In case you happened to be the victim of a day-long coma yesterday, it was a very exciting day for Mark Zuckerberg, Silicon Valley, and that quaint little social network we’ve all come to know, love, and be terrified of. Facebook filed its S-1 on Thursday with the crystal clear intent to go public on a market near you very soon, and will be raising $5 billion ahead of its IPO at an expected valuation of between $75 and $100 billion.

The company’s filing revealed some significant (or perhaps mind-melting) stats, including the fact that Facebook is seeing 845 million users every month, half of whom are daily users, and half of whom are mobile users. Zuck still owns 28 percent of the company, among other things; really that was just the beginning.

In fact, there was so much excitement and noise around Facebook’s IPO yesterday that the volume of visitors looking to check out Facebook’s filing for themselves succeeded in crashing the SEC’s website. Hitwise tells us that SEC.gov apparently saw a 15 percent increase in total visits, compared to the day before and a 42 percent compared to previous Thursday. And guess who was the number two source of traffic for the site? That’s right, TechCrunch.com — coming in less than 3 percent behind the top source, Google.com. Thanks to you, readers, we gave the SEC all the traffic they could handle. And apparently more.

Today, Heather Dougherty, Director of Research at Hitwise shared some further stats, which provide a great follow-up to yesterday’s IPO madness. Yes, a $75 to $100 billion valuation is enough to marinate on, but just how much traffic — and what kind is — Facebook.com generating? While this data is from January, many readers may already be familiar with a lot of this, but it’s just further evidence of how colossal Facebook’s share of the market has become — both at home and abroad.

For starters, Hitwise found that Facebook.com is now seeing one out of every eleven visits in the U.S., and one out of five pageviews online in the U.S. takes place on Facebook.com. Yep, 20 percent of pageviews in the U.S. happen on the Facebooks. [Insert Myspace dig here.]

Furthermore, in terms of engagement, the average visit time on Facebook.com is 20 minutes, and breakdown of male to female in Facebook’s visitors, shows that the social network is more popular among women, as 57 percent of its traffic for the last 3 months, ending January 28th, came from the ladies.

Meanwhile, the ages of Facebook.com visitors shows that the breakdown of its its visit share by age compares favorably to the online population, as you can see in the graph to the right.

As Erick said yesterday, Facebook managed to report $1 billion in profits for 2011, which is a fairly exact number, considering all of the variables at play. It could be that Zuckerberg managed accounting to come out at this round, even number, a sign to investors that the company has everything completely under control. Investors love predictability.

And on that note, beyond the average of 20 minutes users are spending on the site, 96 percent of of visitors to Facebook.com were returning visitors in January 2012. Hitwise’s numbers also show that, in terms of reaching affluent users, Facebook’s size allowed the site to win 499,949,430 visits from the most affluent income group, ahead of YouTube at 223,732,591 visits and Twitter at 15,166,795 visits. Facebook makes billionaires and caters to them.

Further adding to its accolades, when it comes to search, “Facebook” happens be the most searched term in the U.S., with Facebook-related terms accounting for 14 percent of the top search clicks. is the most searched term in the US and Facebook-related terms account for 14% of the top search clicks.

Internationally, Facebook.com remains in the top market in every country aside from China, due to the influence of China’s Facebook and Twitter competitors, Sina Weibo, Baidu, and Renren, which are the largest generators of traffic. The social network’s largest web footprint is in Canada, where it captures 12 percent of all visits in the market.

With all the excitement around Facebook yesterday, it really comes as no surprise that Facebook.com is, according to Hitwise, “the largest website in the U.S. and a top performer in numerous international markets.” The loyalty, engagement, and sheer number of monthly users proves that this company is, simply put, a freak of Internet nature. The social network has spread across the Web with its sharing functionalities, Facebook Connect, and is bringing social to just about every industry imaginable. Zuck’s proposed goal of making its social graph portable and fundamental to the fabric of the Web has certainly been realized, as it played an integral role in the rise of Zynga, social gaming, is making eCommerce social, music, and on and on.

For more on the Hitwise data, check out the post here.

