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RESTON, Va., Sept 23, 2010 /PRNewswire via COMTEX News Network/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. web activity at the top online properties for August 2010 based on data from the comScore Media Metrix service. Back-to-school season accelerated the growth of several online categories during the month, from Books and Apparel to Educational Resources and Consumer Goods. Sports sites were also popular in August as Americans geared up for the NFL season and Fantasy Football drafts.
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"Summer vacation came to a close in August, and millions of Americans turned to the Internet to prepare for the new school year," said Jeff Hackett, senior vice president of comScore Media Metrix. "The convenience of back-to-school shopping online appeals to more Americans every year, as incentives such as free shipping for clothing and school supplies become more prevalent."
Americans Read Up on Book Sites
Retail Book sites allowed parents and students to conveniently browse and order books for the new school year. More than 27.5 million people visited a Book site in August, an 11-percent increase versus July, making it the highest growing site category for the month. Barnes & Noble captured the top spot with 8.3 million visitors (up 13 percent), followed by Borders Group, Inc. with 3.0 million visitors, BookSpan Property with 2.3 million visitors and AbeBooks with 1.6 million visitors (up 45 percent). Textbook rental site Chegg.com experienced significant growth during the month, surging 290 percent to 1.4 million visitors.
School Supply Shopping Not Just For Bricks and Mortar
Parents took school supply shopping to the web, with the Consumer Goods category growing 5 percent to 26.2 million visitors in August. Staples.com Sites ranked #1 in the category with 8.0 million visitors during the month (up 16 percent), followed by Office Depot with 5.1 million (up 20 percent), QVC Sites with 4.3 million and OfficeMax with 2.9 million (up 32 percent).
Apparel sites also ranked among the top gaining categories, growing to 65.4 million visitors during the month (up 5 percent), as Americans browsed fall clothing sales for all occasions, including back-to-school. Zappos Sites ranked #1 in the category with 6.4 million visitors, followed by Limitedbrands with 6.3 million visitors and Nike with 5.1 million (up 9 percent). OldNavy.com grew 15 percent to 4.9 million visitors, followed by Nordstrom.com with 3.7 million and Gap Online with 3.4 million (up 32 percent).
Sports Sites Hike as NFL Season Begins
With the start of the NFL season, traffic to Sports sites picked up during the month reaching 123.5 million visitors, a 5-percent gain versus July. Yahoo! Sports, known as a popular destination for fantasy football, ranked #1 in the category with 48.2 million visitors, representing a 23-percent increase from the prior month. FOXSports.com on MSN ranked second with 26.2 million visitors, followed by ESPN with 25.4 million visitors. NFL Internet Group doubled its audience versus July, grabbing the #4 spot with 19.5 million visitors, ranking as the top gaining property for the month.
Top 50 Properties
Yahoo! Sites ranked as the #1 property in August with 179.0 million visitors, followed by Google Sites with 178.8 million and Microsoft Sites with 165.3 million. Viacom Digital jumped 7 positions in the ranking with 81.5 million visitors, while iVillage.com: The Womens Network also climbed 7 spots to 35.3 million visitors.
Top 50 Ad Focus Ranking
BrightRoll Video Network led the August Ad Focus ranking with a potential reach of 99 percent of Americans online, followed by TubeMogul Video Ad Platform with a 97-percent potential reach. SpotXchange Video Ad Network ranked third capturing 97-percent reach, while Firefly Video came in fourth with a potential reach of 93 percent. Both TubeMogul and Firefly appeared on the top 50 ad focus ranking for the first time in August.
Table 1
-------
comScore Top 10 Gaining Properties by Percentage Change in Unique
Visitors* (U.S.)
