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