Software // Enterprise Applications
10:07 PM
Connect Directly
Repost This

Neopets Anonymous

With more than 60 million registered users and some of the stickiest content on the Internet, its users spend more time at the site than any other site reported.

Most of us are aware of the heavily trafficked sites. But somehow, comes in under most of our radar, unless you happen to have children or enjoy playing games and interacting in large online communities.

Neopets first came to my attention as a nominee for the Wired Kids Best of the Web 2003 Awards. Over and over, kids and teens across the United States and in English-speaking countries around the world nominated it as their favorite Web site. The Associated Press followed with an article about how a mother withheld access to Neopets when her daughter wouldn't clean her room. It proved an effective punishment.

Take Parry Aftab's Cyberloafing Survey

When we began our review of Neopets, we learned that with some of the stickiest content on the Internet, its users spend more time at the site than any other site reported. They also revisited more often than most other sites. (It averages 2.5 billion page views a month.)

But what is at first glance brushed off as a kids' site has its adult fans as well, especially in the under-30 age group. Its popularity in the workplace was driven home when Neopets general counsel Stephanie Yost Cameron called another lawyer. The legal secretary answered and asked for Stephanie's name and affiliation. On the mention of Neopets, the legal secretary exclaimed that she was a big fan and was playing it as they spoke. She played it whenever she could, she told Stephanie. While Stephanie was thrilled to find another Neopets fan, she commented on how often she heard about employees playing Neopets from work.

If you combine the stickiness and frequency of visits of Neopets' registered users with the number of users accessing the site from work, you've identified a serious, but fun, time drain.

Return to main story: The Privacy Lawyer: Cyberloafing's Drain On Productivity

Comment  | 
Print  | 
More Insights
Building A Mobile Business Mindset
Building A Mobile Business Mindset
Among 688 respondents, 46% have deployed mobile apps, with an additional 24% planning to in the next year. Soon all apps will look like mobile apps and it's past time for those with no plans to get cracking.
Register for InformationWeek Newsletters
White Papers
Current Issue
InformationWeek Elite 100 - 2014
Our InformationWeek Elite 100 issue -- our 26th ranking of technology innovators -- shines a spotlight on businesses that are succeeding because of their digital strategies. We take a close at look at the top five companies in this year's ranking and the eight winners of our Business Innovation awards, and offer 20 great ideas that you can use in your company. We also provide a ranked list of our Elite 100 innovators.
Twitter Feed
Audio Interviews
Archived Audio Interviews
GE is a leader in combining connected devices and advanced analytics in pursuit of practical goals like less downtime, lower operating costs, and higher throughput. At GIO Power & Water, CIO Jim Fowler is part of the team exploring how to apply these techniques to some of the world's essential infrastructure, from power plants to water treatment systems. Join us, and bring your questions, as we talk about what's ahead.