ComScore Tweaks Ranking Methods, But Top US Web Properties Mostly Unchanged

comscore-logoGoogle, Microsoft and Yahoo were the top three most-visited web properties in the US in August — just as they’ve been for many months, and despite comScore introducing a few changes in how it estimates website traffic.

In sharing the August 2012 numbers from its Media Metrix service, comScore says it’s introduced three changes to how it ranks websites:

The first enhancement is the incorporation of updated demographic universe estimates based on data from the 2010 U.S. census, which provides an improved accounting of the percentage of the population falling into each demographic segment. The second enhancement was an improvement in comScore’s enumeration survey methodology to better represent persons in cell-phone only households. The third and final enhancement is a new technique to account for cookie rejection in Safari browsers, for sites measured via comScore’s Unified Digital Measurement (UDM) methodology.

Despite that, there’s not much change in the August rankings. The top seven most-visited properties are the same as they were a month ago. Apple dropped out of the top 10 and ranks number 11 for August. ESPN saw a significant traffic gain in August (perhaps Olympic-related and/or NFL-related). Here’s the full top 50.


Due to the changes in how it estimates traffic, comScore has cautioned against making any month-to-month or year-to-year comparisons in its data.

Related Topics: Channel: Strategy | Statistics: Market Share | Statistics: Popularity & Usage


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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