Holiday Fever Drives Traffic to Shopping Sites in December

Comscore MMX Releases December Top 50 Web Rankings and Analysis;

Increases Seen at Tax, Luxury Goods, Postage and E-Card Sites

RESTON, VA, January 16, 2007 – Comscore MMX today released its monthly analysis of U.S. consumer activity at top online properties and categories for December 2006. The month was dominated by pre-holiday shopping as nine of the top 10 gaining categories during the month were retail-oriented, led by luxury goods, postage, and e-cards. Overall non-travel (retail) e-commerce spending increased 26 percent this holiday season versus 2005 to a record-setting $24.6 billion. Amid the holiday frenzy, Americans also began to focus on tax planning, as evidenced by a 17-percent increase in visitation to the Tax category versus November, The Tax category rose to 7.5 million visitors, led by IRS.gov with 4.4 million visitors (up 25 percent).

“Consumers gave e-tailers reason to celebrate during December, with huge increases in e-commerce spending and visitation,” said Jack Flanagan, executive vice president of Comscore MMX. “Experiencing 26 percent growth, e-commerce was certainly retail’s bright spot this holiday season.”

Shopping, Shopping and More Shopping

Jewelry/Luxury Goods/Accessories was the top gaining category in December (see Table 2), growing 21-percent for the second consecutive month to 21.9 million visitors. Redenvolope.com led the category with 2.9 million visitors (up 19 percent), followed by Coach.com with 2.9 million visitors (up 25 percent), and Zales.com with 2 million visitors (up 45 percent). The biggest gainer in the category was Fossil.com, which rose 56-percent to 663,000 visitors.

Other top gaining retail categories included:

  • Shipping, up 19 percent overall to 34.6 million visitors. UPS Sites led the category with 17.4 million visitors (up 26 percent), followed by USPS.com with 15.9 million visitors (up 21 percent), and Fedex.com with 11.3 million visitors (up 15 percent).
  • E-cards, up 15 percent overall to 45.1 million visitors. AmericanGreetings Property led the E-card category with 12 million visitors, followed by Hallmark.com with 8.1 million visitors (up 24 percent) and Evite.com with 7.3 million visitors (up 4 percent). 123Greetings.com was the Web’s second fastest gaining site overall, rising 82-percent to 7.1 million visitors (see Table 1).
  • Sports/Outdoor, up 15 percent overall to 32.6 million visitors. Foot Locker Sites led the category with 4.7 million visitors (up 30 percent), followed by eBay Sports U.S. with 4.3 million visitors (up 7 percent), and Cabelas Inc. with 3.8 million visitors (up 4 percent). CBSSportsStore.com experienced the highest gains within the Sports/Outdoor category, increasing 71-percent to 576,000 visitors.
  • Retail-Food, up 11 percent overall to 17.2 million visitors. Omahasteaks.com led the category in visitation and growth rate, with 2.1 million visitors (up 157 percent), followed by Papajohnsonline.com with 1.4 million visitors (up 33 percent), and Cooking.com with 1.2 million visitors.
  • Retail-Movies, up 11 percent overall with 28.2 million visitors. Netflix.com led the category with 10.1 million visitors (up 2 percent), followed by Blockbuster Inc. with 6.4 million visitors (up 21 percent), and Columbia House Sites with 4.1 million visitors (up 7 percent). Flixster.com was the top gaining site in the Retail-Movies category, jumping 124-percent to 1 million visitors.
  • Retail-Music, up 10 percent overall to 29 million visitors. Barnes & Noble led the category with 8.8 million visitors (up 34 percent), followed by BMG Music Service with 4.4 million visitors (up 1 percent), and CDUniverse.com with 3.1 million visitors (up 7 percent). Trans World Entertainment was the top gaining site in the category, up 71 percent to 1.1 million visitors.
  • Computer Hardware, up 9 percent overall to 66 million visitors. Apple Computer, Inc. led the category with 39.4 million visitors (up 17 percent), followed by Hewlett Packard with 14 million visitors (up 7 percent), and Dell with 13 million visitors. 4Inkjets.com was the top gaining site in the Computer Hardware category, surging 247 percent to 1.2 million visitors.
  • Apparel, up 8 percent overall to 61.9 million visitors. Limitedbrands led the category with 11.9 million visitors (up 26 percent), followed by OldNavy.com with 6.9 million visitors (up 13 percent), and Nordstrom.com with 5.9 million visitors (up 17 percent). Finishline.com was the fastest growing site in the category, rising 33 percent to 2.1 million visitors.

