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comScore-Top-10-US-Web-Properties-Aug-v-Jul2013-Sept2013Last month, comScore reported that Yahoo overtook Google as the top web property in July – with an important caveat: the report only looked at desktop visitors. In fact, comScore’s subsequently-released multi-platform rankings put Google Sites on top, with a total digital audience of 227 million as opposed to Yahoo’s 220.4 million. While mobile-only visitors are growing rapidly (adding 38% to the average top 100 property’s audience), desktops still account for the greater amount of internet traffic, and on that measure, Yahoo won again in August, per the latest comScore data.

With upwards of 196.4 million unique visitors, Yahoo! Sites boasted almost 5 million more than Google Sites, at 191.6 million. The rest of the top 5 also remained in the same positions from July: Microsoft Sites (#3; 176 million); Facebook (#4; 136.5 million); and AOL (#5; 115.9 million).

Retail, Lifestyle Sites Pick Up Steam During BTS Season

Retail and lifestyle sites accounted for 6 of the top 10 gaining site categories by month-over-month percentage change in unique visitors (still desktop-only), per comScore’s figures, in some part reflecting back-to-school season trends. Specifically,

  • Retail – books grew by 22% to 26.4 million unique visitors;
  • Lifestyles – beauty/fashion/style grew by 9% to 74.2 million uniques;
  • Lifestyles – food grew by 9% to 89.7 million;
  • Retail – fragrances/cosmetics was up 7% to 15.4 million;
  • Retail – flowers/gifts/greetings was up 6% to 16.7 million; and
  • Retail – computer software was up 6% to 57.2 million.

The top-gaining site category, though, was family and youth – education, up 28% month-over-month to 37.5 million unique visitors.

Other Findings:

  • ShareThis regained its position as the top syndicated ad focus entity, seen at least once by 88.1% of online Americans, ahead of Yahoo! Sites, at 87.2%.
  • Google Ad Network was the top ad or buy side network, with 93.8% reach.
  • Among DSP/SSP/ad exchange entities, Rubicon Project REVV Platform was again on top, with 94.9% reach.

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