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Top Five Tax Web Sites Attract 22 Million Users Apr. 14, 2003 More than 22 million taxpayers logged onto tax information Web sites in February alone, an increase of 15 percent year-over-year, according to a measurement survey conducted by Nielsen//NetRatings. Reaching more than 17 percent of the active online population from home and work, more Americans than ever are leveraging Internet tax resources to download forms, gather information, and to file their taxes.
Following an aggressive marketing campaign, the Internal Revenue Service saw the biggest jump in visitors over last season, attracting 10.1 million unique visitors from home and work, a 25 percent increase year-to-year. Though H&R Block is in the top five, it actually saw a decline in growth. However, TaxCut.com, which is wholly owned by Block, received over 1.5 million viewers with 23 percent year-over-year growth. TaxAct.com, offering a lower priced alternative to to the big name services, posted the greatest growth at 75 percent.
The top five online tax services Web sites, ranked by unique audience in February 2003:
Among the top online tax services, household earnings between $25K-$49,999K and $50K-$74,999K comprised the highest compositions, making up roughly 60-65 percent of the total audience. Surfers with higher household incomes in the $100K+ range represented much less. For instance, less than 11 percent of those in the $100K range visited the IRS.gov site.
"Computer based software and Internet tax preparation services have changed the way Americans prepare their taxes," said Patrick Thomas, senior Internet analysis for Nielsen//NetRatings. "It's become an easy and affordable option for many surfers within the middle income brackets who most often put a premium on ease of completion and know the Internet can also help them get their refund quickly."
*Data for TurboTax comprised of the total unduplicated traffic to www.turbotax.com, www.taxfreedom.com, and www.turbotax.intuit.com
2003 SmartPros Ltd. All rights reserved.
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