An impressive 87% of the online population visited a retail site in November as the holiday season began, according to [download page] the latest data from the comScore Media Metrix. After holding down 3 of the top 10 fastest-growing site categories in October, retail site categories represented a dominant 9 of the top 10 in November, led by toys sites (+30% to 23.9 million unique visitors) and consumer electronics sites (+29% to 59.7 million unique visitors).
The other retail site categories making the top-10 fastest-growing list were:
The only non-retail site category to find its way into the top 10 fastest-gaining list was the lotto and sweepstakes category (#6), which attracted 20% more visitors, driven largely by a massive 411% jump for Powerball.com due to the highest Powerball jackpot in history.
Toysrus Sites led the toys category for the second consecutive month with 12.4 million visitors, up 54% from 8.1 million in October. The LEGO Group came in second again with 3.8 million (up 34% from 2.8 million), ahead of Disney Shopping with 2 million (up 11%), AmericanGirl.com with 1.9 million (up 60%), and Fisher Price with 1.3 million (up 28%). All 5 retained their rankings from October.
BestBuy.com ranked as the category leader among consumer electronics sites with 59.7 million visitors, up 90% month-over-month. Samsung Group came in second with 5.4 million visitors (up 22%), followed by eBay Electronics US with 5.2 million visitors (up 14%). RadioShack Corporation doubled its traffic to come in fourth with 4.4 million, ahead of Buy.com Group Sites at 4.1 million.
Google Sites, as usual, ranked #1 among the leading web properties in November with 190.8 million unique visitors, up slightly from 189.7 million in October. Yahoo! Sites (171.4 million) remained slightly ahead of Microsoft Sites (171.38 million) for the second spot, with Facebook the 4th most-visited site again, with 148.6 million unique visitors. Amazon rounded out the top 5, with 116 million visitors, edging out AOL (115.1 million).
Other retail properties moving up the rankings included Walmart (#18), Target (#28), Best Buy Sites (#31) and Sears Sites (#43).
The year’s top web properties, according to Experian and Nielsen, can be found here.
Meanwhile, comScore data indicates that among syndicated Ad Focus entities, ShareThis retained its hold on the top spot with a reach of 95.3% of Americans online, up from 94.6% in October. Google reached 83.8% of the 220 million Americans online, taking the second spot, followed by Outbrain (81.1%), Yahoo! Sites (77.7%), and Facebook (67.4%). Each of the top 5 save for Facebook increased its reach on a month-over-month basis.
Among ad networks and buy-side networks, Google Ad Network was first again with 94.2% reach, followed by Specific Media (86.7%), AOL Advertising (85.1%), Federated Media Publisher Network (84.5%), and AT&T AdWorks (84.5%).
Among DSPs, SSPs and ad exchanges, Rubicon Project REVV Platform reached 97% of Americans online, virtually unchanged from the previous month.
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