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74% of Web Properties In the netScore
Top 50 Report Experienced A Decrease In Traffic During The Month
RESTON, Va. & NEW YORK - July 16, 2001-- comScore Networks, Inc.
and Diameter, a division of DoubleClick, Inc. (NASDAQ:DCLK) today released
the netScore Internet Traffic Report for June.
 The
report revealed that on a worldwide basis, total Internet traffic was down
1% to 296.5 million unique visitors in June versus 299.7 million unique
visitors in May. In the U.S. traffic was down 3% to128.4 million unique
visitors in June versus 132.0 million unique visitors in May.
netScore's Top 50 Property Report showed a slowing in total Internet
traffic on a month-to-month basis, which can be largely attributed to the
decline in traffic from the at-school(a) audience segment. Visitor traffic
from at-school computers, which represented almost 8% of U.S. Internet
traffic in May, began declining as summer vacations started and decreased
40.5% in June compared to May.
As a result, 74% of Web Properties in the netScore Top 50 report experienced
a decrease in traffic during the month (see Table 1).
"netScore's June data reveals that the decrease in Internet usage from
May to June is most likely linked to the decrease in traffic from the at-school
audience segment," said Maurice Boissiere, Vice-President and GM of netScore.
"But, the data also point to the slowing of growth in the Internet user
base. Last year, the addition of new on-line users more than offset the
seasonal decline in the at-school segment. That is not the case this year.
Looking to the future, this trend suggests that, to be successful, many
on-line marketers must increasingly respond to the challenge of generating
sales in a medium that is no longer showing explosive growth. This will
likely increase the need for even more creative and cost-effective ways
of marketing."
While overall Internet usage did not grow in June, the Travel category
actually became a hotbed of activity and succeeded in posting modest growth,
with 84.5 million worldwide unique visitors visiting a Travel site. This
represents a 2.2% growth rate versus May, with almost three-quarters of
travel sites in the Top 25 Travel Report experiencing an increase in visitor
traffic from May to June (see Table 2).
The launch of orbitz.com on June 4 was a particularly bright spot for
the category. This new online travel site attracted over 7.5 million worldwide
unique visitors during June, representing 4.9 million U.S. visitors and
2.6 million international visitors, and making it the 4th most visited
travel site during the month. This compares to 9.9 million worldwide unique
visitors at travelocity.com and 14.8 million worldwide unique visitors
at expedia.com.
Travel Category Highlights include:
| According to additional analysis by comScore, Orbitz.com converted
1.3% of its visitors to buyers, and while this lags behind travelocity.com,
which converted 3.2%, it was on par with expedia.com, which converted 1.5%
of its visitors to buyers. The average orbitz.com buyer spent $355.56,
closely followed by expedia.com at $353.69, while travelocity.com's average
buyer spent $239.14. |
| A cross visiting analysis revealed that 15.7% of visitors to travelocity.com
also visited orbitz.com, while 11.8% of visitors to expedia.com also visited
orbitz.com. The cross visiting analysis indicates that many visitors
were comparing services, but also indicates that orbitz.com has an opportunity
to gain additional market share. |
| The June at-work audience segment continues to be very important to
the travel market, with 47% of all U.S. unique visitors in the category
accessing travel sites from their work location. Expedia.com generated
54% of its June U.S. traffic from the at-work audience segment, while travelocity.com
generated 53% and orbitz.com 48% from this segment. |
| Hotel sites experienced only modest gains and rental car sites saw
declining traffic on a month-to-month basis. Hilton.com grew visitor traffic
by 8% on a month-to-month basis, while marriott.com and basshotels.com
followed with 5% and 1% increases, respectively. Hertz.com, avis.com, budget.com
and enterprise.com all experienced a decline in traffic from May to June. |
Table 1: netScore
Top 50 Properties - June 2001
----------------------------------------
June 2001
June 2001
Worldwide
June May
U.S. % Change Unique
2001 2001
Unique May - Visitors
Rank Rank
Property
Visitors (000) June (000)
---- ----- ---------------------
-------------- -------- ---------
1 1
Microsoft Corporation 91,341
-5.4% 214,753
2 2
Yahoo Inc.
86,465 -5.5% 193,150
3 3
AOL Time Warner(a) 80,256
-2.5% 149,557
4 4
Terra Lycos S.A. 49,949
-9.1% 123,904
5 5
At Home Corporation 35,880
-9.4% 71,014
6 8
Amazon.com Inc. 30,118
4.1% 56,322
7 14
US Government 29,655
25.4% 42,733
8 6
InfoSpace Inc. 28,941
-12.8% 59,230
9 7
Primedia Inc. 28,593
-9.9% 59,886
10 9
eBay Inc. 27,172
-5.4% 40,524
11 10
CNET Networks Inc. 26,831
-5.3% 66,641
12 17
Vivendi Universal 25,356
24.3% 46,755
13 11
GoTo.com Inc. 24,310
-12.9% 46,497
14 12 Walt Disney
Internet Group 23,877 -10.2%
36,774
15 13
RealNetworks Inc. 23,424
-1.1% 55,977
16 16
USA Networks Inc. 18,949
-10.1% 25,816
17 18
Google Inc. 18,745
-6.0% 51,576
18 15
Classmates Online Inc. 18,700
-13.4% 26,027
19 19
CMGI Inc.
