Table 1. Nielsen//NetRatings Top Categories, May 2001 (U.S., Home)
% Change from
Category Unique Audience Reach % January to
(000) May
1. Search Engines/Portals &
Communities 95,340 92.4 2.4%
2. Telecom/Internet Services 72,098 69.9 4.7%
3. Entertainment 68,734 66.6 1.8%
4. Computers & Consumer Electronics 48,365 46.9 0.9%
5. Multi-category Commerce 42,102 40.8 -3.4%
6. News & Information 40,899 39.7 5.9%
7. Finance/Insurance/Investment 32,792 31.8 2.4%
Source: Nielsen//NetRatings, May 2001
Telecommunications and Internet service sites follow a distant second, attracting nearly 70 percent of the Web population or 72 million surfers. "Telecommunications and Internet services sites continue to play a significant role in daily Web usage as well, growing faster than search engines and portals," added Kaldor. "Key to their growth has been the overwhelming success of free e-mail services. Companies which have aligned themselves in both of these top two categories, such as MSN and Yahoo! among others, are ideally positioned to dominate surfer mind-share and wallet-share."
The entertainment category followed closely behind telecommunications with 69 million people or 67 percent of Web surfers.
"Despite the decline in traffic to Napster, the overall entertainment category continues to be robust, ranking as the third most visited category for home surfer," continued Kaldor.
May Internet Audience Ratings
The following set of at-home and at-work information includes: Top 25 Web Properties, Top 25 Internet Advertisers, Top 10 Banner Ads and Average Web Usage for the month of May 2001.
Nielsen//NetRatings: Top 25 Web Sites by Property
Month of May 2001
Ranking of the Most Visited Web Properties
Top 25 Properties, Combined Home & Work
Property Unique Time Per
Audience Person
(000) (hrs:min:sec)
1. AOL Time Warner 78,656 1:08:07
2. Yahoo! 69,977 1:58:33
3. MSN 61,804 1:38:16
4. Microsoft 38,620 0:11:04
5. Lycos Network 36,011 0:17:56
6. Excite@Home 30,218 0:40:07
7. About The Human Internet 25,757 0:12:12
8. Walt Disney Internet Group 22,856 0:36:59
9. Amazon 22,799 0:16:50
10. eBay 21,195 2:02:59
11. InfoSpace 20,326 0:10:42
12. CNET Networks 19,103 0:16:47
13. ClassMates Online 16,553 0:12:22
14. GoTo.com 16,279 0:04:28
15. eUniverse Network 15,543 0:19:21
16. Ask Jeeves 15,483 0:11:11
17. Google 15,366 0:23:17
18. NBC Internet 14,985 0:18:56
19. Vivendi Universal 14,102 0:20:49
20. AltaVista 11,806 0:12:34
21. American Greetings 11,682 0:12:59
22. AT&T 11,607 0:21:03
23. Napster 11,603 0:17:58
24. Weather Channel 11,334 0:13:31
25. LookSmart 11,143 0:06:26
Example: The combined home and work data indicate that nearly 11.1
million home & work Internet users visited at least one of the
LookSmart-owned sites during the reporting period, and each person
spent, on average, a total of 6 minutes and 26 seconds at one or more
of their sites.
Notes: Rankings are based on audience measurement of people who
have access to the Internet at-home and at-work. Work rankings are
based on persons at-work who have access to a non-shared personal
computer. A property is defined as a consolidation of multiple domains
and URLs owned by a single entity. Reach is a measure of the
unduplicated audience that visits a property. The data are expressed
as the percentage of the total universe of Internet users who logged
onto the Internet at least once during the reporting period.
Nielsen//NetRatings: Top 25 Advertisers
Month of May 2001
Top advertisers, ranked by banner impressions, are based on data
from BannerTrack(SM), Nielsen//NetRatings' syndicated advertising
research report. An impression is counted each time an ad banner is
fully loaded onto a user's screen.
Top 25 Advertisers, At-Home
Advertiser(a) Impressions Reach %
(000)
1. Microsoft 2,226,380 49.6
2. TRUSTe 1,743,732 31.0
3. Yahoo! 1,175,997 38.0
4. Amazon 1,145,830 58.2
5. ClassMates 1,074,638 49.6
6. Columbia House 750,372 31.1
7. America Online 663,482 38.5
8. eBay 656,414 34.1
9. Barnes and Noble 646,891 42.8
10. Netscape 549,325 31.3
11. 1-800-Flowers 425,814 38.4
12. Providian 398,287 29.8
13. MSN 398,247 28.7
14. Casino On Net 388,616 27.5
15. TheBabyOutlet.com 372,242 2.1
16. Ebates 352,660 26.8
17. Compaq 305,345 23.5
18. NextCard 304,282 23.6
19. Bonzi Software 287,684 34.8
20. Webvan 271,936 4.9
21. ESPN 269,971 5.4
22. Monster 264,437 17.6
23. Excite 254,401 8.2
24. NeoPets 246,115 1.2
25. Lycos 244,896 12.6
Top 25 Advertisers, At-Work
Advertiser(a) Impressions Reach %
(000)
1. Microsoft 1,571,036 66.6
2. TRUSTe 1,506,410 49.1
3. Yahoo! 680,877 51.2
4. Columbia House 611,042 43.7
5. Amazon 593,903 68.7
6. Netscape 505,513 47.7
7. ClassMates 487,126 62.4
8. TheBabyOutlet.com 437,145 4.6
9. eBay 435,296 47.9
10. Barnes and Noble 408,865 53.1
11. Ebates 350,485 41.0
12. 1-800-Flowers 342,718 50.4
13. Datek 325,160 21.8
14. E*TRADE 303,272 23.8
15. MSN 292,424 41.9
16. Providian 283,893 44.8
17. NextCard 264,527 40.8
18. New York Times 262,547 20.3
19. CNN 253,211 18.9
20. Casino On Net 249,401 43.2
21. Compaq 244,235 31.2
22. HomeStore 239,110 30.8
23. America Online 237,180 46.6
24. ESPN 221,896 8.7
25. Oracle 221,285 13.2
(a) Impressions reported include house ads, which are ads that run on
an advertiser's own web property.
