An analysis of web traffic trends in March shows that lifestyle sites saw an uptick in traffic, with unique visitors to gay and lesbian sites up 40% month-over-month to 11 million, and visitors to religion and spirituality sites increasing by 11%, to 37.5 million. The data, from comScore’s Media Metrix [download page], also suggests that Americans looked to the web to solve their allergy problems as Spring beckoned, with the number of visitors to pharmacy sites jumping by 23%, to 8 million.
Other categories making the top 10 fastest-gaining list in March included retail – toys (up 19% to 16.1 million), retail – fragrances/cosmetics (up 12% to 26.6 million), and family and youth – teens (up 12% to 26.6 million).
Separately, comScore reports that Google Sites remained the top web property in March, with 192.4 million unique visitors, up from 189 million in February, and staying slightly ahead of Yahoo! Sites, which saw its audience jump from 186.3 to 191.4 million visitors. Although Microsoft (166.3 million) and Facebook (148.5 million) retained their rankings from February, Amazon (121.4 million) regained its 5th spot from AOL (114.5 million).
Looking at the ad focus rankings, which comScore expanded its reporting on in March, ShareThis kept its top position among Ad Focus entities, reaching 95.4% of Americans online, up from February’s 93.5%. Among ad networks and buy-side networks, Google Ad Network was first again with 93.2% reach, while among DSPs, SSPs and ad exchanges, Rubicon Project REVV Platform reached 97.2% of Americans online.