Consumers Eye Prizes Online

November 21, 2011

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Digital | Paid Search | Retail & E-Commerce

comscore-top10-gaining-web-categories-bypercent-change-sept-v-oct-nov11.gifAbout 26.5 million US consumers visited lotto and sweepstakes sites in October 2011, representing 23.5% month-over-month growth from roughly 21.4 million US consumers in September, making the prize-based category the fastest growing by percentage change, according to [download page] comScore Media Metrix data. The annual McDonald’s Monopoly game, found at PlayAtMcD.com, drove much of the Lotto/Sweepstakes category growth, ranking first in the category with 5.8 million visitors, up 672% from September. The game also earned the McDonald’s web property the #1 rank on the top-gaining web properties list, up 120% overall to 9.1 million visitors. Following McDonald’s in the category were EPrize.net, which drew 3.2 million visitors (up 3%) and SwagBucks.com, which drew 2.4 million (up 8%). A large Powerball jackpot prompted 1.5 million visitors to PowerBall.com, representing growth of 20%.

According to comScore data, total US internet audience increased about 1% month-over-month, from 218.5 million to 221.1 million.

October Holidays Drive Visitors to Flowers, Gifts, and E-Cards

Almost 30 million visitors browsed flowers, gifts, and greetings sites in October, representing 23.4% growth month-over-month, marginally behind Lotto/Sweepstakes as the second-fastest growing category. PartyCity.com took the top ranking within the Flowers/Gifts/Greetings sites category with 8.8 million visitors, up 111%, also earning the #2 rank in the top-gaining properties list. AmericanGreetings Property came second in the category with 4.9 million visitors (up 11%), followed by Gifts.com with 4 million (up 3%), Hallmark.com with 1.4 million, and 1-800-Flowers.com, Inc. with 1.2 million (up 14%).

E-card sites also fared well, growing 17% to 23.1 million visitors, led by Evite.com with 9.6 million visitors (up 8%). MyFunCards.com ranked second with 2.7 million visitors (up 12%), followed by AG Interactive with 2.5 million (up 13%).

Google Increases Lead

com-score-top-properties-oct.jpgGoogle sites ranked as the #1 property once again in October with 186.7 million visitors, up over 1% from 184.6 million in September. Yahoo (173.8 million) and Microsoft (173.2 million) both lost about 2% of their visitors month-on-month while remaining in a tight battle for the second spot. Meanwhile, Facebook edged up about 2% to 166 million visitors, while Apple dropped over 7 million visitors, falling from the #12 spot to the #15 ranking.

NFL Internet Group, which appeared in the top 50 ranking for the first time last month at #40, dropped 1.5 million viewers, falling to the #49 spot in October.

Top Ad Focus Rankings Stay Steady

comscore-top-ad-focus-oct.jpgGoogle Ad Network once again led the October Ad Focus ranking with a reach of 92.8% of Americans online, unchanged from its leading reach in September (see link above), followed again by Yahoo Network Plus, which edged up slightly from 86.1% reach to 86.6% reach, and AOL Advertising, which also grew marginally from 84.8% to 85.0% reach. AT&T AdWorks (83.2%) held down the #4 spot, while ValueClick Networks (81.4%) rounded out the top 5.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This