February 21, 2011

comScore Media Metrix Ranks Top 50 U.S. Web Properties for January 2011

Americans Flood Tax Sites as Season Begins
Travel and Careers in Focus at Start of New Year

RESTON, Va., Feb. 21, 2011 /PRNewswire/ -- 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 January 2011 based on data from the comScore Media Metrix service. Americans' Web activity in January saw gains in a few main content categories: Taxes, Travel and Career Resources. Many Americans wasted no time in beginning their annual tax filing duties, as the number of visitors to Tax sites surged. Travel and careers were both major topics of Internet browsing in January, collectively accounting for seven of the top gaining categories for the month.

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"The Internet has proven to be a great resource for Americans preparing to file their taxes, with many sites offering free filing assistance in some capacity," said Jeff Hackett, executive vice president of comScore Media Metrix. "Also top-of-mind for many Americans this time of year is spring break travel and warmer getaways, which sent more than half of all Internet users to a travel site in January, marking the category's highest reach on record."

Early Filers Flock to Tax Sites

Tax sites experienced a strong surge of activity in January as tax prep season officially commenced. The category attracted 26.8 million visitors in January, representing a 345-percent increase from December. Categories leaders such as TurboTax, H&R Block and TaxACT all achieved triple-digit gains during the month.

American Travel Plans Take Shape

Several Travel subcategories saw a spike in activity during the month, including Transactions, Ground/Cruise, Online Travel Agents and Travel Information. The overall category drew 114.6 million Americans, representing the category's highest reach on record at 54 percent. Travel Transactions sites achieved the strongest gains, up 29 percent to 3.5 million visitors. TravelPN.com led the category with 781,000 unique visitors (up 26 percent), followed by WWTE.com with 551,000 visitors (up 106 percent), OneTime.com with 508,000 (up 39 percent) and Viator.com with 497,000 (up 31 percent).

Ground/Cruise sites also experienced significant growth, up 20 percent to 13.3 million unique visitors. Amtrak.com was the category leader with 2.2 million visitors, followed closely by Carnival Cruise Lines with 2.1 million visitors (up 113 percent). FirstGroup plc ranked third in the category with 1.7 million visitors, while VacationsToGo.com Sites and Royal Caribbean Cruises Ltd. saw 1.5 million visitors (up 67 percent and 36 percent, respectively).

New Year, New Career

Many Americans started the off the new year looking for Career Services and Development resources, with more than 80.2 million people visiting the category in January. The Job Search subcategory saw the most prominent growth at 24 percent, ranking third among top gaining categories for January. 27.2 million Americans visited a Job Search site during the month, with Indeed.com Job Search taking the top spot with 11.6 million visitors (up 20 percent). CareerBuilder.com Job Search drew 10.9 million visitors (up 27 percent), followed by Monster.com Job Search with 10.0 million visitors (up 35 percent), HotJobs Job Search with 5.0 million visitors (up 25 percent) and SimplyHired.com Job Search with 4.9 million visitors (up 29 percent).

The Career Resources subcategory displayed a slightly shuffled version of the top sites at the property level. Monster, Inc. ranked #1 with 25.5 million visitors in January (up 13 percent), followed by CareerBuilder LLC with 25.1 million visitors (up 29 percent), Indeed with 13.2 million (up 20 percent) and SimplyHired, Inc. with 5.6 million (up 28 percent).

Top 50 Properties

Yahoo! Sites ranked as the #1 property in January with 178.9 million visitors, followed by Google Sites with 178.5 million and Microsoft Sites with 176.8 million. Tribune Interactive climbed 9 positions to rank as the #32 property overall with 31.8 million visitors. LinkedIn.com was not far behind at #36 after jumping 11 positions in the ranking with 29.8 million visitors. Sites that newly appeared on the top 50 ranking in January included Huffington Post (#41), Netflix.com (#44), Yelp.com (#45), Monster, Inc. (#47) and Bank of America (#48).

Top 50 Ad Focus Ranking

Google Ad Network led the January Ad Focus ranking with a reach of 93.1 percent of Americans online, followed by Yahoo! Network Plus with an 85.5-percent reach, AOL Advertising with 85.0 percent and Yahoo! Sites with 84.5 percent. Facebook.com crossed into the top 10 for the first time in January with a 72.3-percent reach.

Table 1


comScore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.)

January 2011 vs. December 2010
Total U.S. — Home, Work and University Locations

Source: comScore Media Metrix


Total Unique Visitors (000)

Dec-10

Jan-11

% Change

Rank by Unique Visitors

Total Internet : Total Audience

211,860

211,621

0

N/A

ED.GOV

5,220

8,433

62

191

ABC Television

6,365

9,715

53

167

Travelocity

5,887

8,279

41

198

Trulia Network

5,581

7,565

36

210

Bankrate.com Sites

4,802

6,465

35

244

CSMonitor.com

4,648

6,235

34

250

Dominion Enterprises

8,263

11,072

34

145

VNU e-Media Websites

5,609

7,381

32

213

CandyStand.com

4,966

6,527

31

240

Reuters Sites

8,310

10,759

29

149




*Ranking based on the top 250 properties in January 2011. 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.)

January 2011 vs. December 2010

Total U.S. — Home, Work and University Locations

Source: comScore Media Metrix



Total Unique Visitors (000)

Dec-10

Jan-11

% Change

Total Internet : Total Audience

211,860

211,621

0

Business/Finance — Taxes

6,016

26,790

345

Travel — Transactions

2,734

3,526

29

Career Services and Development — Job Search

21,931

27,244

24

Travel — Ground/Cruise

11,083

13,338

20

Real Estate

55,521

65,737

18

Career Services and Development — Career Resources

47,047

55,066

17

Travel — Online Travel Agents

33,760

38,586

14

Travel - Information

49,491

56,244

14

Career Services and Development — Training and Education

12,180

13,828

14

Business to Business

48,662

55,234

14




Table 3


comScore Top 50 Properties (U.S.)
January 2011
Total U.S. — Home, Work and University Locations
Source: comScore Media Metrix

Rank

Property

Unique Visitors

(000)


Rank

Property

Unique Visitors

(000)


Total Internet : Total Audience

211,621





1

Yahoo! Sites

178,864


26

ESPN

39,683

2

Google Sites

178,516


27

Federated Media Publishing

37,572

3

Microsoft Sites

176,770


28

Wal-Mart

36,736

4

FACEBOOK.COM

153,020


29

Break Media Network

35,769

5

AOL, Inc.

110,996


30

Superpages.com Network

35,111

6

Ask Network

95,719


31

Adobe Sites

34,170

7

Turner Digital

91,314


32

Tribune Interactive

31,786

8

Viacom Digital

89,450


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