U.S. University Users
Percent of Category Audience Visiting from University PCs | Unique Visitors From University PCs (000) | % Reach Among Total University Internet Users | Composition Index* | |
Total Internet | 6.8% | 9,898 | 100% | 136.5 |
Education | 9.3% | 6,631 | 67.0% | 132.5 |
Instant Messengers | 9.0% | 6,927 | 70.0% | 126.5 |
Entertainment-Movies | 8.6% | 3,035 | 30.7% | 122.9 |
Gaming Information | 8.4% | 2,973 | 30.0% | 122.7 |
Entertainment-Music | 8.4% | 5,861 | 59.2% | 122.0 |
Personals | 8.3% | 3,117 | 31.5% | 116.7 |
Adult | 8.0% | 5,965 | 60.3% | 113.8 |
Free Web Hosting | 7.8% | 5,419 | 54.7% | 112.1 |
Downloads | 7.7% | 8,170 | 82.5% | 111.1 |
Tickets | 7.6% | 1,588 | 16.0% | 110.7 |
Teens | 7.6% | 551 | 5.6% | 109.5 |
7.5% | 7,905 | 79.9% | 109.1 | |
Discussion/Chat | 7.5% | 3,691 | 37.3% | 108.6 |
Auctions | 7.4% | 4,380 | 44.2% | 108.3 |
Humor | 7.4% | 2,514 | 25.4% | 136.5 |
Whether communicating with fellow students across the dormitory hall or friends and family at home, Instant Messengers are hugely popular among university students. In fact, the Instant Messenger category reached nearly 7 million university Internet users - 70 percent of the total university Internet population in March (compared to 47 and 42 percent for home and work locations). For advertisers and agencies deciding whether to invest in campaigns delivered via instant messaging systems, the university audience clearly represents a ready base of target consumers.
While all Instant Messengers are disproportionately popular among university Internet users, AOL Time Warner Instant Messaging (which includes both the AOL Instant Messenger (AIM) and subscriber-based applications and Web sites) leads in adoption among university Internet users. In fact, AOL Time Warner Instant Messaging alone reaches 61 percent of the university Internet population.).
Eight Million University Students Visited a Web-Based E-Mail Site in March: comScore data also found that the E-Mail category, which includes Web-based e-mail services such as Hotmail and Yahoo! Mail, is highly attractive to college students, reaching fully 80 percent of all university Internet users (compared to 67 and 70 percent for home and work users). Interestingly, the data also revealed that University users may not be loyal to any one Web-based e-mail site and have accounts with multiple providers: approximately 50 percent of those who visited Yahoo! Mail also visited MSN Hotmail in March, and 44 percent of Hotmail visitors also visited Yahoo! Mail.
U.S. University Users (Email)
Unique Users (000) | % Reach Among Total University Internet Users | |
Total Internet | 9,898 | 100.0% |
E-Mail Category | 7,905 | 79.9% |
MSN Hotmail | 4,287 | 43.3% |
Yahoo! Mail | 3,796 | 38.4% |
AOL Prop Email | 2,758 | 27.9% |
AOL.COM Email | 1,283 | 13.0% |
University Visitors Spend Two-Thirds More Time at Music Sites: An analysis of the Entertainment-Music category reveals distinct preferences among university users when compared to home users. While WindowsMedia is the clear leader in the Music category among both home and university users, MTV sites are ranked second among university users, but fourth among home users. Conversely, AOL Proprietary Music is the second most popular music property among home users, but ranks fourth among university users.
The analysis also found significant differences in the amount of time university and home visitor spent at the Music category. The average university visitor spent 41 minutes at the Music category in March - 66 percent more time than the average home visitor (25 minutes). Notably, the average university user spent nearly three times more time at MusicMatch.com than home users, further evidence of college students' penchant for online music.
U.S. University Users (Music)
Unique Visitors (000) | Average Minutes Per Visitor | |
Total Internet | 9,898 | 1,786.1 |
Music Category | 5,861 | 40.9 |
WindowsMedia | 2,341 | 15.9 |
MTV Networks Music | 902 | 14.3 |
LAUNCH | 838 | 24.1 |
AOL Proprietary Music | 798 | 3.5 |
VU Net USA Music & Media Group | 754 | 12.1 |
Sony Music | 697 | 10.8 |
LYRICS.COM | 604 | 4.6 |
MUSICMATCH.COM | 533 | 74.4 |
Warner Music Group | 512 | 11.0 |
Clear Channel Interactive | 510 | 7.2 |
U.S. Home Users (Music)
Unique Visitors (000) | Average Minutes Per Visitor | |
Total Internet | 125,016 | 1,213.7 |
Music Category | 49,247 | 24.6 |
WindowsMedia | 13,918 | 8.7 |
MTV Networks Music | 5,311 | 13.4 |
LAUNCH | 6,073 | 34.5 |
AOL Proprietary Music | 9,246 | 4.4 |
VU Net USA Music & Media Group | 4,437 | 10.0 |
Sony Music | 4,620 | 13.4 |
LYRICS.COM | 3,552 | 4.8 |
MUSICMATCH.COM | 3,511 | 25.5 |
Warner Music Group | 2,861 | 5.1 |
Clear Channel Interactive | 4,539 | 9.2 |