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Technology Stocks : America On-Line (AOL) -- Ignore unavailable to you. Want to Upgrade?

To: uu who wrote (35802)	12/22/1999 9:04:00 PM
From: Mike	Respond to of 41369

Here is latest Web Report from ML ú November Highlights: According to Media Metrix, total U.S. web users increased 750,000 from 63.9 million in October to 64.6 million in November?much better than the 240,000 increase over the past four months, and in-line with the average increase of about 750,000. Average minutes and pageviews per user increased approximately 3% sequentially, about average. We believe the stronger increase this month (vs. last month) is due to seasonal strength and the holiday season. ú Reach rankings of the top networks remained relatively unchanged. AOL Sites remained No. 1 with 68% reach, or 44 million unique users (up 2 points), Yahoo! Sites remained No. 2 with 65% (up 2) or 42 million unique users, Microsoft Sites remained at No. 3 with 59% reach and 38 million unique users (flat). Lycos remained No. 4 with 45% reach (down 1) and 29 million users. No. 5 Go Network remained at 34%, while No. 6 Amazon Sites continued to gain share, moving above Excite@Home, with 24% reach (up an impressive 4 points). ú Time and pageviews matter too - and relative to Microsoft and Yahoo! in these metrics, AOL's web properties are still weak (we should emphasize that the web ratings include only AOL's web-based properties; the AOL service and Compuserve are dominant in reach, time, and pageviews in the online service market). The average AOL user spent 26 minutes on the sites in the month (down 1) and generated 31 pageviews (flat) - about half as many pageviews as Yahoo! (72, flat) and half as many minutes as the average Microsoft and Yahoo! user. ú The No. 2 network, Yahoo!, increased 2 reach points to 65%, and is only 3 reach points behind the leader, AOL (at 68%). The gap between Yahoo! and No. 3 Microsoft increased, from less than 4 reach points, to over 5. Yahoo!'s minutes and pageviews - important when it comes to monetizing traffic - are still among the highest in the industry: Yahoo! users spent an average of 73 minutes (up 1) on the sites in the month and looked at 72 pages (down 1), more than 4X as many minutes and pageviews as, for example, Lycos users. ú The ranking of the top ?destination? content and commerce sites were relatively stable ?and they did not take share from Yahoo or AOL. Amazon Sites jumped up 4 reach points into the No.6 position with 15 million users (24% reach), now ahead of Excite@Home. Put another way, one-quarter of people online last month visited Amazon. ú Among shopping sites, Amazon.com (as opposed to Amazon Sites) remained No. 1, with 15 million users (23% reach, up 4 points). This impressive increase is likely due to the strong holiday shopping season. Amazon.com continues its transformation into a "shopping portal," which we believe could ultimately generate significant placement and commission revenue, in addition to retail sales. Bluemountainarts.com increased by 3 reach points to 20% (13 million users), and remained in the No. 2 position, above No. 3 Ebay.com (11 million, up 1 million). Bulletin United States Internet Software & Services 21 December 1999 Henry Blodget First Vice President (1) 212 449-0773 henry_blodget@ml.com Monthly Web Ratings Analyzing the November Data Reason for Report: November Web Ratings Merrill Lynch & Co. Global Securities Research & Economics Group Global Fundamental Equity Research Department #2622 RC#10235509 Industry