According to comScore and the Online Publishers Association, Genealogy sites fall into the broader category of Community Directories, which in total generated $26 million in paid content revenue in the third quarter of 2002 (up 86 percent versus year-ago).
In January 2003, nearly 13 million people visited sites in the Genealogy category, particularly popular among females and older Internet users. Interestingly, many of the sites that make up the Genealogy category are owned by a variety of well-known media companies and organizations.
Unique Visitors to the Genealogy Category (000) January 2003 U.S. Home, Work and University Locations
While those over age 65 represent the smallest segment of category visitors on an absolute basis, remarkably, this group is 51 percent more likely than the average Internet user (relative to its total share of the online population) to visit Genealogy sites. In fact, with the exception of the Pharmacy category, Genealogy is the category with the highest percentage of Internet users over 65.
Genealogy Category by Age Group (000)
January 2003 U.S. Home, Work and University Locations
|Age||Unique Visitors||Composition||Composition Unique Visitors*|
Females comprise the majority of visitors to Genealogy sites, accounting for 54 percent of total category visitors. Even more striking, women account for 63 percent of all time spent at the category in January 2003.
Genealogy Category by Gender
|Unique Visitors (000)||Avg Minutes Spent Per Visitor|
Properties within the Ancestry network account for 45 percent of all time spent at the Genealogy category. And while FamilySearch.com is ranked fifth according to unique visitors, the site is by far the leader based on usage intensity - with 79 minutes per visitor, more than twice the category average of 33 minutes.
Genealogy Category by Time Spent
U.S. Home, Work and University Locations
|Total Minutes (MM)||% Composition of Minutes||Average Time Spent per Visitor|
Source: comScore Media Metrix.