February Web Traffic Trends: Valentine’s Day, Super Bowl Make Their Mark

April 1, 2013

This article is included in these additional categories:

Automotive | Digital | Paid Search

comScore-Top10-Gaining-Web-Categories-bypercent-change-jan-feb13-Mar2013The Valentine’s Day holiday had many Americans going online in February to order flowers and gifts for loved ones, according to [download page] new Media Metrix data from comScore. The flowers/gifts/greetings category rose 35% to 26.4 million visitors for the month, putting it second on the list of top-gaining categories, behind tax sites (+45% to 36.9 million), which have been the top-growing category for 3 consecutive months.

Auto manufacturers appeared to benefit from their Super Bowl ads, with 25.5 million Americans visiting a manufacturer site in February, an increase of 12% from January. General Motors led the category with 7.2 million visitors, up 19%, ahead of Toyota Group, with 4.5 million, Ford Motor Company (not a national advertiser, but one which seems to benefit from the Super Bowl each year) with 4.2 million (up 12%), Honda with 3.3 million, and Chrysler LLC with 2.2 million (up 25%).

Google Sites remained the top web property in February, with 189 million unique visitors, slightly ahead of Yahoo! Sites with 186.3 million visitors. While Microsoft (163.7 million) and Facebook (144.1 million) retained their rankings from January, AOL (110.8 million) leapfrogged Amazon (108.1 million) for the 5th spot.

Looking at the ad focus rankings, ShareThis kept its top position among Ad Focus entities, reaching 93.5% of Americans online, down slightly January’s 95.1%. Among ad networks and buy-side networks, Google Ad Network was first again with 93.3% reach, while among DSPs, SSPs and ad exchanges, Rubicon Project REVV Platform reached 97.2% of Americans online.

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