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Social-networking site MySpace.com has surpassed internet powerhouse Yahoo’s email gateway as the most popular single U.S. website, according to research from Hitwise, writes Reuters. But traffic to Yahoo’s network of sites still retains a broader audience.
In the week ended July 8, 4.5 percent of all U.S. visits to the web were to MySpace.com, pushing it past Yahoo Mail for the first time and outpacing the home pages for Yahoo, Google and Microsoft’s MSN Hotmail.
Traffic to the social-networking site has soared 132 percent in the last year alone, Hitwise said.
However, Yahoo issued a statement pointing out that in the U.S. alone, Yahoo attracts 129 million unique visitors per month, which represents 74 percent of the online population; in comparison, MySpace reaches only 30 percent of the online population with an audience of 52 million unique visitors. Yahoo also said that it has the largest share of online time spent than any other property, accounting for 13 percent of users’ online time while MySpace has only 3.2 percent share in users’ online time.
Yahoo cited comScore Media Metrix, a rival to Hitwise, as its source.
Rupert Murdoch’s News Corp. bought MySpace a year ago for $580 million, with the hope of capitalizing on the online advertising boom. According to Piper Jaffray analyst Safa Rashtchy, the site has “reached the mainstream,” but he says it commands 20-50 percent less for ads than other top sites, because advertisers aren’t yet comfortable with the format.
Meanwhile, however, a recent study from website researcher Youth Trends shows that, for males and females between the ages of 16 and 24, Google is favored among 31 percent among females and 34 percent among male respondents. For subsequent choices, females prefer social network sites such as Facebook and My Space, and males tend to prefer ESPN, Google and Yahoo.
Editor’s note: this story was updated after Yahoo issued a statement correcting the story the Globe and Mail originally reported based on a report from Hitwise.
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