grelmar - 8:15 pm on Nov 20, 2010 (gmt 0)
Teach me at statistical terminology: does "25% of pageviews" mean that, of every 4 times somebody (anyone, anywhere) gets online and visits a website (any website whatsoever), one of those four is FB? This sounds utterly unbelievable to me.
You have to separate "pageviews" from "visits". Every time someone clicks "refresh" in their browser, it's a pageview. I know a lot of people who leave a tab permanently open to facebook, and pop over to it every 10 or 15 minutes and click refresh to see if there's any updates.
It's the crack cocaine of the internet.