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."
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%|
|7. Apple QuickTime||14,004||10.50%|
|10. AOL Companion||10,095||7.60%|
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|
Source all data: Nielsen//NetRatings.