Facebook Grows U.S. Audience as Major Players Lose

For the third month in a row, Facebook has experienced an increase in both the number of U.S. users visiting its site, and the amount of time those users are spending on the social network, according to data from Nielsen.

By contrast, Microsoft, Yahoo, AOL, and even Google sites all witnessed month-on-month reductions in unique users, and the amount of time those users spent with their properties during the month of November.

Outside of the top five companies, the majority of the remaining 20 also experienced a drop in unique users compared with numbers from October.

Top 25 Parent Companies/Divisions at Home and Work, November 2009 (Excludes Adult Web Properties)
Parent Unique Audience (000) Time per Person (hr:min:sec)
Google 155,467 2:24:13
Microsoft 137,198 2:02:11
Yahoo 131,355 3:03:36
Facebook 109,710 6:10:06
AOL LLC 87,022 2:32:32
News Corp. Online 80,336 1:22:34
InterActiveCorp 71,842 0:15:05
Amazon 68,789 0:29:52
eBay 66,776 1:26:18
Apple Computer 62,074 1:18:23
Wikimedia Foundation 59,607 0:17:33
Walt Disney Internet Group 56,576 0:37:36
CBS Corp. 51,826 0:22:34
New York Times Co. 51,230 0:12:14
Turner Network (Time Warner) 46,643 0:31:13
Wal-Mart Stores 46,018 0:20:05
AT&T 39,552 0:17:57
Comcast Corp. 38,645 0:52:47
Glam Media 37,372 0:15:09
General Electric 35,479 0:10:21
The Weather Channel Interactive 34,164 0:19:16
Craigslist 33,730 1:25:37
Target Corp. 33,233 0:10:58
Viacom Digital 33,113 0:46:19
Scripps Networks Interactive 32,175 0:10:07
Notes:
1. The parent level is a consolidation of multiple domains and URLs owned by a single company or division.
2. The Time Warner division excludes Turner Network’s audience.
Source: Nielsen Online, 2009

Top 10 Stickiest Brands at Home and Work, November 2009
Brand Unique Audience (000) Time per Person (hr:min:sec)
Blizzard Entertainment 2,533 22:36:15
PokerStars.com 1,990 14:06:05
Maple Story 168 13:35:39
Absolute Poker 505 13:25:09
Poker Creations 124 11:07:38
Xobni 255 10:22:42
Big Sea Games 252 9:45:41
Freeonlinemahjonggames.net 88 9:23:37
SpadeClub 64 9:09:40
Thepokerclub.com 45 8:59:29
Notes:
1. The brand level is a consolidation of multiple domains and URLs that has a consistent collection of branded content.
2. * denotes home and work audience duplication projections did not meet minimum sample size standards. Combined home and work audience estimates for these sites may exhibit increased variability month to month as a result.
Source: Nielsen Online, 2009

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