Commentary
Apparel, Beauty and Jewelry On The Internet
- by Jack Loechner , Staff Writer @mp_research, August 21, 2004
A drill down into sites, demographics, ad types, sizes and delivery technologies.
Top Online Apparel & Beauty Destinations, at
Home
| Unique Audience (000) | Active Reach (%) | Time Per Person | |
| eBay Clothing, Shoes & Acc | 1,858 | 1.79 | 0:06:21 |
| eBay Jewelry and Watches | 1,018 | 0.98 | 0:04:23 |
| AVON | 578 | 0.56 | 0:28:05 |
| Old Navy | 514 | 0.5 | 0:09:05 |
| Lands End | 486 | 0.47 | 0:14:15 |
| victoriassecret.com | 479 | 0.46 | 0:12:10 |
| The Gap | 459 | 0.44 | 0:08:19 |
| llbean.com | 404 | 0.39 | 0:13:46 |
| Lancome | 362 | 0.35 | 0:01:06 |
| Mary Kay | 320 | 0.31 | 0:21:40 |
Source: Nielsen//NetRatings NetView Week ending July 25, 2004 US, Home
Demographic Data for Apparel & Beauty Category
| Target | Unique Audience (000) | Audience Comp (%) |
| Total | 26,191 | 100 |
| Male | 8,962 | 34.22 |
| Female | 17,229 | 65.78 |
| Age | ||
| 2 - 11 | 589 | 2.25 |
| 12 - 17 | 3,000 | 11.46 |
| 18 - 24 | 2,571 | 9.81 |
| 25 - 34 | 4,937 | 18.85 |
| 35 - 49 | 8,003 | 30.56 |
| 45+ | 9,902 | 37.81 |
| 55+ | 4,711 | 17.99 |
| 65+ | 1,499 | 5.72 |
| HH Income | ||
| $ 0 - 24999 | 1,593 | 6.08 |
| $ 25000 - 49999 | 6,557 | 25.03 |
| $ 50000 - 74999 | 7,181 | 27.42 |
| $ 75000 - 99999 | 4,985 | 19.04 |
| $ 100000 - 149999 | 3,844 | 14.68 |
| $ 150000+ | 1,672 | 6.38 |
| No Response | 359 | 1.37 |
Source: Nielsen//NetRatings NetView Month of June 2004 US, Home
Data on the Retail Goods & Services Industry Apparel & Jewelry Segment
| Top Technologies | ||
| Impressions (000) | Share of all Impressions | |
| Flash | 62,102 | 41.5% |
| Animation | 47,072 | 31.5% |
| Image | 38,046 | 25.5% |
| Compound ad | 2,219 | 1.5% |
| Imagemap | 42 | 0.0% |
| Total | 149,481 | 100.0% |
| Top Ad Sizes | ||
| Impressions (000) | Share of all Impressions | |
| Non-standard | 43,839 | 29.3% |
| Medium rectangle | 20,579 | 13.8% |
| Rectangle | 13,929 | 9.3% |
| Leader Board | 12,278 | 8.2% |
| Full banner | 12,081 | 8.1% |
| Vertical banner | 10,979 | 7.3% |
| Skyscraper | 10,483 | 7.0% |
| Button #1 | 7,404 | 5.0% |
| Square button | 6,305 | 4.2% |
| Button #2 | 3,517 | 2.4% |
| Micro bar | 3,477 | 2.3% |
| Wide skyscraper | 2,092 | 1.4% |
| Large rectangle | 1,855 | 1.2% |
| Half banner | 492 | 0.3% |
| Square | 150 | 0.1% |
| Vertical rectangle | 22 | 0.0% |
| Total | 149,482 | 100.0% |
| Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions | |
| Inline | 147,797 | 98.9% |
| Pop-Under | 1,460 | 1.0% |
| Pop-Up | 221 | 0.1% |
| Interstitial | 3 | 0.0% |
| Total | 149,481 | 100.0% |
Source: Nielsen//NetRatings AdRelevance Week Ending July 25, 2004 US, Home and Work
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.