Interest in the annual World Series of Poker Tournament drove US Web traffic to online gambling sites in July 2010, while more than 170 million consumers visited an online retail site during the month, shopping for toys, tickets, and other consumer goods, according to data from the comScore Media Metrix service.

• Gambling-Online Gambling sites were the top-gaining category in July, attracting 13.4 million unique visitors, up 11% from the previous month. PokerStars led the category with 2.4 million visitors during the month, up 8% from June, followed by FullTiltPoker with 2.3 million visitors (up 14%), Kingolotto Network with 2.0 million visitors (up 31%), and UltimateBet.com Online Poker with 1.0 million visitors (up 33%).

• Retail-Toys sites attracted 18.4 million unique visitors in July, up 11% from the previous month. Toys"R"Us Sites led the category with 6.6 million visitors, up 4% from June, followed by The LEGO Group with 2.9 million (up 24%), Disney Shopping with 1.7 million (up 7%) and AmericanGirl.com with 1.3 million (up 75%).

• Retail-Mall sites attracted 18.1 million unique visitors during the month, up 11% from June. Sam's Club was No. 1 in the category with 4.7 million visitors, up 6% from the previous month. HSN.com followed with 3.6 million visitors (up 18%), while FingerHut.com had 2.0 million visitors (up 24%) and MyDealMatch.com had 1.8 million visitors (up 9%).

• Travel-Information sites soared in July, attracting 59.2 million visitors—an all-time high for the category—up 11% from the previous month. TravelAdNetwork led the category with 18.9 million visitors, up 16% from June, followed by TripAdvisor Sites with 13.1 million visitors, Yahoo Travel with 11.0 million visitors (up 14%), AOL Travel with 5.1 million (up 7%), and Bing Travel with 4.9 million (up 6%).

Top 10 Gaining Properties

comScore also released July data on the top-gaining online properties, led by PCH.com, Apollo Group, and NFL Internet Group: