Spring Season Triggers Gains at Home Improvement and Fashion Sites
Americans Engage Photo Sharing Sites to Post Pics for Family and Friends
RESTON, VA, May 20, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. Web activity at the top-growing properties and site categories for April 2010 based on data from the Comscore MMX service. Community sites such as Home and Beauty/Fashion/Style saw gains during the month as the spring season prompted new beginnings through home improvement and spring fashion trends. Photo sharing sites also experienced a boost in activity with seasonal events and activities causing shutterbugs to share their favorite pics online.
“As the spring season began, Americans looked for information and tips as they took on new projects around the home and refreshed their wardrobes,” said Jack Flanagan, executive vice president of Comscore MMX. “Online photo sharing was also on the minds of many Americans, reaching a record level of visitation with more than 50 percent of all U.S. Internet users visiting a photo sharing site during the month.”
Movement for Home Improvement
As the new season turned the corner and the first-time homebuyers tax credit about to expire at the end of April, Americans looked to Home sites for home furnishing, decorating and gardening tips. The category grew 10 percent during the month of April to 48 million visitors. eHow Home and Garden (up 4 percent), iVillage Home and Garden (up 24 percent), and About.com Home and Garden (up 11 percent) were among the top properties in the category. The Home Depot, Inc., a Retail site in the Home Furnishings subcategory, ranked as a top gaining property during the month, growing 12 percent to 12.6 million visitors.
Beauty and Fashion Sites Serve up Spring Makeovers
Beauty/Fashion/Style sites saw an 8 percent increase in April, as 47.5 million Americans browsed spring fashion trends and beauty tips. Among the top properties were Glam Style, Stylelist Sites (up 7 percent), and Hearst Beauty & Fashion Network (up 37 percent). Allure.com was one of the category’s big winners as visitation surged 214 percent to 717,000 visitors during the month.
Landmark Events Draw Out American Shutterbugs
As proms, religious holidays, and other occasions took place, Americans turned to the Web for posting photos to share with family and friends. More than half of all U.S. Internet users visited a photo sharing site during the month, representing an increase of 3 percent to 112.7 million visitors. Among the most visited sites were Facebook.com Photos (up 8 percent), Photobucket.com, LLC, and Flickr (up 4 percent). ImageShack saw a sizeable increase in April, growing 59 percent to 2.3 million visitors.
Hispanic Focus Category New to MMX
April marked the introduction of the new Hispanic Focus category in MMX, which measures the entire U.S. audience at sites and other ad-supporting entities oriented towards the U.S. Hispanic audience. Univision.com ranked as the top publisher site in the category with 4.6 million visitors, followed by Terra-Telefonica with 3.4 million, MSN Latino with 2.6 million, and Batanga with 2.4 million.
Table 1
Comscore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.)April 2010 vs. March 2010Total U.S. – Home, Work and University LocationsSource: Comscore MMX
Total Unique Visitors (000)
Mar-10
Apr-10
% Change
Rank by Unique Visitors
Total Internet : Total Audience
212,593
213,019
0
N/A
MLB.COM
8,126
13,588
67
102
NHL Network
4,527
6,092
35
232
Buzzle.com
4,804
5,697
19
244
ChaCha.com
5,779
6,686
16
207
The Mozilla Organization
29,798
34,244
15
28
The Home Depot, Inc.
11,200
12,597
12
111
Vevo
38,894
43,255
11
20
Ford Motor Company
5,011
5,571
247
Examiner.com Sites
12,563
13,936
97
Conduit.com
10,015
11,105
125
*Ranking based on the top 250 properties in April 2010. Excludes entities whose growth was primarily due to implementation of MMX 360 unified digital audience measurement.
Table 2
Comscore Top 10 Gaining Site Categories by Percentage Change in Unique Visitors (U.S.)April 2010 vs. March 2010Total U.S. – Home, Work and University LocationsSource: Comscore MMX
Business/Finance – Taxes
19,005
20,910
10
Community – Home
43,567
47,797
Community – Beauty/Fashion/Style
43,783
47,493
8
Community – Pets
24,248
25,585
6
Business/Finance – Personal Finance
56,310
59,220
5
Retail – Computer Hardware
62,863
65,184
4
Services – Photos
109,400
112,714
3
Business to Business
48,687
50,140
Community – Gay/Lesbian
4,832
4,965
Retail – Health Care
25,607
26,131
2
Comscore will be excluding the Top 50 Properties and the Top 50 Ad-Focus rankings until May 2010 data is available, when the unified digital measurement transition period concludes.
About Comscore MMXComscore 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 ComscoreComscore, 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.
Contact:Adam LellaComscore, Inc.+1 (312) 775-6474press@comscore.com