Fox Interactive Media Ranks #1 in Page Views; Yahoo! Sites Attract the Most Unique Visitors
RESTON, Va., Dec. 19 /PRNewswire/ — comScore Media Metrix today released its monthly analysis of U.S. consumer activity at top online properties and categories for November. Fox Interactive Media topped all properties with 39.5 billion page views in November, primarily driven by the 38.7 billion pages consumed at MySpace.com, based on traffic from home, work and university locations.
While Fox Interactive Media supplanted Yahoo! Sites as the top Web property by page views in November, Yahoo! Sites retained the top spot in audience size with 129.9 million unique visitors. Further, Yahoo’s increased integration of AJAX technology may have had a dampening effect on page views, as the technology enables real-time site updates without the need to refresh a page.
An additional comScore analysis released this week highlighted the importance of including home, work and university audiences in measuring the Web’s largest properties. In fact, if university usage is omitted, the comparison of page views at Fox Interactive Media and Yahoo! Sites tells a very different story: Yahoo! Sites, with 35.6 billion page views for November, would rank higher than Fox Interactive Media with 34.9 billion.
“Inclusion of online activity occurring at university locations is critical to producing accurate online audience measurements,” said Jack Flanagan, executive vice president of comScore Media Metrix. “The market was understandably perplexed by reports that offered seemingly conflicting opinions on whether Fox Interactive or Yahoo! had actually captured the top ranking in terms of page views.”
“The difference lies in whether the online activity of college students, which represents nearly 15 million people, is included in the measurements — a critically important detail when measuring activity at MySpace.com, which is included in the Fox Interactive property,” Flanagan added. “Other research company reports claiming that Yahoo! had remained number one in page views did not include the important university segment. comScore is pleased to provide our clients with the unique ability to measure the full breadth of consumer activity online — including the activity of college students.”
Holiday Season Draws Online Shoppers to Retail Sites
Shopping was top of mind with American consumers in November, as nine of the ten top gaining categories for the month were retail-related. Online department stores represented the top gaining category in November (up 24 percent to 70.6 million visitors), led by Walmart.com, which grew 64 percent to 40.5 million visitors, Target Corporation with 33.2 million visitors (a 37-percent increase), and JCPenney Sites, which grew 44 percent to 16.8 million visitors. Much of Walmart.com’s steep increase was attributable to the rise in visitation to Wal-Mart Electronics, which saw a 155-percent increase to 7.9 million visitors. BestBuy.com (up 66 percent to 21.1 million visitors) and Circuit City Stores (up 55 percent to 15.7 million visitors) topped the list of consumer electronics sites.
Luxury gift site RedEnvelope.com led the jewelry/luxury goods/accessories category with 2.5 million visitors (up 14 percent), followed by Coach.com, which increased 28 percent to 2.3 million visitors, and Tiffany & Co., which grew 44 percent to 1.5 million visitors. Overall, the category rose 21 percent to 18.1 million visitors.
The toy category saw a similar surge in traffic, growing 20 percent to 30.1 million visitors, highlighted by KB Toys’s 108-percent increases versus the previous month to 3.6 million visitors, ranking as the second-fastest gaining site in November. Toys “R” Us Sites also demonstrated strong gains, growing 75-percent to 13.9 million visitors.
Online Promotions Popular in November
Online promotions also drove significant Web traffic in November, with the Xerox Corporation heading the list of top gaining sites with 3.7 million visitors. The 114-percent increase was largely driven by traffic to http://www.letssaythanks.com/, the Xerox-sponsored site that provides the opportunity to send a free postcard to American troops overseas. In addition, Chunky Soup’s “Click for Cans” NFL promotion ranked the Campbell Soup Company seventh on the list of top gaining sites in November, growing 86 percent to 4.4 million visitors.
