Update: Click here for January 2007 Update

Time is a limited resource.. As much as we hate to admit it, we each only have 24 hours on any given day to ‘do things’. In December 2006, we had 44,640 minutes to do whatever our hearts desired — be it sleep, eat, watch TV, jump rope, or spend time online.

Since we each have a fixed amount of time in a given day/week/month/lifetime, we all probably (I know I do!) want to spend it wisely. As such, when we are online we tend to spend more time on sites that are worthy of our attention. After all, who wants to waste time? So, the big question is, where DO we spend all our time online? Which websites are more successful in capturing our attention compared to others?

Take a look at the chart below:

Key Observations:

  • Only 20 domains capture a whopping 39% of all our time spent online.
  • Only 2.1% of our time is spent on Google.com (includes all sub-domains).
    • This surprised me somewhat, given how much I *think* I use Google everyday. I still think I use Google quite a bit, but now realize I don’t spend much time on the site itself. Google is NOT a portal with loads of content. Gmail and Google News are the only services that I spend considerable time on. Search, Maps, etc are quick look-up utilities, as they should be.
    • Even if one adds time spent on YouTube.com (#12) to Google.com’s (#5) tally — it still only adds up to 2.7%, and is well below time spent on Ebay.com (#4).
  • MySpace (#1) is miles ahead of Yahoo! (#2), however Yahoo! impresses. Yahoo holds a significant lead over Google+YouTube.com, MSN+Live.com and AOL+AIM.com. Yahoo simply needs to merge with MSN to take #1 (hint hint)
  • The presence of Adultfriendfinder.com on this list is surprising, but hey, everyone needs a friend, or two!


Update: We’ve released the Compete Attention 200™ ! (Top 200 domains) - 02/05/2007

ProfileGet SnapShots of sites mentioned in this post:

Want More Data? Compete’s top site lists are the best way to get visibility into the web as a whole. Compete offers ranked lists of 1,000 to 500,000 domains with complete Visitor, Pageview, Time, and Attention metrics. Find out more.

Jay loves creating, technology and innovation. If you want to find out more, visit his personal blog.

Analyze more domains: + +

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Comments

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  1. skitoo

    I’m really surprised by the yahoo-google thing. You mention that Google doesn’t have a lot of content to browse, but in that sense, neither is Yahoo. What does Yahoo have that Google doesn’t? In my opinion, Google has more reasons to stay on their domain. Not only does Google have sections such as Google Trends, but they have gchat associated with their gmail. A lot of people seem to love leaving their gmail up so they can make use of gchat pretty much all day long. Is there any real explanation for Yahoo’s surprising 2nd place?

  2. ctkach

    Yahoo Finance… it is by far the best (free) financial resource on the web and if you are spending any time researching companies for investment purposes you’ll spend a ton of time on yahoo finance. Also, I believe their personals site is considered the #1 personals site in terms of traffic. Not to mention HotJobs, Yahoo Mail, etc… basically, they have plenty of individual sites that require the user to peruse through listings, read and perform other types of research that google just doesn’t provide (ok, they have a financial site but it isn’t even in the same league as yahoo’s).

    It would be interesting to see a breakdown of the individual yahoo properties to see where the true consumer of time is located.

  3. Joseph Hunkins | Joe Duck

    About 30 percent at the top 5. I think the 20 site cutoff is a bit distracting since this curve appears to diminish to very low numbers very quickly. Wouldn’t it be more appropriate to conclude the opposite - ie that long tail is where most of the action is now?

  4. Search Engines WEB

    There are room for improvements in this list - because the country codes should be added, to be fair

    Google.co.uk - Google.de etc and others - are relevant when counting Google’s rankings - because many of the other sites only use one .com domain regardless of the country of origin

  5. Nicole Simon

    I am missing in this blog post how you did track or think you tracked these informations. I tried to click around a bit to find the information about this but none was presented.

    As usual, I find it annoying when somebody says “of all internet users” in such numbers - because you do never track all of them but at least you added US-Users (my favorite missing piece).

