"With the proliferation of faster access speeds and affordable high-performance PCs, Web users have found it very easy to download and install a wide range of Internet applications," said Carolyn Clark, senior Internet analyst, Nielsen//NetRatings. "Having an accurate picture of how consumers use Internet applications provides marketers with a versatile tool for developing a marketing campaign with impact." Internet applications tracking is part of Nielsen//NetRatings' new measurement of the Digital Media Universe (DMU), which combines Web-based traffic with Internet applications and browser channel audience data. Nielsen//NetRatings' enhanced tracking capabilities increases its measurable universe by 10 percent, providing the most accurate and comprehensive analysis of online usage and behavior.
DMU tracking allows users in-depth views of usage patterns for numerous applications, including instant messaging applications, media players, ISP applications (non-browsing), wireless content systems, Web phones, news and information toolbars, connected games, weather applications, auction assistants and shopping assistants. Windows Media player claimed the top spot for all Internet applications, reaching more than 31 percent of the active online population and attracting nearly 41.5 million unique visitors at home and at work in November 2002 (see Table 1). AOL Instant Messenger drew more than 27.8 million surfers and was one of the stickiest applications, with the average user spending nearly four hours during the month using the service.
RealOne Player/RealPlayer followed closely with more than 27.2 million unique visitors, attracting nearly 21 percent of the active online population. Instant messaging applications from MSN and Yahoo! rounded out the top five, recording 22.7 million and 15.6 million unique visitors, respectively. Due to the change in methodology for the Digital Media Universe, the Internet applications report does not permit comparisons to previously published market sizes and positions. Internet applications measurement includes executable computer files and applications, and files launched ending in ".exe", but does not include browser plug-ins, such as embedded media players and toolbars.
Table 1. Nielsen//NetRatings Top 10 Internet Applications, Ranked by Unique Audience (U.S., Home and Work)
Internet Application Unique Audience Active Reach % Time Per Person
(000) (hh:mm:ss)
1. Windows Media Player 41,452 31.2% :36:31
2. AOL Instant Messenger 27,848 21.0% 3:41:51
3. RealOne Player/RealPlayer 27,226 20.5% 0:18:25
4. MSN Messenger Service 22,721 17.1% 1:35:48
5. Yahoo! Messenger 15,595 11.7% 2:50:01
6. KaZaA 14,095 10.6% 2:35:37
7. Apple QuickTime 14,004 10.5% 0:06:33
8. Gator 11,628 8.8% 0:04:41
9. WhenU 10,304 7.8% 0:04:53
10. AOL Companion 10,095 7.6% 0:12:24
Source: Nielsen//NetRatings, November 2002
Nielsen//NetRatings reports November 2002 data for the Top Sites by Parent Company and Top Brands. In addition, Nielsen//NetRatings reveals the Top Advertisers by Company for November 2002 along with the latest online Average Usage metrics for the month. Nielsen//NetRatings Top 10 Web Sites by Parent Company and Top 10 Web Sites By
Brand
Month of November 2002
Table 1. Top 10 Parent Companies, Table 2. Top 10 Brands,
Combined Home & Work Combined Home & Work
-------------------------------------------------------------------------
Unique Time Per Unique Time Per
Parent Audience Person Brand Audience Person
(000) (hh:mm:ss) (000) (hh:mm:ss)
-------------------------------------------------------------------------
1. AOL
Time Warner 93,525 7:19:09 1. Yahoo! 80,181 2:35:36
-------------------------------------------------------------------------
2. Microsoft 91,437 2:11:02 2. Microsoft 76,848 0:33:40
-------------------------------------------------------------------------
3. Yahoo! 80,191 2:35:35 3. MSN 75,742 2:04:01
-------------------------------------------------------------------------
4. Amazon 37,873 0:21:39 4. AOL 72,494 8:41:43
-------------------------------------------------------------------------
5. United States
Government 37,168 0:21:07 5. Amazon 37,269 0:19:47
-------------------------------------------------------------------------
6. Google 36,772 0:26:56 6. Google 36,772 0:26:56
-------------------------------------------------------------------------
7. Terra Lycos 34,556 0:18:55 7. eBay 33,205 2:10:02
-------------------------------------------------------------------------
8. eBay 34,039 2:08:45 8. Lycos
Networks 32,434 0:19:38
-------------------------------------------------------------------------
9. About-
Primedia 32,237 0:15:49 9. Real 31,508 0:26:46
-------------------------------------------------------------------------
10. RealNetworks 31,585 0:26:47 10. About
Network 23,011 0:14:11
-------------------------------------------------------------------------
