ChasNote

From ValleyWag:

“Well, a site viewed, hypothetically, only by Safari users, would show as having no audience at all. A site with only Firefox fans would register with about half the audience it should. A normal tech site? The audience for Lifehacker, Gawker Media’s software and productivity title, is about 60% Firefox, 5% Safari, and 30% other. Assuming Comscore doesn’t take account of its undersampling of geek browsers, that factor alone would cut Lifehacker’s measured audience by 33%. And that’s compounded by the more general problems with Comscore that MSNBC.com and other big internet publishers are complaining about.”

Fred Wilson (Comscore investor, FM author) responds in the comments that Comscore is listening and better data is coming.

“you can take potshots all you want at comscore, but the question you need to ask is who has a better methodology.server logs drastically overcount uniques because of cookie churn so that’s not a solution. isp data is notoriously flawed by virtue of the decision by the largest isps to opt out of those panels.

i take all of this criticism of comscore as constructive. they are the best option today. And because they are listening to this stuff, they will only get better over time.”