Top 50 Properties

In December, Yahoo! Sites retained its number one ranking with more than 131 million unique visitors, while Amazon Sites and Viacom Digital each moved up one spot to rank seventh and tenth, respectively. The holiday season saw Best Buy Sites jump nine spots, attracting more than 24 million unique visitors, and both UPS Sites and Toysrus Sites entered the Top 50, ranking 36th and 49th, respectively. Also entering the ranking this month were Yellowpages.com Network, drawing just over 16 million visitors, and JPMorgan Chase Property with just over 15 million visitors.

Top 50 Ad Focus

December saw Advertising.com retain its number one position in the Ad-Focus Ranking, reaching more than 149 million Americans online. AOL Media Network inched up a spot to rank fifth, connecting with 64 percent of the U.S. online population, while Blue Lithium moved up three positions to rank seventh. DRIVEpm and Facebook.com both enjoyed large increases, each gaining six spots in the ranking 15th and 38th, respectively. Finally, WhitePages Network, Photobucket.com, and ARTISTdirect Network all re-entered the Top 50 Ad Focus in December, ranking 43rd, 45th, and 49th, respectively.

TABLE 1

Top 10 Gaining Properties by Percentage Change in Unique Visitors*
December 2006 vs. November 2006
Total U.S. Home, Work and University Internet Users
Source: Comscore MMX

Property

Nov-06 (000)

Dec-06 (000)

Percentage Change

Rank by Unique Visitors

Total Internet Population

173,686

174,199

0%

N/A

RDA Digital Network

1,978

9,441

377%

94

123GREETINGS.COM

3,889

7,090

82%

137

Borders Group, Inc.

2,127

3,745

76%

248

OfficeMax

3,090

5,130

66%

184

Yellowpages.com Network

10,742

16,168

51%

45

Coca-Cola Company

2,630

3,937

50%

237

The Away Network

2,702

3,839

42%

244

LOCAL.COM

6,093

8,585

41%

110

Primedia Inc.

6,613

8,913

35%

104

Barnes & Noble

6,584

8,834

34%

106

*Ranking based on the top 250 properties in December 2006.

TABLE 2

Top 10 Gaining Categories by Unique Visitors
December 2006 vs. November 2006
Total U.S. Home, Work and University Internet Users
Source: Comscore MMX

Nov-06 (000)

Dec-06 (000)

Percentage Change

Total Internet : Total Audience

173,686

174,199

0%

Jewelry/Luxury Goods/Accessories

18,134

21,903

21%

Shipping

29,125

34,640

19%

Taxes

6,403

7,505

17%

e-cards

39,317

45,132

15%

Sports/Outdoor

28,455

32,623

15%

Retail - Food

15,470

17,174

11%

Retail - Movies

25,421

28,173

11%

Retail - Music

26,316

28,975

10%

Computer Hardware

60,380

65,938

9%

Apparel

57,132

61,855

8%

TABLE 3

Top 50 Properties
December 2006
Total U.S. – Home, Work and University Locations
Unique Visitors (000)
Source: Comscore MMX

Rank

Property

Unique Visitors (000)

Rank

Property

Unique Visitors (000)

Total Internet Users

174,199

1

Yahoo! Sites

131,443

26

Shopzilla.com Sites

22,902

2

Time Warner Network

120,980

27

Bank of America

22,674

3

Microsoft Sites

116,506

28

Lycos, Inc.

22,598

4

Google Sites

112,845

29

Sears Sites

22,229

5

eBay

84,266

30

Real.com Network

20,663

6

Fox Interactive Media

73,273

31

Expedia Inc

19,429

7

Amazon Sites

56,766

32

FACEBOOK.COM

19,105

8

Ask Network

55,572

33

OVERSTOCK.COM

18,874

9

Wal-Mart

44,120

34

Comcast Corporation

18,716

10

Viacom Digital

40,042

35

Gannett Sites

18,167

11

Apple Computer, Inc.