Top 50 Properties
In November, Yahoo! Sites again retained the number one position, attracting nearly 130 million unique visitors. Wal-Mart surged into the top 10, claiming the number nine spot with more than 43 million unique visitors, a 59-percent increase from October. Several other retail sites enjoyed increased traffic due to the start of the holiday shopping season as well. Best Buy Sites, Sears Sites, and JCPenney Sites all entered the top 50 at positions, ranking 30, 32, and 39, respectively. Target Corporation experienced a 37-percent increase in visitors, and jumped eight spots to number 15, while Overstock.com climbed 13 spots and drew 23 percent more unique visitors (17.1 million) than in October.
Top 50 Ad Focus
During November, Advertising.com slightly extended its reach to nearly 148 million Americans online, or 85 percent of the U.S. online population. Within the top 10, Casale Media Network inched up one spot to number five, reaching 64 percent of Americans online. Advertising networks Blue Lithium and AdDynamix.com each gained four spots, capturing the number 10 and 19 positions, respectively. Finally, Euroclick joined the Ad Focus ranking at number 22, while Bizrate.com and EA Online Games re-entered the ranking, with each entity reaching 9 percent of U.S. online population.
TABLE 1 Top 10 Gaining Properties by Percentage Change in Unique Visitors* November 2006 vs. October 2006 Total U.S. Home, Work and University Internet Users Source: comScore Media Metrix Property Oct-06 Nov-06 Percentage Rank by (000) (000) Change Unique Visitors Total Internet Population 173,428 173,686 0% N/A Xerox Corp 1,748 3,747 114% 234 KB Toys 1,711 3,558 108% 250 OPRAH.COM 2,320 4,708 103% 193 TOPTVBYTES.COM 3,564 6,908 94% 132 BIDZ.COM 2,422 4,574 89% 198 Nintendo Co. 3,025 5,694 88% 165 Campbell Soup Company 2,348 4,375 86% 207 Toysrus Sites 7,975 13,922 75% 55 Sheknows 2,597 4,343 67% 209 Napster 3,384 5,578 65% 167 * Ranking based on the top 250 properties in November 2006. TABLE 2 Top 10 Gaining Categories by Unique Visitors November 2006 vs. October 2006 Total U.S. Home, Work and University Internet Users Source: comScore Media Metrix Oct-06 Nov-06 Percentage (000) (000) Change Total Internet : Total Audience 173,428 173,686 0% Department Stores 56,747 70,561 24% Coupons 19,143 23,484 23% Politics 8,629 10,460 21% Jewelry/Luxury Goods/Accessories 15,035 18,134 21% Toys 25,088 30,149 20% Mall 30,020 35,376 18% Consumer Electronics 51,985 59,982 15% Retail – Music 22,860 26,316 15% Sports/Outdoor 24,916 28,455 14% Home Furnishings 36,877 41,264 12% TABLE 3 Top 50 Properties November 2006 Total U.S. – Home, Work and University Locations Unique Visitors (000) Source: comScore Media Metrix Rank Property Unique Visitors Rank Property Unique Visitors (000) (000) Total Internet Users 173,686 1 Yahoo! Sites 129,932 26 Shopzilla.com Sites 22,387 2 Time Warner Network 119,684 27 AT&T, Inc. 21,884 3 Microsoft Sites 116,979 28 Real.com Network 21,593 4 Google Sites 108,280 29 Expedia Inc 21,391 5 eBay 83,021 30 Best Buy Sites 21,354 6 Fox Interactive Media 73,831 31 Bank of America 21,256 7 Ask Network 54,539 32 Sears Sites 20,786 8 Amazon Sites 52,619 33 Gannett Sites 20,236 9 Wal-Mart 43,038 34 ESPN 18,576 10 New York Times Digital 42,664 35 Comcast Corporation 18,113 11 Viacom Digital 39,618 36 E.W. Scripps 17,771 12 Wikipedia Sites 39,142 37 OVERSTOCK.COM 17,079 13 Apple Computer, Inc. 