It's always interesting to see what online audience and traffic measurements have to say about overal web use; traffic, number of users, website loyalty, etc. Now that Time Warner Inc. (NYSE: TWX) AOL is acquiring the UK-based social networking site Bebo.com for some $850 million, the site measurement companies are showing their own data. Notice that every one generates a different result. When you look below, you'll see that all web measurement tools and methods generate different results.
The comScore (NASDAQ: SCOR) Data on Bebo.com is below, as of January, 2008:
- Bebo had 22.4 million unique visitors worldwide with visitors averaging more than 3 hours and 30 minutes on the site during the month.
- Bebo had 4.8 million unique U.S. visitors with visitors averaging 1 hour and 40 minutes on the site during the month.
- 60% of Bebo's traffic came from Europe, followed by North America with 22%, and Asia-Pacific with 16%.
- There were 11.4 million unique visitors from the United Kingdom to Bebo, representing the largest proportion of the site's worldwide traffic.
- Bebo ranked 4th among a custom category of 55 social networks, after MySpace, Facebook and MyYearbook receiving 1.15% of all U.S. visits to the category.
- MySpace's share of U.S. Internet visits was 67 times larger compared with Bebo and Facebook's share of US Internet visits (among all categories) was 11x that of Bebo.
- Bebo's share of U.S. Internet visits is down year on year. Share of U.S. Internet visits (among All Categories) to Bebo were down 23% last week and down 22%.
- The average time spent on Bebo, was 30 minutes and 26 seconds, more than both MySpace (30m7s) and Facebook (21m0s). The average time spent on the site is flat year-over-year, MySpace is slightly down and Facebook is up 69%.
- 22.15% of U.S visits to Bebo last week came from MySpace last week.
- Of 'www.bebo.com's total upstream traffic, 17.37% consisted of new visitors and 82.63% consisted of returning visitors.
- In the UK, Bebo is the most searched-for brand (ahead of eBay and Facebook) and has enormous brand equity.
- US reach of 1,862,079 and an overall rank of #979...compared to a rank for AOL with a US reach of 56,302,232 and rank of #3, and a compared to a rank for Bloggingstocks.com with a US reach of 413,452 and overall rank of 5,552.
- Bebo is listed as having a total traffic rank of #115.
- Its UK rank is #10 and #161 in the U.S.
- 39.7% of Bebo users come from the U.K. and 11.2% of users come from the U.S.
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Reader Comments (Page 1 of 1)
3-14-2008 @ 11:12AM
JDaggitt said...
Jon --
Nice to see that the market has figured out that this Bebo deal is at best a bad deal for TWX.
You've got to wonder when Bewkes is going to say enough is enough with the insanity at AOL and demand accountability and performance.
You can almost see Randy Falco and Ron Grant spinning a story that goes along the lines of "we moved HQ to New York and that caused some hiccups in the advertising sales. But with the acquisition of Bebo we are on a new trajectory. Trust me, everything will be fine tomorrow"
There has been a complete failure to innovate at AOL going back at least 5 years. The last interesting thing to come out of AOL that worked was Buddy Lists.
It is becoming clear that Bewkes is plodding much too slowly in getting things straightened out at TWX. I have to wonder if he is feeling heat from rolling New Line into Warner Brothers. He may well be trying to quell a revolt on that front and not able to focus on the bigger picture. Kind of like re-arranging the deck chairs on the Titanic.
At some point Hedge Funds will find TWX an attractive candidate as the price continues to fall since the parts will quickly be more valuable than the whole.