This IDC study analyzes U.S. online consumer attitudes toward 27 leading Internet brands. Data for this analysis comes from our 2008 U.S. Online Consumer Attitudes Survey, which provides a comprehensive overview of what U.S. consumers think about certain aspects of the Internet.

"Measuring Internet brands solely by the number of users is poor practice. Just because a brand is well known does not necessarily mean consumers feel more favorably toward it," says Caroline Dangson, research analyst for IDC's Digital Marketplace team. "In some cases, such as for Facebook and MySpace, brand image is weaker than brand awareness. Hulu is not very well known, but has a very strong brand image."