33,797 38 CareerBuilder LLC 16,774 14 Verizon Communications Corp. 33,268 39 JCPenney Sites 16,755 15 Target Corporation 33,185 40 FACEBOOK.COM 16,695 16 Weather Channel, The 32,215 41 Circuit City Stores, Inc. 15,671 17 CNET Networks 31,636 42 Photobucket.com LLC 15,639 18 YOUTUBE.COM 25,471 43 Weatherbug Property 15,586 19 United Online, Inc 25,420 44 EA Online 15,575 20 Adobe Sites 25,348 45 NFL Internet Group 15,142 21 CBS Corporation 25,193 46 WhitePages 15,087 22 Gorilla Nation Media 24,881 47 WebMD Health 15,051 23 Disney Online 24,814 48 ARTISTdirect Network 14,544 24 Monster Worldwide 23,677 49 Cox Enterprises Inc. 14,431 25 Lycos, Inc. 23,093 50 iVillage.com: The Womens Network 14,389 TABLE 4 Ad Focus Ranking November 2006 Total U.S. – Home, Work and University Locations Unique Visitors (000) Source: comScore Media Metrix Unique Unique Visitors Reach Visitors Reach Rank Property (000) % Rank Property (000) % Total Internet Users 173,686 100% 1 Advertising.com** 147,924 85% 26 EBAY.COM Home Page 45,750 26% 2 ValueClick** 131,590 76% 27 CPX Interactive** 44,615 26% 3 Yahoo! 128,404 74% 28 Vibrant Media** 43,387 25% 4 Tribal Fusion** 119,468 69% 29 Undertone 42,928 25% Networks** 5 Casale Media 110,668 64% 30 ContextWeb** 37,954 22% Network** 6 AOL Media Network 109,864 63% 31 ABOUT.COM 37,077 21% 7 Google 104,313 60% 32 Business.com 27,632 16% Network 8 Vendare NetBlue – 102,464 59% 33 YOUTUBE.COM 25,471 15% TrafficMarketplace** 9 MSN-Windows Live 98,615 57% 34 Disney Online 24,814 14% 10 Blue Lithium** 94,026 54% 35 Lycos Network 22,879 13% 11 Burst Media** 92,375 53% 36 CNN 21,913 13% 12 24/7 Real Media** 91,268 53% 37 WEATHER.COM 21,321 12% 13 AOL 90,489 52% 38 GameDaily Custom 20,029 12% Network 14 YAHOO.COM Home Page 87,841 51% 39 The WebMD Health 18,771 11% Network 15 EBAY.COM 74,929 43% 40 ESPN 18,576 11% 16 Tremor Network 67,007 39% 41 IMDB.COM 18,500 11% 17 AdBrite** 66,501 38% 42 CareerBuilder 17,385 10% Network 18 PrecisionClick** 66,379 38% 43 REAL.COM* 17,308 10% 19 AdDynamix.com** 62,267 36% 44 FACEBOOK.COM 16,695 10% 20 Gorilla Nation 60,943 35% 45 EA Online 15,591 9% Media Network Syndicated Games 21 DRIVEpm** 58,959 34% 46 BIZRATE.COM 15,535 9% 22 EuroClick** 58,144 33% 47 EA Online Games 15,495 9% 23 MYSPACE.COM 57,242 33% 48 EXPEDIA.COM* 15,265 9% 24 Ask Network 54,539 31% 49 SuperPages 15,219 9% 25 MSN.COM Home Page 50,600 29% 50 WeatherBug 15,155 9% Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in November. For instance, Yahoo! was seen by 74 percent of the more than 173 million Internet users in November. * Entity has assigned some portion of traffic to other syndicated entities. ** Denotes an advertising network. About comScore Media Metrix
comScore Media Metrix, a division of comScore Networks, provides industry-leading Internet audience measurement services that report — with unmatched accuracy — details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe. comScore Media Metrix continues the tradition of quality and innovation established by its Media Metrix syndicated Internet ratings — long recognized as the currency in online media measurement among financial analysts, advertising agencies, publishers and marketers — while drawing upon comScore’s advanced technologies to address important new industry requirements. All comScore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.
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