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U.S. Tax Visitation Gears Up Later in the Tax Season

TAX VISITATION * IN 2013 ★ = ARE NUMBERS LOW OR JUST LATE? = January 1st marks the start of the Tax Season. JANUARY Y/Y Visitors to Top Tax Sites (MM) 2012 ΥΤD' 2013 YTD ▼ 16% 35 30 V 21% 25 20 15 10 Top 3 DIY Tax Sites IRS.Gov So far in 2013, there have been 16% fewer visitors to tax DIY sites than last year. Why? Late Tax Fiscal Cliff Legislation Uncertainty ПП Visitors to Top 3 DIY Tax Sites (MM) 20 2012 2013 10 5 Week 1 Week 2 Week 3 Week 4 Week 5 Weeks Post January 1st Despite the initial delay, visitation to the top 3 DIY tax domains is growing at a similar pace to last year. A Dive into Demographics Q: Of tha who visite the Online T category, how has the demographic breakdown changed from year to year? A: Older & Higher Earning 5% 11% 10% 65+ 14% 19% 55-64 18% 45-54 25% 20% 35-44 25-34 25% 23% 18-24 11% 11% Jan. 2012 Jan. 2013 Visitors with a household income of more than $100K increased from 2 out of 10 visitors in 2012 to 3 out of 10 visitors in 2013. Let's follow the progression of the season to see how visitation grows relative to past years. Happy taxes! () comSCoRE. February 2013 1."Tax Site Visitation", comScore Custom Visitation Analytics, U.S., February 2013 2. Tax Site Visitor Demographics", comScore Media Metrix, U.S., February 2013 a. YTD covers the first 5 weeks of the year. In 2012, this time ranges from 1/1/2012 to 2/4/2012, while the YTD time range in 2013 is 12/30/2012 to 2/2/2013. b. Top 3 DIY Tax sites are defined as TurboTax, H&R Block and TaxAct. c. The Online Tax category is defined in comScore Media Metrix®. For more information on how comScore can help you, visit www.comScore.com. © 2013 comScore, Inc. 15

U.S. Tax Visitation Gears Up Later in the Tax Season

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In January 2013, visitation to online tax services dropped for the whole industry relative to the same time period in 2012. This trend is observed both for the top online do-it-yourself (DIY) tax pre... paration providers (TurboTax, H & R Block, and TaxAct) as well as the website IRS.gov. The top three DIY sites combined have seen 16 percent fewer visitors while IRS.gov has seen a 21 percent decrease in visitors compared to the same time period in 2012. The 2013 tax filing season seems to be gearing up later than it did relative to the 2012 season. This may be due to late tax legislation and turmoil around the fiscal cliff in early 2013. This year the IRS did not start accepting e-file tax units until almost two weeks later than it did in 2012 (Jan. 30, 2013 vs. Jan. 17, 2012). The 2013 season, however, has shown a similar pattern of growth to the 2012 season, simply with a later start. People over the age of 55 and those with household incomes of over $75,000 per year comprised a higher percentage composition of visitors to the Online Taxes category in January 2013 compared to January 2012. The increased visitation from these demographics could be a result of those tax filers being less affected by the delays in early 2013 or an indication of growth of interest in online tax services among people over 55 years of age or in homes making more than $75,000 per year.

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comscore

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Stephanie Nguyen