Online Classifieds Increase in Popularity; Category Visitation Surges 47 Percent in the Past Year

Input: US. Craigslist.org Leads Category; Sees Traffic Double to More than 13 Million U.S. Visitors. comScore Media Metrix today released an analysis of consumer activity at the top online classified sites. Traffic to the Online Classifieds category has grown 47 percent in the past year to 37.4 million Internet users, reaching about 22 percent of the total Internet population. Category leader Craigslist.org attracted 13.8 million visitors in July 2006, up an impressive 99 percent during the past year. Trader Publishing Company ranked second with 10.2 million visitors (up 15 percent), while AutoTrader ranked third with 6.4 million visitors (up 14 percent).

While online classifieds are not new, it appears that Internet users are really beginning to catch on to this phenomenon. With nearly fifty percent growth in the past year, Online Classifieds are growing at a rate that surpasses most other categories. As the category leader, Craigslist has clearly impacted the way in which new and traditional media companies approach the classifieds business.

Top 10 Online Classifieds Sites by Unique Visitors (000) July 2006 vs. July 2005 Total U.S. - Home/Work/University Locations Source: comScore Media Metrix
	Total Unique Visitors (000)
	Jul-05	Jul-06	% Change
Total Internet : Total Audience	167,444	173,191	3
Classifieds	25,487	37,423	47
CRAIGSLIST.ORG	6,928	13,804	99
Trader Publishing Company	8,832	10,155	15
AutoTrader	5,645	6,434	14
CARS.COM	4,627	4,504	-3
APARTMENTS.COM	2,311	2,858	24
LIVEDEAL.COM	535	1,092	104
HOMESCAPE.COM	934	1,002	7
BACKPAGE.COM	N/A	1,001	N/A
OODLE.COM	162	909	463
RegionalHelpWanted.com Sites	870	863	-1

Online Classifieds Popular Among Young Adults, Higher Income Households

A demographic analysis of the online classifieds category revealed a distinct user profile with higher than expected proportions of visitors originating among younger professionals, and individuals residing on the West coast. People between the ages of 25-34, and those in households making at least $100,000 annually were each 23 percent more likely than average to visit the category. Users from the Pacific region were 29 percent more likely than average to visit classified sites.

Top Online Classifieds Sites by Unique Visitors (000) July 2006 Total U.S. - Home/Work/University Locations Source: comScore Media Metrix
	Percent Composition	Composition Index
Persons - Age
Persons: 12-17	9.0	93
Persons: 18-24	12.1	105
Persons: 25-34	17.7	123
Persons: 35-44	20.5	115
Persons: 45-54	22.3	109
Persons: 55+	15.0	83
Household Income
Under $60K	41.4	88
$60,000 - $74,999	14.6	103
$75,000 - $99,999	16.9	102
$100,000 or more	27.1	123
Region (US)
West North Central	7.7	88
Mountain	6.3	96
Pacific	19.7	129
New England	5.7	100
Mid Atlantic	14.7	104
South Atlantic	17.5	100
East South Central	4.0	71
West South Central	10.0	97
East North Central	14.3	89

*Composition Index represents the proportion of the given group within a specific site

audience, compared to the proportion of that group in the total online population.

A composition index of 100 represents parity.

ComScore Media Metrix

Publ 20060905