August 2010 vs. July 2010
Total U.S. - Home, Work and University Locations
Source: comScore Media Metrix
-----------------------------
Total Unique Visitors (000)
---------------------------
Jul-10 Aug-10 % Change Rank by
------ ------ -------- Unique
Visitors
--------
Total Internet : Total
Audience 213,584 212,616 0 N/A
---------------------- ------- ------- --- ---
NFL Internet Group 9,744 19,477 100 63
------------------ ----- ------ --- ---
Berkshire Hathaway Inc. 7,473 10,254 37 150
----------------------- ----- ------ --- ---
LIMEWIRE.COM 7,713 9,801 27 155
------------ ----- ----- --- ---
GROUPON.COM 5,302 6,508 23 219
----------- ----- ----- --- ---
WIZARD101.COM 4,987 5,974 20 242
------------- ----- ----- --- ---
CollegeHumor Media 10,283 12,171 18 124
------------------ ------ ------ --- ---
Staples.com Sites 6,874 7,986 16 195
----------------- ----- ----- --- ---
Mattel Sites 6,260 7,244 16 204
------------ ----- ----- --- ---
Gap, Inc. 6,319 7,283 15 202
--------- ----- ----- --- ---
Nextag.com Sites 7,578 8,696 15 177
---------------- ----- ----- --- ---
*Ranking based on the top 250 properties in August 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.)
August 2010 vs. July 2010
Total U.S. - Home, Work and University Locations
Source: comScore Media Metrix
-----------------------------
Total Unique Visitors (000)
---------------------------
Jul-10 Aug-10 % Change
------ ------ --------
Total Internet : Total Audience 213,584 212,616 0
------------------------------- ------- ------- ---
Retail - Books 24,911 27,527 11
-------------- ------ ------ ---
Career Services and Development -
Training and Education 11,860 12,601 6
--------------------------------- ------ ------ ---
Community - Food 64,165 67,889 6
---------------- ------ ------ ---
Retail - Consumer Goods 24,926 26,193 5
----------------------- ------ ------ ---
Retail - Apparel 62,383 65,411 5
---------------- ------ ------ ---
Retail - Jewelry/Luxury Goods/
Accessories 14,996 15,722 5
------------------------------ ------ ------ ---
Sports 117,936 123,510 5
------ ------- ------- ---
Retail - Food 16,641 17,370 4
------------- ------ ------ ---
Community - Religion/Spirituality 25,946 26,928 4
--------------------------------- ------ ------ ---
Entertainment - TV 115,470 119,619 4
------------------ ------- ------- ---
Table 3
-------
comScore Top 50 Properties (U.S.)
August 2010
Total U.S. - Home, Work and University Locations
Source: comScore Media Metrix
-----------------------------
Unique Unique
Rank Property Visitors Rank Property Visitors
---- -------- (000) ---- -------- (000)
---- ----
Total Internet : Total
Audience 212,616
----------------------- -------
iVillage.com: The
1 Yahoo! Sites 179,002 26 Womens Network 35,289
--- ------------ ------- --- ------------------ ------
2 Google Sites 178,782 27 Gannett Sites 34,923
--- ------------ ------- --- ------------- ------
3 Microsoft Sites 165,271 28 Technorati Media 34,818
--- --------------- ------- --- ---------------- ------
Federated Media
4 FACEBOOK.COM 148,048 29 Publishing 34,562
--- ------------ ------- --- ---------------- ------
5 AOL, Inc. 107,165 30 WeatherBug Property 33,424
--- --------- ------- --- ------------------- ------
6 Glam Media 97,948 31 Disney Online 31,046
--- ---------- ------ --- ------------- ------
7 Ask Network 88,281 32 Break Media Network 30,965
--- ----------- ------ --- ------------------- ------
Verizon
Communications
8 Turner Network 84,541 33 Corporation 30,665
--- -------------- ------ --- --------------- ------
AT&T Interactive
9 Viacom Digital 81,456 34 Network 30,028
--- -------------- ------ --- ----------------- ------
Superpages.com
10 Fox Interactive Media 80,210 35 Network 29,019
--- --------------------- ------ --- --------------- ------
11 Amazon Sites 79,188 36 Expedia Inc 28,334
--- ------------ ------ --- ----------- ------
12 CBS Interactive 79,062 37 Target Corporation 27,856
--- --------------- ------ --- ------------------ ------
Wikimedia Foundation
13 Sites 73,685 38 Tribune Interactive 27,811
--- --------------------- ------ --- ------------------- ------
14 eBay 69,500 39 YellowBook Network 27,217
--- ---- ------ --- ------------------ ------
15 Apple Inc. 69,383 40 Photobucket.com LLC 26,437
--- ---------- ------ --- ------------------- ------
16 New York Times Digital 68,901 41 YellowBook Network 27,940
--- ---------------------- ------ --- ------------------ ------
The Washington Post
17 Demand Media 58,798 42 Company 27,711
--- ------------ ------ --- -------------------- ------
18 craigslist, inc. 53,400 43 Photobucket.com LLC 27,396
--- ---------------- ------ --- ------------------- ------
19 VEVO 49,386 44 ESPN 27,197
--- ---- ------ --- ---- ------
20 Comcast Corporation 44,106 45 Warner Music 27,151
--- ------------------- ------ --- ------------ ------
21 Answers.com Sites 41,254 46 Everyday Health 26,645
--- ----------------- ------ --- --------------- ------
NetShelter Technology
22 Media 40,584 47 WorldNow Sites 25,630
--- ---------------------- ------ --- -------------- ------
23 Weather Channel, The 39,074 48 NBC Universal 25,357
--- -------------------- ------ --- ------------- ------
24 Wal-Mart 36,683 49 Bank of America 24,986
--- -------- ------ --- --------------- ------
25 Adobe Sites 35,345 50 TWITTER.COM 24,798
--- ----------- ------ --- ----------- ------
Table 4
-------
comScore Ad Focus Ranking (U.S.)
