Managers have a tough time believing that a community-oriented site run by volunteers can actually give the well-oiled machine of a corporation a run for its money. Yet, the evidence is in favor of Wikipedia.

As shown below, according to comScore, in February 2007, Wikipedia was the sixth most-trafficked property, following giants such as Microsoft, Yahoo, Google, eBay and Time Warner (owner of America Online). Wikipedia attracted more traffic than Amazon.com or NYTimes.com in the same period. In February 2007, users spent an average of 15 minutes and 57 seconds on the site, which is better than Disney or Wal-Mart.

Wikipedia Performance

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An analysis of Alexa.com data reveals similar patterns.