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NetRatings
ONLINE OBSERVER(tm) REPORT
October 16, 1998
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The data in this weekly report is derived from the Online
Observer Service which is available to subscribers at
netratings.com. Your questions and comments are encouraged.
If you have specific questions about a site's demographics
and Web activity or a banner advertising campaign, call or
send an e-mail to the editor: Sally Blodgett, (408) 941-2932,
sblodgett@netratings.com. If you'd like to find out more about
our subscriber service, please contact Bob Hooven at (408) 941-2902.
EDITOR'S NOTE: If you don't want to receive the ONLINE
OBSERVER REPORT, reply to sender and type UNSUBSCRIBE and
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Copyright (C) 1998 NetRatings(tm), Inc. All rights reserved:
NetRatings, Inc. All rights reserved. Reproduce and distribute
freely as long as source is cited.
IN THIS WEEK'S ISSUE
- 87% of Web Audience Visits Portals in September 1998
- Top Ten Weekly Ad Banners
- Top Ten Weekly Properties
- Web Average Usage Stats
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>>AUDIENCE DUPLICATION - BEYOND SITE RANKINGS -New data from NetRatings
Online Observer service shows that 87% of Web users visit one of the top 10
Web portals on at least a monthly basis. (September, 1998) The data also
shows that there is significant audience overlap across these top ten
portals: the total audience is 118 million visitors with 37 million
unduplicated.
Unique audience is no doubt an important measure but knowing what percentage
of an audience also visits the competition gives site publishers and
advertisers a more comprehensive (actionable) view of audience behavior.
Take audience duplication across portal sites. In spite of portals'
marketing efforts to create personalization cocoons for their users, people
do visit other portals, and in high numbers. With NetRatings new capability
of reporting audience duplication, it's now possible to see how many
visitors to a particular site also visit any other selected site. For
example, Yahoo and AOL have a 30% overlap in visitors. Said another way, 59%
of aol.com's visitors -- 13.5 million out of 22 million -- also visited the
yahoo.com domain in September.
NETRATINGS PROPERTY AUDIENCE DUPLICATION REPORT: SEPTEMBER
Domain Page Views Audience Reach
aol.com 471,798,822 22,040,388 51.18
altavista.digital.com 200,950,392 8,157,358 18.95
axcite.com 811,907,188 14,659,100 34.07
anfoseek.com 302,805,268 10,933,964 25.4
lycos.com 221,214,442 11,710,034 27.19
netscape.com 1,446,197,822 15,969,796 37.08
yahoo.com 3,519,960,338 22,523,276 52.31
msn.com 339,642,724 7,346,796 17.05
snap.com 10,554,552 2,000,536 4.63
goto.com 22,023,142 3,242,248 7.54
TOTAL 7,347,054,690 118,583,496
COMMON AUDIENCE 68,984 .16
UNDUPLICATED AUDIENCE 37,354,836 86.78
>>TOP 10 AD BANNERS VIEWED*:
Top Banners ranked according to unique audience are cited from BannerTrack
(tm), NetRatings' syndicated ad research service. During the week of Sept.
27-Oct.3, 1998 the average Web user viewed 115.95 banners and clicked on .56
banners for a .48% click rate. In the week of Oct. 4-10 the average Web user
viewed 120.15 banners and clicked on .68 banners for a .57% click rate.
TOP 10 AD BANNERS FOR WEEK OF SEPT. 27-OCT. 3, 1998
1. Deja News: Who's your favorite artist?
2. Deja News: What's your favorite TV show?
3. GoTo.com: Type in what you're looking for
4. Autoweb.com: Get the best deal now!
5. Next Card: Online Approvals 2.9% APR
6. The Mining Company: The 500 sites that Yahoo is afraid to list.
7. The Mining Company: We mine the Net so you don't have to.
8. Bonus Mail: Would you read a few more email messages if you got cool
free prizes for doing so?
9. Feed Mag: Do you want to read an intelligent opinionated web magazine?
10. Travelocity/Yahoo: Win a trip to London.
TOP 10 AD BANNERS FOR WEEK OF OCT. 4-10, 1998
1. The Mining Company: The 500 sites that Yahoo is afraid to list.
2. Bonus Mail: Would you read a few more email messages if you got cool
free prizes for doing so?
3. Bonus Mail: Free CD's. Free pizza. Free clothes. Free air miles. Free
love. Well, four out of five ain't bad.
4. The Mining Company: We mine the Net so you don't have to.
5. Bonzi Software: Speed up your internet conection now!
6. Acceleration Software: Stop waiting for pages to load
7. Deja News: Who's your favorite artist?
8. Link Exchange: Want free stats, free advertising, or a free mailing list
for your site?
9. At Hand Network Yellow Pages: Local information at you're fingertips.
10. GoTo.com: Type in what your looking for
*House ad banners which run predominantly on the advertiser's home site (90%
of impressions or more) are not included in our banner rankings or
advertising analysis.
>>TOP TEN WEB PROPERTIES- Here are the top 10 Web properties ranked by
unique audience, as reported by NetRatings Inc. for the weeks of Sept.
27-Oct. 3, and Oct. 4-16, 1998. A property is defined as a consolidation of
multiple domains and URLs associated with a property.
WEEK OF SEPT. 27-OCT. 3, 1998
Property Reach Pages per person
1. Yahoo 40.52% 65
2. AOL Sites 39.09% 12
3. MSN/Hotmail/MSNBC 35.01% 50
4. Lycos/Tripod/WhoWhere 29.45% 18
5. Netscape 28.29% 39
6. The Excite Network 27.07% 27
7. GeoCities 25.53% 30
8. Microsoft 17.42% 16
9. Infoseek 16.46% 16
10. Disney Company Online 16.04% 20
WEEK OF OCT. 4-10, 1998
Property Reach Pages per person
1. Yahoo 39.66% 67
2. AOL Sites 35.26% 13
3. MSN/Hotmail/MSNBC 34.48% 53
4. Netscape 31.27% 33
5. Lycos/Tripod/WhoWhere 29.77% 19
6. GeoCities 26.11% 27
7. The Excite Network 25.79% 25
8. Microsoft 16.36% 16
9. Infoseek 15.53% 17
10. Disney Company Online 14.14% 9
>>QUICK LOOKS - USAGE STATISTICS
Statistics below represent average activity for
a Web user during the designated weekly period.
Usage Category, Statistics Sept. 27-Oct. 3 Oct. 4-10
Page Views per week 332 333
Time Spent per week 5:21:09 5:22:12
Number of sessions per week 9 9
Pages visited per surfing session 35 37
Time spent during session 35:41 35:48
Duration of a page viewed 01:01 00:58
Banners viewed 115.95 120.15
Banners clicked on .56 .68
WRITENOW EDITORIAL SERVICE - Do you ever find yourself on
deadline and needing information about a site's reach,
demographics, or unique audience size? Or need data about an ad
banner campaign? Just call our WriteNow Hotline at
(408) 941-2929 or send an e-mail to writenow@netratings.com.
You will receive a response within two hours.
For more information about NetRatings, go to
netratings.com
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*NetRatings tracks America Online Web usage only but does not track Web
usage
of the AOL members who use AOL's 16-bit integrated browser."
Rankings are based on measurement of World Wide Web activity by a
representative panel of over 3,500 Internet users 18 years and
older who access the Web from home. |
