The Web continues to be dominated by ISPs and portals, which enable people to have access and navigate their way around the Internet. The top four categories - ISPs, portals, services and corporate presence - secure their rankings through the high brand awareness of US -based global brands such as Microsoft, Yahoo and AOL.
Top 10 UK web categories and leading sites
|Unique visitors (000)||Reach %|
|Total digital media||10,793||100|
Definitions of key terms used
Reach: The number of visitors to a site expressed as a % of the total internet population.
Unique Visitors: Visitors to a given site are counted only once, regardless of the number of visits they make.
CATEGORIES: Sites are grouped together according to their market sector classification.
DOMAIN: Individual site (e.g. Amazon.co.uk or Amazon.de).
GLOBAL DOMAIN: Measures brand strength and combines all site addresses for one brand name i.e. Amazon.com, .de, fr. Duplicates are removed.