comScore Top 50 U.S. Web Rankings, October.; Wikipedia in Top 10

comScore Media Metrix today released its monthly analysis of U.S. consumer activity at top online properties and categories for October. Yahoo! Sites retained its ranking as the number one property, reaching nearly 130 million unique visitors in the U.S. 

U.S. Top 10 Online Properties - October, 2006
Total U.S. Internet Users: 173.3 million

Rank

Property

Unique Visitors
(000)

 

Rank

Property

Unique Visitors
(000)

1

Yahoo! Sites

129,603

 

6

Fox Interactive Media

71,346

2

Time Warner Network

120,291

 

7

Ask Network

55,548

3

Microsoft Sites

118,028

 

8

Amazon Sites

51,299

4

Google Sites

109,721

 

9

New York Times Digital

43,049

5

eBay

80,820

 

10

Wikipedia Sites

38,897

Source: comScore Media Metrix, Nov 2006

October Top 50 Highlights: 

  • Wikipedia Sites moved up one position to the number 10 spot, attracting 11% more visitors than in September, while Wal-Mart moved up four positions to number 17. 
  • YouTube.com jumped three spots to number 26, gaining 13% to 23.5 million visitors. 
  • iVillage.com: The Women’s Network jumped eleven spots to 34 in the ranking, drawing almost 18 million visitors.
  • Facebook.com re-entered the Top 50 ranking at number 40 with 15.1 million visitors. 

Top 50 Ad Focus in October: 

  • Advertising.com reached 84% of the U.S. online population to retain the top ranking. 
  • Burst Media cracked the top ten this month, reaching almost 94 million unique visitors. 
  • YouTube.com and Real.com each gained in the ranking, reaching 14% and 9% of the population, respectively. 
  • iVillage.com: The Women’s Network, Facebook.com and WhitePages Network each re-entered the ranking in October achieving the 42nd, 47th, and 50th spots, respectively.

Other Category Highlights:

  • Traffic to online gambling sites was down 27% following anti-gambling legislation announced in early October. 
  • In preparation for the November elections, traffic to political web sites increased 10% to 8.6 million visitors. 
  • The E-cards category rose 21% during October, with each of the top 10 e-card sites experiencing growth. 
  • The advent of basketball season brought on a flood of traffic to the NBA Internet Network (up 46% to 3.8 million visitors). 

The most popular political sites included:

  • Capitol Advantage with 731,000 visitors (down 1 percent versus the prior month), 
  • Townhall.com with 626,000 visitors (up 63 percent) and 
  • Worldnetdaily with 536,000 visitors (up 7 percent). 

The political category’s top gainers included, Discoverthenetwork.org, the self-proclaimed “Guide to the Political Left,” which was up 104 percent to 134,000 visitors, and NationalJournal.com, a daily news site focused on politics and government, which was up 63 percent to 164,000 visitors. 

Halloween seasonality was a significant driver of traffic this month, inspiring huge growth in visitation to online greetings and purveyors of costumes. 

  • American Greetings Property led the category with 12.6 million visitors (a 66-percent increase), followed by 
  • Evite with 6.6 million visitors (an 11-percent increase) and
  • Hallmark.com with 6.1 million visitors (a 19-percent increase).

Notable retailers that enjoyed a Halloween traffic bump included

  • Celebrate Express, Inc. with 2.6 million visitors (a 13-percent increase); 
  • Partycity.com with 2.5 million visitors (a 180-percent increase); and
  • RedEnvelope.com with 2.2 million visitors (a 143-percent increase). 
  • Traffic to BuyCostumes.com was the impetus behind the 54-percent leap in traffic to parent company Liberty Media Holdings, which was the 4th biggest overall gainer in October, with 12.5 million visitors. 

Several sites geared towards kids and families also saw increases in October, including Disney Online with 25.1 million visitors (an 8-percent increase); Nickelodeon Network with 12.6 million visitors (a 9-percent increase); and the Family Network, which was the top-gaining property overall with 6.1 million visitors (a 121-percent increase). 

Additionally, the Toys category rose 13 percent overall, led by Mattel Sites, with 9.8 million visitors (a 22-percent increase), and Toys “R” Us Sites with 8 million visitors (a 29-percent increase). Women’s sites that offered Halloween crafts and holiday-related content were up 17 percent overall, led by iVillage.com: The Women’s Network, which increased 24 percent to 17.7 million visitors; Condenet Sites, which increased 9 percent to 8.1 million visitors; and Womensforum Sites, which increased 9 percent to 6.5 million visitors. BHG.com, which on its own grew 50 percent to 5.7 million visitors, was a significant driver of the 32-percent increase realized by the Meredith Corporation Web property, which reached 9 million visitors in October and was the 9th biggest gainer overall.

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