Comscore MMX Ranks Top 50 U.S. Web Properties for January 2009
Tax, Job Search and Travel Sites See Growth as New Year Begins
Facebook Breaks into Top 10 Property Ranking for the First Time
RESTON, VA, February 19, 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 January 2009 based on data from the Comscore MMX service. The Tax category led as the top-gaining category as January marked the beginning of tax season, while Job Search, Government and travel-related sites also witnessed strong gains.
“January has once again seen seasonal gains in the tax, career and travel categories, reflecting the typical American’s tendency to plan for the New Year,” commented Jack Flanagan, executive vice president of Comscore MMX. “This month also saw Facebook break into the Top 10 Properties ranking for the first time, reminding us that 2009 will likely continue to see growth in the adoption and usage of social media.”
Traffic to Tax Sites Surges as Season Begins
January marked the beginning of tax season driving millions of Americans to the Tax category in preparation of filing their 2008 returns. The category witnessed a 176-percent gain to 24.7 million visitors, making it the top-gaining category for the month.
Career and Job Search Sites Gain as Job Losses Mount
January has historically been a strong month for career sites as the beginning of the New Year causes many Americans to reconsider their current career trajectory and future goals. However, the surge in visitors this January also reflects the millions of lost jobs across the nation, resulting in significant increases to both the Job Search category (up 42 percent to 26.7 million visitors) and Career Resources category (up 26 percent to 48.9 million visitors).
The Job Search category was led by CareerBuilder.com Job Search with 12.2 million visitors (up 34 percent versus December), Monster.com Job Search with 9.5 million visitors (up 42 percent), and Yahoo! HotJobs Job Search with 7.7 million visitors (up 38 percent).
Taxes, Unemployment and Salmonella Scare Drive Growth at Government Sites
Government sites grew 11 percent in January to nearly 90 million visitors, with tax preparation, unemployment benefits, a new Presidential administration, and the peanut butter salmonella warning all contributing to the category’s gains. IRS.gov led the category with 14.7 million visitors, an increase of 240 percent from the previous month, as Americans prepared to file their 2008 tax returns. Millions of Americans affected by the economy sought information on unemployment benefits and other government assistance, propelling gains at several state government sites, including CA.gov (up 10 percent to 7.6 million visitors), State.TX.US (up 14 percent to 4.4 million visitors), and State.NY.US (up 17 percent to 3.5 million visitors).
Other gainers in the Government category included FDA.gov, the Web site for the Food and Drug Administration, which grew 277 percent to 3.8 million visitors as news broke of a salmonella outbreak involving peanut butter products, and WhiteHouse.gov, the official online home of the new Presidential administration, which jumped 197 percent to 3.7 million visitors as new President Barack Obama was sworn into office on January 20.
Travel Sites Gain in January as Americans Plan Spring Travel
Several travel subcategories witnessed strong gains in January as Americans looked for late-season winter travel deals and began planning their spring travel. Travel – Ground/Cruise sites jumped 46 percent to 13 million visitors, led by Vacations to Go.com Sites with 3.6 million visitors, while Travel – Hotels/Resorts grew 12 percent to 30 million visitors, led by Disney Travel with 4.8 million visitors. Travel – Online Travel Agents climbed 10 percent to nearly 40 million visitors, with Expedia Inc. ranking atop the category with 22.7 million visitors.
Top 50 Properties
Google Sites continued to lead as the most visited property in January with 151 million visitors, followed by Yahoo! Sites with 146.1 million visitors and Microsoft Sites with 125.6 million visitors. Facebook climbed one spot to capture the #10 position with 57.2 million visitors, marking the first time in its history that Facebook has reached the Top 10.
Top 50 Ad Focus Ranking
Platform-A led the January Ad Focus ranking, reaching 91 percent of the nearly 192 million Americans online. Yahoo! Network ranked second, reaching 86 percent, while ValueClick Networks captured the third position with an 84-percent reach. Traffic Marketplace moved up one position in the ranking to #5 reaching 77 percent, while Tribal Fusion jumped three spots to #8 with a 75-percent reach.
