Comscore Media Metrix Ranks Top-Growing Properties and Site Categories for April 2010

Spring Season Triggers Gains at Home Improvement and Fashion Sites

Americans Engage Photo Sharing Sites to Post Pics for Family and Friends

RESTON, VA, May 20, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. Web activity at the top-growing properties and site categories for April 2010 based on data from the Comscore Media Metrix service. Community sites such as Home and Beauty/Fashion/Style saw gains during the month as the spring season prompted new beginnings through home improvement and spring fashion trends. Photo sharing sites also experienced a boost in activity with seasonal events and activities causing shutterbugs to share their favorite pics online.

“As the spring season began, Americans looked for information and tips as they took on new projects around the home and refreshed their wardrobes,” said Jack Flanagan, executive vice president of Comscore Media Metrix. “Online photo sharing was also on the minds of many Americans, reaching a record level of visitation with more than 50 percent of all U.S. Internet users visiting a photo sharing site during the month.”

Movement for Home Improvement

As the new season turned the corner and the first-time homebuyers tax credit about to expire at the end of April, Americans looked to Home sites for home furnishing, decorating and gardening tips. The category grew 10 percent during the month of April to 48 million visitors. eHow Home and Garden (up 4 percent), iVillage Home and Garden (up 24 percent), and Home and Garden (up 11 percent) were among the top properties in the category. The Home Depot, Inc., a Retail site in the Home Furnishings subcategory, ranked as a top gaining property during the month, growing 12 percent to 12.6 million visitors.

Beauty and Fashion Sites Serve up Spring Makeovers

Beauty/Fashion/Style sites saw an 8 percent increase in April, as 47.5 million Americans browsed spring fashion trends and beauty tips. Among the top properties were Glam Style, Stylelist Sites (up 7 percent), and Hearst Beauty & Fashion Network (up 37 percent). was one of the category’s big winners as visitation surged 214 percent to 717,000 visitors during the month.

Landmark Events Draw Out American Shutterbugs

As proms, religious holidays, and other occasions took place, Americans turned to the Web for posting photos to share with family and friends. More than half of all U.S. Internet users visited a photo sharing site during the month, representing an increase of 3 percent to 112.7 million visitors. Among the most visited sites were Photos (up 8 percent),, LLC, and Flickr (up 4 percent). ImageShack saw a sizeable increase in April, growing 59 percent to 2.3 million visitors.

Hispanic Focus Category New to Media Metrix

April marked the introduction of the new Hispanic Focus category in Media Metrix, which measures the entire U.S. audience at sites and other ad-supporting entities oriented towards the U.S. Hispanic audience. ranked as the top publisher site in the category with 4.6 million visitors, followed by Terra-Telefonica with 3.4 million, MSN Latino with 2.6 million, and Batanga with 2.4 million.

Table 1

Comscore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.)
April 2010 vs. March 2010
Total U.S. – Home, Work and University Locations
Source: Comscore Media Metrix
  Total Unique Visitors (000)
Mar-10 Apr-10 % Change Rank by Unique Visitors
Total Internet : Total Audience 212,593 213,019 0  N/A
MLB.COM 8,126 13,588 67 102
NHL Network 4,527 6,092 35 232 4,804 5,697 19 244 5,779 6,686 16 207
The Mozilla Organization 29,798 34,244 15 28
The Home Depot, Inc. 11,200 12,597 12 111
Vevo 38,894 43,255 11 20
Ford Motor Company 5,011 5,571 11 247 Sites 12,563 13,936 11 97 10,015 11,105 11 125

*Ranking based on the top 250 properties in April 2010. Excludes entities whose growth was primarily due to implementation of Media Metrix 360 unified digital audience measurement.

Table 2

Comscore Top 10 Gaining Site Categories by Percentage Change in Unique Visitors (U.S.)
April 2010 vs. March 2010
Total U.S. – Home, Work and University Locations
Source: Comscore Media Metrix
  Total Unique Visitors (000)
Mar-10 Apr-10 % Change
Total Internet : Total Audience 212,593 213,019 0
Business/Finance – Taxes 19,005 20,910 10
Community – Home 43,567 47,797 10
Community – Beauty/Fashion/Style 43,783 47,493 8
Community – Pets 24,248 25,585 6
Business/Finance – Personal Finance 56,310 59,220 5
Retail – Computer Hardware 62,863 65,184 4
Services – Photos 109,400 112,714 3
Business to Business 48,687 50,140 3
Community – Gay/Lesbian 4,832 4,965 3
Retail – Health Care 25,607 26,131 2

Comscore will be excluding the Top 50 Properties and the Top 50 Ad-Focus rankings until May 2010 data is available, when the unified digital measurement transition period concludes.

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.

About Comscore
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

Adam Lella
Comscore, Inc.
+1 (312) 775-6474


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