• by Jack Loechner , Staff Writer @mp_research, June 27, 2004

Travel, Movies and Weather Categories Heating Up as Americans Ready for Summer

Americans are clearly ready for summer according to the findings of last month's Internet traffic analysis, by comScore Media Metrix. Half of the top ten gaining categories in May were travel related, while the Movies and Weather categories also saw double-digit increases between April and May.

In May, the Ground/Cruise category jumped 14 percent, the largest increase of the five Travel subcategories that made this month's list. The gain was primarily the result of an 85-percent increase in visitors to RoyalCaribbean.com and a 31-percent increase in traffic to HollandAmerica.com.

Mother's Day helped drive a 54-percent increase in visitors to 1-800-Flowers from April to May, making the site the top gaining property this month.

WeatherBug saw the largest gain in the weather category, up 36 percent, supported in part by a partnership with AOL InstantMessenger.

And, highlights of this month's online promotional activity include:

• A free trial offer at Ancestry.com helped MyFamily Network post a 31-percent increase in visitors.
• Increased interest in and promotion of movie and music clubs contributed to increases at ColumbiaHouse Sites and BeMusic Sites.
• A partnership between Sierra Mist and Shrek 2 pushed PepsiCo up 36 percent.
• Through a May promotion for a free trial at Ancestry.com, MyFamily Network climbed 18 spots and entered the Top 50 at number 37.
• Advertising.com used a 5-percent increase in unique visitors to move from the second spot in April's Ad Focus ranking to the top spot in May's ranking

Top Ten Gaining Categories by Unique Visitors May 2004 vs. April 2004
Total U.S. Home, Work and University Internet Users

	Apr-04 (000)	May-04 (000)	% Change
Total Internet Users	155,130	156,313	1%
Retail-Movies	15,567	22,323	43%
Hobbies/Lifestyles-Genealogy	11,133	14,104	27%
Travel-Ground/Cruise	6,949	7,913	14%
Retail-Jewelry/Luxury Goods/Access.	8,415	9,476	13%
Travel-Car Rental	4,659	5,125	10%
Travel-Online Travel Agents	43,892	48,268	10%
Weather	44,712	49,133	10%
Retail-Fragrances/Cosmetics	9,053	9,855	9%
Travel-Information	33,644	35,549	6%
Travel-Transactions	48,545	51,186	5%

Source: comScore Media Metrix