Online Audience Using Popular Internet Applications Nielsen//NetRatings reports that more than 72 percent of the total U.S. online audience is using Internet applications. This
suggests that nearly three quarters of all Web surfers have incorporated Internet applications, including instant messengers, peer-to-peer file sharing and media player viewing, as part of their daily
online experience.
Carolyn Clark, senior Internet analyst, Nielsen//NetRatings, says "Having an accurate picture of how consumers use Internet applications provides marketers with a versatile
tool for developing a marketing campaign with impact."
Windows Media player claimed the top spot for all Internet applications, reaching more than 31 percent of the active online population
and attracting nearly 41.5 million unique visitors at home and at work in November 2002. AOL Instant Messenger drew more than 27.8 million surfers and was one of the stickiest applications,
with the average user spending nearly four hours during the month using the service. RealOne Player/RealPlayer followed closely with more than 27.2 million unique visitors, attracting nearly 21
percent of the active online population. Instant messaging applications from MSN and Yahoo! rounded out the top five, recording 22.7 million and 15.6 million unique visitors, respectively.
Top 10 Internet Applications, Ranked by Unique Audience (U.S., Home and Work)
| Internet Application
| Unique Audience(000) | Active Reach% |
| 1. Windows Media Player | 41,452 | 31.20% |
| 2. AOL Instant Messenger | 27,848 | 21.00% |
| 3. RealOne Player/RealPlayer | 27,226 | 20.50% |
| 4. MSN Messenger Service | 22,721 | 17.10% |
| 5. Yahoo! Messenger | 15,595 | 11.70% |
| 6. KaZaA | 14,095 | 10.60% |
| 7. Apple QuickTime | 14,004 | 10.50% |
| 8. Gator | 11,628 | 8.80% |
| 9. WhenU | 10,304 | 7.80% |
| 10. AOL Companion | 10,095 | 7.60% |
Source: Nielsen//NetRatings, November 2002 Top Advertisers by Company for November 2002
| Advertiser * | Impressions (000) |
| 1. Classmates Online, Inc. | 4,742,694 |
| 2. Amazon.com, Inc. | 3,981,095 |
| 3. The Estee Lauder Companies Inc | 3,504,537 |
| 4. SBC Communications, Inc. | 2,415,824 |
| 5. USA Interactive | 2,345,211 |
| 6. Hewlett Packard Company | 1,948,242 |
| 7. Sabre Inc. | 1,837,921 |
| 8.
Barnes & Noble, Inc. | 1,807,867 |
| 9. Bank One Corporation | 1,523,573 |
| 10. Columbia
House Company | 1,520,371 |
*Impressions reported exclude house ads, which are ads that run on an advertiser's own Web property. Source all data:
Nielsen//NetRatings.