Widgets Reach 178 Million Users Worldwide

June 13, 2007

This article is included in these additional categories:

Data-driven | Personalization | Social Media | Technology

Photo-related web widgets dominate the list of Top 10 widgets worldwide, led by Slide – its widgets accounting for 117 million unique viewers in April – according to comScore, which also announced the launch of its Widget Metrix service.

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Slide’s widgets reached 13.8% of the total worldwide internet audience in April, when all widgets reached some 178 million users, or 21% of the internet audience worldwide, comScore said.

Other top photo-related widgets were RockYou (82 million viewers), PictureTrail (31 million viewers), and Photobucket (28 million viewers).

Facebook.com’s recent announcement that it is opening doors to third-party widget developers will likely have a significant impact in shaping the widget landscape over the coming months, comScore said.

“Third-party audience measurement is critical to the emerging widget economy,” said Hooman Radfar, founder of widget delivery platform Clearspring. “Measuring and understanding the widget universe is an important first step in enabling publishers and advertisers to fully realize the benefits of the burgeoning distributed Web.”

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In April, widget penetration was highest in North America, where 40.3% of internet users visited a website with an embedded widget, followed by Western Europe (24.3%) and Latin America (17.5%).

The current universe of web widgets is defined as embedded flash (.swf) objects. Widgets can be embedded into a site’s code and are typically displayed in a small viewing pane on the site; they are most often used to display customized or personalized content, such as photos or music recommendations, and are often found on blogs, social-networking sites and other personalized pages.

comScore’s data focuses on the individual widgets and not the platforms that deliver them. Desktop widgets are also not included.

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