And here’s more of TechCrunch’s coverage of Facebook IPO Day:

• Facebook Files For $5 Billion IPO
• Yes, We Actually Changed Our Logo To Zuck (A Facebook IPO Round Up)
• Facebook’s S-1 Letter From Zuckerberg Urges Understanding Before Investment
• Facebook’s S-1 Reveals: 845 Million Users Every Month, More Than Half Daily, Half Mobile
• Facebook’s S-1 And The Largest Shareholders: Zuck Owns 28 Percent
• Facebook IPO Crashes SEC Website

Guess who seems to be most interested in the plight of the 99%? “Jetset urbanites” according to Experian Hitwise, which used its Experian Mosiac audience profiling system to track traffic to Occupy movement sites from various consumer lifestyles, because hey, why not?

According to Experian Mosaic, which separates people into Starbucks-esque categories like “Gotham Blend,” “Dare to Dream,” “Aging of Aquarius” and “Bohemian Grove” (a little vomit just came up into my mouth), sites like occupywallstreet.org  and others in the Occupy category were most visited in the past three months by “Jetset Urbanites,”  a segment of the population that was “highly affluent, progressive and tends to live in major metropolitan areas” with a group of people known as “Colleges and Cafes” coming in second with regards to visits. Quelle surprise!

Also not surprising when you think about is the fact that “Small Town Shallow Pockets” — one of the least affluent psychographic segments – is contributing a sizable share of the visits relative to their online population, you know because they actually are the 99% and thus might you know care.

Experian also reminds us that interest in the OWS movement ebbs and flows with newsworthy events, peaking during the movement’s first two weeks, then again during the clearing of Zuccotti Park and then again during the movement’s two month anniversary.

There’s a Greek saying that goes, “The person with an empty refrigerator doesn’t philosophize.” I don’t know exactly how it’s applicable in this case, I just thought it was kind of cool.

Hitwise just published a new study examining how much time people living in different countries spend on Facebook. Singaporeans actually spend the longest on the social network, with an average of 38 minutes and 46 seconds per session, while people living in Brazil spend less than half that with an average of 18 minutes and 19 seconds per Facebook session for August 2011.

Singapore is followed by New Zealand (30 mins 31 sec); Australia (26 mins 27 sec); the UK (25 mins 33 sec); and the US (20 mins 46 sec). Brazil actually has the highest percentage of Internet visits going to social sites (18.9% of Internet usage) with 43% of all social networking visits in Brazil going to Google-owned Orkut. In contrast, the UK has the lowest market share of visits going to social networks with 12.2% of visits.

Facebook was the most visited Social Networking site in the US in August 2011 receiving 91% of visits among the sites followed by Twitter with 1.92% of visits. Tagged.com ranked 3rd for the first time, passing MySpace.com with 1.04% of US Internet visits.

The fastest growing country in terms of visits is India, which saw an an increase in market share of 88% in August 2011 compared to August 2010. The US also experienced a market share increase from Facebook of 5% year on year.

It’s no surprise that Facebook is seeing major growth internationally and in the U.S. Marc Zuckerberg just revealed that as many as 500 million members have used used Facebook in a given day, which is a milestone for the network. And the social network saw a record number of visitors in July.

All signs point to this holiday season being a prosperous one for retailers. Hitwise is reporting that searches around Black Friday are up 31%, and the share of visits to Black Friday websites are up 18% from last year during the same time.

Hitwise’s data also shows that more women than men are visiting the Black Friday websites with visits split 59% female and 41% male and visitors to Black Friday sites tend to be younger with 59% of visitors under the age of 35.

In terms of the retailers who are receiving visits from interested consumers, Walmart was top retail site receiving traffic from Black Friday sites for last week. Target was top retail site receiving traffic from Black Friday searches for last week and Walmart takes the top spot for searches this week.

Interestingly, referrals from Facebook.com and Twitter.com to Black Friday sites are up 36% in 2010 vs. 2009, indicating that more consumers and retailers are looking to social media to spread information about deals. In terms of emails about Black Friday deals Hitwise is reporting that email marketing volume is up 23% in 2010 vs. 2009; with Black Friday emails hitting consumer inboxes as early as Oct. 1 of this year.

