1/29/08

comScore reports U.K. web traffic swings toward retail and e-greeting sites

Visits to sites selling consumer goods jumped 21% in December over November to nearly 9.7 million visitors, says comScore Inc. Visits to sites in the online mall category jumped 10% to 14.6 million.

Paul Demery , Managing Editor, B2B E-commerce

Web traffic in the United Kingdom swung toward retail sites and e-greeting sites in the month of December, reports comScore Inc.

“The Christmas season had a significant impact on the prevailing traffic trends in December,” says Bob Ivins, executive vice president of European Markets for comScore. “Eight of the 10 top-gaining properties were retail-related as consumers shopped for holiday gifts online, and online greetings also proved popular. That online couponing sites also grew so strongly suggests consumers may have been a bit tighter with their wallets this Christmas season.”

Of the 10 top-gaining categories, couponing sites experienced the largest gain in visitors in December over November, with that number rising 28% to reach 2.6 million visitors. Visitors to sites selling consumer goods jumped 21% in December over November to nearly 9.7 million visitors. The number of visitors to sites in the online mall category jumped 10% to 14.6 million.

Visitors to e-greetings sites were up 26% over November, with 8.2 million visitors to sites in this category, while the number of visitors to the flowers/gift/greetings category of sites grew 12% to reach 6.9 million in December.

Individual properties showing the biggest November-to-December gains in visitors included a number of retail sites such as ValueClick Sites, the top gainer, which showed an increase of 38%. Visitors at Internet-only retailer Play.com Sites were up 12% to 8.1 million. Visitors to the site of multi-channel retailer NEXT Group increased 20% to 4.7 million in December, while retailer HMV jumped 19% to 5.7 million visitors.

Overall, Google retained its position as the top web property in the U.K., with nearly 29.3 million visitors, reaching an estimated 89% of the population. Google was followed by Microsoft Sites with 27.8 million visitors, eBay with 21.7 million visitors, and Yahoo Sites with 21.1 million visitors.

Facebook.com broke into the U.K.’s top 10 most-visited online properties for the first time in December in the number 10 spot with 12.4 million visitors. That bumped Fox Interactive Media, which includes Myspace.com, to 11th place with 12.2 million visitors.

Topics:

Baidu Space, comScore, Facebook, ValueClick, Web 2.0

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