Top U.S. Parent Companies and Stickiest Brands, October 2009

U.S. users continue to spend more time online with Facebook, and less time with Google, Microsoft, and Yahoo products, according to data from Nielsen.

The measurement firm’s monthly data for the top U.S. Web destinations suggests that users spent, on average around six hours and ten minutes with the social network in October — up from five hours and 24 minutes in September.

In comparison, users spent less time with properties owned by Google, Microsoft, and Yahoo in October than they did during the four previous weeks. Although this reduction was only a matter of minutes, it represents the second consecutive month the three brands have experienced reduced attention.

The data supports recent figures from comScore, which suggest Facebook has seen a 193 percent increase in time spent with the site between September 2008 and September 2009, on a global basis.

In addition, News Corp. — parent company of MySpace — also experienced a continued reduction of both unique users and time spent with its properties, down from over 86 million users in September to under 80 million in October. News Corp sites attracted almost 92 million unique users during August.

Top 25 Parent Companies/Divisions at Home and Work, October 2009
Parent Unique Audience (000) Time per Person (hr:min:sec)
Google 156,635 2:34:50
Microsoft 138,773 2:06:16
Yahoo! 134,745 3:06:11
Facebook 107,482 6:09:48
AOL LLC 91,205 2:30:32
News Corp. Online 79,817 1:28:46
InterActiveCorp 71,310 0:16:52
eBay 66,191 1:25:29
Amazon 63,372 0:26:11
Wikimedia Foundation 62,084 0:17:07
Apple Computer 59,580 1:14:14
Walt Disney Internet Group 59,509 0:40:22
New York Times Co. 52,529 0:12:51
CBS Corp. 51,363 0:25:13
Turner Network (Time Warner) 47,454 0:34:11
The Weather Channel Interactive 39,747 0:22:48
AT&T 39,536 0:19:56
Comcast Corp. 38,435 0:56:59
Glam Media 35,791 0:17:47
Viacom Digital 34,650 0:47:23
General Electric 34,635 0:13:00
Craigslist 32,504 1:27:56
United Online 31,496 0:50:15
Scripps Networks Interactive 31,463 0:10:21
Verizon Communications 30,070 0:39:27
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, October 2009
Brand Unique Audience (000) Time per Person (hr:min:sec)
Blizzard Entertainment 2,566 23:00:50
Age Of Conan 49 18:42:55
Whirled 36 14:18:43
PokerStars.com 1,941 13:45:50
Xobni 259 13:11:22
Big Sea Games 274 12:43:34
Freeonlinemahjonggames.net 69 12:08:56
Maple Story 193 11:30:30
Second Life 294 11:18:10
SpadeClub 99 11:10:19
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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