14 DAY TRIAL // Americans don't spend so much time online anymore. As the summer holidays began for students, and working people are now thinking more and more about where to spend their vacations, the time allocated to navigating the web has decreased by 4% from May to June. 1% less users killed time in front of a computer connected to the Internet. The categories that however won some points were holiday or other types of leisure related.
Car rental websites gained the largest amount of visitors, as people have become interested in preparing for their holidays. The sites that sell cosmetics were also among people's favorites, with a 3% gain. Web properties that offer advice and tickets for both ground travels and cruises were also taken into account by a lot of people in June. Other travel-related websites, as those that offer information about hotels and resorts were popular as well.
People, and we might likewise nominate the younger category here, were interested in the movie industry, as some great blockbusters launched in June, and in online games. "With school letting out in June, Americans have begun to enjoy their summer vacations and appear to be spending less time online and more time basking in the sun," said Jack Flanagan, executive vice president of comScore Media Metrix, the company that conducted the study. "And when they are online, they spend more time engaged in leisure-related activities, whether it's playing games online, checking out reviews for this year's summer blockbusters, or gearing up for their summer travel."
In total, Google sites were situated on the highest position in Americans' preferences. Yahoo! came in second place, but within striking distance from the former, as each property added up a little more than 140 million visitors. When it comes to the amount of advertising that reached users in June, AOL's Platform A was the most effective, followed by Yahoo! and Google's advertising platforms.