The metric measures how much time content is displayed on web browsers. It does not, however, account for time that web surfers may spend focusing on other matters, such as grabbing a cup of coffee or any other activity other than focusing on that web page and its content.
Vendors such as Chartbeat, however, are tracking mouse movements, scrolling, and screen touches to try and get a better sense of the success of web content. These vendors are being used by companies such as Gawker, Forbes and Time.
