Compete Ranking of Top 50 Web Sites for January 2011 Shows Big Chill for Online Retailers

User Visits to Top Retailer Sites Quickly Return to Pre-Holiday Levels; Bing.com Traffic Reached Its All-Time High, Has Doubled Since January 2010

BOSTON, MA–(Marketwire – March 1, 2011) –  Compete, a Kantar Media company, today released its ranking of the top 50 web sites for January 2011. Compete’s data clearly shows that traffic to top online retail sites decreased significantly in January, including Walmart.com (-32.64 percent), Target.com (-32.15 percent), Bestbuy.com (-36.55 percent) and Amazon.com (-15.29 percent). While these declines in unique visitors (UV) are significant when compared to December, they actually mark a return to pre-holiday levels for most sites, reflecting a seasonality that online retailers — as well as all online brands — can consult for future online media planning and strategy.

“As we generate data each month, it’s easy to fixate on monthly anomalies, but sometimes the data reveals consistent longitudinal trends,” said Compete managing director, Retail and Consumer Products, Matt Pace. “The seasonality for online retailers is one of those interesting curves highlighted by our data, and it alone warrants deeper analysis by brands, advertisers and other industry watchers.”

Other noteworthy data points from the January data include:

  • Bing.com grew nearly 4 percent in January to reach its highest number of UVs to date (109.36 percent year-over-year), even during a month when most sites were trending downward.
  • Livingsocial.com has taken a bite out of Groupon.com’s marketshare in the group shopping arena, gaining 43.87 percent in UVs for the month and 924.71 percent for the year. Comparatively, Groupon.com UVs during January fell 5.9 percent for the month yet had a 761.45 percent year-over-year rise.
  • New Year’s resolutions spurred significant monthly growth for diet and fitness sites such as Weightwatchers.com (up 114.67 percent), Nutrisystem.com (up 201.86 percent), Livestrong.com (up 45.26 percent) and 24hourfitness.com (up 39.95 percent).
  • Daily traffic insights — January daily traffic for the largest retail sites also declined on a day-to-day comparison basis versus December 2010, but stark differences across sites revealed divergent post-holiday marketing strategies. For instance, Target.com, Bestbuy.com and Amazon.com all showed the highest traffic on Sundays, while Walmart.com peaks occurred on Saturdays, reflecting Walmart.com’s contrarian approach to customer acquisition spending in January.

Information regarding top 50 web sites 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.

Rank
Domain
Unique Visitors
Monthly Change
1google.com145143527-0.0322
2yahoo.com131868348-0.0371
3facebook.com127510914-0.0488
4youtube.com111794719-0.0462
5bing.com829956590.0391
6wikipedia.org805105360.0089
7amazon.com78383180-0.1529
8live.com72851697-0.028
9msn.com72052581-0.0343
10blogspot.com628506770.0068
11ebay.com62251847-0.1063
12microsoft.com59273045-0.0351
13ask.com58198506-0.0274
14craigslist.org560143510.0192
15go.com49969811-0.0251
16about.com494474070.0103
17aol.com46882123-0.0519
18walmart.com45298002-0.3264
19myspace.com43601320-0.0738
20ehow.com434440440.1085
21answers.com423407630.049
22weather.com346293740.0095
23target.com34327084-0.3215
24adobe.com33851172-0.0485
25apple.com33725585-0.1686
26mapquest.com32508147-0.0302
27wordpress.com322519840.0258
28netflix.com308915970.1315
29paypal.com30135411-0.1082
30twitter.com279858920.0604
31imdb.com271652680.0174
32att.com25515084-0.0549
33chase.com25350016-0.0539
34cnn.com250062850.0353
35bankofamerica.com23999118-0.06
36bestbuy.com23326840-0.3655
37photobucket.com21585710-0.0632
38flickr.com206587560.0195
39verizonwireless.com20008951-0.0111
40intuit.com196949012.5971
41bizrate.com19298315-0.151
42cnet.com19247637-0.051
43overstock.com19001684-0.1163
44irs.gov185085892.1252
45jcpenney.com18434735-0.2973
46local.com17979711-0.0028
47sears.com17913756-0.3573
48comcast.com17206245-0.0006
49yellowpages.com171296410.0233
50reference.com170997910.1143

About Compete
Compete, a Kantar Media company, helps the world’s top brands improve their marketing based on the online behavior of millions of consumers. Leading advertisers, agencies and publishers rely on Compete’s products and services to create engaging online experiences and highly profitable advertising campaigns. Compete’s online panel — the largest in the industry — makes the web as ingrained in marketing as it is in people’s lives. Compete is located in Boston, MA, with offices throughout the U.S. For more information, please visit http://www.compete.com/.

About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors — Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide. www.KantarMediaNA.com/.

About Jared DeLuca:
Jared is currently the Associate Digital Marketing Manager at Compete (Millward Brown Digital). He is a graduate of Northeastern University, having achieved his B.A. in Communication Studies. If you like what you read, you can connect with him on Google+, Twitter, or on LinkedIn.