Even though worldwide traffic remains steady, Web usage in the United States fell to its lowest level since March, according to a new study from ComScore Networks and Diameter. In July, Internet traffic worldwide garnered 296.4 million surfers, compared with 296.5 million in June. In the United States, overall traffic fell by 1.9 percent from June to July, just after a 3 percent drop from May to June.
Gian Fulgoni, chairman of ComScore, said that even though U.S. Web traffic has slowed over the past few months, specific sites and certain audience segments are still growing. "As overall growth in the number of unique U.S. Internet users slows, however, companies will need to develop a deeper level of understanding of the behavior of online consumers if they are to successfully...use the Internet as a marketing medium," Fulgoni said in a statement.