While we don’t know how profitable Black Friday will be for retailers, an increase in searches and traffic shows that consumers could be pulling out the credit card more often this holiday season. Yesterday, comScore forecasted that online holiday spending would increase by 11 percent to $32.4 billion.

You can check out our Black Friday survival guide here.

In March, Hitwise reported that Facebook overcame Google to become the largest website in the U.S. with 7.07% of all U.S. visits. Google was second at 7.03% at the time. As of September, comScore reported that Facebook was behind Google, Yahoo and Microsoft.

Hitwise also says that visits to Facebook have increased by 60% from the same week last year and represented 1 in 10 US Internet visits last week. And the market share of page views for Facebook was 24.27% last week, 3.8x the volume of the 2nd ranked website YouTube.com with 6.93%.

Of course, it’s important to note that this doesn’t include visits from outside the U.S. and excludes mobile traffic.

Which, if the case, would imply that Google should be considerably worried about its future battle with the likes of Facebook and Twitter, as online marketing spend will surely follow Internet foot-through. Or does it?

According to Hitwise, during May, social networks accounted for 11.88% of UK Internet visits and search engines accounted for 11.33%, representing the first ever month that social networks have been more popular than search engines in the UK.

At this point, it’s worth noting that Google-owned YouTube is lumped into the social networks group – is YouTube really a social network? – so that in itself significantly skews the results. But, nonetheless, social, and in particular Facebook and Twitter, continue in its ascendancy.

Facebook now accounts for 55% of all UK social networking visits, almost three times as many as the next most popular social network, which Hitwise pegs as YouTube. Twitter, on the other hand, is now the third most popular social network in the UK, putting it ahead of Bebo (no surprise) and MySpace, which seems pretty significant considering how popular the Murdoch-owned property once was with Brits.

Robin Goad, Research Director for Hitwise, comments: “although social networks and search engines perform different functions, they both act as gateways to the wider Internet. This data perfectly illustrates the key role that social media now plays in so much online behavior.”

But the money isn’t yet following, with Goad noting that “the majority of online marketing spend is currently diverted towards search, and this is likely to remain the case in the short to medium term.” Search remains the “primary source of traffic for most websites”, particularly e-commerce, such as online retail, finance and travel.

“Many marketers and brand owners have yet to grasp the full potential of social media marketing, but spending on the channel will increase as more proven success stories emerge.”

Success stories, you say.

But can social media marketing really overcome the issue of intent? Too often, ads on YouTube and Facebook work like traditional advertising, forcing themselves onto people and interrupting the conversation or getting in the way of the content. Not only is it an issue of obtrusiveness but that advertising is out of kilter with the user’s self interest.

However, when a user searches on Google, there is an intended action at the end of it, which is very often making a purchase or researching one. In which case, the interests of the user and advertiser are perfectly aligned.

Nobody is interrupting anyone.

Regardless of today’s report, it’s only once somebody really figures out how to tap into intent on Facebook that Google should be worried.

Very worried.

(Cue social media and WOM marketeers to tell me why I’m wrong.)

You can read the whole post over at Calacanis.com. He doesn’t pull any punches (in fact he goes on a tangent about punching bullies in the face as a kid) He suggests that companies refuse to pay Comscore for the service, and that investors short the stock.

Comscore investor Fred Wilson laid into Jason with a couple of comments on a copy of the post on Posterous. He also randomly dragged me into the argument (I think he’s still mad about the Zynga stuff):

jason, since you’ve slandered me, i’ll respond here.
you don’t know what you are talking about. comscore (SCOR) is a public company. you can go look at their financials. they aren’t exactly printing money. it’s hard to measure the internet and they spend well over $100mm per year doing just that. they aren’t “shaking down” anyone. their move to a hybrid model is a reaction to many of the criticisms that people have had of their panel model over the years. but it isn’t cheap to manage that data either. someone has to pay for this. or of course we could all just let google do it for free. we know how that will play out. eric schmidt has said “analytics are infinitely monetizable” well for google they are. if we want a third party keeping everyone honest, the market has to pay something for it. as i said, go look at comscore’s financials and you’ll see they aren’t exactly getting rich doing that.

and the “huge venture return i made in comscore” is in your imagination. i have not ever made any money personally on my comscore investment.

please don’t spew lies about me jason. with “friends” like you, who needs enemies?

and

hey Karl, i bet if you and i sat down and had a coffee or a beer and talked for a half hour or an hour you’d come away with a different perspective. if you get your data on me and my investments from Jason and his friend Mike Arrington, of course you are going to come away with an impression that isn’t correct. they like to sling mud at me and my investments. i am not going to get into a pissing match with them online. but i am “kinda sad” that you are getting the wrong impression. i don’t know where you live but if we are ever in the same town, give me that half hour and i bet you’ll have a different and better opinion.