    Now, assuming that you track this by a toolbar as I can see it below, it is the usual “only if you have it installed syndrom” like with alexa. And - having windows with sites open does not mean spends time. But let’s assume you do track online ‘time’ by active window, it still does not make sense to set this as visited and use relevance with this. For the simple reason as you described - google. You use it shortly but it has immense value for you.

    Now is it really surprising that Yahoo has such high usage? If I look at the picture of the toolbar below, it features yahoo as the only non compete site (again - I have not used your tool), and that people who install such a toolbar are more likely to spend time on myspace than they do on amazon.com for ordering books should also not come as a surprise. :)

    So, nice insight - of your target sample.

  6. Randy Parella

    Nicole… There is a huge link on the upper right box of the site labeled: “Where do these traffic numbers come from”. If you click it you’ll find that Compete’s Toolbar is only one of of several data inputs.

  7. RobertoSucco

    Do you think this will make my Wikipedia stocks rise? :) http://iam.always.online.fr/tr.php?wordid=2315

  8. Bill

    Yahoo Fantasy Sports…I’m telling you, that is HUGE.

  9. Ed Mercado

    Interesting. Will this be updated overtime?

    Now that MS finally updated their web browser to include RSS (although not great, I still prefer Firefox), I wonder how much of this will change overtime when (if it happens) people start using RSS more. So instead of portals and pageviews will change to RSS and quick snapshots.

    Also, recently I had looked at an Alexa’s analysis of portals from the past compared with Yahoo. One thing I found interesting was that on the bottom it mentioned that ~50% of people visiting the Yahoo do so for webmail. I wonder if that will change over time. I have Yahoo and Gmail accounts. Until about two months ago I’ve started using Gmail more, since it’s convenient for the integration with other services (Calendar, Docs, Maps, free POP3). Switching from one to another (i.e. YMail to GMail) is more about convenience. So much easier to stick with what you have. But, if people see the convenience of other services, I wonder how that will change this analysis. Thanks again.

  10. brinking - nabeel hyatt

    The new way to rank the web

    Looks like Jay Meattle over at Compete’s blog has been watching his trackbacks. Just a couple days after using his data to make my case for how widgets and ajax will lead to a shake-up in web hierarchy to measuring by time, he posted a great follow-up…

  11. Don Dodge

    Great charts but I come to a very different conclusion. The basic problem is that Yahoo traffic is junk that is not good for targeting ads. Google gets 88% of its traffic from search result pages where they can sell targeted PPC (Pay Per Click) ads. Yahoo gets only 11% of its traffic from search.

    Yahoo gets 33% of its page views on Yahoo Mail where at best you can sell low margin CPM ads. Another 32% is hits on the Yahoo home page…again, not targeted so all you can do is sell CPM banner ads.

    That is the fundamental difference between Google (PPC) and Yahoo (CPM) The nature of the traffic is different and the way it can be monetized is WAY different.

    I wrote a blog about this today with traffic composition charts that illustrate the problem. See http://dondodge.typepad.com/the_next_big_thing/2007/01/yahoo_cpm_versu.html

    Don Dodge

  12. Dan Sage

    I think that more people’s browsers are defaulting to MSN and Yahoo but that doesn’t actually mean that anyone is sitting in front of it looking at the screen. I come in to work and all of the browsers on each computer (besides my own, which defaults to google) default to msn. Most of the day, those browsers stay open, but no one is at the computer or at least not actually looking at anything on the site, they might have another application open and be doing something else and just keep the browser minimized. I bet the story would be slightly (not immensly, but slightly) different if we were able to identify inactive users and remove them from the data set.

  13. Ken

    So this is US, or at least English-only sites? I’d love to see a global version…

  14. Lizi

    My question is how did Bank of America enter to this list? According to you it is more popular then wikipedia.
    What about other social networks ?

    see me at: http://copenda.blogspot.com/

  15. Audi

    Yea I think MySpace will dominate again in 2007. They are about to hit China so their traffic will increase their numbers even more.

  16. Sergey

    And of course, not a word about Asia..

  17. hao123

    That is very good! I support you!

  18. Derek Chew

    Is there a way to provide the top 20 domains in the lower percentile?

