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joins ranks of most-visited sites
Big traffic boost amid December shopping spree
By Jeremy Schlosberg
Even as the web turned into one big happy e-shopping mall in December, at
least one non-e-commerce site has something to smile about for the month.
About.com, the human-guided web directory, has cracked the top
12, according to the monthly numbers from Nielsen//NetRatings.
About.com’s total unique visitors increased by 62.8 percent over
November to move to the No. 12 spot, ahead of eBay.
Of
course it was a big month for shopping and gift-giving sites. Nielsen//NetRatings reports
that Giftcertificates.com experienced a 160.9 percent increase in unique visitors over the
month of November, and the comparison shopping site MySimon.com saw a 146.2 percent
increase. Neither of these sites were in the top 25, however.
One
holiday-related development in the top 25 was the appearance at No. 24 of American
Greetings, an electronic greeting card site, helped there by a 19 percent increase in
traffic over November.
| Most
visited web sites |
||
| Property | Unique Audience (000) | Time Per Person (hrs:min:sec) |
| 1. AOL Websites | 44,557 | 0:24:03 |
| 2. Yahoo! | 40,383 | 0:55:47 |
| 3. MSN | 27,437 | 0:45:59 |
| 4. Excite@Home | 24,396 | 0:27:24 |
| 5. Lycos Network | 23,273 | 0:17:35 |
| 6. GO Network | 16,228 | 0:22:44 |
| 7. Microsoft | 15,011 | 0:11:46 |
| 8. Amazon | 13,802 | 0:16:54 |
| 9. NBCi | 12,699 | 0:12:56 |
| 10. Time Warner | 11,407 | 0:14:50 |
| 11. AltaVista | 10,012 | 0:17:31 |
| 12. About.com | 9,954 | 0:06:34 |
| 13. eBay | 8,519 | 1:42:33 |
| 14. The Go2Net Network | 8,260 | 0:09:36 |
| 15. CNET | 7,619 | 0:09:15 |
| 16. Real Networks | 6,892 | 0:04:47 |
| 17. ZDNet | 6,551 | 0:12:56 |
| 18. Viacom International | 6,296 | 0:12:19 |
| 19. LookSmart | 6,140 | 0:06:56 |
| 20. Macromedia | 5,826 | 0:12:25 |
| 21. Fortune City | 5,624 | 0:04:39 |
| 22. InfoSpace | 5,556 | 0:05:53 |
| 23. SmartBot.NET | 5,156 | 0:04:20 |
| 24. American Greetings | 5,095 | 0:10:00 |
| 25. Barnes and Noble | 5,057 | 0:10:12 |
| TOP 25 ADVERTISERS |
||
| Advertiser | Impressions (000) | Reach % |
| 1. TRUSTe | 2,085,531 | 36.6 |
| 2. Microsoft | 1,691,910 | 49.1 |
| 3. Amazon | 619,668 | 54.2 |
| 4. SexTracker | 399,191 | 10.5 |
| 5. Yahoo! | 376,815 | 29.9 |
| 6. America Online | 358,134 | 43.3 |
| 7. Barnes and Noble | 276,323 | 38.3 |
| 8. Ameritrade | 240,328 | 14.1 |
| 9. E*TRADE | 236,097 | 11.0 |
| 10. Next Card | 224,130 | 30.6 |
| 11. eBay | 209,398 | 31.3 |
| 12. WebSideStory | 203,112 | 19.0 |
| 13. CDNOW | 176,655 | 32.3 |
| 14. Morgan Stanley Dean Witter | 168,861 | 6.2 |
| 15. LinkExchange | 156,223 | 11.0 |
| 16. Wingspan Bank | 152,644 | 29.0 |
| 17. Netscape | 145,489 | 26.6 |
| 18. AT&T | 142,230 | 22.4 |
| 19. SexSwap | 140,220 | 4.9 |
| 20. Better Business Bureau | 137,714 | 20.3 |
| 21. TD Waterhouse | 123,414 | 11.2 |
| 22. Ad Council | 107,813 | 9.0 |
| 23. Enews | 107,603 | 12.0 |
| 24. MasterCard | 104,555 | 6.2 |
| 25. Datek | 97,245 | 8.6 |
| *Impressions
reported include house ads, which are ads that run on an advertiser's own web property. * source: Nielsen//NetRatings |
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Jeremy Schlosberg is the senior editor for new media.