The tax and e-card site categories were the two fastest-growing US site categories in December 2010, according to new comScore Media Metrix data. While tax sites had a relatively low 6 million US visitors during the month, this represented a leading 40% change from 4.3 million visitors the previous month.
Holiday-related Categories Surge in Visitors
E-cards received about 27.4 million visitors in December 2010, up 32%. Other categories related to the December holiday season that saw substantial month-over-month increases in visitors included shipping (third place, up 29%), flowers/gifts/greetings (fourth place, up 21%), jewelry/luxury goods/accessories (fifth place, up 18%), and toys (ninth place, up 19%).
In addition to tax sites having the highest growth rate, financial information/advice sites had the sixth-highest rate (17%), showing what comScore says was an end-of-year spurt in individuals and businesses looking to close their books for the year.
The total US internet audience for December 2010 was about 211.9 million, essentially flat compared with 212.3 million in November 2010.
Winter Storms Push Weather Property Traffic
The Weather Channel and WeatherBug properties both moved up the top 50 web property rankings in December 2010, jumping six positions to #24 and eight positions to #35, respectively, as the combination of winter blizzards and holiday travel had consumers urgently checking for weather updates.
Yahoo Sites ranked as the #1 property in December 2010 with 181.2 million visitors, followed by Google Sites with 179.3 million and Microsoft Sites with 177 million. Amazon Sites, which saw its highest month of traffic on record from the holiday shopping surge, climbed three positions to rank as the #7 property overall with more than 91 million visitors.
Amazon Jumps 5 Spots in AdFocus Ranking
Amazon.com climbed five positions from November 2010 to capture the #37 spot in the December 2010 AdFocus ranking with a 36% reach. Google Ad Network led the December Ad Focus ranking with a reach of 93.3% of Americans online; followed by Yahoo Network Plus with an 86.6% reach, Yahoo Sites with 85.5% and AOL Advertising with 85%.
3 in 4 Connected US Consumers Have High-speed Web
One factor for US web properties to consider when designing their user experience is that three in four connected US consumers already have high-speed internet, and another 5% will definitely or probably buy it, according to new data from the Nielsen Company.