa indicate that African users are indeed more engaged than the average K4Health site visitor. Google Analytics also provides a number of site speed indicators, including average page load time. In this example, Asian visitors experienced the slowest average page load times, further supporting the assertion that African users are more highly engaged.