August 2010
Total U.S. - Home, Work and University Locations
Source: comScore Media Metrix
-----------------------------
Rank Property Unique %
Visitors Reach
(000)
Total Internet : Total
Audience 212,616 100.0
BrightRoll Video
Network -Potential
1 Reach 210,917 99.2
TubeMogul Video Ad
Platform -
2 Potential Reach 206,710 97.2
SpotXchange Video Ad
Network -Potential
3 Reach 206,000 96.9
Firefly Video -
4 Potential Reach 197,048 92.7
Tremor Media -
5 Potential Reach 194,496 91.5
BBE -Potential
6 Reach 192,830 90.7
YuMe Video Network -
7 Potential Reach 191,611 90.1
8 Yahoo! Network** 184,925 87.0
9 AOL Advertising** 183,635 86.4
Adconion Video
Network -Potential
10 Reach 182,930 86.0
11 Google Ad Network** 181,522 85.4
Advertising.com
Video Network -
12 Potential Reach 181,459 85.3
ScanScout Network -
13 Potential Reach 180,644 85.0
14 Yahoo! Sites 179,002 84.2
ValueClick
15 Networks** 171,772 80.8
TidalTV -Potential
16 Reach 170,967 80.4
17 Google 170,708 80.3
Digital Broadcasting
Group (DBG) -
18 Potential Reach 169,371 79.7
19 Turn Platform** 161,791 76.1
20 AdBrite** 160,406 75.4
21 24/7 Real Media** 160,140 75.3
22 Specific Media** 158,576 74.6
Jivox Video Network
23 -Potential Reach 154,793 72.8
Microsoft Media
24 Network US** 152,794 71.9
25 Collective Network** 151,866 71.4
Rank Property Unique %
Visitors Reach
(000)
26 FACEBOOK.COM 148,048 69.6
FOX Audience
27 Network** 147,522 69.4
28 AudienceScience** 145,735 68.5
Traffic
29 Marketplace** 143,094 67.3
30 interCLICK** 142,013 66.8
Casale Media -
31 MediaNet** 141,725 66.7
32 Tribal Fusion** 140,120 65.9
Break Media -
33 Potential Reach 135,273 63.6
34 Pulse 360** 134,471 63.2
35 ContextWeb** 131,104 61.7
36 Burst Media** 130,538 61.4
Viacom Digital
Network -
37 Potential Reach 129,474 60.9
Adconion Media
38 Group** 128,141 60.3
BuzzLogic
Conversation
Network -
39 Potential Reach 122,927 57.8
40 MSN 120,902 56.9
NNN Total
41 Newspapers: U.S. 115,417 54.3
42 YOUTUBE.COM* 112,921 53.1
43 CPX Interactive** 109,189 51.4
44 AOL Media Network 107,747 50.7
45 AOL, Inc. 107,165 50.4
ITN Digital -
46 Potential Reach 106,817 50.2
Centro -
47 Potential Reach 106,592 50.1
48 Adify** 106,444 50.1
MTVN Tribes -
49 Potential Reach 104,797 49.3
IB Local Network
-Potential
50 Reach 102,561 48.2
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 www.comscore.com/companyinfo.
SOURCE comScore, Inc.
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