Example: The data indicate that 31.6 million home Internet users visited at least one of the RealNetworks-owned sites or launched a RealNetworks-owned application during the month, and each person spent, on average, a total of 26 minutes and 47 seconds at one or more of their sites or applications. A parent company is defined as a consolidation of multiple domains and URLs owned by a single entity. A brand is defined as a consolidation of multiple domains and URLs that has a consistent collection of branded content. 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 AdRelevance Top 10 Advertisers
Month of November 2002
Top advertisers, ranked by impressions, are based on data from AdRelevance, Nielsen//NetRatings' advertising research service. An impression is counted as the number of times an ad is rendered for viewing. Top 10 Advertisers by Company Advertiser* Impressions (000) ------------------------------------------------------------ 1. Classmates Online, Inc. 4,742,694 ------------------------------------------------------------ 2. Amazon.com, Inc. 3,981,095 ------------------------------------------------------------ 3. The Estee Lauder Companies Inc 3,504,537 ------------------------------------------------------------ 4. SBC Communications, Inc. 2,415,824 ------------------------------------------------------------ 5. USA Interactive 2,345,211 ------------------------------------------------------------ 6. Hewlett Packard Company 1,948,242 ------------------------------------------------------------ 7. Sabre Inc. 1,837,921 ------------------------------------------------------------ 8. Barnes & Noble, Inc. 1,807,867 ------------------------------------------------------------ 9. Bank One Corporation 1,523,573 ------------------------------------------------------------ 10. Columbia House Company 1,520,371 ------------------------------------------------------------*Impressions reported exclude house ads, which are ads that run on an advertiser's own Web property.
Example: An estimated 1.5 billion Columbia House Company advertisements were rendered for viewing during the surfing period.
Nielsen//NetRatings Average Internet Usage
Month of November 2002
Data below represent activity for the average Internet user during the designated monthly period.
Home & Work, Home & Work, % Change from
November October October
-------------------------------------------------------------------------
Number of Sessions/Visits per
Month 49 54 -9.3
-------------------------------------------------------------------------
Number of Domains Visited per
Month 76 73 +4.1
-------------------------------------------------------------------------
Web Page Views per Month 1,357 1,307 +3.8
-------------------------------------------------------------------------
Web Page Views per Surfing Visit 35 34 +2.9
-------------------------------------------------------------------------
Time Spent per Month 45:09:09 52:00:24 -13.2
-------------------------------------------------------------------------
Time Spent During Web Visit 0:32:56 0:32:28 +1.4
-------------------------------------------------------------------------
Duration of a Web Page viewed 0:00:56 0:00:57 -2.0
-------------------------------------------------------------------------
Active Digital Media Universe 132.8 million 128.9 million +3.1
-------------------------------------------------------------------------
Current Digital Media
Universe Estimate 176.7 million 178.7 million -1.1
-------------------------------------------------------------------------
Note: The Nielsen//NetRatings audience measurement panels represent the universe of persons with access to the Internet via personal computer either in the home, or at the workplace from a non-shared personal computer. The "active" portion of the universe previously represented persons who actively generated Web-traffic, or URLs, through a Web browser. With the launch of the DMU, the "active" portion of the universe now represents persons who actively used a computer connected to the Internet and either generated Web-traffic, or launched and brought into focus any computer application tracked by the Nielsen//NetRatings meter, or both. The new definition of Active Internet Universe is applied consistently across all audience measurement reports. This is true whether the view includes Web traffic only, Internet applications usage only, AOL proprietary browser channels only, or the combined DMU report which includes Web traffic, AOL Proprietary browser channels and Internet applications usage in combination. The impact of this change on the size of the Active Internet Universe is currently an approximate 10 percent increase versus the previous definition based on Web-only activity. About Nielsen//NetRatings
Nielsen//NetRatings is the global standard for digital media measurement and analysis and is the industry's premier source for online advertising intelligence with its NetView, AdRelevance, @Plan and WebRF services. Covering 70 percent of the world's Internet usage, the Nielsen//NetRatings services offer syndicated Internet and digital media ratings reports and custom-tailored data to help companies gain valuable insight into their business.
Комментариев нет:
Отправить комментарий