Comscore’s CMO Linda Abraham also weighed into the argument on Posterous:

Jason:
You really need to get your facts straight.

1) First of all, we measure Unique People rather than Unique Cookies which web analytics systems erroneously can unique visitors. I would challenge you to find any kind of server side measurement system that measures people, not machines or cookies. To show you how absurd server side numbers are, AOL Inc. had about 259 MM Unique cookies which gives it over 125% reach compared to a true reach of 54%. The inflation is driven by cookie deletion, multiple browsers, multiple machines for the same users, multiple devices etc… Large companies do not complain about their numbers because they know their server side numbers are flawed as obviously evident by the AOL metrics, not because ‘comScore fixes your number”. This dynamic is less obvious with smaller sites—they don’t realize how inflated their numbers are until their reach starts exceeding 100%.

2) Our Hybrid measurement is not mere pixel tracking as you assert. Our panel, which allows us to distinguish people from cookies, is a central part of the system used to correct for the inflation of cookie based server-side measurement.

3) You are confused about our pricing, so let me explain it to you:

• We charge a one-time setup fee of $5,000 that enables us to audit the beacon implementation and make sure we are measuring everyone consistently. This means auditing beacons on every page to identify pages with multiple beacons that result in over-counting, and pages with no beacon that result in undercounting. We have found about 15% of sites have placed multiple beacons on a page, and over 30% of sites that have missed a number of pages on their site. This auditing function is crucial to protect the system from being gamed. Imagine what happens, if unchecked, sites start cross beaconing each other to inflate their audience. The ‘free’ services do not incur this cost because not much is expected of them. We have seen many sites where the Quantcast beacons ‘fire’ up to 7 times from a single page!
• The initial $5,000 setup fee pays for that audit and gives you access to our reports on comScore Direct $5K for 6 month period.
• The $10K annual price is for ongoing access to our comScore Direct reporting system. However, you don’t have to subscribe to continue being measured using the hybrid methodology. As long as you maintain your beacons we will measure you with our hybrid methodology FREE of charge.

4) You may be upset because you don’t get a free subscription to the reports. We make no apologies for charging for access to our reporting system. That is the only revenue source we have to cover our costs. In doing so, we make a ‘mafia like’ pre-tax margin of less than 9% . Google and Quantcast offer metrics for ‘free’ because they have an advertising supported model. They use the data they collect from users or publishers to sell targeted advertising. We chose not to have a business model based on selling advertising, because we do not want to compete with our clients who make a living selling advertising, and who need a neutral third party to provide audience data that is free from conflicts of interest.

5) As for the free trial offer we made you, you need to get your facts straight. When we rolled out this new hybrid system, we needed some sites to beacon with us early to test it out and get user feedback .This is a common practice you might have heard of—it’s called ‘free beta.’ You chose not to participate, which is fine. But there was no attempt to ‘buy your silence’ and we challenge you to prove otherwise.

We provide a valuable service and we are proud of it. We offer the most accurate 3rd audience measurement tools available which are paid for in real dollars by more than 1,200 companies who, unlike you, freely choose them despite available ‘free’ services.

It’s unfortunate that you were picked on as a child. It must have been difficult to you. But you’re an adult now. If you want to debate, please do so with facts, not just blind fury.

My take – Abraham is right. Comscore is by far the best analytics service available. Alexa, Compete and Hitwise are seriously flawed (I may dive into this more in a future post). Quantcast has its own issues and is subject to abuse, which we’ve seen directly. Comscore uses panels and statistical analysis to generate traffic estimates. The new product measure traffic directly off of website servers and should provide nearly perfect data.

