Commentary

Career Sites a Bellwether in the U.S. and Europe

Career Sites a Bellwether in the U.S. and Europe

A deeper look at career and educational sites including viewer demographics, advertisers, ad types and sizes.                                                                               

Top 10 Online Edcuation and Careers Destinations(Week ending Jan 6, 2008 US, Home and Work

Brand or Channel

Unique Audience (000)

Active Reach (%)

CareerBuilder Network

5,692

4.08

Monster.com Network

5,327

3.82

Yahoo! HotJobs

3,360

2.41

Merriam-Webster

1,717

1.23

collegeboard.com

1,038

0.74

Indeed.com

1,009

0.72

U.S. Dept. of Education (ED)

1,001

0.72

About.com Education

951

0.68

U.S. Federal Student Aid (FSA)

943

0.68

MSN Encarta

891

0.64

Source:  Nielsen Online, NetView, February 2008

                                                                                         

Demographic Data for Education and Careers Category(Month of December 2007 US, Home and Work)

Category

Target

Unique Audience (000)

Audience Composition (%)

Total

 

87,453

100

Male

 

 41,129

47.03

Female

 

46,325

52.97

Age

 2 - 11

 4,000

4.57

 

 12 - 17

 8,730

9.98

 

 18 - 24

 6,529

7.47

 

 25 - 34

 11,611

13.28

 

 35 - 49

 28,562

32.66

 

 45+

 38,210

43.69

 

 55+

 18,230

20.85

 

 65+

 6,585

7.53

HH Income

 $ 0 - 24999

 4,957

5.67

 

 $ 25000 - 49999

 17,575

20.1

 

 $ 50000 - 74999

 22,109

25.28

 

 $ 75000 - 99999

 17,831

20.39

 

 $ 100000 - 149999

 14,924

17.06

 

 $ 150000+

 8,043

9.2

 

 No Response

 2,014

2.3

Source:  Nielsen Online, NetView, February 2008

Data on Public Service Industry, Education Segment(Week ending Jan 6, 2008 US, Home and Work)                             

Top 20 Advertisers

Company

Impressions (000)

Share of all Impressions

Apollo Group  Inc.

249,261

44.0%

Experian Group Limited

167,922

29.6%

Capella Education Company

26,982

4.8%

New York University

18,106

3.2%

The Art Institutes

14,060

2.5%

Mercy College

9,932

1.8%

DeVry Inc.

7,484

1.3%

Educational Testing Service

4,929

0.9%

Clare Boothe Luce Policy Institute

4,299

0.8%

Colorado Technical University

3,663

0.6%

Le Cordon Bleu

3,255

0.6%

The University of Liverpool

3,113

0.5%

Norwich University

2,914

0.5%

Borough of Manhattan Community College

2,243

0.4%

Literacy Site

2,227

0.4%

Argosy Education Group

1,775

0.3%

New York Film Academy

1,726

0.3%

Northern Illinois University

1,641

0.3%

Emmanuel College

1,557

0.3%

Regent University

1,544

0.3%

Total

566,591

100.0%

Source: Nielsen Online, AdRelevance, February 2008

 

Top Ad Sizes

 

Dimensions

Impressions (000)

Share of all Impressions

Medium Rectangle

(300x250)

162,934

28.8%

Leaderboard

 (728x90)

153,142

27.0%

Square Button

(125x125)

81,116

14.3%

Non-Standard Dimension

 

47,415

8.4%

Skyscraper

(120x600)

31,169

5.5%

Wide Skyscraper

(160x600)

28,727

5.1%

Button #1

(120x90)

18,202

3.2%

Rectangle

(180x150)

11,203

2.0%

Full Banner

 (468x60)

10,694

1.9%

Button #2

(120x60)

7,887

1.4%

Vertical Banner

(120x240)

6,314

1.1%

Micro Bar

(88x31)

5,510

1.0%

Half Banner

(234x60)

1,702

0.3%

Large Rectangle

(336x280)

367

0.1%

Square

(250x250)

141

0.0%

Vertical Rectangle

(240x400)

 70

0.0%

Total

 

566,593

100.0%

Source: Nielsen Online, AdRelevance, February 2008

 

Ad Delivery Types

Ad Delivery

Impressions (000)

Share of all Impressions

In-Page

553,941

97.8%

Pop-Under

8,969

1.6%

Pop-Up

3,448

0.6%

Transitional

198

0.0%

Expanding

29

0.0%

Over-Page

9

0.0%

Total

566,594

100.0%

Source: Nielsen Online, AdRelevance, February 2008

Data on Web Media Industry, Employment Segment(Week ending Jan 6, 2008 US, Home and Work)                             

Top 20 Advertisers

Company

Impressions (000)

Share of all Impressions

Monster Worldwide, Inc.

