Commentary

Cars and Politics Kept Internet Active in March

The comScore monthly analysis of U.S. Web activity for March 2010 reports that auto manufacturers ranked as the top-gaining site category in March, growing 23% to more than 30 million visitors, as potential buyers researched vehicle options online. Automaker discounts and incentives compelled millions of Americans to visit auto manufacturer sites to seek information and investigate possible purchases.

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General Motors led the category with 7.6 million visitors, up 32% during the month:

  • Hyundai Motors, Inc. took the number 2 position with 5.4 million visitors representing a 222% surge since February.
  • Toyota attracted 5.1 million visitors
  • Ford Motor Company got 5.0 million visitors (up 3%)
  • Chevrolet.com grew 71% to 4.4 million visitors
  • Honda attracted 3.6 million visitors

Jack Flanagan, executive vice president of comScore Media Metrix, said "Auto manufacturers relied on incentives and promotions to boost sales before the end of the quarter, sending more Americans to research their purchases online prior to buying... "

Political news and information sites also saw sizeable gains in traffic as Americans tuned into the debate over passage of the congressional healthcare bill, growing 18% in March to 20.5 million visitors:

  • PoliticsDaily.com attracted 5.3 million unique visitors
  • The Economist Group grew 35% to 2.7 million visitors
  • Politico.com grew 10% to 1.8 million visitors
  • Visitors to BarackObama.com more than doubled, growing 133% to 1.5 million visitors

As the stock market continued to rebound in March, says the report, so did traffic to Online Trading sites, which grew 13% to 11.5 million unique visitors:

  • Fidelity Investments ranked as the #1 investment site, rising 10% to 3.5 million visitors
  • Scottrade Sites ranked second with 1.6 million visitors (up 7%)
  • ShareBuilder.com had 1.5 million visitors (up 20%)
  • ETrade Financial Network followed with 1.3 million visitors (up 25%)

Top 10 Gaining Properties by percentage Change in Unique Visitors (U.S. March 2010 vs. February 2010; Total U.S. - Home, Work and University Locations)

 

Total Unique Visitors (000)

 

Properties

Feb-10

Mar-10

% Change

Rank by Unique Visitors

Total Internet Audience

209,749

212,593

1

N/A

Unister GmbH

2,715

5,930

118

242

Kraft Foods

3,076

5,968

94

239

FunnyorDie

3,225

5,750

78

246

MLB.COM

4,782

8,126

70

181

AVG Technologies

5,968

8,567

44

167

Limewire.Com

7,565

10,225

35

143

General Motors

5,766

7,613

32

195

Lowes.Com

7,489

9,732

30

149

ToneFuse Music Network

8,089

10,490

30

135

Sony Online

12,890

16,422

27

83

Source: comScore Media Metrix, April 2010

 

Top 10 Gaining Site Categories by percentage Change in Unique Visitors (U.S. March 2010 vs. February 2010 Total U.S. - Home, Work and University Locations)

 

Total Unique Visitors (000)

Site Categories

Feb-10

Mar-10

% Change

Total Internet Audience

209,749

212,593

1

Automotive - Manufacturer

24,554

30,268

23

Community - Green

18,773

22,615

20

News/Information - Politics

17,410

20,523

18

Retail - Tickets

23,618

27,007

14

Business/Finance - Online Trading

10,218

11,533

13

Services - Downloads

77,108

86,949

13

Travel - Car Rental

5,297

5,954

12

Retail - Fragrances/Cosmetics

13,434

14,956

11

Travel - Transactions

3,854

4,287

11

Retail - Toys

16,618

18,459

11

Source: comScore Media Metrix, April 2010

For additional information, please visit comScore here.

 

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