新闻发布

十二月 19, 2006

Fox Interactive Media Ranks #1 in Page Views; Yahoo! Sites Attract the Most Unique Visitors

comScore Media Metrix Releases November Top 50 Web Rankings and Analysis

 

RESTON, VA, December 19, 2006 – 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 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 (000) Nov-06 (000) Percentage Change Rank by 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 (000) Nov-06 (000) Percentage 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 (000)   Rank Property Unique Visitors (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
Rank Property Unique Visitors (000) Reach %   Rank Property Unique Visitors (000) Reach %
  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 Networks** 42,928 25%
5 Casale Media Network** 110,668 64%   30 ContextWeb** 37,954 22%
6 AOL Media Network 109,864 63%   31 ABOUT.COM 37,077 21%
7 Google 104,313 60%   32 Business.com Network 27,632 16%
8 Vendare NetBlue - TrafficMarketplace** 102,464 59%   33 YOUTUBE.COM 25,471 15%
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 Network 20,029 12%
14 YAHOO.COM Home Page 87,841 51%   39 The WebMD Health Network 18,771 11%
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 Network 17,385 10%
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 Media Network 60,943 35%   45 EA Online Syndicated Games 15,591 9%
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.

 

About comScore Networks

comScore Networks is a global leader in measuring the digital age. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestlé, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit www.comscore.com.

Contact:
Andrew Lipsman
comScore, Inc.
+1 312 775 6510
press@comscore.com



 

标签: Audience Analytics, Rankings, Social