According to the company’s global Internet indicator, which provides
results across the U.S., the U.K., Australia, New Zealand, Canada, Japan,
Ireland and Singapore, June figures showed that more than 207,211,000 people
across those eight countries had Internet access, with more than half
actively using the Internet during the month.
Of these users, Yahoo! registered the highest unique audience and the
most page views for the month of June, showing a relatively high percentage
of repeat visits also.
However, eBay and iWon.com each registered much higher than Yahoo! in
terms of pages viewed per person and time spent per person.
“The auction content of eBay is clearly successful in drawing visitors to
the site, and just as importantly, keeping surfers on the site for an
incredible average of one hour and 42 minutes,” said NetRatings’ vice
president of e-commerce Sean Kaldor.
“While on eBay, visitors are viewing 256 pages per person, which shows
that the audience is drilling down deep into the site and gaining exposure
to a considerable amount of content and advertising,” Kaldor said.
Nielsen//NetRatings said the international dominance of Yahoo! reflected
the pre-eminence of global search engines and portals in multinational
Results show that during the month of June, nearly 90 percent of the
active Internet universe, or 102,201,000 people, visited search engines and
portals, with an average time per person of just over nine minutes.
The second most popular category in June was telecom and Internet
services, which attracted 65 percent of the active Internet universe, or
74,311,000 individuals, who spent an average of 6 hours and 36 minutes in
Popularity maybe important, but Kaldor noted that the finance, insurance,
investment and online community categories were by far the ‘stickiest’
“As people seek out others with a common interest and take advantage of
the Internet’s unprecedented financial services capabilities, these areas
experience average usage times nearly twice that of areas like travel,
classifieds, education, and others,” he said.