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Study: Yahoo Best at Drawing Visitors; AOL, at Keeping Them

In May, Yahoo sites drew the most visitors - more than MSN, Google or America Online sites - but AOL kept its visitors the longest, according to Nielsen/NetRatings data released yesterday, MediaPost writes. Yahoo had nearly 97 million unique visitors, who on average spent about three hours on the site in May. Yahoo's home page was the most popular, followed by search and email.

AOL-branded sites (not counting MapQuest and the like) attracted 71 million unique visitors, but on average they spent six hours and 45 minutes on the sites in May - likely driven in large part by its AIM instant messenger program. MSN attracted fewer than 89 million unique visitors, who in average spent one hour and 43 minutes on the site. Again, the home page was the most popular destination, followed by search and Hotmail. Google got 76 million unique visitors, who spent an average of 40 minutes at the site.

Others with high traffic were Microsoft (91 million visitors); eBay (51 million visitors); MapQuest (37 million visitors); and Amazon (34 million visitors; 20 minutes).

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