comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. web activity at the top online properties for July 2012 based on data from the comScore Media Metrix service. More Americans visited the Business Finance category at the start of Q3, including Online Trading sites and Financial Advice sites. As summer reached its peak in July, many Americans spent time with leisure-oriented pursuits in the Community category, such as Pet sites and Beauty/Fashion/Style sites.
“Millions of Americans visited the Business and Finance category in July for up-to-the-minute reporting on the unsteady financial markets and for a mid-year health check on their investments and other financial interests.” said Jeff Hackett, executive vice president of comScore. “With summertime leisure also in full effect, many others took a more laid back approach to their web browsing by visiting community-based interest sites, including Pets and Beauty/Fashion/Style sites.”
July Means Business for Finance Sites
In July, two Business/Finance subcategories earned a spot in the top-gaining categories ranking, including the #1 placeholder earned by Online Trading sites. The category increased 23 percent to 10.7 million visitors during the month, with Fidelity Investments ranking first with 3.7 million visitors (up 16 percent). Scottrade Sites ranked second with 1.5 million visitors (up 40 percent), followed by Schwab.com with 1.4 million (up 18 percent) and TDAmeritrade.com with 1.3 million (up 16 percent).
Financial Information/Advice sites ranked fifth among the top-gaining categories, growing 10 percent to 58.2 million visitors in July. Bankrate.com Sites took the top spot in the category with 9.9 million visitors, followed by Geico with 5.1 million (up 23 percent), Citi.com with 4.6 million (up 5 percent), Progressive Insurance Company with 3.7 million and USAA.com with 3.5 million (up 9 percent).
Online Community Sites Build Strong Following in July
Several Community subcategories posted seasonal gains with Americans having more leisure time in July. With school being out and more hands to help around the house, many Americans looked into adding a pet to the family. Traffic to Pet sites spiked 18 percent to 29.6 million visitors, with PetFinder.com taking the top spot with 3.5 million visitors (up 12 percent). Petsmart.com Sites ranked #2 with 2.9 million visitors (up 31 percent), followed by PawNation with 2.8 million (up 44 percent), eHow Pets with 2.5 million (up 2 percent) and Petco.com with 2.1 million (up 10 percent).
Summer beauty and fashion were trending online as 85.4 million Americans visited a Beauty/Fashion/Style site in July (up 11 percent). Glam Style ranked first with 15.2 million visitors, followed Stylelist Sites in second with 8.8 million (up 7 percent). SheKnows Beauty grew a substantial 67 percent with 5.8 million visitors, followed by Glo with 5.5 million (up 7 percent) and Hearst Beauty & Fashion Network with 5.1 million (up 7 percent).
Top 50 Properties
Google Sites ranked as the #1 property in July with 190 million visitors, followed by Microsoft Sites with 169 million, Yahoo! Sites with 163 million and Facebook.com with 161 million. The highly anticipated Olympic Games drew 76.8 million visitors to Comcast NBCUniversal, vaulting the property into the top 10.
Display Ad Ecosystem Rankings
comScore has expanded its display ad ecosystem reporting to provide additional granularity in the classification of ad publishers, networks and other platforms that comprise the ecosystem.
Among syndicated Ad Focus entities, Google ranked first in July with an 82.6-percent reach of Americans online, followed by ShareThis (80.4 percent), Yahoo! Sites (73.5 percent), Facebook.com (72.7 percent) and Outbrain (68.5percent).
For Advertising Networks and Buy Side Networks, Google Ad Network ranked #1 with a 93.4-percent reach, followed by PulsePoint (89.9 percent), AOL Advertising (85.4 percent), Genome from Yahoo! (84.3 percent) and AT&T AdWorks (83.5 percent).
Among DSPs, SSPs and Ad Exchanges (which will include several additional entities in the coming months), Rubicon Project REVV Platform reached 96.2 percent of Americans online.