The Globe and Mail

Go to the Globe and Mail homepage

Jump to main navigationJump to main content

Press release from PR Newswire

DIY U.S. Online Tax Prep Filings Up 11 Percent vs. Year Ago

Thursday, May 31, 2012

DIY U.S. Online Tax Prep Filings Up 11 Percent vs. Year Ago12:09 EDT Thursday, May 31, 2012Intuit Leads Market with 60 Percent of Tax Returns Filed OnlineRESTON, Va., May 31, 2012 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an analysis of the Online Tax Preparation segment for the tax season ending April 18, 2012, which showed that the volume of tax returns or units filed online grew 11 percent from the previous year. Among online do-it-yourself (DIY) tax preparation providers, comScore data showed that Intuit continued to lead the market with nearly 60 percent of all tax units filed online through the end of the tax season. The three largest DIY online tax preparation providers (Intuit, TaxACT and H&R Block) accounted for more than 92 percent of DIY tax units filed online for the season.(Logo:"The sustained growth in the volume of tax units filed online in early 2012 shows that Americans continue to become more comfortable with filing taxes online and appear to be especially reliant on market leaders in the online tax prep category to meet their tax needs," said Brian Jurutka, comScore Senior Vice President. "The top three DIY online tax prep providers dominated the category with a combined 92 percent of all online filings, offering a strong indication that customers value trusted brands for such important financial undertakings."Top 3 Online Tax Prep Providers Continue to Account for 9 in 10 Online Tax Units FiledAn analysis of the share of online tax units or returns filed through online tax preparation services for the tax season through April 18, 2012 shows that Intuit's TurboTax service led the way with 59.8 percent of all self-prepared units filed online. The number of returns filed through TurboTax grew 11 percent vs. year ago ? the second highest growth rate seen for this category. TaxACT, recently acquired by InfoSpace, ranked second with 17.7 percent of tax units and a year-over-year growth rate of 9 percent in the number of returns filed online. H&R Block rounded out the top 3 with 14.7 percent market share while posting the strongest year-over-year growth rate in number of returned filed at 20 percent.Online DIY Tax Preparation Provider Share of Online Tax Units Filed*Season though April 18, 2012Total U.S. ? Home and Work AudienceSource: comScore Tax BenchmarkerOnline Tax Preparation ProviderShare of Online Tax Units FiledSeason throughApril 19, 2011Season ThroughApril 18, 2012Intuit (TurboTax)60.0%59.8%InfoSpace (TaxACT)18.1%17.7%H&R Block13.6%14.7%Other8.3%7.9%*Non-Free File Alliance (FFA) Top 3 Providers Also Dominate Display Advertising for Tax Prep CategoryAn analysis of display advertising in the Tax Preparation & Advisory category during Q1 2012 shows that the top 3 online tax prep providers accounted for more than 93 percent of all category display ads during the quarter. Intuit led the category with 36 percent of display ad impressions, followed closely by H&R Block and TaxAct, each at nearly 29 percent.Tax Preparation Advertiser Share of Display Ad ImpressionsQ1 2012Total U.S. - Home and Work AudienceSource: comScore Ad MetrixAdvertiserShare of CategoryDisplay AdImpressionsTax Preparation & Advisory100.0%Intuit Inc.36.0%H&R Block28.7%TaxAct28.6%Other6.7%"Online advertising is becoming a more important part of the marketing mix for the tax prep category, and we once again saw the top 3 providers dominate the landscape with more than 90 percent market share," added Mr. Jurutka. "However, while Intuit holds a strong leadership position in terms of share of online filings, it maintained that position without investing a commensurate share of online advertising."About comScorecomScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit Follow Us on comScore, Inc.For further information: Carmela Aquino of comScore, Inc., +1-703-438-2024,