Apparel, Beauty and Jewelry On The Internet
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
Center for Media Research
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