Money on Online Americans’ Minds

October 22, 2010

Two very different types of money-related sites – gambling and business/finance, were the top-gaining US site categories in September 2010, according to comScore Media Metrix data.

Poker Tournaments Prove Top Draw
comScore analysis indicates online poker tournaments, such as FullTiltPoker’s Doubles Poker Championship and PokerStars’ WCOOP Main Event, drove significant traffic to gambling sites in September 2010. Nearly 15 million people visited a gambling site during the month, a 20% increase from about 12.4 million in August 2010, making gambling the highest-growing site category for the month.


FullTiltPoker captured the top spot with 4.2 million visitors (up 46%), followed by PokerStars with 2.7 million visitors (up 7%), Kingolotto with 1.4 million visitors and Absolute Poker with 1.3 million visitors. experienced significant growth during the month, surging 274% to 1.3 million visitors, along with, which grew to more than 1 million visitors in September 2010, up from 31,000 visitors in August. This represents a month-over-month growth rate of more than 3,000%.

Business/Finance Site Traffic Grows 8%
While not growing as dramatically as gambling site traffic, business/finance site traffic increased 8% from 155.2 million in August 2010 to 167.8 million in September 2010. This possibly reflected the end of the summer vacation season and the return to work for many Americans.

Education Falls into Place
September also marked the end of school vacation for millions of American students (and teachers). The category attracted 78.7 million visitors in September 2010, up 6% from 74 million in August 2010.

Pearson Education led the category with 17.8 million unique visitors during the month, up 25% to rank among the top-gaining properties for the month. HotChalk came in second with 13 million visitors, also among the top-gaining properties with a 42% increase. Education followed with 8.2 million visitors (up 44%), while drew 7.9 million visitors.

The Career Training and Education category also saw growth prompted by back-to-school, reaching an all-time high of 13.4 million visitors. ranked #1 in the category with 900,000 visitors during the month, followed by AesopOnline with 688,000 (up 82%), with 577,000 and with 494,000. saw strong growth with 421,000 visitors (up 66%), while surged 411% to 279,000 visitors.

YellowBook, NBC/Univeral Make Big Gains
Google Sites ranked as the number one web property once again in September 2010 with 180 million visitors, followed by Yahoo Sites with 178 million and Microsoft Sites with 165.1 million.


Among sites dramatically increasing in popularity YellowBook Network climbed eight positions in the ranking to #31 with 30.6 million visitors, while NBC Universal jumped 15 positions to #33 with 29.1 million visitors.

BrightRoll Reaches Almost Everyone
BrightRoll Video Network led the September 2010 Ad Focus ranking with a potential reach of 99.5% of Americans online, followed by TubeMogul Video Ad Platform with a 97.5% potential reach.


SpotXchange Video Ad Network ranked third with a 96.9% potential reach, while Firefly Video came in fourth with a potential reach of 94.5%. ScanScout Network climbed five positions to capture the eighth spot with 86.7% potential reach.

Mobile Gambling Has Good Chance for Growth
Mobile online gambling will see a substantial increase in global revenues, according to a recent white paper from Juniper Research.

“Good Odds for Mobile Gambling” findings indicate total global wagers on mobile gambling services will reach about $48 billion USD by 2015. Steady growth in the vertical has been occurring in the past two years despite the worldwide economic downturn, mainly in the mobile betting niche.

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