Comscore MMX Releases Top 50 Web Rankings for November
Retail Sites See Surge in Traffic as Holiday Season Kicks Off
Black Friday Ad Site Ranks as Top-Gaining Property for the Month
RESTON, VA, December 19, 2007 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. consumer activity at top online properties for November 2007 from its Comscore MMX service. The official beginning of the holiday shopping season resulted in retail sites dominating the top gaining site and category rankings.
“With November marking the start of the holiday shopping season, online retailers, comparison shopping engines, and discount sites experienced a flood of visitors,” said Jack Flanagan, executive vice president of Comscore MMX. “With the sub-prime meltdown and high gas prices having an impact on retail spending, consumers are doing their research and searching for the best deals online.”
Toy Category Posts Strong Growth Despite Recall Worries
Despite recent toy safety concerns, the toy category surged 32 percent to 31.1 million visitors in November, making it the top-gaining category for the month. Toysrus Sites led the category with 16.2 million visitors (87 percent), followed by KB Toys with 4 million visitors (up 119 percent) and Barbie with 3.6 million visitors (up 8 percent).
Coupon Sites Surge, Propelled by Black Friday and Cyber Monday
With many consumers looking for hot holiday deals this season, the coupons category climbed 27 percent to 25.8 million visitors. Sites offering Black Friday promotions proved particularly popular, with both BlackFriday.info and BFads.net jumping more than 1,000 percent to 3.3 million visitors and 5 million visitors, respectively. Cyber Monday promotions were also a hit this year, as CyberMonday.com shot up nearly 3,000 percent to 809,000 visitors.
Target and Wal-Mart Lead Department Store Sites in November
As multi-channel retailers continue to develop their online strategies, increasing numbers of consumers are frequenting department store sites. Target Corporation led the category with nearly 42 million visitors (up 35 percent), followed by Walmart.com with nearly 40 million visitors (up 54 percent) and JCPenney Sites with 18 million visitors (up 37 percent). Traffic increases were also experienced by Sears.com (up 66 percent to 15.4 million visitors), Kohl’s Corporation (up 58 percent to 12 million visitors) and Kmart.com (up 83 percent to 9.3 million visitors).
Top 50 Properties
November saw Yahoo! Sites maintain the top position with 136 million visitors, while Microsoft Sites inched past Time Warner Network to capture the third spot with 119.2 million visitors. Wal-Mart moved up seven spots to number 13 with 42.5 million visitors and Target Corporation grabbed the 14th spot with nearly 42 million visitors. Circuit City Stores, Inc. and JCPenney Sites both entered the ranking this month in positions 43 and 45, respectively, after receiving a boost from online holiday shopping. Superpages.com Network jumped 16 spots to place 24th in the ranking.
Top 50 Ad Focus Ranking
Advertising.com remained atop the Ad Focus ranking in November, reaching 86 percent of Americans online. The newly created Yahoo! Advertising Network entered the ranking at position two, reaching 85 percent of the online population. Blue Lithium moved up three positions to capture the fourth spot, reaching 74 percent, while the Nabbr Network, Vizi Media and the Superpages.com Network all entered the ranking this month at positions 44, 46 and 48, respectively.
TABLE 1
Comscore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.) | ||||
Total Unique Visitors (000) | ||||
Oct-07 | Nov-07 | % Change | Rank by Unique Visitors | |
Total Internet : Total Audience | 182,206 | 182,362 | 0 | N/A |
BFads.net | 429 | 4,910 | 1,045 | 209 |
Source Interlink Companies | 653 | 6,245 | 856 | 165 |
Northpole.com | 1,826 | 9,216 | 405 | 108 |
OfficeMax | 2,082 | 5,687 | 173 | 183 |
AreaConnect.com | 1,707 | 4,650 | 172 | 222 |
Toysrus Sites | 8,673 | 16,244 | 87 | 54 |
RegistryDefender.com | 3,523 | 6,193 | 76 | 167 |
Circuit City Stores, Inc. | 10,754 | 18,268 | 70 | 43 |
Overstock.com | 10,354 | 17,478 | 69 | 47 |
Best Buy Sites | 15,309 | 24,807 | 62 | 27 |
*Ranking based on the top 250 properties in November 2007
TABLE 2
Comscore Top 10 Gaining Categories by Percentage Change in Unique Visitors (U.S.) | |||
| Total Unique Visitors (000) | ||
Oct-07 | Nov-07 | % Change | |
Total Internet : Total Audience | 182,206 | 182,362 | 0 |
Toys | 23,618 | 31,076 | 32 |
Coupons | 20,341 | 25,777 | 27 |
Department Stores | 62,759 | 77,638 | 24 |
Consumer Goods | 23,558 | 29,100 | 24 |
Jewelry/Luxury Goods/Accessories | 16,462 | 19,688 | 20 |
Retail - Sports/Outdoor | 27,045 | 32,244 | 19 |
Consumer Electronics | 50,131 | 59,353 | 18 |
e-cards | 33,829 | 39,725 | 17 |
