May Brings Online Flower Traffic

June 16, 2010

Americans sought flowers, sports and entertainment news online during May 2010, according to [pdf] comScore MediaMetrix rankings.

The total US internet audience grew 1%, from 213 million unique visitors in April 2010 to 215.1 million unique visitors in May 2010.

Mother’s Day Boosts Online Flower Traffic
Most likely spurred by the traditional flower-giving holiday of Mother’s Day (May 9, 2010), last month the online flowers/gifts/greetings category grew 23%, from 29.3 million unique visitors to 36.1 million unique visitors. Flower site Proflowers.com led all web properties in terms of percentage growth, as its unique visitor traffic increased 168%, from 2.7 million to 7.3 million.

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AmericanGreetings led all flower sites in terms of total monthly unique visitors (10.4 million), with Proflowers.com ranking second.Gifts.com grabbed the number three position with 5.8 million unique visitors (up 39%), followed by 1-800-Flowers.com, Inc. with 3.6 million unique visitors (up 86%), and Hallmark with 2.8 million unique visitors.

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Playoff Season Draws Sports Fan Interest
The NBA and NHL playoffs drove a 20% overall jump in the sports category during May 2010. Sports sites attracted 140.5 million unique visitors, compared to 117 million in April 2010. Yahoo Sites ranked first in the category for unique visitors with 35.9 million, followed by ESPN with 25.4 million visitors. FOXSports.com on MSN ranked third with 23.5 million visitors, while CBS Sports and Fantasy Sports Ventures rounded out the top five, each with 15.3 million visitors.

Americans Go Online for Entertainment News
The entertainment news category reached an all-time high of nearly 100 million unique visitors during May 2010, representing a 20% gain from 83.6 million in April 2010. omg! was the category leader with 23 million visitors. TMZ ranked second with 16.1 million visitors (up 8%), followed closely by People with 15.4 million visitors (up 6%). E! Online experienced a comparatively large increase of 26% to reach 8.4 million visitors in the fourth-place position for unique visitors, while Entertainment Weekly rounded out the top five with 8.3 million unique visitors.

Facebook Sets Record for Unique Visitors
Google Sites ranked as the number one online property in May 2010 with 179 million unique visitors, followed by Yahoo Sites with 167 million and Microsoft Sites with 160 million. Facebook.com held the fourth-place position last month with an all-time high of 130 million visitors, while AOL LLC attracted 112 million unique visitors.

Top Four Online Ads Reach More than 9 in 10 Online Users
BrightRoll Video Network led the May Ad Focus ranking reaching 97% of Americans online. YuMe Video Network ranked second, reaching 96% of the population, followed by ScanScout Network with a 93% reach and TremorMedia with a 92% reach.

Web Usage Generally Declines for 2nd Straight Month
Month-over-month US internet usage generally declined for the second straight month in May 2010, according to differently collected and analyzed data from The Nielsen Company. While the average number of sessions per person remained flat at 56 between April and May 2010 and the number of domains visited per person grew 3.6%, from 83 to 86, most other metrics slightly fell. The average number of web pages visited per person declined 3.3%, from 2,545 to 2,460, and average PC time per person dropped 4.6%, from 57 hours, 30 minutes and 51 seconds to 54 hours, 52 minutes and eight seconds.

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