Interest in Instagram rose significantly in July, enough to make it the top gaining web property in comScore’s monthly tracking of traffic to U.S. websites.
ComScore’s July 2012 Top 50 shows a 38 percent traffic gain for Instagram between June and July, with unique visitors rising from 16.5 million to 22.7 million. Overall, that puts Instagram just outside the Top 50 at No. 56.
The numbers appear to coincide with Instagram’s self-reported growth. In late July, Instagram announced that its community had surpassed 80 million users and nearly four billion photos shared.
Meanwhile, in another sign of the changing times, Tumblr surpassed MySpace for the first time. ComScore pegs Tumblr’s July traffic at 26.9 million uniques, just ahead of MySpace’s 26.8 million. In June, MySpace was at 29.3 million uniques and Tumblr was at 25.5 million. If MySpace continues to decline at the same rate, it should be out of the top 50 when comScore issues its next report for August traffic.
Tumblr debuted in comScore’s top 50 in April and has continued to grow each month since then.
Overall, Google remained the most popular property with its collection of sites seeing more than 190 million uniques during July.
Thanks to the Olympics, Comcast-NBCUniversal cracked the top 10 during July — the only new entry in the top 10.