And the fact is that the company probably does need to charge to do this properly, as Abraham argues. If a competitor can provide the same service for less (or free), God Bless Them and I’ll support them all the way. Until then, the market will bear what it can bear.

We always choose to use Comscore data first when its available, and will continue to do so. Here’s an example of how useful it can be.

So in this case I respectfully disagree with Jason on the merits of his argument. And I ask Fred Wilson to try to keep me out of his various fights.

Experian Hitwise just released its Cyber Monday stats, with Amazon reportedly topping the list as the most visited retail website yesterday, seeing a 44% increase in visits compared to 2008. Amazon received 15.53% of the visits among the top 500 online retail sites. Hitwise says Amazon has been the top visited site on Cyber Monday since 2006.

Hitwise reports that among the top 500 retail websites, the percentage of U.S. online visits were down 9%o n Cyber Monday in 2009 compared to Cyber Monday 2008. Wal-Mart was the second most visited with 9.54% of visits followed by Target with 5.16%. BestBuy was the fourth most visited with 3.56% followed by JC Penney with 2.58 %. Walmart took the top spot for the most visited online site on Thanksgiving Day this year, according to Hitwise but Amazon edged out Walmart on Black Friday. This is the fifth year in a row that Wal-Mart was the top visited site on Thanksgiving Day.

Among the top 20 sites visited on Cyber Monday 2009, Staples saw the largest increase in visits compared to 2008 with a 61% increase, Barnes & Noble saw a 46% increase.The Apple Store, which didn’t make Hitwise’s top 20 sites, saw a 71% increase in visits on Cyber Monday 2009 versus 2008. Online stores who dropped in traffic from last year included Overstock.com (down 25%) and Home Depot (down 29%).

Most signs point to a positive trend when it comes to online sales and traffic this year. Coremetrics reported that online retailers saw a 13.7 percent increase in sales compared to last year, and 24.1 percent more than on Black Friday 2009. According to Hitwise, traffic to retail sites on Black Friday was up 9%. Of course, Hitwsie is just one metric used to measure traffic for these sites; comScore also provides an accurate measure for statistics but has not released its data yet for Cyber Monday.

According to Hitwise, Google News UK was the second biggest recipient of searches by UK-based Internet users for ‘patrick swayze’ and ‘kanye west’ (picking up 8.25% and 8.26% of traffic respectively), third for ‘katie price’ (9.29%) and fourth for ‘keith floyd’ (5.28%). As a result, visits to the regional news search engine increased a whopping 71% last week, with the site’s ranking reaching the one of 28th most popular overall (up from 46th the previous week).

In other words: last week was Google News UK’s busiest ever, and they have celebrities to thank for it.

(Via @Hitwise_UK)

It’s no secret how bad most of the analytics firms are at gathering statistically relevant data about Internet traffic. All of them, Quantcast, Comscore, Hitwise, Compete, Alexa, etc., are flawed in various ways and to various degrees.

But today’s blog post by Hitwise shows just how bad their data really is. They say that Craigslist is now the top searched term on the Internet, taking that honor from MySpace. Facebook is third.

But the real data is out there for the taking. Google Trends shows Google search data, and since Google commands such a large lead in search in most countries, presumably the data is accurate. Google trends shows exactly the opposite data as Hitwise – Facebook is by far the most queried term, followed by MySpace and then Craigslist.

I’m putting my money on Google when it comes to accurate search trends. And if I were Hitwise, I’d make very sure my search data conformed to whatever Google was saying.

Hitwise has just released a brief report examining the spending habits for web users over the holiday season. Using traffic data from its Retail 500 index, the site found that traffic in 2008 was lower than it was last year, but was (perhaps surprisingly) higher than it was back in 2006.

The study also found that the biggest drop off in traffic was among shoppers that fell under the ‘high-income’ demographic, which is classified as households earning more than $150,000 per year. Traffic from these upper-class buyers dropped 12.33% comparing December 2007 to December 2008, versus a drop of around 1% for those making less than $30,000 a year and an increase in traffic from everyone else. The report doesn’t make any guesses as to why this happened (perhaps the more wealthy users were losing more money in the stock market?), but it’s an interesting trend nonetheless.

