Commentary
Hong Kongers Web Surf More Than Italians and Americans
- by Jack Loechner , Staff Writer @mp_research, April 1, 2005
Nielsen//NetRatings reported that the United States, along with Brazil, Germany, Spain, Switzerland, Sweden and United Kingdom, have shown minimal to flat growth in Internet users' time spent online at-home. Global research from Nielsen//NetRatings tracks the Web usage behavior of 12 countries worldwide, which accounts for more than 70 percent of the world's Internet usage.
Kaizad Gotla, senior Internet analyst, Nielsen//NetRatings, said "There are many opportunities ahead for companies online, but if they just continue to do what they're doing today, they're only going to move sideways. Acquiring users in markets that are currently in their growth stages will lead to a loyal user base that will pay dividends for Internet companies in the future."
Nielsen//NetRatings found that Americans spend on average nearly 14 hours online each month, which is close to the worldwide average. Those living in Hong Kong surf the longest out of the 12 countries, averaging nearly 22 hours. On the lower end, Italians on average log eight hours online during the month.
Year-over-Year Growth in Time Spent Online, February 2005 (At-Home) | ||
| Time Spent Online (hr:min:sec) | Year-over-Year Growth |
Hong Kong | 21:53:24 | 25% |
France | 14:25:38 | 19% |
Italy | 7:59:57 | 15% |
Japan | 14:50:42 | 12% |
Australia | 11:39:06 | 10% |
United Kingdom | 11:20:34 | 8% |
Sweden | 10:29:33 | 8% |
Switzerland | 10:52:28 | 7% |
Brazil | 13:13:58 | 6% |
Spain | 11:36:56 | 5% |
Germany | 12:31:22 | 4% |
United States | 13:44:04 | -2% |
Source: Nielsen//NetRatings Global NetView Analysis | ||
"Shifts in media consumption, steadily improving online offerings, and growing broadband penetration are likely factors in growing the number of online user sessions on a global basis," said Gotla.
A brand is a consolidation of multiple domains and URLs that has a consistent collection of branded content. The data is expressed as the percentage of the total universe of Internet users who logged onto the Internet at least once during the reporting period.
Top 10 US Web Sites By Brand, Combined Home & Work | |||
| Brand | Unique Audience (000) | Time Per Person (h:m:s) |
1. | Yahoo! | 93,322 | 2:48:47 |
2 | Microsoft | 89,276 | 0:42:20 |
3. | MSN | 88,920 | 1:36:45 |
4. | AOL | 70,310 | 6:18:34 |
5. | 69,117 | 0:35:00 | |
6. | eBay | 47,585 | 2:09:17 |
7. | Real | 33,399 | 0:34:54 |
8. | MapQuest | 32,790 | 0:11:58 |
9. | Amazon | 32,025 | 0:19:47 |
10. | Weather Channel | 25,653 | 0:17:07 |
Source: Nielsen//NetRatings, Month of February 2005 | |||
Top 10 US Advertisers, Month of February 2005 | ||
| Advertisers | Impressions (000)* |
1. | LowerMyBills.com, Inc. | 2,535,700 |
2. | Netflix, Inc. | 1,884,247 |
3. | Vonage Holdings Corp | 1,791,195 |
4. | Dell Computer Corporation | 1,656,487 |
5. | Ameritrade Holding Corporation | 1,652,247 |
6. | United Online, Inc. | 1,395,761 |
7. | Monster Worldwide, Inc. | 1,365,388 |
8. | InterActiveCorp | 1,357,191 |
9. | Scottrade, Inc | 1,320,070 |
10. | The News Corporation Limited | 1,318,400 |
Source: AdRelevance, Nielsen//NetRatings | ||
*Impressions: the number
of times an ad is rendered for viewing.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.