Yahoo’s page views were down 9 percent month-over-month in November, allowing MySpace owner Fox Interactive Media to take the overall lead in that category for the first time, according to comScore data highlighted in an emailed note today from UBS Investment Research.
UBS, while noting the unreliability of comScore data, cites Yahoo’s warning that use of Ajax may decrease its page views, making measurement of unique visitors and user engagement more important factors. Last month, Yahoo saw a negligible change in unique visitors, and a 5 percent decrease in average minutes spent per day per user.
Yahoo is still king in unique visitors, with nearly 130 million in November, for the top spot in comScore’s survey. Fox Interactive, while showing growth (565 percent year-over-year!) is in sixth, after Time Warner, Microsoft, Google, and eBay.