Top 10 Gaining U.S. Web Properties and Categories, November 2007

Traffic to Black Friday site BFads.net increased more than elevenfold in November over the previous month. Data from ComScore Media Metrix show a jump in retail properties and gift-related categories.


Top 10 Gaining Properties, October and November 2007
Property October 2007 (000) November 2007 (000) Change (%) Rank by Unique Visitors
Total Internet : Total Audience 182,206 182,362 0 N/A
BFads.net 429 4,910 1,045 209
Source Interlink Companies 653 6,245 856 165
Northpole.com 1,826 9,216 405 108
OfficeMax 2,082 5,687 173 183
AreaConnect.com 1,707 4,650 172 222
Toysrus Sites 8,673 16,244 87 54
RegistryDefender.com 3,523 6,193 76 167
Circuit City Stores, Inc. 10,754 18,268 70 43
Overstock.com 10,354 17,478 69 47
Best Buy Sites 15,309 24,807 62 27
Notes:
1. Ranked by percentage of change in U.S. unique visitors.
2. Rankings based on the top 250 properties in June 2007
Source: comScore Media Metrix, 2007

Visits to sites within the toy category spiked 32 percent in November, over October traffic. Category sites benefiting from holiday traffic include Toys’R Us (16.2 million visitors); KB Toys (four million visitors); and Barbie (3.6 million visitors).


Top 10 Gaining Categories, October and November 2007
Property October 2007 (000) November 2007 (000) Change (%)
Total Internet : Total Audience 182,206 182,362 0
Toys 23,618 31,076 32
Coupons 20,341 25,777 27
Department Stores 62,759 77,638 24
Consumer Goods 23,558 29,100 24
Jewelry/Luxury Goods/Accessories 16,462 19,688 20
Retail – Sports/Outdoor 27,045 32,244 19
Consumer Electronics 50,131 59,353 18
E-cards 33,829 39,725 17
Retail – Mall 30,806 35,346 15
Retail – Movies 23,643 27,083 15
Source: comScore Media Metrix, 2007

Prior to shopping, 25.8 million unique visitors went to coupon category sites in search of deals, lifting the category 27 percent over the previous month’s level. Black Friday promotion sites such as BlackFriday.info (3.3 million visitors) and BFAds.net (5 million visitors) garnered traffic. Other sites capitalized on the Cyber Monday phenomenon. CyberMonday.com received 809,000 unique visitors in November, close to 3,000 percent over previous reporting.

ComScore audience measurement data report on media usage, visitor demographics, and online buying power for home, work, and university audiences across U.S. and worldwide Internet audiences.

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