There is a more interesting and ultimately powerful observation to take from the “Facebook is #1” story: namely, the media and mainstream thought leadership have not yet caught on to the fact that power and influence on the Internet has officially graduated beyond one’s .com domain. In reality, Google has far, far more visitors than Facebook: they have google.com and gmail.com and dozens of other properties that are not counted toward these specious rankings of “most visited.” Indeed, once accounting for other properties beyond the core .com even the battered, beaten, venerable warhorse Yahoo! has significantly more visitors than Facebook.
More people visit Yahoo! than Facebook? Still? Really? Indeed.
The other important thing to take from this analysis is the reality that the address bar simply doesn’t matter much anymore. Google, for example, already has their own equivalent in the form of—in most browsers—the always-ready search bar. Each time a user clicks into it, types in a term and pushes enter, they are getting sucked back into Google. For Facebook, each time a status update email is sent out, they are sucking users back into Facebook. Any real analysis of “Who’s #1 on the Internet?” needs to account for these things, and not limit itself to those times when we visit the site itself directly through a browser: how much more loyal am I to Facebook because of the status updates I see and read but never click? How much more do I rely on ESPN because of the multitude of real-time updates they push to my iPhone?