NEW YORK — America’s college students are among the Web’s most coveted surfers, and comScore Media Metrix’s Internet Ratings Report for the week ended Aug. 25 shows one reason why: They spent an average of 10.4 hours online last week — 22 percent more than home-based users and 6 percent more than those at work.
One of the primary beneficiaries of that college-driven cybersurfing was women’s portal iVillage.com, which last week rated as the eighth fastest-growing Web site, among those students, as traffic expanded 40 percent to 308,230 users. Leading the percentage growth in visits by collegians was electronics e-tailer TigerDirect.com, followed by NationalGeographic.com; YourFreeDVDs.com; extreme-games site EXPN.com; meta-search engine Mamma.com; ESPN.com, and Monster.com’s scholarship and college search site, FastWeb.com. The most popular sites, overall, among college surfers were blackplanet.com, an African-American forum, and mtv.com, with 233,000 and 224,000 visitors, respectively.
Those students might have stirred some of the online response to Kmart’s Boxer Boogie TV spot, which has spawned a chat group at eBay dedicated to the commercial launched July 28. Boxer Boogie has also ranked in Ads.com’s top 10 list for the past two weeks, and has been downloaded from Kmart’s Web site by more than 20,000 people, according to the bankrupt discounter.
This story first appeared in the September 4, 2002 issue of WWD. Subscribe Today.