The electronics manufacturer placed behind Target, Best Buy, Wal-Mart and Amazon, according to a comScore report that analyzed online shopping trends the day after Thanksgiving.

“Apple has not historically been in the top five — in fact, this is the first time I can remember,” said Andrew Lipsman, an analyst at comScore, who added that Apple was “nipping at Target’s heels,” registering only a few percentage points lower in overall traffic.

The strong ranking backs up a report today by 9to5Mac that said Apple’s Black Friday sales were “off the charts.” According to its sources, Apple blew away forecasts by 7 pm, and broke records for its biggest sales day ever.

ComScore’s figures include both Apple’s site as well as iTunes, so any resulting sales would encompass both hardware and digital products, such as apps and videos.

Separately, Experian Hitwise ranked Apple as the 12th most-visited retail site on Black Friday. It said the company’s total visits jumped 42 percent compared to 2010.

In both of these circumstances, what’s notable is Apple’s apparent mind share among consumers.

Best Buy, like some other retailers, is trying hard this season to be the go-to source for Apple products, running new TV ads promoting the chain as a place to buy Macs, iPads and iPhones. But Apple was able to rival gigantic big-box retailers, which carry thousands of products, including their own.

That’s impressive, especially since its discounts are generally not.

Lipsman agreed: “Even though Apple does not provide the selection of products that you might find at a big box retailer, it is obviously top of mind when it comes to the most in-demand products, like the iPhone and iPad. Two of the biggest growth sectors right now are tablets and digital content downloads, and obviously Apple is extremely well positioned on both fronts.”

For the first time ever, so-called Cyber Monday registered as the biggest online shopping day of the year despite years of procrastinators lifting other days higher as they waited until a few days before Christmas to do their online shopping.

The theory had always been that consumers who flocked to stores on Black Friday would return to their desks on Monday to continue buying deals online.

Last year, the plan panned out and more than $1 billion-worth in items were added to virtual shopping carts across the U.S. to make it the heaviest online shopping day of the year — and the first time ever that a single day eclipsed the billion-dollar mark.

Now, with November already off to a strong start with a 15 percent increase in sales compared to the same period last year, another strong Monday could be in the works, according to comScore, which tracks online holiday spending. The research firm tracks shopping from fixed Internet connections, meaning it doesn’t count items purchased on phones or tablets.

Black Friday — the day after Thanksgiving — alone saw online sales of $816 million, making it the heaviest online spending day to date in 2011 and representing a 26 percent increase over the same day in 2010, comScore reported.

ComScore Chairman Gian Fulgoni said, “We now turn our attention to Cyber Monday, a day that Shop.org says will see eight in ten retailers running special online promotions. Last year, Cyber Monday was the heaviest day of online spending ever, with sales exceeding $1 billion, and we fully expect to see another record set this year.”

Cyber Monday may finally be living up to its name.

Amazon is a prime example of a retailer working hard to pry open wallets today.

Last year, the largest e-commerce company said Cyber Monday was Amazon’s peak day with more than 13.7 million items ordered worldwide, setting a record for 158 items sold per second.

Today, it will be important to achieve that pace again.

On Sunday, it bought full-color circulars in newspapers around the country promoting its lineup of discounts in its special Cyber Monday store.

On the front page, it touted its full lineup of Kindle e-readers, and a couple of pages were also dedicated to sales supposedly so steep you had to go online to see the prices for electronics, cellphones and videogames.

The Cyber Monday store, however, appeared a little unorganized with random “lightning deals,” which ranged from gift baskets to knife sets, board games, power tools and inexpensive jewelry — but nothing that seemed like the hit item of the season.

Other leading retailers, including Wal-Mart, Best Buy and Target, will also be expected to offer special deals.

Surely, the theory goes, if enough marketing dollars are spent, and the discounts are substantial enough, it might get consumers to turn out again to break another record.

In a blog post, comScore analyst Andrew Lipsman explained that last year’s shopping bonanza on Cyber Monday — which was first named that six years ago — was finally successful thanks to consumer awareness.

Over the past few years, it’s been steadily climbing.

