Hitwise Analyzes Online Calendars

    January 5, 2007

LeAnn Prescott from Hitwise has an analysis of online calendars that has been getting a fair bit of traffic and commentary, since it shows that Google’s calendar – which has only been around for about six months – is growing strongly in “market share of Internet visits” (as Hitwise describes their proprietary measurement of traffic).

LeAnn says that Google’s traffic share has tripled since June, and that it appears to be close to matching Yahoo’s traffic, which has been declining sharply over the same period. All of which is great, and it’s nice to see that a Google property is growing – unlike, say, Froogle or Google Co-op, etc. But that’s not what struck me about the Hitwise chart. What struck me was how tiny the online calendar market is.

If you look away from the downhill slide of Yahoo’s line on the chart and the upward climb of Google’s line on the chart, what you notice is that even at its peak the market leader – Yahoo – had 0.008 per cent of all Internet traffic. After its slide, it is around 0.005 per cent, and Google is at 0.0043 per cent. In other words, all three of the online calendar leaders put together have a little over one one-hundredth of one per cent of Internet traffic.

As more than one commenter has noted, it would be interesting to see where 30boxes.com and some of the other online Ajax calendars sit in terms of traffic share. But what is clear is that Google and Yahoo are still fighting over table scraps, and that online calendars have a long way to go before they become a significant factor for Internet users.



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Mathew Ingram is a
technology writer and blogger for the Globe and Mail, a national
newspaper based in Toronto, and also writes about the Web and media at
www.mathewingram.com/work and www.mathewingram.com/media.