Retail - Mall | 30,806 | 35,346 | 15 |
Retail - Movies | 23,643 | 27,083 | 15 |
TABLE 3
Comscore Top 50 Properties (U.S.) | ||||||
Rank | Property | Unique Visitors (000) |
| Rank | Property | Unique Visitors (000) |
Total Internet : Total Audience | 182,362 | |||||
1 | Yahoo! Sites | 136,180 | 26 | Shopzilla.com Sites | 25,023 | |
2 | Google Sites | 131,538 | 27 | Best Buy Sites | 24,807 | |
3 | Microsoft Sites | 119,194 | 28 | Craigslist.org | 24,427 | |
4 | Time Warner Network | 119,084 | 29 | Yellowpages.com Network | 24,221 | |
5 | Fox Interactive Media | 81,325 | 30 | Disney Online | 23,822 | |
6 | eBay | 80,510 | 31 | Sears Sites | 23,522 | |
7 | Amazon Sites | 59,058 | 32 | Monster Worldwide | 23,390 | |
8 | Wikipedia Sites | 55,157 | 33 | Bank of America | 23,354 | |
9 | Ask Network | 51,636 | 34 | Gannett Sites | 22,272 | |
10 | New York Times Digital | 47,997 | 35 | ESPN | 22,186 | |
11 | Apple Inc. | 43,775 | 36 | Expedia Inc | 21,796 | |
12 | Viacom Digital | 42,796 | 37 | E.W. Scripps | 21,045 | |
13 | Wal-Mart | 42,462 | 38 | Real.com Network | 20,242 | |
14 | Target Corporation | 41,933 | 39 | Photobucket.com LLC | 19,628 | |
15 | CNET Networks | 35,731 | 40 | United Online, Inc | 19,305 | |
16 | Weather Channel, The | 34,124 | 41 | WebMD Health | 18,346 | |
17 | Facebook.com | 33,660 | 42 | Lycos Sites | 18,335 | |
18 | Adobe Sites | 31,848 | 43 | Circuit City Stores, Inc. | 18,268 | |
19 | AT&T, Inc. | 29,843 | 44 | The Mozilla Organization | 17,981 | |
20 | Verizon Communications Corporation | 29,072 | 45 | JCPenney Sites | 17,976 | |
21 | CBS Corporation | 28,714 | 46 | ARTISTdirect Network | 17,743 | |
22 | Gorilla Nation | 26,556 | 47 | Overstock.com | 17,478 | |
23 | Comcast Corporation | 26,479 | 48 | NFL Internet Group | 17,397 | |
24 | Superpages.com Network | 25,603 | 49 | Hearst Corporation | 17,122 | |
25 | Glam Media | 25,394 | 50 | CareerBuilder LLC | 17,021 |
TABLE 4
Comscore Ad Focus Ranking (U.S.) | ||||||||
Rank | Property | Unique Visitors (000) | Reach % | Rank | Property | Unique Visitors (000) | Reach % | |
Total Internet : Total Audience | 182,362 | 100% | ||||||
1 | Advertising.com** | 156,692 | 86% | 26 | Vibrant Media** | 72,273 | 40% | |
2 | Yahoo! Advertising Network** | 155,430 | 85% | 27 | eBay.com | 69,272 | 38% | |
3 | Google Ad Network** | 139,496 | 76% | 28 | MySpace.com | 68,746 | 38% | |
4 | Blue Lithium** | 134,754 | 74% | 29 | Gorilla Nation Media | 66,605 | 37% | |
5 | Yahoo! | 134,277 | 74% | 30 | CPX Interactive** | 66,319 | 36% | |
6 | ValueClick Networks** | 133,430 | 73% | 31 | Undertone Networks** | 60,564 | 33% | |
7 | Tribal Fusion** | 131,898 | 72% | 32 | MSN.COM Home Page | 58,678 | 32% | |
8 | Specific Media** | 131,088 | 72% | 33 | PrecisionClick** | 56,093 | 31% | |
9 | 123,992 | 68% | 34 | YouTube.com | 53,521 | 29% | ||
10 | Casale Media Network** | 115,172 | 63% | 35 | AdDynamix.com** | 51,882 | 28% | |
11 | AOL Media Network | 107,573 | 59% | 36 | Ask Network | 51,636 | 28% | |
12 | DRIVEpm** | 105,266 | 58% | 37 | Amazon.com | 49,775 | 27% | |
13 | MSN-Windows Live | 103,586 | 57% | 38 | Business.com Network | 46,148 | 25% | |
14 | Traffic Marketplace** | 96,608 | 53% | 39 | Mapquest | 45,592 | 25% | |
15 | Yahoo.com Home Page | 95,012 | 52% | 40 | Kontera** | 44,164 | 24% | |
16 | interCLICK** | 93,829 | 51% | 41 | eBay.com Home Page | 43,123 | 24% | |
17 | 24/7 Real Media** | 90,690 | 50% | 42 | Walmart.com | 39,902 | 22% | |
18 | Tremor Media | 90,684 | 50% | 43 | About.com | 39,873 | 22% | |
19 | AOL | 88,826 | 49% | 44 | The Nabbr Network | 35,917 | 20% | |
20 | adconion media group** | 84,206 | 46% | 45 | Facebook.com | 33,660 | 18% | |
21 | Collective Media** | 82,955 | 45% | 46 | Vizi Media** | 27,556 | 15% | |
22 | Burst Media** | 81,368 | 45% | 47 | Real Cities Network | 26,486 | 15% | |
23 | AdBrite** | 79,907 | 44% | 48 | Superpages.com Network | 25,603 | 14% | |
24 | Centro | 78,592 | 43% | 49 | CNN | 25,581 | 14% | |
25 | ADSDAQ by ContextWeb** | 73,863 | 41% | 50 | Weather.com | 25,176 | 14% |
Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in November. For instance, Yahoo! was seen by 74 percent of the more than 182 million Internet users in November.* 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. 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 analysts 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 more than 800 clients, including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat, Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association of America, Financial Times, ESPN, Fox Sports, Nestlé, Starcom, Universal McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and Expedia. For more information, please visit www.comscore.com.
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