Just Released; MEDIA MATRIX: LOYALTY OF INTERNET USERS: AOL #1
mediametrix.com
For Immediate Release
INTERNET USERS ARE LOYAL TO ONLINE PROPRIETARY NETWORKS
Online Proprietary Network areas and channels comprise 30 percent of the Top 50 sites/areas ranked by Loyalty
New York, NY - June 2, 1999 - Media Metrix, Inc. (Nasdaq: MMXI), the pioneer and leader in Internet and Digital Media measurement, today announced that of
the Top Ten Digital Media and Web Sites ranked by Loyalty, the majority are
online proprietary areas and channels, including ICQ, four of America Online's
proprietary channels, and Pointcast, Juno and Prodigy. 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. Thirty-two percent of the top 50 sites ranked by
Loyalty are online proprietary areas; of those, 75 percent are America Online
channels.
"Media Metrix' unique ability to measure within proprietary networks is critical in
accurately measuring viewership across all online and offline advertising
vehicles," said Susan Nathan, sr. vice president, director of Media Resources
for McCann-Erickson WorldGroup. "We use Media Metrix reports for decision
making and media planning on the Internet because Media Metrix is the only
measurement service to provide accurate numbers at the AOL channel level
and track Internet users at work, as well as at home."
"America Online has been a Media Metrix client for over two years," said
Marshall Cohen, sr. vice president of brand development, America Online.
"Media Metrix' unique ability to measure within the AOL proprietary service and
other proprietary networks is an important and necessary capability in online
measurement, and enables us and our partners to better understand how our
members use and navigate AOL and our Web properties."
The "Average Usage Days" 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.
"We find Media Metrix data extremely valuable in gauging our members'
activities in comparison to other online services," said Charles Ardai, president
and CEO of Juno.
Top 50 Digital Media Properties ranked by Average Usage Days Per
User
April 1999
Average Usage
Days per Visitor
(Loyalty)
Unique Visitors
(000)
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
10.9
1,210
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
Microsoft Network
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
17
Ebay.com
5.5
7,168
19
Bellsouth.net
5.2
856
20
Schwab.com
5.1
816
20
AOL Favorite Places
5.1
11,275
21
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/Flash Sessions
4.5
13,914
33
ESPN
4.4
4,168
33
Planetdirect.com
4.4
692
33
Lotus.com
4.4
584
36
Etrade.com
4.3
1,603
36
AOL Newsgroup
4.3
13,041
38
Honesty.com
4.1
897
39
Excite.com
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
Note: AOL Welcome Screen, AOL Good Bye Screen, and AOL Newsgroup
would rank Numbers 1 (same rank as ICQ), 4 and 36, respectively.
Chart Definitions:
Digital Media: includes users of the Web, proprietary online services, or other
ad-supported digital applications such as e-mail services and CD ROM.
Unique Visitors: The actual number of total users who visited the Web site once in
the given month. All Unique Visitors are unduplicated (only counted once) and are in
thousands.
Average Usage Days: The average number of days the average person returns
to a Web site, channel or application within a month
About Media Metrix
Media Metrix, Inc., the leader in Internet audience measurement, provides
leading worldwide advertising agencies, new and traditional media companies,
e-commerce marketers, financial institutions and technology companies with
comprehensive coverage of all digital media (including more than 15,000 Web
sites and online properties). Media Metrix utilizes its patented methodology to
measure actual Internet and digital media audience usage behavior. Media
Metrix offers monthly, weekly, and real-time data collection and reporting, and a
sample of more than 40,000 people under measurement. For more information
about Media Metrix, please visit www.mediametrix.com.
Contact: Michelle Beilsmith
212-460-7987
mbeilsmith@mmxi.com
and
Stacie Leone
212-460-7997
stacie_leone@mediametrix.com
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