 "Tumblr web traffic falling")
Tumblr being acquired by Yahoo earlier this year sounded like the death knell of the service to many. It worried the blogosphere that the acquisition could mean that Tumblr would be bound in restrictions. A report now has indicated that the blogging platform has seen a sharp slide in web traffic.
A measurements report by Quantcast has revealed that Tumblr’s website and mobile website are seeing far fewer views right now than they’ve seen since in 2011. At the beginning of the year, Tumblr’s page views were in the vicinity of high 16 billion and the numbers have gone down to about 12 billion in the last month. This compared to last year when the views were consistently centered around 15 billion views is a bit surprising.
Sharp decline in page views this year
The report cannot exactly be taken at face value, since Tumblr has granted Quantcast a Direct Measurement badge, enabling the service to collect data straight from its website. However, the service does not have access to the mobile application, a point raised by Tumblr while defending its numbers. In a statement to Buzzfeed, Tumblr said, “Quantcast does not provide a full picture of our data, as it doesn’t include our mobile app traffic, time spent on the site or all of the pages on the blog network because of ajax page loading.”
Essentially, Tumblr writes that there are hidden metrics are at play here, in a way that there are no new pages that are loaded by users, instead they see an infinite scroll. This is something Quantcast is unable to measure. In any case, Yahoo and Tumblr will have to sit tight and pick up the slack that Tumblr has been facing in the past few months, since the acquisition. The mobile website could definitely be a space the companies could be looking at to lure in the younger users of the blogging platform. They will also have to sort the issue of monetising out, an area where Tumblr could still capitalise on its user base.
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