In 2009, it was the second-biggest shopping day; in 2008, it ranked third. Before that, it wasn’t even close to the top. In 2006, it ranked 12th and in 2007, it ranked ninth.

“Today the majority of consumers know what it is and the attractive types of deals they can anticipate. With increased awareness comes increased participation on the part of both retailers and consumers,” he wrote.

So, now we have to wait to see if the deals — and the shoppers — both turn out, or if Cyber Monday turns out to be just another big sales day.

(Image credit: iStockphoto.com/mbortolino)

But the strategy might backfire. Not only are employees upset that they’ll have to staff the stores instead of being able to stay with their families, the move could cannibalize the retailers’ own online and mobile efforts.

Historically, shoppers have lined up in the early hours on the day after Thanksgiving — which has come to be known as Black Friday — to race into stores and be the first to scoop up discounts ahead of the holidays.

This year, stores are jumping the gun by opening a day earlier. Wal-Mart will open at 10 pm, two hours ahead of last year’s opening; Toys “R” Us will open at 9 pm, an hour earlier than last season; and Target will open for four hours when the clock strikes midnight.

On behalf of employees, Change.org has kicked off a petition, “Tell Target to Save Thanksgiving,” which argues that night openings rob hourly and salary workers of time off with their families.

But there may also be an economic reason to maintain standard practices.

Most of these retailers have major online presences and multiple mobile applications, including on the iPad. If they are open 24 hours a day online, must they actually open the doors, too?

After all, Amazon.com is never considered closed.

To get a sense of the strategy, we talked to someone who works on mobile and online strategy at one of the major retailers that is opening early. He told AllThingsD that he was worried about the impact opening early will have on mobile traffic, since traditionally their peak traffic hits between 3 am and 5 am, before stores open on Black Friday.

If customers have the option of visiting the stores in person earlier, it’s unclear whether that pattern will continue — and whether people will do some extra shopping while killing time standing in line waiting for the doors to open.

Even though mobile is still a small contributor compared to online traffic or store traffic, the retailer in question has scaled its infrastructure to accommodate this early-morning surge.

In general, the 2011 holiday season is expected to drive record sales online and from mobile devices.

Chase Paymentech, which analyzes information from the Top 50 e-commerce retailers, reports that online sales are up 25 percent compared to last year. A separate study by IBM predicts that traffic to retail sites from mobile devices is expected to more than double this month from the last holiday season, reaching 15 percent of all visits to retail sites. Last year, on “Cyber Monday,” mobile visits totaled only 3.9 percent.

But Andrew Lipsman, VP of industry analysis at comScore, said he did not believe the impact of opening early would be very significant.

“Thanksgiving Day and Black Friday are not huge online spending days,” he said. “So, even if sales are relatively soft, it should not have a significant impact on the full season for online retailers. At the end of the day, it will likely be a rounding error — if anything.”

ComScore’s data excludes sales made on tablets or mobile phones, but it estimates that those devices account for a minor amount of e-commerce spending — roughly 3 percent.

Here are the key online shopping dates in 2010:

Target Photo Credit: djLicious.

Smart investors will decide whether or not they like online content maker Demand Media, which recently filed to go public.

Before Wall Street buys into the IPO, those investors will peruse the financial disclosures, assess the management and analyze the market for creating content that uses digital tools to gauge consumer demand and assign stories based on those results.

And they will also look closely at the Santa Monica, Calif., start-up’s traffic, which has been growing steadily since its founding several years ago.

Except, insisted two bloggers in posts on the exact same day earlier this week, it looked like Demand’s traffic dramatically fell off over the last month.

First, Dan Primack from peHUB, using data from Quantcast, noted a huge traffic drop-off, although he did add that other analytic groups were not showing such declines.

He then spun what he himself called “an alternate (and unsubstantiated) theory” that Google (GOOG) had somehow tweaked its search algorithm and kicked Demand’s knees in some doing-some-evil plot to get into the content business itself.

If you are thinking it was grassy-knoll time, as I did, you are not far off.

But, by the end of the post, Primack wheeled back as fast as Demand’s traffic had supposedly declined, noting that a Quantcast spokesperson attributed the Demand traffic plunge to a “measurement tag that had fallen off.”

