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comScore: Yahoo the Leader in Online News

More than half of all U.S. internet users visited news sites in June 2006, according to comScore.

Some 54 percent of all U.S. Internet users visited sites in the General News category in June 2006, demonstrating consumers' reliance on the web as a source for news information, reported comScore Media Metrix (via MediaPost). comScore's Top 10 General News sites data reflect consumers' preferred sources for online news online: traditional media outlets - except category leader Yahoo News.

Yahoo News reached 31.2 million unique visitors (one-third of all category visitors) in June, followed by MSNBC, which captured 23.4 million (one-quarter). AOL News rounded out the top three with 20.4 million unique visitors in June, reaching 22 percent of category visitors.

An analysis of reach by daypart reveals that the "Work Day" time segment reaches the most category visitors, delivering 33 percent of all visitors to General News sites. The Weekend and Evening dayparts are also popular news times, with a reach of 30 percent and 28 percent of all category visitors, respectively.

The General News category audience includes sought-after demographic segments, both male and female. Visitors also tend to have higher incomes, with 58 percent living in households with income above $60,000. They are 11 percent more likely than the norm to have a household income of $75,000 and 16 percent more likely than average to earn more than $100,000.

News Demographics

Click to enlarge

"With nearly 95 million Americans turning to the Web each month for news, it's clear that this category represents a strong opportunity for advertisers seeking to reach an important audience segment," commented Jack Flanagan, EVP, comScore Media Metrix. "Moreover, their high household incomes make News visitors a desirable target for marketers across a variety of categories of goods and services."

Worldwide, the General News category reached approximately 320 million unique visitors in June, or 45 percent of the total online audience worldwide. "Interestingly, five of the top 10 General News sites worldwide are operated by U.S.-based companies," said Flanagan. "Yahoo News is the category leader, both domestically and worldwide, while MSNBC and CNN rank among the top 5 news sites in the U.S. and among the worldwide Internet population."


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