User:Stu/comScore data on Wikimedia/July 2008

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July 2008 data[edit]

comScore estimates our overall audience worldwide in July was 244 million unique visitors, or 25.7% of the total internet audience, making us the #5 web property. This represents a decline of 7 million users from June in what we believe is typical mid-summer seasonality. Complicating July data was a change in the way comScore estimates online populations for a few countries which caused an inorganic growth in total online population of up to 10% and diluted Wikipedia's % reach (further explained below). Overall, our expectation is Wikipedia sites will see a seasonal slowdown during the summer months but should see strong growth in Fall.

During the month of July 2008, comScore estimates that over 244 million unique visitors (UVs) viewed our projects, which it estimates was a "reach" of 25.7% of the total internet audience. This makes our sites #5 in the world:

  1. Google Sites -- 722 million unique visitors (includes YouTube)
  2. Microsoft Sites -- 636 million UVs
  3. Yahoo Sites -- 542 million UVs
  4. AOL LLC -- 271 million UVs
  5. Wikipedia Sites -- 244 million UVs
  6. eBay -- 236 million UVs
  7. Fox Interactive Media -- 174 million UVs (includes Myspace)
  8. CBS Corporation – 171 million UVs (includes CNET)
  9. Amazon Sites -- 159 million UVs
  10. FACEBOOK.COM – 145 million UVs

This represents a 7 million decline in users compared to June 2008, which would actually be higher if comScore had not increased the overall online users due to their methodology change.

Project breakdown[edit]

Almost all of these users (242 million) visited Wikipedia. In addition, comScore estimates the July 2008 audience for other projects as follows: Wiktionary 4.9mm UVs, WikiBooks 2.5 million UVs, WikiQuote 2.2 million UVs, WikiSource 1.4 million UVs, and WikiNews .6 million UVs.

Regional breakdown of reach[edit]

comScore estimates the percent of internet users who access one of our projects. Here's the breakdown for the different major regions that comScore tracks:

  • Worldwide – 26% reach (244 million out of 950 million unique visitors)
  • Latin America -- 34% reach (23 million out of 69 million)
  • Europe – 32% reach (87 million out of 268 million)
  • North America -- 31% reach (60 million out of 196 million)
  • Middle East - Africa -- 25% reach (11 million out of 45 million)
  • Asia Pacific -- 17% reach (65 million out of 383 million)
    • India -- 19% reach (6 million out of 30 million)
    • China – N/A – no data for China this month

Demographic breakdown[edit]

comScore estimates the percentage of different demographic groups within the internet audience that visit our sites. Compared to our overall 29% reach, here's the detail by age range:

  • Age 15-24 -- 26%
  • Age 25-34 -- 22%
  • Age 35-44 -- 25%
  • Age 45-54 -- 30%
  • Age 55+ -- 29%

55% of the monthly UVs are male and 45% are female and our sites reach 26% of the online male population compared to 25% of the female population

Engagement[edit]

Wikipedia sites engagement metrics:

  • Average Visits per Visitor -- 3.6 visits
  • Average Minutes per Visit – 3.4 minutes

Average visits for other top sites:

  1. Google Sites -- 25 visits
  2. Microsoft Sites -- 19 visits
  3. Yahoo Sites -- 18 visits
  4. AOL LLC -- 10 visits
  5. Wikipedia Sites -- 3.6 visits
  6. eBay -- 6.0 visits
  7. Fox Interactive Media -- 9.2 visits

Average minutes per visit for other top sites:

  1. Google Sites -- 5.7 minutes
  2. Microsoft Sites -- 14 minutes
  3. Yahoo Sites -- 11 minutes
  4. AOL LLC -- 13 minutes
  5. Wikipedia Sites -- 3.4 minutes
  6. eBay -- 11 minutes
  7. Fox Interactive Media -- 13 minutes

Methodology update[edit]

In July 2008 comScore updated its enumeration sources which increased estimates of the online population in Brazil (+26%), China (+51%), Russia (+51%), and Eastern Europe (+41%). Enumeration is the field of research that estimates the size and composition of target populations. comScore relies on 3rd party sources in each country and is constantly seeking the best source of information. In comScore’s own words:

it is our opinion that these new enumeration sources are a more accurate reflection of the current state of the market, and in the interest of providing the most accurate assessments possible, we are making these changes starting with July data.

Largely due to these changes, the overall online population increased 10% in July versus June. The overall population has grown significantly; however, our reach declined since our reach in China is effectively 0%.

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