  19. Greg & Sheryl

    Yahoo! Groups are an extrememly popular social resource, so we presume that plays into Yahoo!’s high ranking.

  20. April Dujin

    My prediction is that in the next year’s rankings we will see Club Intimate (www.clubintimate.com) taking a position.

    Club Intimate is a community based Online Dating & Social Networking service that is 100% FREE to join and use. Most of the social networking sites are not built for dating but Club Intimate is.

    Since Club Intimate is 100% FREE it will make its mark in the online dating scene giving a good competition tio the big guys like match.com, mate1.com, lavelife.com etc.

  21. Vijay Gupta

    Nice information Man! This can be very helpful for those who are looking for a platform to get good exposure through advertisements. This is secondary that with which keyword and content they are offering their ads.

  22. Eros Kasikantiris

    Given this information stated above,”Where DO we spend our time online?” where is the absolute best place to market a commercial website for travel?

    Thank you.
    Eros

  23. Eros Kasikantiris

    What are the age demographics for my My Space ?

  24. GregSaks

    Eros,

    I handle travel category research for Compete. Regarding where to market, it depends on your product, budget, target market, etc…

    Paid search can be effective if you are in destination marketing. Destination-specific terms can often be purchased inexpensively. To do this well, a significant amount of effort must be dedicated to optimization.

    For selling hotel inventory, meta search sites like Kayak and Sidestep have attractive lead generation platforms that might be of use. Also, distributing through 3rd parties like GDS’s and OTA’s can be very effective despite the trend towards direct sales. JetBlue Airways, which had avoided selling its seats on 3rd party sites, recently started doing so and claims they are now getting a higher average ticket price through that channel compared to direct sales on their own site.

    It’s a competitive game but there are many options that can work.

    Regards,
    Greg

  25. Jaan Kanellis

    go.com more popular than YouTube? Come on.

  26. Eros Kasikantiris

    Greg,
    What a very intelligent answer you gave to me. Very much appreciated. I’m not sure what your industry is but, who ever you work for should be grateful…

    Thank you
    Eros

  27. Sandy

    Hate to seem a Nerd, but what is MySpace? It’s the first time I’ve ever heard of it.

  28. Brett's Blog

    Which websites get the most of our time

    This is pretty fascinating, especially the little stat that 39% of all minutes spent online in December ‘06 were spent on these 20 websites.
    So, thanks to Compete for compiling this great data, the top 20 sites where we spend the most time.
    Which…

  29. Ed

    I agree with Seth Godin on “time spent” and pageviews, they’re meaningless:

    http://sethgodin.typepad.com/seths_blog/2007/02/meaningless_to_.html

  30. Heather Veale

    Yahoo is also partnered with AT&T, so anyone who gets AT&T SDL for $15 a month gets their mail on Yahoo, which does NOT have POP3 access so I don’t use it. Yahoo Music is probably one of the biggest traffic catchers. I’d like to see the page view data if they have it available. Interesting study, though.

  31. seo

    good!

  32. mario

    Oooops. What you measured here is not popularity, but inefficiency. My personal experience with ebay is, that it just plainly wastes my time. I avoid myspace alltogether. Same with most of the others from this list. Google gets little of the time slice cake above, because it helps people QUICKLY to get their job done. While people remain little ACTUAL time there, they spend waaaaaay more EFFECTIVE time on it. Differentation is key.

  33. keith

    I hate MySpace. The site is a hotbed for predators and child-molesters. I am shoked how low you-tube ranks compared to its media coverage. The google ranking is not as surprising because they really only are reliable for running queries. I think the internet needs to be regulated so sites like you-tube and myspace won’t exist for predators to use. And yes, we are safer since 9/11 “Mr. Anti-bush.” I think a major site that might crack the top twenty this year will be comcast.net because it is expanding its internet domain operations nationwide and there is talk of bandwith space trading (similar to that Enron bandwith trading but more reliable). Great info.

  34. Michael McDaniel

    I’m very surprised to see Neopets.com on this list. Having been a user on neopets years in the past, I know that it’s just a web-based gaming community geared at kids. So, knowing that, I can’t really believe it ranks with MySpace, Google, Yahoo, etc. But, then again, their user count has skyrocketed since then, and with there massive sellout to merchandising, maybe it shouldn’t be such a shocker to me. Not to mention it’s free.

