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RAPAPORT... Retail categories, including jewelry, secured six of the top seven strongest website traffic generators in November compared with October, according to comScore Inc. While the number of unique visitors during November in the U.S. was unchanged at 224.5 million, e-card websites experienced the greatest traffic gain, up 65 percent from October; traffic jumped 30 percent for websites that offer toys and it increased 24 percent for consumer electronic websites. The jewelry and luxury goods and accessories website category experienced a 23 percent traffic increase in November to 23 million unique visitors, surpassing the 21 percent rate of growth for department stores, 18 percent for malls and 15 percent for fragrances and cosmetics. Rounding out the top 10, comScore found a 14 percent rate of traffic growth for gay/lesbian topics, and a 12 percent rate of growth for both religion/spirituality topics and coupons. The top five Internet website properties in November were Yahoo!, Google, Microsoft, Facebook and AOL. The top five comScore ''Ad Focus'' rankings as measured by audience reach during November included AddThis, ShareThis, Yahoo!, Google and Outbrain.
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