December is always a whirlwind of holiday excitement, shopping, dining, and relaxing. That doesn’t mean that consumer insights stop for the festivities! Our data for December 2013 refers to an interesting mix of top-visited websites from a variety of categories. Read up on some of the most intriguing results below.
Make space for Myspace; it looks to be here to stay
Once thought to be a social media giant of the past, Myspace is proving naysayers wrong with consistent (if recently slow) MoM increase in unique visitors in the past few months. In September’s Top 50 list, we mentioned that Myspace’s progress was slowing and stabilizing — but that doesn’t mean Myspace isn’t done growing! Four months later, the social network is still holding its own within the top 25 sites. With an increase of 229.65%, Myspace was the highest-ranking site in terms of YoY change in unique visitors. When looking at our other metrics, Myspace did take a 21.54% hit in overall page views (which means less visitors are exploring the site further than, say, the homepage). However, the site’s progress is reflective of a general upward trend with an increase of 57 spots up from last year’s Compete rankings.
The Internet loves CNET
I myself am quite a tech geek, even if I’m not always able to afford the newest gadgets. That’s why I’m proud to say that one of my personal favorite sites made the December Top 50! With positive percentages across the board in all our main metrics, CNET has been enjoying particularly good MoM and YoY experiences as of late. Monthly unique visitors grew by an impressive 36.01% while the yearly count grew by 57.60%. Page view and overall visit data all show increases of over 20% MoM and 50% YoY. Perhaps the most important feature of CNET is its free computer security & health downloads (MalwareBytes Anti-Malware, CCleaner, and the like) with such queries as popular keywords. Nevertheless, the technology review and news site has much to be happy with in their performance.
Did we shop ’til we dropped? With BizRate, we didn’t have to
Also likely due to December’s shopping surge, this ecommerce price comparison site experienced across-the-board increases in web traffic. As BizRate.com helped consumers find savings, unique visitor count rose by 87.67% YoY, with a strong 17.19% MoM. Page views increased by 49.41% YoY, while overall visit count grew by 112.13%. With MoM jumps being between 15-25%, we can see that BizRate has a more consistent monthly change rate — which contributes to pleasing YoY numbers. As consumers continue looking for savings and use such online resources more frequently, sites like BizRate will see rising traffic trends that extend beyond the holiday season.
Popular content makes for an extremely popular news site: the Huffington Post
Coming at 18th, the Huffington Post displays strong unique visitor count (7.26% MoM and 40.28% YoY increase), but a curiously sharp drop in YoY page views. Again, page view data displays overall traffic (how many individual pages are accessed) and provides a closer look into how many pages are opened per visitor. This page view decrease comes at 59.34% for the online news site. With catchy titles and interesting content, HuffPost articles are easily shared and sometimes go viral for very brief periods of time. The contradictory growth between visitor count and page view data suggest that readers come for such specific content and leave, without browsing through other stories. This could, however, also be due to site design or embedded links that open new content without new pages. Regardless, their YoY visitor increase is outstanding and secures the news site’s spot in our Top 50.
Like the American workforce, LinkedIn gets a holiday break
As the concept of ‘holiday season’ might suggest, professional networking favorite LinkedIn took MoM drops in unique visitor count, page views, and total visits (with all three measurements at around 10% decreases or less). However, LinkedIn’s numbers YoY for the three categories indicate significant increases! Unique visitors grew by 29.43% and visits by 39.84%. Perhaps by recently expanding their features and services, the site’s continuously improving user experience has earned them more traffic. LinkedIn has been seeing a general downward trend for the past few months — but this can be reflective of holiday/year-end hype — and the network still leads the category of Professional Networking Sites. As such, the more important metrics to watch for LinkedIn’s December stats are the YoY numbers — and those are quite impressive, indeed!
The list of top 50 sites is pulled from Compete PRO and is based on the Internet behavior of more than 2 million Americans.
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A Political Science/International Affairs sophomore at Northeastern University, Johanna joins Millward Brown Digital as the spring '14 Digital Marketing Co-op. Apart from her interest in digital infrastructure and her majors; Johanna enjoys absurd quantities of imported coffee, haggling for cheap flights, and constantly editing her website. Find her on Twitter, Google+, or LinkedIn.