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  36. Nicks D

    Great Site infomation.
    A little shocking to see google that low, But non the less a nice read.
    Thanks.

  37. SSS

    Do you know of any statistics on how much time to US consumers online for job search ?

  38. chair covers

    This doesn’t surprise me at all. yahoo has a loyal following from the olden days and their marketing and products has really branded the site to be a great place to stay on the internet.

  39. Helga

    Thank for making this valuable information available to the public.

  40. Britney

    This website is very nice and colorful too. Its nice to have something to show others where you attend church and to show all the smiling people filled of the goodness of the Lord. You have a wonderful website here. May God rich bless you always.

  41. Sadheb

    Before calling one of the call centers,the online time on .com was 5 minutes and page views viewed were around 10 per minute.What all do you suggest we do to increase his online time to 25 minutes and also page views to 25 per minute?

  42. Mitesh Rami

    How you come up these briliant stats

    you are extreamly right people mainly move around these 20 - 25 websites

    great job

    keep on sharing such intresting stats

    Thanks once again

  43. Ryan

    I dont believe this chart. what about FARK?

  44. Chris Dowell

    Great Chart! I’m surprised that Yahoo is that much higher then Google. Google is 3-1 over Yahoo in directing traffic to my site (I’m on 1st page on most of my main keywords).

  45. Mbquart

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  47. DMcCunney

    No surprise on Yahoo vs Google. Yahoo is a portal, with Yahoo originated content. Many folks make Yahoo their home page and starting point. Google is a search engine, serving as a redirect to content elsewhere users are interested in viewing.

    But remember that time spent on the site is not the most important metric. Most web sites are ad supported. Advertisers pay for click-throughs to their site where users might actually buy something. It doesn’t matter if the user spends all day on a site if they don’t click on ads.

    Google serves unobtrusive text based ads to half the web sites in existence, using Google search technology to try to make the ads relevant to the content of the site. They are doing *very* well, thank you, from this, with a market cap that reflects it.

    Google doesn’t need people spending a lot of time on their domain to make out. They got a piece of everyone *else’s* action.

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  50. Skischule

    I think these blog is really useful for new comers and Excellent resource list.
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  51. Freddy Rangkuti

    In my opinion all of these best websites above give free for their contents. According to Quran (5,85) “And for their prayer hath Allah rewarded them with gardens, with rivers flowing underneath, their eternal home. Such is the recompense of those who do good”. It’s mean that if we give all of our kindness we can get high return. Insya Allah in my sites http://www.fraimarketing.com , I give all contents for free such as free e-books and free consultation, enjoy.
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  52. Rinku

    You are actually right.
    Even though my default page is google i hardly spend time browsing specifically on google.
    Google is useful tool for any type of information search but the actual browsing on this site itself is very less.
    Yahoo is the most used site for all type of search.

    Thanks
    Rinku

  53. mani

    Hello,

    This is a excellent piece of information.
    I am planning to open few websites, this will certainly helpful.

    i am going to provide lot of oppertunity…with all the features.

    thanks again.

  54. mani

    sorry….i forgot to ask one thing…
    where did you get this info???

    how can i get the how ppl spent time agewise and reginonal wise ?
    please provide me the details, if possible

  55. Sicherheits-Scout

    Nice .. thanks ; )

  56. Bayerischerwald

    Super side and good work continue so. Thank you

  57. yellowpages

    Impressie list, never thought that myspace is on the first place..

  58. llkjkl;

    are you serious?!?! myspace is the only thing id expect to be number one… people are addicted to it

  59. Eib sys

    Super side and good work continue so. Thank you

  60. David Rogers

    Yeah, Google Yahoo thing… takes less time to find what you want on Google ;)

  61. shawn

    yes you use google a lot, but do you really spend that much “time” on google? while the losers who love dumbed down myspace will surf it for hours. I know my girlfriend is on it for over an hour every night. Yes she uses google 101 times a day but only for secs at a time.