252,803

73.6%

CareerBuilder, LLC

33,318

9.7%

AchieveYourCareer.com

18,148

5.3%

JobFox

15,958

4.6%

Dice.com, Inc.

7,341

2.1%

Yahoo! Inc.

7,299

2.1%

Orlando Sentinel Communications

2,941

0.9%

Cox Search, LLC.

697

0.2%

CareerPath.com

462

0.1%

Deutsche Telekom AG

438

0.1%

Verizon Communications, Inc.

409

0.1%

Net-Temps, Inc.

385

0.1%

Interview Mastery.com

315

0.1%

indeed

258

0.1%

General Electric Company

238

0.1%

ChicagoJobs.com

234

0.1%

The Walt Disney Corporation

201

0.1%

AbsolutelyHealthCare.com

192

0.1%

National Career Fairs

137

0.0%

The McClatchy Company

132

0.0%

Total

343,550

100.0%

Source: Nielsen Online, AdRelevance, February 2008

 

Top Ad Sizes

 

Dimensions

Impressions (000)

Share of all Impressions

Leaderboard

(728x90)

88,510

25.8%

Non-Standard Dimension

 

85,408

24.9%

Skyscraper

(120x600)

79,742

23.2%

Medium Rectangle

(300x250)

32,778

9.5%

Wide Skyscraper

(160x600)

24,991

7.3%

Button #1

(120x90)

7,101

2.1%

Full Banner

(468x60)

5,725

1.7%

Button #2

(120x60)

5,096

1.5%

Rectangle

(180x150)

4,357

1.3%

Half Banner

(234x60)

4,173

1.2%

Micro Bar

(88x31)

2,744

0.8%

Square Button

(125x125)

2,597

0.8%

Large Rectangle

(336x280)

208

0.1%

Vertical Banner

(120x240)

89

0.0%

Square

(250x250)

30

0.0%

Total

 

343,549

100.0%

Source: Nielsen Online, AdRelevance, February 2008

 

Ad Delivery Types

Ad Delivery

Impressions (000)

Share of all Impressions

In-Page

343,191

99.9%

Pop-Under

352

0.1%

Pop-Up

5

0.0%

Total

343,548

100.0%

Source: Nielsen Online, AdRelevance, February 2008

Note: Nielsen Online, AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service.

And in Europe approximately 53.9 million Europeans visited a career services and development site during an average month during the fourth quarter of 2007, averaging 3.5 visits per visitor, reports comScore.

Top Ten European Career Services & Development Sites(Total European Unique Visitors (000) Age 15+ Home & Work Locations Q4 2007)

 

 

Property

Average Monthly

Unique Visitors (000)

During Q4 2007

Average Monthly Visits

Per Visitor During

Q4 2007

Total European

Internet Audience

229,690 

55.1

Career Services and Development

53,901

3.5

Monster

6,121 

2.3

Stepstone

2,854

1.8

ANPE Sites

2,765

4.1

Bundesagentur für Arbeit 

2,516

2.7

JOBCENTREPLUS.GOV.UK  

2,423 

3.1

Anuntis Segundamano - InfoJobs

2,365

3.7

CareerBuilder LLC

2,093 

1.3

TALENTS.FR

1,636

2.9

PRACUJ.PL

1,516

2.3

Totaljobs.com Sites 

1,434

1.8

Source: comScore Inc., January 2008

Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

Monster maintained its position as the most popular site in the category with over 6 million visitors - more than twice the number of visitors to its closest competitor. Stepstone ranked 2nd with 2.9 million visitors, followed closely by ANPE Sites with 2.8 million visitors and Bundesagentur für Arbeit with 2.5 million visitors.

"With nearly 54 million visitors in a typical month during the fourth quarter of 2007, the career services and development category continues to attract a significant share of the total European Internet audience," said Bob Ivins, EVP of European Markets for comScore. "Traffic to these sites represents a bellwether for the job market, and if economic conditions worsen over the coming months and cause an increase in the unemployment rate, we can expect to see visitation activity at these sites climb."

 

For more information on the Eureopean data from comScore, please visit here.

 

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About the Author

Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.