IM, Entertainment Draw College Web Surfers

NEW YORK Unsurprisingly, instant messaging applications and entertainment sites are hugely popular among the estimated 10 million university students who regularly surf the Web.

Nearly 7 million students, or about 70 percent of the total university Web population, used instant messaging applications in March, according to Internet measurement firm comScore Media Metrix. Based on that finding, comScore said that co-eds represent a ready target for advertisers considering campaigns delivered via instant messaging.

The college population also has an affinity for entertainment sites. Nearly 6 million students, or about 60 percent of the university Web population, visited music sites in March, according to comScore. And, about 3 million, or 30 percent, went to movie sites.

Some of the most visited music-related Web properties included WindowsMedia, MTV Networks Music, Launch and AOL Propriety Music.

And given the target, don’t count out education-related sites. The education category, which is composed primarily of university Web sites, welcomed 6.6 million visitors in March, according to comScore.