“In January, the average U.S. Internet user spent a record 36 hours online, reflecting the growing importance of digital media to Americans’ daily lives,” said Jeff Hackett, executive vice president of comScore. “Among the biggest category gainers in this heavy month of Internet usage were Travel and Career sites, which posted double-digit gains, and of course Tax sites as the non-procrastinators among us decided to get an early jump on getting their refunds.”
Winter Blues Melt at Travel Sites
Several Travel subcategories were among the top-gainers in January, including Transaction sites which grew 28 percent to 3.7 million visitors. TravelPN.com led the category with 798,000 visitors (up 11 percent), followed by Viator.com with 642,000 (up 9 percent), WWTE.com with 442,000 (up 86 percent) and OneTime.com with 278,000 (up 48 percent).
Car Rental sites jumped 22 percent to 6.2 million visitors during the month, led by Enterprise Rent-A-Car Company with 3.2 million visitors (up 14 percent). Avis Budget Group ranked second with nearly 2 million visitors (up 19 percent), followed by Hertz with 1.3 million (up 21 percent), CarRentals.com with 793,000 (up 30 percent) and Dollar Thrifty Automotive Group, Inc. with 790,000 (up 27 percent).
A trip wouldn’t be complete without lodging, so it is not a surprise that Hotels/Resorts also ranked among the fastest-growing Travel sites. The category attracted 33.2 million visitors in January, representing an 18-percent increase. Marriott secured the #1 position in the category with 5.1 million visitors (up 30 percent), followed by Disney Parks & Travel with 4.8 million (up 36 percent), Hilton Hotels with 4.6 million (up 25 percent) and Expedia Hotels with 3.3 million.
Career-Minded Americans Research Options Online
As the new year began, Americans turned their focus to career services and education. Traffic to Job Search sites grew 27 percent in January to 24.2 million visitors. Indeed.com Job Search ranked as the category leader with 13.7 million visitors (up 33 percent), followed by CareerBuilder.com Job Search with 9.8 million (up 27 percent), Monster.com Job Search with 5 million (up 28 percent) and SimplyHired.com with 3.5 million (up 42 percent).
Training and Education sites also gained traction, with a sizeable increase of 23 percent to 14.7 million visitors. LiveCareer.com topped the list with 1.2 million visitors (up 58 percent), followed by AesopOnline.com with 940,000 (up 44 percent), FastWeb.com with 736,000 (up 30 percent) and Learn4Good.com with 599,000.
Top 50 Properties
Google Sites ranked as the #1 property in January with 187.4 million visitors, followed by Microsoft Sites with 179.2 million and Yahoo! Sites with 177.2 million. LinkedIn.com jumped 8 positions to rank #29 with 36.8 million visitors, while Everyday Health, which helped many fulfill their New Year’s resolutions to be healthier, leapt 10 positions to #38.
Top 50 Ad Focus Ranking
Google Ad Network led the January Ad Focus ranking with a reach of 92.9 percent of Americans online, followed by AOL Advertising (85 percent), Yahoo! Network Plus (84.8 percent), ShareThis (82.4percent) and AT&T AdWorks (82.3 percent).
For more information, please visit Comscore.