New web metrics from ComScore

ComScore is one of the leading web metrics companies which has a sample of around 2,000 people participating in allowing them to collect their web surfing data anonymously. Then they take that data and multiply it out to reflect the total population. They release/publish the top statistics monthly as well as sell access to their database of history. This month they have crunched those numbers in a new way, not only giving us their stats for the most visited (popular) sites on the web, but the most re-visited sites (repeat visits) as well. In this industry we call a site that either keeps people there for a long time (more than 5 minutes), or brings them back again and again, as Sticky. So this could be considered a stickyness index.

Its no suprise to see who is tops on both of the lists.

 Top 10 Properties by Unique Visitors (000)

February 2007

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

Source: comScore Media Metrix

 Total Internet Users  175,653

1  Yahoo! Sites  128,559
 
2  Time Warner Network  117,942

3  Google Sites  114,694

4  Microsoft Sites  114,155

5  eBay  79,559

6  Fox Interactive Media  77,969

7  Amazon Sites  48,905

8  Ask Network  48,722

9  Wikipedia Sites  43,656

10  New York Times Digital  39,769
Top 10 Properties by Average Visits per Visitor (000)

February 2007

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

Source: comScore Media Metrix
 
 Total Internet Visits  64.2

 1  Yahoo! Sites  28.6

 2  Facebook.com  23.6
 
 3  Microsoft Sites  21.8
 
 4  Time Warner Network  19.4
 
 5  Weatherbug Property  17.7
  
 6  Google Sites  17.7
  
 7  Fox Interactive Media  16.9
  
 8  Comcast Corporation  16.9
 
 9  EA Online  13.6
  
 10  Earthlink  12.1

Yahoo tops both lists because they have functional purposes to their sites such as search and are top the sticky list because of functions like email and flickr. Search, research, news and shopping seem to be the top functions of the most visited sites, where as social networking, email, news and gaming seem to drive the top sticky sites. Stickyness is not as prestigious as having the most visitors, but its an important milestone along the way.

This does provide some insight into what funcions you choose for your site and how it will impact traffic and therfore your monetization and revenue models. If you have tons of views and a smaller number of visitors, your CPM is going to be lower. (MySpace) But you do have a strong relationship with your users. If you’ve got more unique visitors and views & visits, your site has a larger reach and footprint so you can charge more for CPM. (Yahoo & Google) So its still hard to get new people to your site so you can prove the value of reaching a large audience to your advertisers. In any case, sharing ROI type data with advertisers will help show your value in their marketing/advertising plan.

In general also, I think the more relvant the ad and the placement is to the site, its demographics and its purpose, the better recieved it will be.

How wikipedia is in the top 10 most visited sites without selling ads, I don’t know. Some have recently suggested that Google chip in to help pay their bills, since Google sends them so much traffic, but I think they want  to just keep going on user contributions. Which would be amazing if their trust in people not only carried the content, but the business model long term as well.

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