(Don’t you hate when that happens? That’s why we use digital superglue here at All Things Digital to keep those pesky measurement tags affixed firmly!)

But that seemingly bad data from Quantcast also popped up in a post by Slate’s James Ledbetter, who also noted a precipitous decline for Demand in late July.

He tried to throw out a number of scenarios and theories to explain the possible plunge, none of which were supported by much proof, either. But it all sounded juicy and sneaky!

The post actually seemed more of a lark for Ledbetter than any real reported analysis.

And comScore Director of Industry Analysis Andrew Lipsman even stressed in the comments of the Ledbetter piece that “there is no such traffic drop-off at Demand and there may be other inorganic reasons behind the apparent decline you noted in your article.”

Indeed, according to comScore (SCOR), which is sometimes considered an undercounter of Web traffic by publishers, Demand’s traffic is actually up to 58.7 million unique monthly visitors in July, a rise of seven percent from the previous month.

That’s actually the best Demand has done since last fall, as you can see here from comScore’s numbers since last September, during which time its traffic rises and falls by small amounts:

Demand’s U.S. Unique Visitors (000)

Sep-2009 52,495
Oct-2009 52,710
Nov-2009 49,278
Dec-2009 47,166
Jan-2010 51,327
Feb-2010 50,017
Mar-2010 55,481
Apr-2010 55,915
May-2010 56,261
Jun-2010 54,619

These numbers, as you will see, are not quite as gripping, showing a very slow march forward, as did Demand’s financials.

As I wrote in a post earlier this week, titled “The Lesson of Demand Media: The Online Content Business Is a Looooong March to the Big Time”:

The media business at Demand is still small, relatively speaking to other big content companies, with the content and media part of the revenue representing almost 60 percent of the business (a domain registrar business makes up for the rest).

And, most importantly, it is still unprofitable.

[Demand] said that, for the six months ended June 30, the company posted a loss of $22.3 million on revenue of $114 million. It was an improvement over a loss of $28.9 million on revenue of $91.3 million in the same period of 2009.

Using less strict accounting, on an operating basis, the picture is better, with the company’s loss cut to $4.7 million from $12.3 million in the same six months.

And using even less stringent non-GAAP financial rules, called, “Adjusted OIBDA,” Demand said in its regulatory filing with the Securities and Exchange Commission Friday that it made $25.6 million in profits.

Like I said, not so riveting, but also not so bad.

Which comes to BoomTown’s own theory: If you want a good story, buy a good book.

Pick your data point:

The Interactive Advertising Bureau says U.S. spending on Web ads hit $5.9 billion in the first quarter of 2010. That’s a record for the first quarter of the year, but it’s a relatively modest 7.5 percent increase over a very crummy comparison in 2009.

And bear in mind that the IAB’s data include search spending, which means that the spike is in large part a reflection of Google’s (GOOG) health.

Want a bigger number? Try comScore, which says that the volume of display ads, i.e., the kind you might see on this page, shot up 15 percent in the last year. But while comScore (SCOR) says total spending on display ads hit $2.7 billion for the quarter and that the average CPM (cost per thousand impressions) hit $2.48, it isn’t reporting how those numbers compare to last year’s results.

ComScore spokesman Andrew Lipsman says his company isn’t putting out comparative numbers because it has changed its reporting methodology, so it doesn’t have apple-to-apples data. But he allowed that overall spending, and prices, have at least increased “modestly” in the last year.

So that’s not-bad news for display giants like Yahoo (YHOO) and AOL (AOL). And most definitely not for Facebook, which is now selling more ad impressions than any other Web publisher in the U.S.

Among mobile phone manufacturers, Samsung narrowly beat out Motorola (MOT) for the top spot with a fraction of a percent more than the 21.9 percent its rival claimed. LG Electronics ranked second with a 21.8 percent market share and Research in Motion (RIMM), and Nokia (NOK) ranked fourth and fifth with dueling 8.3 percent shares. (See tables below; click to enlarge.)

And where does Apple (AAPL) and its iPhone, which seems to have such broad mindshare these days, figure in the U.S. mobile OEM market? Andrew Lipsman, senior director of Industry Analysis at comScore (SCOR), tells me it ranks sixth with a five percent share. (Hear that Adobe?)

