The Digital 100 is an annual list and definitive ranking of the most visited sites in the United States, across industry categories. Recognized for their exceptional digital presence, the brands on this list represent 20 different categories that touch millions of consumers’ lives daily, from Travel and Beauty, to E-learning and Insurance.

Insights

On average, the monthly unique visitors to the Top 5 Accommodations sites increased by 14.9% from 2018

airbnb.com, the number one ranked site, increased its share of traffic coming from mobile web by 3.9-percentage points YoY

mgmresorts.com saw a higher percent growth in monthly unique visitors than the category as a whole, at +197.2% 

Insights

On average, the monthly unique visitors to the Top 5 Airlines sites increased by 4.4% from 2018

A 2-percentage point increase YoY in direct site visits is indicative of the category’s growing brand awareness

spirit.com saw higher percent growth in monthly unique visitors than the category as a whole, at +12% 

Insights

On average, the monthly unique visitors to the Top 5 Apparel sites increased by 7.9% from 2018

gap.com, the number one ranked site, saw the majority of its traffic coming from mobile web at 66.6%

converse.com saw higher percent growth in monthly unique vsitors than the category as a whole, at +77.8%

Insights

On average, the monthly unique visitors to the Top 5 Auto sites increased by 3.4% from 2018

The top 5 non-branded organic keywords driving desktop traffic to the category were: car loan calculator, used car, car value, auto loan calculator, and used tesla


Saw higher percent growth in monthly unique visitors than the category as a whole, at +93.9%

Insights

On average, the monthly unique visitors to the Top 5 Banking sites increased by 4.3% from 2018

chase.com, the number one ranked site, saw traffic quality increases in average visit duration at +5.2% and pages per visit at +1.9%

td.com saw higher percent growth in monthly unique visitors than the category as a whole, at +94.4%

Insights

On average, the monthly unique visitors to the Top 5 Beauty sites increased by 11.8% from 2018

ulta.com, the number one ranked site, saw growth in desktop traffic coming from paid search and display ads, at +2.3-percentage points and 2.1-percentage points, respectively

jeffreestarcosmetics.com saw higher percent growth in monthly unique visitors than the category as a whole, at +104.8%  

Insights

On average, the monthly unique visitors to the Top 5 Career sites remained relatively constant from 2018

A 3.5-percentage point increase YoY in direct site visits is indicative of the category’s growing brand awareness

neuvoo.com saw higher percent growth in monthly unique visitors than the category as a whole, at +144%  

Insights

on average, the monthly unique visitors to the Top 5 Consumer Electronic sites increased by 5.2% from 2018

2019 saw increases in desktop traffic coming from organic search and paid search, at +1.9-percentage points, and +1.2-percentage points, respectively, suggesting an emphasis on SEO and PPC


gearbest.com saw higher percent growth in monthly unique visitors than the category as a whole, at +8.5% 

Insights

On average, the monthly unique visitors to the Top 5 Department Store sites remained relatively constant from 2018

While nordstrom.com ranked ahead of nordstromrack.com in volume of monthly unique visitors, the latter had a higher average visit duration and lower bounce rate 

saksoff5th.com saw higher percent growth in monthly unique visitors than the category as a whole, at +14.6%

Insights

On average, the monthly unique visitors to the Top 5 E-Learning sites increased by 19.6% from 2018

khanacademy.org, the number one ranked site, had its direct traffic share sitting 5.7-percentage points higher than the category average


corporatefinanceinstitute.com saw higher percent growth in monthly unique visitors than the category as a whole, at +133.5%

Entertainment Media

Top Websites in Entertainment Media

Insights

On average, the monthly unique visitors to the Top 5 Entertainment Media sites decreased by 15% from 2018

people.com, the number one ranked site, had its organic search traffic share sitting 12-percentage points higher than the category average

radaronline.com saw higher percent growth in monthly unique visitors than the category as a whole, at +39.8%  

General News and Media

Top Websites in General News and Media

Insights

On average, the monthly unique visitors to the Top 5 General News and Media sites decreased by 7.8% from 2018

The top 5 non-branded organic keywords driving desktop traffic to the category were: trump, news, trump news, game of thrones, and hong kong

news.yahoo.com saw higher percent growth in monthly unique visitors than the category as a whole, at +354.2%

Insights

On average, the monthly unique visitors to the Top 5 Insurance sites remained relatively constant from 2018

usaa.com, the number three ranked site, was the only site in the category that saw the majority of traffic coming from desktop at 74.3% traffic share

lemonade.com saw higher percent growth in monthly unique visitors than the category as a whole, at +132.3%

Insights

On average, the monthly unique visitors to the Top 5 Luxury sites remained relatively constant from 2018

The top five publishers of display ads for the category were: dealsofamerica.com, youtube.com, facebook.com, marieclaire.com, and smithsonianmag.com

dior.com saw higher percent growth in monthly unique visitors than the category as a whole, at +32.4%  

Insights

On average, the monthly unique visitors to the Top 5 Marketplace sites grew by 3% from 2018

2019 saw a push towards paid search, with the top 5 non-branded paid keywords hinting at a major focus on gaming: monster hunter world, spider man ps4, assassin's creed odyssey, forza horizon 4, and call of duty black ops 4

aliexpress.com saw higher percent growth in monthly unique visitors than the category as a whole at +33.9% 

Insights

On average, the monthly unique visitors to the Top 5 OTA and Metasearch sites increased by 5.4% from 2018

tripadvisor.com, the number one ranked site, saw 78.2% of desktop visits coming from organic search, suggesting that they are excelling at SEO on keywords such as: restaurants near me, food near me, and things to do near me

travelocity.com saw higher percent growth in monthly unique visitors than the category as a whole, at +13.3%

Insights

On average, the monthly unique visitors to the Top 5 Real Estate sites increased by 4.3% from 2018

zillow.com, the number one ranked site, also had the highest average visit duration, pages per visit, and the lowest bounce rate

movoto.com saw higher percent growth in monthly unique visitors than the category as a whole, at +28.2%  

Insights

On average, the monthly unique visitors to the Top 5 Resale sites grew by 39.6% from 2018

2019 saw a push towards paid search, with the top 5 non-branded paid keywords being: adidas ultra boost, online thrift store, black and white 9s, yeezy, and naruto bape

depop.com saw higher percent growth in monthly unique visitors than the category as a whole, at +96.5%  

Insights

On average, the monthly unique visitors to the Top 5 Sports Media sites decreased by 11.6% from 2018

A 1.4-percentage point increase YoY in direct site visits is indicative of the category’s growing brand awarenes

barstoolsports.com saw higher percent growth in monthly unique visitors than the category as a whole, at +67.1%

Universities

Top Websites in Universities

Insights

On average, the monthly unique visitors to the Top 5 University sites increased by 14.8% from 2018

harvard.edu, the number one ranked site, saw a significant shift towards mobile web browsing, increasing its share by 10.2-percentage points YoY

gcu.edu saw higher percent growth in monthly unique visitors than the category as a whole, at +41.4%  

Data Methodology

How do we pick our winners?

The Digital 100 showcases the top ranking sites in the US based on average monthly active users in 2019. The site recognized as “one to watch” had at least 5% of the average monthly unique visitors as the number one ranked site, and experienced a higher year-over-year percent growth than the category as a whole.

The categories were chosen as key representative industries involved in consumers’ daily lives. SimilarWeb categorization is assigned to any website using content tags, similarity results, and a learning set of millions of websites with verified category assignments.