The communications, commerce and media website, which provides services to 210m people each month, also sustained its leadership position in reach, page views and total time spent on the site.
Consumers spend more time and consume more on Yahoo! than any other portal, with an average time of one hour 12 minutes on the site, compared with 53 minutes on MSN and 41 minutes on AOL.
Yahoo! has also managed to reach 51% of the worldwide internet population, almost 5% more than closest rival MSN. The average number of page views on Yahoo! is three times the amount on AOL and 50% greater than MSN's average.
Jeff Mallett, president and chief operating officer of Yahoo!, said, "Yahoo!'s position reinforces the strength of our brand and the loyalty of our consumer base."
Nielsen/NetRatings noted that consumption on the web during September was dominated by the terrorist attacks in the US. The traffic on Yahoo! News increased tenfold and Yahoo! FinanceVision attracted 60 times the amount of daily viewers.
Yahoo! was created by Jerry Yang and David Filo in 1994. The site was incorporated in March 1995 and became a publicly owned company in April 1996.
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