    Shawn
    Ohio

  62. Sumanth Krishna

    Does the percentage you mentioned for Google include its sub domains also?
    I doubt!

    Sumanth Krishna. A
    http://sumanthtechsavvy.blogspot.com

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  64. Mithun Dhar

    This is a great compile! Although, having more information about the demographics and the survey data would be helpful. Interesting results though…hmm!

    -Mithun Dhar

  65. Jason Brown

    Really interesting information - and Yahoo Fantasy Sports are huge…

  66. Classic Corvette

    Yahoo mail and yahoo sports definitely play a part.

  67. Johnson

    Quit G as my home page long ago - use Y now.

  68. Gerard in Zimbabwe

    That works out at about 1.7 YEARS per US citizen spent on MySpace in ONE MONTH if US population is 300 million. Seems funny to me?

  69. VitaiminCM

    I think the reason that Bank of America ranks so high in “Time” is that it is the worst designed e-commerce site in the world. It takes about 15 minutes just to get logged in.
    What a piece of crap.
    They bought out my credit card company and I’m forced to use their site. It is pure torture.

  70. Darren

    Absolutely dating is a numbers game, just like Sales (as a profession is) and many other endeavors. I used to take it personally, but then I began to realize some of the women I felt I was “doing them a favor” by even talking to them were flat out not interested…this is because of any number of reasons, not necessarily my looks or personality or the way I approached them….BOTTOM LINE IMPROVE YOUR NUMBERS AND IMPROVE YOUR ODDS…..more at

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  71. Tom

    Weird enough no words about the Asian part of this world…

  72. J. Anthony Cartter

    I want to help all the guys out there still WASTING time on AFF!! I (obviously) AM a slow learner. I spent 6+ years as an on again off again member on AFF. I figured out I spent close to if not slightly over $580.00 trying to meet women on this site. It does announce loudly and proudly that they are “The World’s Largest Sex & Swinger Personals Community”…right on their home page! In the 6+ years’ve been on I have tried emailing, winking, adding as “friend”, adding to network, changed my profile, paid for highlighting, and several other methods to attract the elusive “horizontal bump buddy”. I have used these singly and in combination. I have written (easily) 800+ emails. I’m not talking the “love your pics, wanna hump?” kind of emails but ones promoting myself in relation to their choice of favored characteristics. Emails written pointing out how well we matched based on the site’s own grading systems (2). Emails written directly to them from what I read in their profiles. I never wrote anyone I shared less then 3 “stars” with, and almost always from only the 4 or more “star” category. I always wrote to women who were easily within driving distance of at least myself if not them. I’ve always treated the women I was trying to meet with respect and consideration. I’ve stayed religiously within the age requirements of the women I’ve attempted to contact. I was always truthful about myself and showed only pictures of me. I am and have been considered very attractive by women from many walks of life and know that I’m not hard on the eyes. I’m an experienced “partner” who takes care of himself and remains Drug/Disease free and have the documentation to prove it. If dating is the “numbers game” that the guy above says it is I should be smothered in “partners”.

    To Date, I have had 9 women write back, 3 more than once. I have met 2 women and have had “fun” with ONE (1)…that’s it… ONE!

    This leaves me with a few inescapable conclusions.

    1) the vast majority (if not all) of the female profiles on this site are a) bots or b) fake cut outs from magazines, etc. filled out by employees or owners of the site.

    2) Any real profiles posted by women are total fabrications they make up to fit how they “feel” they should look and know they don’t. Hence the “never set up/agree to meet” syndrome.

    3) These women (the few real ones actually on the site) are using the site solely as a boost to their vanity. Put up a profile and see how many men they can attract…you know, the High School thing.

    4) Various combinations of the above.

    Since there are no regulating agencies to verify and confirm this site’s claims of membership, or even veracity of actual humans owning the profiles. This writer can only presume his conclusions are true and valid. This being the case, in an attempt to save hundreds, if not thousands, of men from falling for this (apparently) unadulterated fraud, and to save them from being ripped off by a site who has started charging individually for every aspect of what used to be covered by the, exorbitant, “Silver” and/or “Gold” membership fees. I am spreading the word that, based on my experience with them, AFF is nothing but a hoax and a fraud constructed to steal money for nothing but access to a site. This, literally, is all they have to provide! They can imply anything they want on their site and deliver absolutely NOTHING. Because “It’s not up to them if you meet someone here or not, we just provide the venue”.

