Firstly, let’s just say that “average” gets a bad rap. Look it up in a thesaurus and you’ll find it associated with words like mediocre, moderate and ordinary.
That’s a lot of bad press for a statistical measurement that identifies “the middle”. Is average such a bad place to be?
The truth is that it’s an important number, but it doesn’t tell you much in itself. If I have one hand in an ice bucket and the other in boiling water then, on average, the temperature of my hands is comfortable.
The problem is that average doesn’t cater very well for extremes. So when we start using it in our web metric calculations we risk missing the full picture.