Commentary
A Look at Sites, Demographics and Advertising for Bling, Beauty and Duds
- by Jack Loechner , Staff Writer @mp_research, August 5, 2005
Drilling down in the apparel, beauty and jewelry online markets to look at sites, demographics, advertising types, sizes and technology.
Top 10 Online Apparel/Beauty
Destinations | |||
| Audience (000) | Active Reach (%) | Time/Person |
eBay Clothing, Shoes & Accessories | 3,476 | 2.75 | 0:07:34 |
Old Navy | 2,064 | 1.63 | 0:05:31 |
eBay Jewelry and Watches | 1,658 | 1.31 | 0:06:15 |
AVON | 1,568 | 1.24 | 0:15:40 |
victoriassecret.com | 1,171 | 0.93 | 0:10:54 |
eBay Health & Beauty | 1,083 | 0.86 | 0:04:01 |
The Gap | 864 | 0.68 | 0:03:33 |
llbean.com | 864 | 0.68 | 0:08:54 |
Lands End | 824 | 0.65 | 0:16:51 |
Eddie Bauer | 679 | 0.54 | 0:11:43 |
Nielsen//NetRatings NetView | |||
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Demographic Data for
Apparel/Beauty Category | |||
| Target | Audience (000) | Audience Comp (%) |
Total |
| 47,371 | 100 |
Male |
| 19,680 | 41.54 |
Female |
| 27,691 | 58.46 |
Age | 2 - 11 | 973 | 2.05 |
| 12 - 17 | 3,682 | 7.77 |
| 18 - 24 | 3,133 | 6.61 |
| 25 - 34 | 6,874 | 14.51 |
| 35 - 49 | 16,914 | 35.71 |
| 45+ | 21,868 | 46.16 |
| 55+ | 10,275 | 21.69 |
| 65+ | 3,157 | 6.66 |
HH Income | $ 0 - 24999 | 2,562 | 5.41 |
| $ 25000 - 49999 | 10,337 | 21.82 |
| $ 50000 - 74999 | 12,674 | 26.75 |
| $ 75000 - 99999 | 9,222 | 19.47 |
| $ 100000 - 149999 | 7,693 | 16.24 |
| $ 150000+ | 4,092 | 8.64 |
| No Response | 791 | 1.67 |
Nielsen//Netratings Netview | |||
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Data on the Retail Goods & Services Industry / Apparel & Jewelry Segment
Week ending July 17, 2005 US, Home and Work & nbsp; &nb sp; ; & nbsp;
Top 20 Advertisers | ||
| Impressions (000) | Share of all Impressions |
J.C. Penney Company, Inc. | 25,435 | 22.6% |
Ebags | 15,437 | 13.7% |
Neiman Marcus Group, Inc. | 5,643 | 5.0% |
Target Corporation | 5,352 | 4.8% |
80sTees.com | 5,223 | 4.6% |
Neighborhoodies | 4,800 | 4.3% |
The Finish Line Inc | 3,719 | 3.3% |
ICE.com | 2,699 | 2.4% |
ThoseShirts.com | 2,541 | 2.3% |
Sport About for Kids | 2,511 | 2.2% |
Tshirtsthatsuck LLC | 2,208 | 2.0% |
Nordstrom, Inc. | 2,025 | 1.8% |
Sinful Shirts.com | 1,879 | 1.7% |
Kitbag | 1,851 | 1.6% |
Snorg Store | 1,846 | 1.6% |
American Apparel | 1,765 | 1.6% |
Revolt | 1,630 | 1.4% |
Packers ProShop | 1,562 | 1.4% |
justMetal.com | 1,483 | 1.3% |
Sears, Roebuck and Co. | 1,403 | 1.2% |
Total | 112,543 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | ||
| Impressions (000) | Share of all Impressions |
Wide skyscraper | 20,620 | 18.3% |
Leader Board | 19,704 | 17.5% |
Square button | 13,490 | 12.0% |
Rectangle | 11,429 | 10.2% |
Non-standard | 9,504 | 8.4% |
Full banner | 8,225 | 7.3% |
Medium rectangle | 7,507 | 6.7% |
Vertical banner | 5,994 | 5.3% |
Micro bar | 4,444 | 3.9% |
Skyscraper | 4,094 | 3.6% |
Button #2 | 2,536 | 2.3% |
Half banner | 2,198 | 2.0% |
Button #1 | 1,768 | 1.6% |
Large rectangle | 642 | 0.6% |
Vertical rectangle | 220 | 0.2% |
Square | 123 | 0.1% |
Unspecified | 50 | 0.0% |
Total | 112,548 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions |
Inline | 111,788 | 99.3% |
Pop-Up | 721 | 0.6% |
Floating/Overlay | 33 | 0.0% |
Interstitial | 5 | 0.0% |
Pop-Under | 2 | 0.0% |
Total | 112,549 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.