39,416

36

UPS Sites

17,386

12

New York Times Digital

39,242

37

ESPN

17,095

13

Wikipedia Sites

38,585

38

Circuit City Stores, Inc.

16,960

14

Verizon Communications Corp.

34,481

39

JCPenney Sites

16,933

15

Target Corporation

34,325

40

Photobucket.com LLC

16,735

16

Weather Channel, The

32,606

41

WhitePages

16,688

17

CNET Networks

31,969

42

E.W. Scripps

16,235

18

Adobe Sites

25,851

43

Yellowpages.com Network

16,168

19

Gorilla Nation Media

25,449

44

NFL Internet Group

16,051

20

Disney Online

25,049

45

Weatherbug Property

16,006

21

Best Buy Sites

24,674

46

USPS.COM

15,922

22

AT&T, Inc.

23,833

47

ARTISTdirect Network

15,484

23

United Online, Inc

23,290

48

EA Online

15,300

24

CBS Corporation

23,164

49

Toysrus Sites

15,237

25

Monster Worldwide

23,078

50

JPMorgan Chase Property

15,051

TABLE 4

Ad Focus Ranking December 2006
Total U.S. – Home, Work and University Locations
Unique Visitors (000)
Source: Comscore MMX

Rank

Property

Unique Visitors (000)

Reach %

Rank

Property

Unique Visitors (000)

Reach %

Total Internet Users

174,199

100%

1

Advertising.com**

149,103

86%

26

MSN.COM Home Page

51,152

29%

2

ValueClick**

132,159

76%

27

EBAY.COM Home Page

47,478

27%

3

Yahoo!

129,876

75%

28

ContextWeb**

47,462

27%

4

Tribal Fusion**

122,191

70%

29

Vibrant Media**

41,928

24%

5

AOL Media Network

111,614

64%

30

ABOUT.COM

34,517

20%

6

Casale Media Network**

111,510

64%

31

Undertone Networks**

32,276

19%

7

Blue Lithium**

108,458

62%

32

YOUTUBE.COM

29,597

17%

8

Vendare NetBlue - TrafficMarketplace**

108,457

62%

33

Business.com Network

26,852

15%

9

Google

106,382

61%

34

Disney Online

25,049

14%

10

MSN-Windows Live

97,681

56%

35

Lycos Network

22,432

13%

11

Burst Media**

94,534

54%

36

WEATHER.COM

21,947

13%

12

24/7 Real Media**

93,358

54%

37

CNN

19,481

11%

13

AOL

92,021

53%

38

FACEBOOK.COM

19,105

11%

14

YAHOO.COM Home Page

88,756

51%

39

GameDaily Custom Network

18,708

11%

15

DRIVEpm**

83,495

48%

40

IMDB.COM

18,238

10%

16

EBAY.COM

76,035

44%

41

The WebMD Health Network

17,183

10%

17

Tremor Media

69,266

40%

42

ESPN

17,095

10%

18

AdBrite**

68,644

39%

43

WhitePages Network

16,628

10%

19

PrecisionClick**

66,704

38%

44

REAL.COM*

16,249

9%

20

Gorilla Nation Media Network

63,260

36%

45

PHOTOBUCKET.COM

15,988

9%

21

MYSPACE.COM

60,887

35%

46

BIZRATE.COM

15,940

9%

22

EuroClick**

60,565

35%

47

SuperPages

15,861

9%

23

Ask Network

55,572

32%

48

WeatherBug

15,491

9%

24

AdDynamix.com**

53,135

31%

49

ARTISTdirect Network

15,484

9%

25

CPX Interactive**

51,497

30%

50

EA Online Syndicated Games

15,343

9

Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in December. For instance, Yahoo! was seen by 75 percent of the more than 174 million Internet users in December.
* Entity has assigned some portion of traffic to other syndicated entities.
** Denotes an advertising network.

About Comscore MMX

Comscore MMX, 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 MMX continues the tradition of quality and innovation established by its MMX 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 MMX 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.

Press
Bill Daddi
Daddi Brand Communications
646-370-1341
press@comscore.com

Ulteriori informazioni

Holiday Shopping Retail