comScore Media Metrix Ranks Top-Growing Properties and Site Categories for February 2010

Valentine’s Day Brings Traffic to Personals, e-Cards, and Gift Sites; Tax Sites Continue to Grow As Filing Deadline Gets Nearer

RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released its monthly analysis of U.S. Web activity at the top-growing properties and site categories for February 2010 based on data from the comScore Media Metrix service. Valentine’s Day celebrations sent millions of Americans to Personals, e-Cards, and Gifts Sites as they planned for the occasion, while millions also flocked to tax sites as the April 15 filing deadline inched closer.

“Online personals sites reached record levels in February as millions of Americans looked for the special someone to share Valentine’s Day with,” said Jack Flanagan, executive vice president of comScore Media Metrix. “Visitation to tax sites also continued to build with the tax deadline getting closer and an increasing number of Americans turning to the Web for the convenience of filing their taxes online.”

Due to February being the shortest month of the year, gains in Internet usage across site categories were muted relative to typical months.

Valentine’s Day Romance Sweeps the Internet
e-Cards ranked as one of the top-gaining site categories in February, growing 7 percent to 23.1 million visitors, as consumers sent their loved ones Valentine’s Day cards. led the category with 6.3 million visitors, up 75 percent versus January. attracted 5 million visitors during the month, followed by AG Interactive with 4.8 million (up 13 percent), with 3.0 million (up 15 percent), and Yahoo! Greetings with 869,000 (up 7 percent).

Flowers/Gifts/Greetings sites also saw a 7-percent gain in February, growing to 32.3 million visitors. AmericanGreetings Property grabbed the #1 position with 10.6 million visitors, while surged 412 percent to 5.3 million visitors. ranked third with 4.3 million visitors, followed by Hallmark with 3.2 million (up 12 percent).  1-800-Flowers.Com, Inc. closely followed Hallmark with nearly 3.2 million visitors (up 97 percent).

Online Personals sites also grew in popularity during the month, experiencing a 5-percent increase to 24.2 million visitors. eHarmony ranked as the #1 Personals site during the month, attracting 5.0 million Americans (up 82 percent), while Sites ranked second with 3.4 million visitors. attracted 2.8 million visitors, followed closely by with 2.6 million.

Tax Sites Guide Americans through Filing Frenzy
Tax sites saw another month of gains as the filing deadline approached and Americans looked for tax information or to file their returns online. The category attracted 32.1 million visitors in February, up 12 percent from January.

Auto Industry Rebound and Recalls Attract Consumer Interest Online
In February, auto consumers were occupied with government policy, recalls, new model releases, and special offers, which boosted traffic to Auto Manufacturer sites. The category saw 24.6 million visitors during the month, up 5 percent since January, with General Motors taking the top spot with 5.8 million visitors. Toyota ranked second in the category with 5.4 million visitors (up 7 percent), followed by Ford Motor Company with 4.8 million, Honda with 3.6 million (up 7 percent), Nissan with 2.5 million (up 24 percent), and Chrysler with 2.1 million (up 7 percent).

Table 1
comScore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.)
February 2010 vs. January 2010
Total U.S. – Home, Work and University Locations
Source: comScore Media Metrix
Total Unique Visitors (000)
Jan-10     Feb-10   % Change   Rank by
Total Internet : Total Audience    208,940    209,749      0         N/A
URBANDICTIONARY.COM                  5,365     12,566     134        105
FORMSPRING.ME                        2,894      6,492     124        210
INFOLINKS.COM                       11,576     15,730      36         80
AVG Technologies                     4,400      5,968      36        233
Betawave Media                       7,538     10,076      34        134
GN Kids (Gorilla Nation)             4,379      5,640      29        241
GSN Games Network                    4,934      6,353      29        220
AccuWeather Sites                    7,710      9,229      20        149
ZIMBIO.COM                           7,443      8,606      16        157
Go Daddy Group                       4,828      5,562      15        244
*Ranking based on the top 250 properties in February 2010. Excludes entities whose growth was primarily due to implementation of Media Metrix 360 unified digital audience measurement.

Table 2
comScore Top 10 Gaining Site Categories by Percentage Change in Unique Visitors (U.S.)
February 2010 vs. January 2010
Total U.S. – Home, Work and University Locations
Source: comScore Media Metrix
Total Unique Visitors (000)
Jan-10      Feb-10     % Change
Total Internet : Total Audience     208,940     209,749         0
Business/Finance – Taxes             28,760      32,068        12
Games – Online Gaming                83,373      90,796         9
Retail – Computer Software           44,557      47,896         7
Services – e-cards                   21,518      23,123         7
Retail – Flowers/Gifts/Greetings     30,128      32,283         7
Directories/Resources               159,159     169,512         7
Personals                            22,957      24,205         5
Auto – Manufacturer                  23,308      24,554         5
Entertainment – Kids                 53,852      56,527         5
Social Networking                   175,410     183,983         5

comScore will be excluding the Top 50 Properties and the Top 50 Ad-Focus rankings until May 2010 when the unified digital measurement transition period concludes.

About comScore Media Metrix
comScore Media Metrix provides industry-leading Internet audience measurement services that report details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe. comScore Media Metrix reports are used by financial analysts, advertising agencies, publishers and marketers. comScore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.

About comScore
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