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Media information, May 2011

What have web statistics and love in common? - You can’t see the most important facts.
May is traditionally the month when people 'let love rule'. Even statisticians should follow this motto - at best the whole year through...

In ‘love-month’ May, the research organisation and magazine Fashionoffice presents some facts about the reality of web statistics with an analogy which will show that in online communication it's like with love - you can't see the most important things.

Since 2006, Fashionoffice has focused its research on the delivery/reception and the statistical logging of communication online. We have proved that the statistics from log files and external tools like Google Analytics or Quantcast are serving results of quantifiable facts of a reality that is obviously biased by 'memorized' data, which conducted already in 2009 to the 'Memorized Data'-hypothesis. A short summary of the results of the Fashionoffice studies are published under the aspect 'eco-system internet'. The news market and how we have to valuate the information of statistical tools are presented with a geographical example on

Find below the geographical data of Fashionoffice from February to April 2011 (distribution: 166 countries; delivered by DoubleClick for Publishers) as well as people, visits and page views tracked by Quantcast which are showing massive differences for the amount of people and page views from Germany; compare the Quantcast statistics with DoubleClick for Publishers – both tools are accredited by the MRC (Media Rating Council).

1 - 28 February 2011
1 - 31 March 2011
1 - 30 April 2011
Germany 120,777 United States 56,238 United States 49,325
United States 53,925 Austria 51,316 Austria 44,403
Austria 48,265 Germany 23,880 United Kingdom 15,143
United Kingdom 23,168 United Kingdom 22,490 Germany 15,325
South Korea 9,792 South Korea 10,107 Canada 8,927
Canada 8,930 Canada 9,326 Netherlands 8,093
France 7,826 Netherlands 9,018 Italy 7,361
Netherlands 7,318 France 8,736 Poland 6,974
Italy 7,059 Italy 8,379 China 6,974
India 6,197 China 7,295 Australia 6,092
Brazil 6,165 India 7,106 France 6,169
Australia 5,753 Australia 7,031 South Korea 5,844
China 5,529 Poland 6,176 India 5,609
Russian Federation 5,239 Brazil 6,173 Russian Federation 4,782
Thailand 4,993 Spain 5,883 Brazil 4,813
Poland 4,932 Russian Federation 5,510 Spain 4,377
Spain 4,682 Switzerland 4,682 Turkey 3,939
Switzerland 4,212 Hong Kong 4,597 Switzerland 3,547
Mexico 3,820 Turkey 4,291 Belgium 3,192
Turkey 3,575 Belgium 4,179 Mexico 3,166
Source of the Impressions/Inventory (incl. 320x50 Mobile Leaderboard): DoubleClick for Publishers. Media facts and figures Fashionoffice are published on Note about the variations (minus 87%) concerning the country 'Germany': Fashionoffice has checked the reliability of the data several times even on occasion of similar variations; according to officials and authorities of the internet, the variations have to be explained from the view of internet as an eco-system which is regulating itself.


Inventory measured by Quantcast: 728x90, 160x600, 120x600, 468x60, 300x250, 200x200, 120x240, 120x90. Data are measured on the inventory pages of and its special channels only. Not all content pages are carrying inventory. The inventories of the Fashion Feeds and the Mobile Site are not included. The eMail-Trendletter has no inventory slots.

Media information, Fashionoffice:

April 2011
The democratic principle of the internet
The 'eco-system internet' is built upon the conviction of the self-regulating competence of its users. Fashionoffice is following this concept from its earliest online study in 1995. Now, Fashionoffice publishes new data..

February 2011
The eyes of journalists
Is it possible for wide-spreading publishers to identify for example a ‘Kill Switch’ or partly shut-offs of internet functionalities?

January 2011
What's coming next?
Fashionoffice previews keyword trends and Doubeclick's inventory calculation for the next months...

December 2010
Fashion and media theory at Fashionoffice
Fashionoffice's editorial concept is built upon the scientific approach to fashion. Alongside to its publishing agenda, the organisation is doing fundamental research on media...


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