Finally, the report says that the trends toward lowered traffic reversed in the days immediately following Christmas as shoppers looked for deals. This was especially pronounced at “luxury retailers”, who may have been forced to slash prices more viciously in light of the economic climate.

After a tepid start, online holiday sales seem to be picking up a bit. Online sales on Cyber Monday as measured by comScore were a healthy $846 million, up 15 percent from last year’s Cyber Monday. Online sales since Thanksgiving are up 12 percent to $2.4 billion. But overall online sales in November of $12 billion are still down 2 percent.

Can sales make up the difference over the next five weeks? As the chart above shows, holiday sales so far in 2008 (the red bars) are struggling to keep up with the levels we saw in 2007 (the dark blue bars). Maybe consumers have just been postponing purchases longer than usual, but now that the U.S. is officially in a recession that knowledge will likely have a psychological impact on people’s willingness to splurge. (I love how the recession news didn’t come out until after the Thanksgiving holiday shopping weekend).

Hitwise also offers some insight into what happened on Cyber Monday in terms of Website traffic to retail sites. Overall, among the top 500 retail sites, traffic was down one percent on Cyber Monday. But online-only sites saw a traffic increase of 5 percent (versus a 4 percent decline for the sites of brick-and-mortar stores).

In the fight between Amazon and Walmart.com for online holiday dominance, Amazon came out on top with traffic increasing 21 percent on Cyber Monday. Walmart.com was the second most visited retail site.

Overall, the numbers showed an expected but sharp decline: the percentage of U.S. visits was down 11% on Thanksgiving Day in 2008 compared to last year, and U.S. traffic on Black Friday was down 5%. But online-only (not brick-and-mortar) stores, of which there are 100 in the list of 500 top retail websites, had a pretty good run: the percentage of U.S visits to those shot up 11% on Thanksgiving Day, and went up 10% on Black Friday compared to 2007.

Still according to the Hitwise report, the top visited retail website on Thanksgiving Day was Walmart.com, receiving 13.72% of U.S. visits, while Amazon.com was the second most visited with 9.56% of visits. BestBuy.com came in third with 6.05%.

Amazon.com took over the lead on Black Friday, receiving 11.06% of U.S. visits among the top 500 retail websites. Walmart.com was the second most visited with 9.88% of visits followed by Target.com with 4.62%.

Update: Below is some more data from Coremetrics showing flattish activity at retail sites on Black Friday. Coremetrics tracks 300 retail Websites in detail, including shopping cart and order activity. Orders were completed in 3.5 percent of all sessions, about the same as last year, but the average order value ($126) was down 6.15 percent. Here are some of Coremetrics’ findings:

This was a big surprise for parts of the blogosphere where Flickr is a hot topic.

I looked up these two sites on Alexaholic and found traffic results quite different from the Hitwise graph. Many people have long alleged that Alexa produces low-quality results, is easy to game and is worthy of lots of other criticism. If that’s is the case, is Yahoo! really the most visited site on the web? Is MySpace really number 5? Many of us talk about those numbers, from Alexa, often. (Though Hitwise seems to find similar numbers.)

Graph below: Flickr traffic in blue, Photobucket in red. Webshots.com in green.

Speaking of graphs, here’s some interesting ones that quantify what many people in today’s discussion are saying: the loudest voices in the blogosphere are missing the boat by talking about Flickr all the time. Flickr may be worthy of blog coverage for its innovation or it’s participation in innovative communities or its role in controversy – but among most of the bloggers online Photobucket is a much hotter topic!

Check out these graphs, measuring the times that the words Flickr or Photobucket appear in blogs with many inbound links (“high authority”) according to Technorati vs. in blogs without many inbound links. I think the results are remarkable.

Here’s some imprecise but telling math: high-authority bloggers appear to write about Flickr about 3 times as often as they (we) write about Photobucket. The blogosphere as a whole uses the word Photobucket 3 or more times as often as we use the word Flickr. (TechCrunch has used the word Flickr 11 times more often than the word Photobucket.) Does that mean high-authority bloggers are out of touch with the bulk of users? It may; it may also mean that being interesting doesn’t equate with mass adoption.

In the graphs below, “high authority” on top, all blogs on bottom, Flickr mentions on left, Photobucket mentions on right.