Clearly, Apple has some way to go before it cracks the Top 5, but the fact that the company has managed to claim so significant a share of the entire mobile phone market with a single smartphone that’s been available for less than three years is extraordinary.

Basically, this chart looks like every other comScore (SCOR) video chart during the past few months. That is, Hulu is generating much more traffic than any individual TV network is getting online, and Google’s (GOOG) YouTube is crushing everyone on the Web. Same as it ever was.

Except… what is MegaVideo.com, and how did it crack comScore’s Top 10 in January?

Good question. MegaVideo is a Hong Kong-based site that launched in 2007 and proclaimed itself to be yet another YouTube killer. Obviously, it doesn’t come close, trafficwise. And if you take a look at the site’s front page, you’ll see a desultory collection of clips that doesn’t come close to the length and breadth of the stuff YouTube promotes.

But MegaVideo is “built by the same people who brought you Megaupload.com,” a video-uploading and storage company, so the natural suspicion is that its stats are somehow connected to the traffic the storage site generates.

[UPDATE: A MediaMemo reader notes that MegaVideo is a good resource for people who want to watch illegal copies of SciFi's "Battlestar Galactica"--check out this WordPress-hosted blog, which offers up embedded video of the show. And another reader tells me that MegaVideo is a reliable source for pirated video of all stripes -- as long as you don't watch more than 72 minutes at a stretch. After that, the site makes you wait for nearly an hour before starting up again.]

MegaVideo’s appearance at the top of the chart has also set off some head-scratching at comScore itself, says analyst Andrew Lipsman, who says his company is double-checking to make sure there’s nothing untoward with those numbers. But at first glimpse, the site appears to have been making a strong and steady rise. (Click chart to enlarge)

If the data hold up, this will be a real bummer for Disney’s (DIS) ESPN, which held the 10th spot in comScore’s December chart. That’s because media buyers really do pay attention to these charts, and being able to claim that your site or network is in the Top Ten is a meaningful advantage when you’re trying to wrangle ad dollars.

So what are MegaVideo users watching, anyway? You got me. The site’s “most viewed” videos are almost entirely composed of Asian animation that flies right over my head.

I do understand one of them, though–a grainy 16-second clip that MegaVideo says is its second-most popular video. I can’t figure out how to embed it, but you can see it here. Spoiler alert! The clip ends badly for the dude in the middle–if you don’t like the looks of this screenshot, don’t click through.

But here are data that show that Hulu’s post-Sarah letdown may not have been as bad as we thought. The source: comScore.

The measurement company’s “Video Metrix” survey, out today, shows that Hulu’s unique viewers fell 6.4 percent from October to November. The comScore Media Metrix data I cited earlier showed a 10.8 percent drop (click to enlarge).

That’s because the two data sets are measuring two different things. ComScore (SCOR) analyst Andrew Lipsman’s explanation:

While Media Metrix data only accounts for visitors to the property URL, Video Metrix accounts for viewers across the expanded network of sites where video might be viewed. So while only visitors to Hulu.com are counted in Media Metrix, viewers of Hulu videos anywhere on the Internet would be credited in Video Metrix.”

In other words: The new data also include the audience from Hulu distribution partners like MySpace, as well as all those blogs that became de facto distribution partners by taking advantage of Hulu’s handy embedding feature. Once you factor them in, the joint venture between News Corp.’s (NWS) Fox and GE’s (GE) NBC becomes much stickier. (But keep in mind that the distribution deals–at least the official ones–cut into Hulu’s slim margins).

Note also that the number of videos viewed dropped by an even smaller margin–3.6 percent. And note that engagement numbers–minutes per viewer and minutes per video–increased during the same time. Finally, note that all of this comes after a huge spike from September to October–uniques had jumped 91 percent–which means that the site was still able to keep most of its new audience.

It’s still worth watching to see how much of that audience sticks around over the long haul. Hulu’s most popular clips for December are almost entirely composed of “Saturday Night Live” bits. And unless I missed something, bits like this Obama parody aren’t generating the same kind of excitement that the Palin clips did. But I gotta say–it sure is easy to embed these suckers.