Internet users at home surfed an average of 10 hours and 4 minutes in October 2000, compared to 8 hours and 13 minutes in October 1999. Page views per month also grew substantially over the past year. Last month, users viewed 720 pages per month, jumping 37 percent, compared to only 524 pages visited in October of 1999. Sites continued to offer broader and richer content, compelling surfers to spend more time and visit more pages at a site. "As Internet content expands, sites are attracting and keeping surfers' attention longer through value-added services like free email, chat, and mobile messaging," said Allen Weiner, vice president of analytical services, NetRatings.
"Even as people are spending more time online, they are predominantly visiting sites that provide a one-stop-shop for all of their needs." Internet penetration continues to rise, with 54 percent of the U.S. population having access to the Web from home. Internet access peaked in October 2000 with nearly 150 million people having access, a 32 percent increase over the same time last year. The two age groups leading this growth were youths and seniors.
More than 17.5 million surfers ages 2-17 accessed the Internet last month, jumping 47 percent over the past year. Seniors 55 and over who accessed the Internet grew 38 percent over the past year, with more than 11.9 million seniors logging on in October 2000. October 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 statistics for the month of October 2000.
Nielsen//NetRatings: Top 25 Web Sites by Property
Month of October 2000
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 Websites 64,744 0:43:29
2. Yahoo! 63,720 1:41:00
3. MSN 51,424 1:19:37
4. Microsoft 34,614 0:12:31
5. Lycos Network 33,708 0:21:28
6. Excite@Home 32,085 0:35:09
7. Walt Disney Internet Group 27,076 0:33:41
8. Time Warner 23,250 0:24:14
9. About The Human Internet 22,262 0:10:45
10. Amazon 21,837 0:16:23
11. AltaVista 18,560 0:21:41
12. CNET Networks 18,525 0:16:06
13. NBC Internet 18,243 0:14:51
14. eBay 17,010 2:10:49
15. eUniverse Network 16,003 0:18:01
16. LookSmart 15,840 0:07:39
17. Ask Jeeves 14,671 0:10:30
18. Real Network 12,625 0:06:46
19. American Greetings 11,856 0:11:49
20. EarthLink 11,602 0:17:15
21. AT&T 11,196 0:15:45
22. Uproar 11,113 0:42:35
23. The Go2Net Network 10,752 0:13:25
24. GoTo.com 10,564 0:04:15
25. Viacom International 10,178 0:14:21
Example: The combined home and work data indicate that nearly 10.2
million home & work Internet users visited at least one of the Viacom
International-owned sites during the reporting period, and each person
spent, on average, a total of 14 minutes and 21 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 October 2000
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(1) Impressions Reach %
(000)
1. TRUSTe 2,610,426 37.2
2. Microsoft 1,871,280 51.7
3. Yahoo! 818,409 36.8
4. Amazon 661,544 54.7
5. Barnes and Noble 596,935 52.3
6. America Online 533,814 42.4
7. Next Card 443,813 30.9
8. eBay 436,527 31.1
9. J2 Global Communications 377,050 14.1
10. AllAdvantage 340,226 5.4
11. Casino On Net 314,375 23.5
12. Datek 303,182 7.2
13. Netscape 291,542 35.6
14. GetSmart 288,771 26.9
15. Capital One 257,794 32.4
16. mySimon 257,064 11.3
17. National Discount Brokers 255,103 5.6
18. uBid 233,506 32.1
19. SexTracker 228,706 9.9
20. Ameritrade 219,424 13.7
21. CBS Sportsline 218,485 8.7
22. Coolsavings 211,624 21.3
23. Providian 203,386 25.4
24. E*TRADE 202,923 17.6
25. Pogo 195,930 4.6
Top 25 Advertisers, At-Work
Advertiser(1) Impressions Reach %
(000)
1. TRUSTe 2,098,431 54.6
2. Microsoft 1,458,918 68.5
3. Yahoo! 704,934 49.6
4. Barnes and Noble 436,831 61.9
5. Amazon 430,635 66.0
6. Datek 419,492 19.2
7. AllAdvantage 394,832 6.7
8. Next Card 362,077 45.0
9. E*TRADE 325,300 29.9
10. GetSmart 286,042 45.0
11. eBay 284,966 40.8
12. National Discount Brokers 277,062 14.1
13. J2 Global Communications 267,153 17.4
14. America Online 264,576 44.8
15. Netscape 254,227 50.1
16. Ameritrade 240,954 28.5
17. TD Waterhouse 233,253 17.7
18. mySimon 232,401 18.2
19. iWon 227,669 11.4
20. Capital One 202,623 46.8
21. uBid 171,649 46.3
22. iWin 168,410 31.9
23. Providian 160,927 39.2
24. Coolsavings 153,314 27.8
25. Morgan Stanley Dean Witter 147,507 7.5
(1) Impressions reported include house ads, which are ads that run on
an advertiser's own web property.
