Business

ComScore: Springtime brings sneezes, sports, and Yahoo in bloom

Spring is in the air.

ComScore released its monthly analysis of web activity for March today which found that Yahoo is edging in on Google in terms of traffic and that Spring fever also extends to the digital world.

Google sites were the top web property with March with 192 million visitors, but Yahoo came in a close second with 191 million. Microsoft, Facebook, and Amazon took third, fourth, and fifth place with 166 million, 148 million, and 121 million visitors, respectively.

The total audience for March came in at nearly 223 unique visitors, which is 1.5 million more than the previous month. Yahoo gained 5 million visitors while Google gained 2 million. Interestingly, AOL’s visit count rose by 21 million. In other news, Facebook’s unique visitors declined by 4 million.

March’s web activity was largely driven by seasonal concerns. Pharmacy sites saw a 23 percent increase in March as people sought out treatment for seasonal allergies and colds. March is also Spring Break month, and “Teen and Toy” sites saw spikes in traffic as parents looked for ways to entertain their kids and teens had additional spare time to spend online. Disney Online jumped six positions in ComScore’s rankings.

March was, of course, prime sport season and ESPN also shot ahead, along with Major League Baseball and SB Nation sites. The audience to the MLB’s site rose by 34 percent from February to March. Spring is also a time for spring cleaning and home improvement, and Lowes and Proctor & Gamble also increased their audience by 34 percent each.

In the ad world, ShareThis dominated “Ad Focus” entities, followed by Outbrain, Yahoo, and Google. Google Ad Network topped the list of advertising networks and buy side networks, with Specific Media, Federated Media, and AOL Advertising coming in behind.

What will April bring? A spike in matzah and marijuana themed websites?

ComScore is a digital measurement and analytics company that releases a ranking of the Top 50 U.S. Web Properties every month, as well as other reports on web, mobile, and TV consumer behavior.

Photo Credit: quinet/Flickr


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