Example: An estimated 244.9 million Lycos banners were completely
loaded on home users' computers during the reporting period. These
banners were delivered to 12.6 percent or 13.0 million home Internet
users.
Nielsen//NetRatings: Top Ten Ad Banners Viewed
Month of May 2001
Top Banners, ranked according to reach percentage, are cited from
BannerTrack(SM), Nielsen//NetRatings' syndicated ad research service.
Top Ten Ad Banners Viewed At-Home
Advertiser(b) Reach % Creative
1. Bonzi Software 25.3 Warning: Your Internet Connection Is
Not Optimized. Download InternetBOOST
2001 Now!
2. ClassMates 21.3 Do any of these people look familiar?
Find your old friends again.
3. Colonize 18.3 Message Alert -- You have 1 message
waiting for you.
4. Columbia House 12.5 Act Like a Man! 4 DVDs for 49 cents
each.
5. Columbia House 12.4 BRING ROME HOME. 4 DVDs for 49 cents
each.
6. Columbia House 12.3 What a guy wants...12 free CDs.
7. Columbia House 12.3 Blondes are more fun. 12 free CDs.
8. Columbia House 12.3 Take 4 DVDs for 49 cents each.
9. Columbia House 12.2 Get Morpheous for your money. 4 DVDs
for 49 cents each.
10. Columbia House 12.2 MAXIMUS SAVINGS. Now get 4 DVDs for
49 cents ea.
Top Ten Ad Banners Viewed At-Work
Advertiser(b) Reach % Creative
1. Bonzi Software 42.4 Warning: Your Internet Connection Is
Not Optimized. Download InternetBOOST
2001 Now!
2. Colonize 36.6 Message Alert -- You have 1 message
waiting for you.
3. ClassMates 33.9 Do any of these people look familiar?
Find your old friends again.
4. Columbia House 22.4 Act Like a Man! 4 DVDs for 49 cents
each.
5. Columbia House 21.9 Take 4 DVDs for 49 cents each.
6. Columbia House 21.8 BRING ROME HOME. 4 DVDs for 49 cents
each.
7. Columbia House 21.8 Get Morpheous for your money. 4
DVDs for 49 cents each.
8. Columbia House 21.7 It's gonna be FREE. 12 FREE CDs.
9. Columbia House 21.5 What a guy wants...12 free CDs.
10. Columbia House 21.3 Blondes are more fun. 12 free CDs.
(b) Ad banners that run predominantly on an advertiser's own property
are not included in the top banner rankings.
Nielsen//NetRatings: Average Internet Usage Combined Home & Work
Month of May 2001
Data below represent activity for the average Internet user
at-home and at-work during the month.
Home & Work, Home & Work, % Change from
May April April
Number of Sessions
per Month 32 31 +3.2
Number of Unique
Site Visited 21 20 +5.0
Page Views per Month 1,109 1,071 +3.6
Page Views per
Surfing Session 35 34 +2.9
Time Spent per Month 16:31:02 16:07:22 +2.5
Time Spent During
Surfing Session 0:30:27 0:30:40 -0.7
Duration of a
Page viewed 0:00:53 0:00:54 -1.3
Active Internet
Universe (actually
surfed) 113.7 million 113.1 million +0.6
Current Internet
Universe Estimate
(had access, but
did not necessarily
go online) 173.6 million 174.3 million -0.4
About Nielsen//NetRatings Nielsen//NetRatings, the audience measurement service from Nielsen Media Research and NetRatings, Inc., collects real-time data from more than 70,000 panel members in the United States. The U.S. panel sample consists of 62,000 at-home users and 8,000 at-work users. These panels collectively represent the largest representative media research sample of Internet users in the industry. Worldwide, Nielsen//NetRatings services are provided via a partnership with ACNielsen eRatings.com, a venture between ACNielsen and NetRatings, Inc., (Nasdaq:NTRT) and measure the Internet experiences of more than 225,000 Internet users.
Nielsen//NetRatings services use unique technology capable of measuring both Internet use and advertising to provide the most timely, accurate and comprehensive Internet usage data and advertising information in the global marketplace. Nielsen//NetRatings services leverage proprietary data-collection technology from NetRatings, Nielsen Media Research's 50 years of expertise in research and audience measurement, and ACNielsen's international leadership in supplying market research information covering more than 100 countries. For more information, please visit www.nielsen-netratings.com.
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