Example: An estimated 195.9 million Pogo banners were completely
loaded on home users' computers during the reporting period. These
banners were delivered to 4.6 percent or 4.2 million home Internet
users.
Nielsen//NetRatings: Top Ten Ad Banners Viewed
Month of October 2000
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(2) Reach % Creative
1. Bonzi Software 18.7 Warning: Your Internet
Connection Is Not Optimized.
Download InternetBOOST '99
Now!
2. Capital One 15.6 How FAST do you want your
credit decision?
3. Colonize 12.4 Message Alert - You have 1
message waiting for you.
4. Capital One 10.9 Capital One VISA PLATINUM
0% Intro Rate Fixed 9.9% APR
thereafter on ALL PURCHASES
5. Uproar 10.4 What instrument does Lisa
Simpson play?
Guitar - Flute - Saxophone
6. iWin 9.7 Click on the 33 for a chance
to win $31,000,000.
7. MSN/United Airlines 9.6 Book a United flight with
Expedia.com take 30% off
your next United flight.
8. Themestream 9.2 What are you enthusiastic
about? Genealogy? Wake
boarding? Golden Retrievers?
9. iWin 9.1 Answer the following
question for a chance to win
$31,000,000. What country is
Arnold Schwarzenegger from?
10. Themestream 8.8 What is your fetish? Get one
click access to your
interests.
Top Ten Ad Banners Viewed At-Work
Advertiser(2) Reach % Creative
1. Bonzi Software 34.3 Warning: Your Internet
Connection Is Not Optimized.
Download InternetBOOST '99
Now!
2. Capital One 24.9 How FAST do you want your
credit decision?
3. Colonize 23.4 Message Alert - You have 1
message waiting for you.
4. Uproar 17.9 What instrument does Lisa
Simpson play?
Guitar - Flute - Saxophone
5. Capital One 17.8 Capital One VISA PLATINUM
0% Intro Rate Fixed 9.9% APR
thereafter on ALL PURCHASES
6. Themestream 17.1 What are you enthusiastic
about? Genealogy? Wake
boarding? Golden Retrievers?
7. Themestream 16.9 Want some PASSION in your
in-box?
8. Themestream 16.2 What is your fetish? Get one
click access to your
interests.
9. Themestream 16.0 Politics, French Cooking,
Yoga
Whatever you're into
themestream's it.
10. iWin 15.8 Click on the 33 for a chance
to win $31,000,000.
(2) Ad banners that run predominantly on an advertiser's own property
are not included in the top banner rankings.
Nielsen//NetRatings: Average Internet Usage At-Home & At-Work
Month of October 2000
Data below represent activity for the average Internet user at-home
and at-work during the month.
At-Home, % Change At-Work, % Change
October from October from
September September
Number of Sessions per Month 19 +5.6 43 +10.3
Number of Unique Sites Visited 10 0 31 +10.7
Page Views per Month 720 +4.5 1,514 +10.0
Page Views per Surfing Session 38 0 35 0
Time Spent per Month 10:04:05 +4.9 23:11:18 +10.5
Time Spent during
Surfing Session 0:31:53 +1.1 0:32:34 +1.5
Duration of a Page viewed 0:00:50 +1.1 0:00:56 +1.5
Average Click Rate
for Top Banners 0.53 +20.5 0.27 +12.5
Active Internet Universe
(actually surfed) 91.1 million +2.3 36.1 million +6.7
Current Internet Universe
Estimate (had access,
but did not necessarily
go online) 149.6 million +1.3 38.5 million +7.2
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 (NYSE:ART) and NetRatings, Inc., and measure the Internet experiences of more than 200,000 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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