Measure the Internet, Map the Internet

One area we’ve been paying particular attention to recently has been the internet traffic for different web site categories. Our friends over at comScore Inc. collect a wealth of information for “measurement of the myriad ways in which the Internet is used and the wide variety of activities that are occurring online.” Nice alliteration, guys.

Using some of the data they’ve allowed us to share with you, we had the bright idea to stuff it into our most favoritest charting type, the treemap. And what’s better than a chart? Answer: an interactive chart with a toggle button.

You’ll need to know a few things to really Juice the data:

  • The map is based on unique visitors by site for August 2007 and November 2007.
  • Red means a decrease in unique visitors over that three month time period and green means an increase. Black means there is no change.
  • You can click on the category headers to zoom into each category. Click on the category header again to zoom back out.
  • We provide two views of the data: the default shows just the top ten sites in each category. However, for nearly all categories, sites outside the top 10 account for over 50% of the visitation in the category (the exceptions were Search, Portals, and Auctions where the top players dominate traffic). A checkbox adds “All Others” and gives you a better sense of the size of each category. You can toggle these two views using the checkbox just below the map.
  • Due to some confidentiality restrictions that we’re under regarding the raw data, we couldn’t show other metrics that would really make this visualization sing—but I bet if you contacted comScore, they’d be glad to discuss with you.
  • A few tech notes. The treemap is adapted from Josh Tynjala’s capable open-source Flex Treemap component. Site images are provided by’s Alexa site thumbnail service.

So, without further ado, take a gander at our latest liberated data:

There’s so much information here, you won’t have any trouble drawing your own conclusions, but here are a few conversation starters:

  • Notice that there was a distinct increase in retail web visitors leading up to the holiday seasons.
  • Surprise! eBay owns auctions
  • Not too good of a showing for those online gambling sites; travel either.
  • Sports traffic is up… but not for the site. Oh yeah, baseball season is over.


Disclosure: comScore is a client of Juice Inc.