Yahoo! Finance Ranks as Top Financial News & Research Site in the U.S. with More than 18 Million Visitors in May, According to Comscore

Category Displays Robust 35 Percent Growth versus Year Ago Amidst Uncertainty in the U.S. Economy

RESTON, VA, July 9, 2008 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of activity at the financial news & research site category, which attracted more than 64 million U.S. visitors in May, an increase of 35 percent versus year ago.

“Current economic conditions – including rising gas prices, general inflation concerns, housing troubles and stock market uncertainty – have Americans seeking to stay informed about the factors influencing their personal finances,” said Jack Flanagan, Comscore executive vice president. “As a result, the financial news and research category has grown substantially during the past year, with strong visitor gains occurring at most sites, including above average gains at category leaders Yahoo! Finance and AOL Money & Finance.”

Top Financial News & Research Sites
May 2008 vs. May 2007
Total U.S. - Home/Work/University Locations
Source: Comscore MMX
  Total Unique Visitors (000)
May-07 May-08 % Change
Total Internet : Total Audience 177,487 190,858 8
Financial News & Research 47,493 64,287 35
Yahoo! Finance 11,740 18,492 58
AOL Money & Finance 10,266 15,222 48
MSN Money 12,087 13,707 13
Forbes Property 5,497 7,014 28
Dow Jones & Company 5,177 6,613 28
CNN Money 5,242 6,040 15
BNET 166 5,563 3,261 Sites 1,749 5,289 202
Reuters Sites 3,286 4,795 46
Reed Business Information 2,436 3,872 59

Yahoo! Finance led the category in May with 18.5 million visitors, up 58 percent versus year ago, followed by AOL Money & Finance with 15.2 million visitors (up 48 percent) and MSN Money with 13.7 million visitors (up 13 percent). CNET-owned business site BNET, which ranked seventh in the category with 5.6 million visitors, grew more than 3,000 percent versus last year due to the acquisition of, while eighth-ranked Sites tripled to 5.3 million visitors, also due in part to site acquisitions.

Category Growth Varies by Demographic

Though the category displayed visitor growth across virtually all demographic segments, certain segments contributed more than others. The number of visitors to the category age 50 and older grew 46 percent versus year ago, while visitors under 50 grew by 32 percent. Above average growth was also seen in the following segments: households earning at least $60,000 annually (40 percent), households with children (38 percent) and households with at least 5 people (57 percent). In sum, segments displaying the greatest growth paint a picture of those likely to have more financial responsibilities or challenges, such as needing to save for college and/or retirement, or needing to determine how best to handle more immediate financial obligations, such as home mortgage holders facing rapidly escalating monthly payments.

Demographic Shifts in Financial News & Research Category
May 2008 vs. May 2007
Total U.S. - Home/Work/University Locations
Source: Comscore MMX
Financial News & Research Category Unique Visitors (000)
May-07 May-08 Percent Change
Total Audience 47,493 64,287 35%
 Persons Under 50 35,222 46,405 32%
 Persons 50+ 12,271 17,882 46%
HH Income (US)      
 Under $60K 20,233 26,155 29%
 $60K+ 27,260 38,132 40%
Children in Household      
 Children: No 20,216 26,745 32%
 Children: Yes 27,277 37,542 38%
Household Size      
 HH Size: 1-4 Persons 38,319 49,848 30%
 HH Size: 5+ Persons 9,174 14,439 57%

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. For more information, please visit

Bill Daddi
Daddi Brand Communications

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