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Online Buyers Lurk Off Net's Beaten Paths

  |  June 28, 2001   |  Comments

Everyone knows which Web properties attract the most visitors, but if you're trying to target online buyers, the spenders may not be hiding where you think. Research by Diameter and comScore Networks examines why Juno may be a smarter online buy than AOL.

Everyone knows which Web properties attract the most visitors, but if you're trying to target online buyers, the spenders may not be hiding where you think. Using data from their netScore Buying Power Index (BPI) report for May, DoubleClick's Diameter and comScore Networks show that the Internet's most popular sites aren't always the most valuable in terms of attracting online spenders.

The BPI measures the total dollars spent by the average member of a site's audience, indexed to the total online dollars spent by the average Internet user. For example, a BPI of 100 represents the baseline index, so a BPI of 200 would mean the average visitor to that site spends twice as much online as the average Internet user.

The May data revealed some surprises among the most popular content areas of the Web. In the News & Information category, the Wall Street Journal's wsj.com scored a BPI of 353. The Washington Post scored a 272, followed by a 268 for cbsnews.com. But leading the category was The Detroit News Web site detnews.com, which had a 367.

Among portals, household names Yahoo and AOL scored BPIs of 125 and 140, respectively. But they were outdone by altavista.com (BPI of 160), excite.com (142) and juno.com (142).

netScore BPI Report, May 2001
Rank Site BPI Unique
Visitors

(000)
News & Information
1. detnews.com 367 1,090
2. wsj.com 353 1,275
3. dallasnews.com 286 1,077
4. washingtonpost.com 272 3,542
5. foxnews.com 271 1,433
6. cbsnews.com 268 1,181
7. latimes.com 249 2,493
8. pcworld.com 227 1,315
9. cnbc.com 225 1,194
10. intellicast.com 224 1,373
Portals
1. altavista.com 143 15,115
2. excite.com 142 20,106
3. juno.com 142 5,132
4. netscape.com 140 33,063
5. nbci.com 140 19,566
6. aol.com 140 61,607
7. go2net.com 139 8,458
8. lycos.com 133 29,717
9. yahoo.com 125 90,438
10. msn.com 123 85,944
Shopping
1. staples.com 770 1,834
2. bizrate.com 748 5,882
3. newport-news.com 660 1,075
4. officedepot.com 579 2,341
5. dell.com 557 4,304
6. egghead.com 531 1,470
7. urbanq.com 508 1,108
8. buy.com 467 2,452
9. compusa.com 466 984
10. necxdirect.com 460 1,115
Travel
1. hertz.com 874 1,138
2. basshotels.com 686 1,059
3. delta.com 668 2,555
4. hilton.com 649 930
5. budget.com 635 949
6. southwest.com 598 3,978
7. nwa.com 577 1,257
8. travelweb.com 568 1,127
9. united.com 558 1,694
10. aa.com 542 2,613
Reference & Directories
1. yellowpages.com 420 1,519
2. worldpages.com 349 1,236
3. 4anything.com 279 1,404
4. switchboard.com 269 4,115
5. areaguides.net 264 1,255
6. zip2.com 256 1,293
7. mapsonus.com 246 2,486
8. 555-1212.com 233 1,266
9. findarticles.com 222 2,707
10. maps.com 221 1,850
Society & Community
1. psychicrealm.com 286 947
2. genealogy.com 257 1,515
3. thirdage.com 232 1,192
4. epinions.com 201 3,166
5. rootsweb.com 193 2,279
6. esquire.com 182 971
7. crosswalk.com 177 1,016
8. ivillage.com 172 6,657
9. oxygen.com 165 5,022
10. highschoolalumni.com 164 1,114
Finance & Investing
1. firstusa.com 426 2,414
2. discovercard.com 424 1,671
3. citibank.com 366 2,763
4. novusnet.com 362 2,262
5. americanexpress.com 319 5,145
6. schwab.com 316 1,312
7. eloan.com 309 1,063
8. providian.com 302 1,389
9. bankrate.com 298 1,690
10. providianservices.ccom 298 1,615
Source: Diameter/comScore

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