The majority of the top Digital Media/Web sites ranked by loyalty are online proprietary areas and channels, according to Media Metrix.
The loyalty measure, or “Average Usage Days,” is a standard Media Metrix frequency measure defined as the average number of days a person returns to a Web site, channel, or application within a month. More than 30 percent of the Top 50 sites ranked by loyalty are online proprietary areas; of those, 75 percent are America Online channels.
The “Average User Day” metric provides media planners, Web sites, Web advertisers, and e-commerce marketers with a valuable measure of visitor loyalty and competitive intelligence by quantifying the average number of days that users return to a site during a reporting period.
|Top 50 Digital Media Properties
Ranked by Average Usage Days Per User April 1999
|Rank||Digital Media/Site||Average Usage Day/Visitor
|Total Digital Media and Web Sites||13.7||64,968|
|1.||ICQ Application||11.8||9,343||2.||AOL Buddy List||11.5||19,222||3.||Pointcast Application||11.8||9,343||4.||AOL Main Menu||9.8||19,819||5.||AOL Instant Messenger Application||9.7||15,683||6.||AOL E-mail||9.5||20,304||7.||Juno Application||9.3||7,042||8.||Prolaunch.com||8.9||711||9.||Prodigy Classic Proprietary||7.6||600||10.||MSN||6.7||565||11.||Hotmail.com||6.6||11,638||12.||Drudgereport.com||6.3||716||13.||Sandbox.net||6.2||513||14.||AOL Instant Message||5.9||13,846||15.||Yahoo.com||5.7||30,893||15.||Netscape.com||5.7||18,676||17.||MSN.com||5.5||22,046||19.||Bellsouth.net||5.2||856||19.||Schwab.com||5.1||816||20.||AOL Favorite Places||5.1||11,275||22.||Pacbell.net||5.0||572||23.||AOL Member Directory||4.9||9,214||23.||AOL Channel – News||4.9||15,257||23.||AOL Channel – Personal Finance||4.9||9,464||26.||MSN Gaming Zone Application||4.8||613||26.||ATT.net||4.8||3,595||26.||Wellsfargo.com||4.8||740||26.||Unitedmedia.com||4.8||504||30.||Homepage.com||4.6||625||31.||Netaddress.com||4.5||803||31.||AOL Downloads/
|4.5||13,914||33.||ESPN||4.4||4,168||33.||Planetdirect.com||4.4||692||33.||Lotus.com||4.4||584||36.||E*Trade||4.3||1,603||36.||AOL Newsgroup||4.3||13,041||38.||Honesty.com||4.1||897||39.||Excite||4.0||15,312||39.||ICQ.com||4.0||5,678||39.||Money Central||4.0||2,418||42.||Prodigy.net||3.8||1,723||42.||Juno.com||3.8||1,099||42.||Netzero.net||3.8||805||45.||Greenfieldonline.com||3.7||1,042||45.||AOL Channel – Teens||3.7||7,757||47.||Compuserve.com||3.6||2,763||47.||Washingtonpost.com||3.6||1,904||47.||Intellicast.com||3.6||1,727||47.||CNNfn.com||3.6||1,471|
|Source: Media Metrix
Notes: AOL Welcome Screen and AOL Goodbye Screen would be numbers 1 and 4. Digital Media includes users of the Web, proprietary online services, or other ad-supported digital applications such as email services and CD-ROM. Unique visitors is the actual number of total users who visited the Web site once in a given month. All unique visitors are unduplicated (only counted once) and are in thousands. Average user days are the average number of days the average person returns to a Web site, channel, or application within a month.
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