18,092 -8.9%
50,046
20 20
NBC Internet Inc. 17,409
-11.0% 41,066
21 23
Viacom Inc. 15,735
-5.4% 25,657
22 25 Homestead Technologies
Inc. 14,869 -8.4%
31,163
23 22
Ask Jeeves Inc. 14,351
-15.1% 26,855
24 29
Earthlink Inc. 14,157
-4.3% 21,326
25 24
Bonzi Software 13,788
-15.2% 26,971
26 21
Napster Inc. 13,600
-21.3% 43,230
27 30
Landmark Communications 13,403
-6.5% 15,118
28 32
Macromedia Inc. 13,180
0.6% 30,633
29 33
Synapse Group Inc. 12,962
0.2% 20,245
30 27
Bertelsmann AG 12,695
-16.2% 19,387
31 28
iWon Inc. 12,571
0.0% 13,662
32 35
iVillage Inc. 12,457
15.4% 18,357
33 39
American Greetings 12,322
-17.7% 20,212
34 34
FortuneCity.com Inc. 11,982
-6.6% 34,896
35 40
NextCard Inc. 11,503
6.9% 17,534
36 31
eUniverse Inc. 11,437
-15.7% 19,943
37 41 Verizon Communications
Inc. 11,076 5.6%
14,157
38 36
Traffix Inc. 10,538
-12.8% 15,024
39 42
NetZero Inc. 10,368
-0.8% 12,536
40 58
Sabre Inc. 10,273
27.7% 12,371
41 38
Rank You Inc. 10,035
-11.2% 21,322
42 44
Everyone.Net Inc. 9,956
-0.5% 28,245
43 48
Snowball.com Inc. 9,085
-2.1% 18,290
44 57
ATT Corporation 9,026
11.2% 11,044
45 65
Providian Financial 8,984
19.6% 14,125
Corporation
46 51
iPlace Inc. 8,950
-0.4% 13,190
47 47
Sony Corporation 8,556
-9.0% 17,192
48 76
WebMD Corporation 8,250
22.6% 11,229
49 43
GameSpy Industries 8,233
-18.3% 19,278
50 55
Gannett Co. Inc. 8,042
-3.4% 10,068 |
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Table 2: netScore Top
25 Travel Domains - June 2001
June 2001
Worldwide
June May
June 2001 % Change
Unique
2001 2001
U.S. Unique May -
Visitors
Rank Rank Domain
Visitors (000) June
(000)
---- ----- -------------
--------------- --------- -----------
1 1
expedia.com
11,998 2.6%
14,828
2 2 travelocity.com
8,412 4.6%
9,894
3 3 cheaptickets.com
5,301 16.9%
7,089
4 79
orbitz.com
4,887 1231.6%
7,536
5 5
southwest.com
4,348 9.3%
4,437
6 4
priceline.com
4,281 5.0%
4,792
7 7
hotwire.com
3,661 8.0%
4,171
8 8
aa.com
3,231 23.7%
3,785
9 9
travelzoo.com
3,178 25.4%
5,190
10 6
milesource.com
3167 -12.6%
4,956
11 n/a
itn.net
3080 6.1%
3,814
12 11
delta.com
2,995 17.2%
3,315
13 13 travelnow.com
2,407 1.6%
3,501
14 14 hoteldiscounts.com
2,171 2.6%
2,823
15 10 lowestfare.com
1,845 7.4%
2,146
16 12 underdogz.net
1,837 -22.7%
2,038
17 15
united.com
1,728 2.0%
1,986
18 16 usairways.com
1,715 9.7%
1,825
19 18 onetravel.com
1,701 -33.4%
2,393
20 21
nwa.com
1,570 24.9%
1,845
21 19 continental.com
1,389 3.0%
1,562
22 17
navtrav.com
1,284 -19.3%
2,644
23 20 travelscape.com
1,260 -1.9%
1,496
24 42 playersvacationclub1
1,126 +23.8%
1,401
25 27 travelweb.com
1,125 -0.2%
1,524 |
Domain: Identifies a location on the Internet or World Wide Web
expressed using a URL ("Uniform Resource Locator").
Property: netScore Properties represent an aggregate of web sites
that are all controlled by a larger entity. The controlling entity must
have at least a 50% ownership in the web site for the web site to be included
in the aggregation.
Unique Visitors Worldwide (000s): Provides an unduplicated count
of all individually identified machines, located throughout the world whose
users understand the English language, that made a visit to a selected
property or domain during a given analysis period.
Unique Visitors U.S. (000s): Provides an unduplicated count of
all individually identified machines located in the United States that
made a visit to a selected property or domain during a given analysis period.
(a)Unique visitor counts for AOL Time Warner does not include traffic
within the AOL Time Warner proprietary network.
About comScore
comScore Networks provides the Internet E-conomy with data-based infrastructure
services that help improve sales and marketing effectiveness. Through its
patent-pending Customer Knowledge Platform, comScore provides a confidential,
360-degree view of the surfing behavior of more than 1.5 million opt-in
Internet users, while simultaneously capturing detailed information on
their online and offline buying.
About Diameter
Diameter, a division of DoubleClick, Inc., leverages the company's
experience in developing new technologies to harness the power of new media.
Diameter is a complete suite of research tools, offering media intelligence
tools, audience measurement, and advertising effectiveness products.
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