  73. a

    Of the English speaking users based in North America!

    With 120 million geeky Japanese users out there, isn’t it odd that there are no Japanese sites on the list? If it was truely about the usage, there would have to be at least one.

  74. jim

    very interesting. I’m surprised aim was as high as it was. i didn’t think anyone used aim anymore.

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  75. onetopwebsite.com

    Nice research. I like it.
    If you like top lists, take a look onetopwebsite.com.
    I belive it covers 90% of the whole internet activities…

  76. Annon

    Yahoo is just better at marketing( pre-installed stuff on pcs).

  77. Wolfger

    If people spend more time on Yahoo! than on Google, it must be because they find what they’re looking for faster on Google… Then again, I think December 2006 predates offerings like iGoogle, Google Reader, and Google Calendar, so perhaps it’s just outdated already. Typical in the computer world.

  78. calvin

    Personally, I think yahoo is easier to get into for the inexperienced internet user. Also yahoo seems to be geared much more towards entertainment. Everyone I can think of uses yahoo in my family with only a few of us using gmail.

  79. goneaway

    One interesting inclusion is Adult Friend Finder. It makes me suspicious of the overall quality of data — if advertising is counted among sites where the most time is spent then what is actually being measured here?

  80. alex schultz

    would love love love to see this updated in Jan 08 please :)

  81. Lalit Navani

    The list above is very surprising. For the internet world revolves around google and tech blogs.

  82. homaid

    I think we can trust this post since it is coming from you guys.

  83. Bet Free Dez

    Very comprehensive research Jay! I would like to see how these results have been in the pasy few years.

  84. Jimmie

    Weird enough no words about the Asian part of this world…

  85. Reisen Lastminute

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  86. Web Design Bayern

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  87. raffyman

    Very comprehensive research Jay! I would like to see how these results have been in the pasy few years.

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  89. Michael

    That is very interesting. It looks like while Google may have the upper end on search, Yahoo is still attracting people through other services. Maybe MSFT can become a better competitor to Google on search when they buy YHOO.

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  99. Herren Kosmetik

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  100. Kosmetik Macon

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  101. rasmm

    remember people that this is from 2006… so if there was gmail, like someone above me said, it was pretty unpopular still. i’m assuming that now, myspace, facebook, & youtube would take the cake. youtube’s been growing rapidly since 06

  102. Anil Kumar Shara

    Going by this chart it should be Google up for grabs, but only time will tell who gobbles whom.

    And going by the number of responses this blog got, you got a hit on the head of a “very thin slender” nail !!!

  103. Ken Turner

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  110. tewt

    Going by this chart it should be Google up for grabs, but only time will tell who gobbles whom.

    And going by the number of responses this blog got, you got a hit on the head of a “very thin slender” nail !!!
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  112. gsldg

    Personally, I think yahoo is easier to get into for the inexperienced internet user. Also yahoo seems to be geared much more towards entertainment. Everyone I can think of uses yahoo in my family with only a few of us using gmail.

  113. mp4 player

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  115. Kevin

    I Created this website and i need comments on what to improve on it’s not finished yet but it’s up for viewing i need to know what to change or what to do to improve it….. PLEASE CHECK IT OUT!!!!!!!!! I NEED HELP on expanding it… will you give me comments please.. HERE”S MY LINK… http://fightclubvideos.synthasite.com/index.php please visit even if you don’t like fight club vid’s it’s more than just vid’s and stuff
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  116. Kevin

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  117. 迷你存倉

    Thanks for your article
    Nice piece of work! I’m expecting more soon!
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  118. Bob

    I know its not exactly a website but come on, World of Warcraft has to be mentioned here.

  119. scott

    Thanks for your article
    Very Nice piece of work! Google Apps are great. Every hour I don’t spend maintaining something that Google now does for me is another minute I can spend developing one of our products or working on custom softwarefor a client.” Keep up the good work!

    by the way…


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