Compete October Data Show New Growth Trends in the Female Interest Category


CafeMom.com Growth Is Most Notable, Driven by Games and Blog Subdomains

BOSTON, MA–(Marketwire – November 23, 2010) – Compete, a Kantar Media company, today released data for October highlighting trends in its Female Interest category, which grew 7.38 percent for the month with a total of 55,694,109 unique visitors (UVs). CafeMom.com was the most notable mover in the category, up 111.62 percent in October. A deeper look at subdomains reveals even more information about what interests users on the site: the subdomains games.cafemom.com (up 111.62 percent) and thestir.cafemom.com, a CafeMom blog (up 42.67 percent), were both up significantly in October.

The monthly lift delivered to CafeMom.com through games and blogs shows how important a variety of content is to users in the category. This is underscored by increased traffic to sites like shine.yahoo.com (17,451,625 UVs, +26.33 percent in October) and mydailymoment.com (1,643,097 UVs, +34.03 percent in October), that also seem to understand what it takes to attract visitors — a varied offering of fashion, beauty, gossip, horoscopes, dieting, advice and more, as well as a steady stream of fresh content.

Other notable data points from the Female Interest category in October include:

* Increased traffic for National Breast Cancer Awareness Month. The official site,
bcam.org, received 81,774 UVs in October, a 139.95 percent lift for the month and
7.89 percent from October 2009. Komen.org, on the other hand, showed a smaller
increase of 37.39 for the month and a 22.61 percent drop from last year. So
although still larger at 276,542 UVs, Komen.org is lagging behind the official site
during this important month.

* Despite its name, more than half of the readership of CafeMom.com (54 percent)
during October identified themselves as male. Whether this is a trend or anomaly,
it’s clear that marketers must look more closely at the demographics of site visitors.

Information regarding aggregate web categories is drawn from the Compete PRO Enterprise edition on Compete.com. For more information on the enterprise offering, please contact Gavin Blackmore at gblackmore@compete.com.