Media information, May 2011

What have web statistics and love in common? - You can’t see the most important facts.
May is traditionally the month when people 'let love rule'. Even statisticians should follow this motto - at best the whole year through...

In ‘love-month’ May, the research organisation and magazine Fashionoffice presents some facts about the reality of web statistics with an analogy which will show that in online communication it's like with love - you can't see the most important things.

Since 2006, Fashionoffice has focused its research on the delivery/reception and the statistical logging of communication online. We have proved that the statistics from log files and external tools like Google Analytics or Quantcast are serving results of quantifiable facts of a reality that is obviously biased by 'memorized' data, which conducted already in 2009 to the 'Memorized Data'-hypothesis. A short summary of the results of the Fashionoffice studies are published under the aspect 'eco-system internet'. The news market and how we have to valuate the information of statistical tools are presented with a geographical example on geography4-2011.htm.

Find below the geographical data of Fashionoffice from February to April 2011 (distribution: 166 countries; delivered by DoubleClick for Publishers) as well as people, visits and page views tracked by Quantcast which are showing massive differences for the amount of people and page views from Germany; compare the Quantcast statistics with DoubleClick for Publishers – both tools are accredited by the MRC (Media Rating Council).

1 -30 April 2011 (Country, Impressions)
United States 49,325; Austria 44,403; United Kingdom 15,143; Germany 15,325; Canada 8,927; Netherlands 8,093; Italy 7,361; Poland 6,974; China 6,794; Australia 6,092; France 6,169; South Korea 5,844; India 5,609; Russian Federation 4,782; Brazil 4,813; Spain 4,377; Turkey 3,939; Switzerland 3,547; Belgium 3,192; Mexico 3,166; Indonesia 2,946; Hong Kong 2,693; Greece 2,548; Norway 2,353; Malaysia 2,402; Thailand 2,437; Romania 2,312; Singapore 2,086; Finland 2,137; Taiwan 2,107; Hungary 2,098; ...

1 - 31 March 2011 (Country, Impressions)
United States 56,238; Austria 51,316; Germany 23,880; United Kingdom 22,490; South Korea 10,107; Canada 9,326; Netherlands 9,018; France 8,736; Italy 8,379; China 7,295; India 7,106; Australia 7,031; Poland 6,176; Brazil 6,173; Spain 5,883; Russian Federation 5,510; Switzerland 4,682; Hong Kong 4,597; Turkey 4,291; Belgium 4,179;...

1 - 28 February 2011 (Country, Impressions)
Germany 120,777; United States 53,925; Austria 48,265; United Kingdom 23,168; South Korea 9,792; Canada 8,930; France 7,826; Netherlands 7,318; Italy 7,059; India 6,197; Brazil 6,165; Australia 5,753; China 5,529; Russian Federation 5,239; Thailand 4,993; Poland 4,932; Spain 4,682; Switzerland 4,212; Mexico 3,820; Turkey 3,575;...

Source of the Impressions/Inventory (incl. 320x50 Mobile Leaderboard): DoubleClick for Publishers. Media facts and figures Fashionoffice are published on Note about the variations (minus 87%) concerning the country 'Germany': Fashionoffice has checked the reliability of the data several times even on occasion of similar variations; according to officials and authorities of the internet, the variations have to be explained from the view of internet as an eco-system which is regulating itself.

Inventory measured by Quantcast: 728x90, 160x600, 120x600, 468x60, 300x250, 200x200, 120x240, 120x90. Data are measured on the inventory pages of and its special channels only. Not all content pages are carrying inventory. The inventories of the Fashion Feeds and the Mobile Site are not included. The eMail-Trendletter has no inventory slots.


Source: Original article with images on


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