The State of Social Media
Twitter.com Traffic More than Doubles to Rank as Fastest-Growing Property in March
Americans Seek Financial Advice Online as Economic Concerns Persist
RESTON, VA, April 22, 2009 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. consumer activity at the top online properties for March 2009 based on data from the Comscore Media Metrix service. Americans turned to the Web to plan spring and summer travel, and to manage their personal finances during the economic downturn. The month also saw the recent obsession with “tweeting” gain steam, as Twitter.com more than doubled its visitor base, ranking as the top-gaining property for the month.
“Twitter has certainly become an Internet phenomenon over the past few months, but March represented an especially big gain for the site as it added more than 5 million visitors versus the previous month,” commented Jack Flanagan, executive vice president of Comscore Media Metrix. “With numerous celebrities and media personalities – including Oprah – recently jumping on the Twitter bandwagon, the site shows no signs of slowing.”
Twitter Captures Fastest-Growing Property Title
After several preceding months of strong double-digit growth, traffic to Twitter.com accelerated in March, growing 131 percent to 9.3 million visitors. Fueled in part by celebrity “tweeters” and substantial mainstream media attention, the site ranked as the top-gaining property for the month. For additional analysis of Twitter’s growth in March, please visit the Comscore Voices blog: http://www.comscore.com/blog/2009/04/breaking_news_and_making_news.html
Americans Seek Financial Advice Online
Many Americans sought financial advice online to help navigate the turbulent economy, resulting in a 12-percent gain at the Financial Information/Advice category. Consumer concerns about the status of their credit rating drove traffic to FreeCreditReport.com, which grew 6 percent to 6.6 million visitors and ranked as the most visited site in the category. Bankrate.com Sites, which provides rate information on various financial products such as mortgages, credit cards and money market accounts, reported a 12-percent increase to 3.9 million visitors.
Travel Sites See Gains as Visitors Plan for Summer Travel As Americans prepared for spring travel and planned for summer vacations, several travel categories witnessed gains. Travel – Transactions led as the top-gaining category for the month, growing 18 percent to 4.5 million visitors.
The Car Rental and Airlines categories also saw double-digit gains, each growing 11 percent to 5.6 million and 29.8 million visitors, respectively. Southwest Airlines Co. led the Airlines category with 11.3 million visitors, up 20 percent from the previous month, followed by Delta Airlines with 6.5 million visitors (up 5 percent) and American Airlines with 5.8 million visitors (up 25 percent).
Top 50 Properties
Google Sites continued to lead as the most visited property in March with more than 151 million visitors, followed by Yahoo! Sites with 146 million visitors and Microsoft Sites with 122.3 million visitors. Facebook.com moved up one spot in the ranking to #9 this month with 61.2 million visitors.
Top 50 Ad Focus Ranking
Platform-A led the March Ad Focus ranking, reaching 90 percent of the 192 million Americans online. Yahoo! Network ranked second, reaching 86 percent, while Google Ad Network moved up one spot to #3 with an 84-percent reach.
*Ranking based on the top 250 properties in March 2009.
Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in March. For instance, Yahoo! Sites was seen by 76 percent of the more than 192 million Internet users in March.
* Entity has assigned some portion of traffic to other syndicated entities. ** Denotes an advertising network.
About Comscore Media Metrix
Comscore Media Metrix provides industry-leading Internet audience measurement services that report 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 reports are used by financial analysts, advertising agencies, publishers and marketers. Comscore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
Director, Regional Product Marketing
+44 (0) 20 7099 1784 firstname.lastname@example.org