TABLE 1
Comscore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.) | ||||
| Total Unique Visitors (000) | |||
Dec-08 | Jan-09 | % Change | Rank by Unique Visitors | |
Total Internet : Total Audience | 190,650 | 191,863 | 1 | N/A |
TaxACT | 549 | 5,883 | 972 | 205 |
H&R Block | 1,611 | 6,073 | 277 | 196 |
IRS.GOV | 4,313 | 14,663 | 240 | 69 |
Intuit | 6,139 | 16,172 | 163 | 60 |
Oprah.com | 2,539 | 5,077 | 100 | 232 |
Gamevance.com | 6,644 | 12,170 | 83 | 91 |
Usmagazine.com | 3,117 | 5,057 | 62 | 234 |
ABC.com | 5,496 | 8,760 | 59 | 126 |
ED.gov | 4,469 | 7,080 | 58 | 163 |
Indeed | 5,167 | 7,541 | 46 | 157 |
*Ranking based on the top 250 properties in January 2009.
TABLE 2
Comscore Top 10 Gaining Site Categories* by Percentage Change in Unique Visitors (U.S.) | |||
| Total Unique Visitors (000) | ||
Dec-08 | Jan-09 | % Change | |
Total Internet : Total Audience | 190,650 | 191,863 | 1 |
Business/Finance – Taxes | 8,935 | 24,703 | 176 |
Travel - Ground/Cruise | 8,942 | 13,028 | 46 |
Career Services & Development - Job Search | 18,826 | 26,702 | 42 |
Career Services & Development - Career Resources | 38,911 | 48,900 | 26 |
Retail - Computer Software | 30,186 | 37,545 | 24 |
News/Information - Politics | 11,992 | 13,710 | 14 |
Travel - Hotels/Resorts | 26,671 | 29,976 | 12 |
Government | 80,564 | 89,662 | 11 |
Travel - Online Travel Agents | 35,565 | 38,973 | 10 |
Business/Finance - Online Trading | 10,758 | 11,743 | 9 |
*Beginning with January 2009 Comscore MMX data, each media entity in Comscore’s Client Focused Dictionary can only be classified into one content category and subcategory.
TABLE 3
Comscore Top 50 Properties (U.S.) | ||||||
Rank | Property | Unique Visitors (000) |
| Rank | Property | Unique Visitors (000) |
Total Internet : Total Audience | 191,863 | |||||
1 | Google Sites | 151,010 | 26 | Target Corporation | 28,628 | |
2 | Yahoo! Sites | 146,131 | 27 | Time Warner - Excluding AOL | 27,209 | |
3 | Microsoft Sites | 125,568 | 28 | Weatherbug Property | 26,944 | |
4 | AOL LLC | 108,441 | 29 | Bank of America | 26,322 | |
5 | Fox Interactive Media | 90,510 | 30 | United Online, Inc | 26,048 | |
6 | Ask Network | 74,742 | 31 | Gorilla Nation | 25,585 | |
7 | eBay | 72,160 | 32 | AT&T, Inc. | 25,574 | |
8 | Amazon Sites | 64,768 | 33 | Answers.com Sites | 25,563 | |
9 | Wikimedia Foundation Sites | 62,737 | 34 | Demand Media | 25,447 | |
10 | FACEBOOK.COM | 57,232 | 35 | CareerBuilder LLC | 24,750 | |
11 | Glam Media | 55,293 | 36 | Everyday Health | 24,717 | |
12 | Turner Network | 54,877 | 37 | Shopzilla.com Sites | 24,097 | |
13 | Apple Inc. | 54,194 | 38 | Photobucket.com LLC | 23,928 | |
14 | CBS Corporation | 53,539 | 39 | WordPress | 23,730 | |
15 | New York Times Digital | 49,110 | 40 | Real.com Network | 23,359 | |
16 | Viacom Digital | 46,510 | 41 | Expedia Inc | 22,703 | |
17 | Weather Channel, The | 40,056 | 42 | JPMorgan Chase Property | 22,399 | |
18 | craigslist, inc. | 39,437 | 43 | Monster Worldwide | 22,244 | |
19 | AT&T Interactive Network | 38,184 | 44 | Gannett Sites | 21,829 | |
20 | Adobe Sites | 35,315 | 45 | WorldNow - ABC Owned Sites | 21,586 | |
21 | Comcast Corporation | 33,940 | 46 | WebMD Health | 21,185 | |
