Fred Stutzman, of Unit Structures, does a great analysis and breakdown on the real meaning of ComScores’ widely reported numbers on MySpace’s demographic shift:
The recent Comscore analysis of social network websites’ audience is being widely and incorrectly reported across the blogosphere and news media. If you haven’t seen the report, here’s a quick glimpse at the takeaway statistic.
As you can clearly see, the statistic being reported is unique visitors, a common web analytics statistic indicating that an IP address has made one visit to a website. Unfortunately, the statistic being reported in the press is user, which is distinctly different from a unique visitor.
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