MySpace old news?

With the humangous hype around Facebook continuing and their still accelerating growth rate, it is easy to say that MySpace is old news.

Facebook has now climbed up to rank no. 3 in pageviews, and their growth continues in all relevant categories such as unique visitors, visits, pageviews, average stay and attention. MySpace is growing only in unique viewers, with a measly 1%.

The one thing MySpace really has going for them is intensity. People return on average 18 times a month and spend 26 minutes on the site. This is a metric we should not underestimate. Even if the momentum of growth has turned towards Facebook, intensity is a monetizable asset. Intense user's are the easiest to hook up with contextual advertising, that actually delivers good click through rates.

I would not count MySpace out of the game yet.