• BusinessWeek, Thursday, September 11, 2008 10:05 PM

In the battle for online kiddie traffic, Disney is leading Nickelodeon after adding new features to its site, but Nick users stay online longer.

Disney saw August traffic to Disney.com grow by a steep 9.6%, to 32.3 million unique users, per comScore, followed by Nick, with 28 million users, a 2.7% boost over the prior month.

While Disney can claim a hefty chunk of the 67.3 million kids who went online in August, Nickelodeon's family of sites has better user engagement numbers, per comScore. The average user stayed on one of Nick's sites for more than 93 minutes in August, compared with more than 53 minutes for Disney. But Disney seems to be cutting into Nick's lead. Time spent on Nick sites declined by 2% from July.

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