Not to be outdone by his competitors at ComScore, Bill Tancer, General Manager of Global Research at Hitwise, engages in some shoddy reasoning practices on his blog:
“Our regional map gives some clues as to interest in the Dunkin Donuts brand, note there are currently no franchises in California yet it ranks 10th in states sending Internet traffic to the site.”
Also note that California has more than 10% of the total US population, and sends just 2.83% of the traffic to the Dunkin Donuts site. That’s 10 times more people then Connecticut, which sends almost 3 times more traffic (7.43%) to Dunkin Donuts. So a person in Connecticut is (which ranks 3rd to California’s 10th) is roughly 30 times more likely to visit the Dunkin Donuts website than someone in California. Now doesn’t this sound much less sensational?