22 | Wal-Mart | 33,513 | 47 | iVillage.com: The Womens Network | 21,002 | |
23 | Superpages.com Network | 32,558 | 48 | NBC Universal | 20,974 | |
24 | Verizon Communications Corporation | 32,412 | 49 | WhitePages | 19,351 | |
25 | Disney Online | 30,345 | 50 | ESPN | 19,266 |
TABLE 4
Comscore Ad Focus Ranking (U.S.) | ||||||||
Rank | Property | Unique Visitors (000) | Reach % |
| Rank | Property | Unique Visitors (000) | Reach % |
Total Internet : Total Audience | 191,863 | 100% | ||||||
1 | Platform-A** | 174,586 | 91% | 26 | AdBrite** | 89,649 | 47% | |
2 | Yahoo! Network** | 164,712 | 86% | 27 | YOUTUBE.COM | 82,772 | 43% | |
3 | ValueClick Networks** | 160,261 | 84% | 28 | Centro - Potential Reach | 81,559 | 43% | |
4 | Google Ad Network** | 158,481 | 83% | 29 | Vibrant Media** | 79,908 | 42% | |
5 | Traffic Marketplace** | 146,903 | 77% | 30 | MYSPACE.COM* | 75,639 | 39% | |
6 | Yahoo! Sites | 146,131 | 76% | 31 | NNN Total Newspapers: U.S. | 74,800 | 39% | |
7 | Specific Media** | 145,929 | 76% | 32 | Ask Network | 74,742 | 39% | |
8 | Tribal Fusion** | 143,869 | 75% | 33 | Pulse 360** | 71,075 | 37% | |
9 | 143,116 | 75% | 34 | Gorilla Nation Media - Potential Reach | 68,684 | 36% | ||
10 | 24/7 Real Media** | 141,604 | 74% | 35 | IAC Ad Solutions - Potential Reach | 66,759 | 35% | |
11 | Tremor Media - Potential Reach | 136,867 | 71% | 36 | Undertone Networks** | 66,083 | 34% | |
12 | Casale Media - MediaNet** | 136,772 | 71% | 37 | Career Ad Network** | 65,936 | 34% | |
13 | Turn, Inc** | 132,949 | 69% | 38 | ITN Digital Networks - Potential Reach | 65,705 | 34% | |
14 | Adconion Media Group** | 130,717 | 68% | 39 | Kontera** | 64,928 | 34% | |
15 | interCLICK** | 126,706 | 66% | 40 | TattoMedia** | 61,677 | 32% | |
16 | CPX Interactive** | 125,764 | 66% | 41 | IB Local Network | 58,414 | 30% | |
17 | DRIVEpm** | 125,255 | 65% | 42 | EBAY.COM | 57,520 | 30% | |
18 | ADSDAQ by ContextWeb** | 121,022 | 63% | 43 | Adify** | 57,380 | 30% | |
19 | Revenue Science** | 114,122 | 59% | 44 | FACEBOOK.COM | 57,232 | 30% | |
20 | Digital Broadcasting Group (DBG) - Potential Reach | 111,698 | 58% | 45 | MSN.COM Home Page | 56,481 | 29% | |
21 | MSN-Windows Live | 111,695 | 58% | 46 | Glam Media | 55,293 | 29% | |
22 | Collective Network** | 111,322 | 58% | 47 | AMAZON.COM | 54,562 | 28% | |
23 | Burst Media** | 109,043 | 57% | 48 | NNN Top 25 | 52,326 | 27% | |
24 | AOL Media Network | 108,441 | 57% | 49 | Business.com Network | 51,586 | 27% | |
25 | BrightRoll Video Network - Potential Reach | 98,179 | 51% | 50 | QuadrantONE - Potential Reach | 47,754 | 25% |
Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in January. For instance, Yahoo! Sites was seen by 76 percent of the nearly 192 million Internet users in January.
* Entity has assigned some portion of traffic to other syndicated entities.
** Denotes an advertising network.
About Comscore MMX
Comscore MMX 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 MMX reports are used by financial analysts, advertising agencies, publishers and marketers. Comscore MMX 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 www.comscore.com/companyinfo.
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