Americans Looked Online For Savings in September

Americans looked to incentive sites in greater numbers last month to help them save money, according to the latest comScore Media Metrix data. The number of unique visitors to incentive sites grew by 7% month-over-month, reaching 24.6 million, the second fastest-growing category for September. Education information sites took the top spot, enjoying their yearly spike in September and gaining 9% to reach 82.5 million unique visitors.

Retail sites saw another strong month, with 3 categories among the top gainers. Those were computer hardware (+6%), flowers, gifts and greetings (+4%) and movies (+3%).

Of the 24.6 million visitors to incentive sites in September, Zulily.com led the category with 3 million visitors, followed by SlickDeals.net (2.5 million, up 7%) and CotterWeb Sites (2 million).

Among the 82.5 million visitors to education sites, Pearson Education took the largest share (21.4 million visitors, or 39%), and was among the top 10 fastest-gaining properties. About.com Education took second place with 14 million visitors, followed by HotChalk with 13.6 million, Coolmath.com Inc with 6.6 million and ClassesUSA.com with 6.1 million.

Top 50 Includes Usual Suspects, Welcomes Pinterest

Google Sites, as usual, ranked #1 among the leading web properties in September with 187 million visitors, unchanged from August. Microsoft Sites (167 million) retained the second spot ahead of Yahoo! Sites (164 million), with Facebook the 4th most-visited site again, with 150 million unique visitors.

It was eventually going to happen: Pinterest cracked the Top 50 list in the #50 slot, with 25.3 million visitors.

ShareThis Increases Reach

Among syndicated Ad Focus entities, ShareThis maintained its hold on the top spot with a reach of 94% of Americans online. That is impressive considering that in August, its reach was at 87%. Google in September reached 81.3% of the 220 million Americans online, trailed by Outbrain (74.9%), Yahoo! Sites (74.4%), and Facebook (68.4%).

Among ad networks and buy-side networks, Google Ad Network was first with 92.6% reach, followed by Specific Media (85.8%), Vibrant Media (84.7%), AOL Advertising (84.1%) and AT&T AdWorks (82.4%).

Among DSPs, SSPs and ad exchanges, Rubicon Project REVV Platform reached 96.9% of Americans online, up slightly from 96.2% in August and 88.3% in July.