eBay Dominates Online Clothing and Accessories

eBay Dominates Online Clothing and Accessories

A deeper look into the sites, demographics, advertisers and ad methods and techniques for the Online apparel and beauty categories July, 2006

Top 10 Online Apparel and Beauty Destinations(Week ending July 23, 2006 US, Home and Work)

Unique Audience (000)

Active Reach (%)

eBay Clothing Shoes & Accessories

4,828

3.71

eBay Jewelry and Watches

1,825

1.4

eBay Health & Beauty

1,333

1.02

Old Navy

1,318

1.01

zappos.com

1,109

0.85

Lancome^

1,065

0.82

AVON

1,048

0.81

victoriassecret.com

1,001

0.77

llbean.com

767

0.59

The Gap

747

0.57

Source: Nielsen//NetRatings NetView

Demographic Data for Apparel and Beauty Category (Month of June 2006 US, Home and Work)

Target

Unique Audience (000)

Audience Composition (%)

Total

52,007

100

Male

20,193

38.83

Female

31,814

61.17

Age

2 - 11

1,059

2.04

12 - 17

4,172

8.02

18 - 24

3,166

6.09

25 - 34

8,355

16.07

35 - 49

18,688

35.93

45+

22,813

43.87

55+

10,588

20.36

65+

3,438

6.61

HH Income

$ 0 - 24999

3,112

5.98

$ 25000 - 49999

10,614

20.41

$ 50000 - 74999

13,313

25.6

$ 75000 - 99999

10,638

20.45

$ 100000 - 149999

8,631

16.6

$ 150000+

4,900

9.42

No Response

800

1.54

Source: Nielsen//NetRatings NetView

Data on the Retail Goods and Services Industry, Apparel and Jewelry Segment (Week ending July 23, 2006 US, Home and Work)

Top 20 Advertisers

Impressions (000)

Share of all Impressions

Onlineshoes.com

33,674

19.5%

Bag Borrow or Steal

24,491

14.2%

Wal-Mart Stores, Inc.

22,593

13.1%

Nordstrom, Inc.

15,106

8.8%

The Finish Line Inc

12,017

7.0%

J.C. Penney Company, Inc.

9,686

5.6%

American Apparel

6,612

3.8%

Neiman Marcus Group, Inc.

6,318

3.7%

ThoseShirts.com

5,980

3.5%

Shoebuy.com

3,819

2.2%

Palmer Cash

3,102

1.8%

Sears, Roebuck and Co.

2,479

1.4%

Zappos.com, Inc.

1,706

1.0%

SmartBargains

1,600

0.9%

Gottschalks

1,545

0.9%

80sTees.com

1,373

0.8%

Kohl's Illinois Inc.

1,237

0.7%

Football Fanatics

1,057

0.6%

Peter & Co. Jewelers, Inc.

1,035

0.6%

Target Corporation

955

0.6%

Total

172,430,000

100.0%

Source: Nielsen//NetRatings AdRelevance

Top Ad Sizes

Dimensions

Impressions (000)

Share of all Impressions

Leaderboard

(728x90)

48,873

28.3%

Wide Skyscraper

(160x600)

44,630

25.9%

Medium Rectangle

(300x250)

34,827

20.2%

Skyscraper

(120x600)

9,380

5.4%

Button #2

(120x60)

8,919

5.2%

Rectangle

(180x150)

8,782

5.1%

Vertical Banner

(120x240)

6,261

3.6%

Square Button

(125x125)

4,898

2.8%

Full Banner

(468x60)

1,502

0.9%

Non-Standard Dimension

1,522

0.9%

Half Banner

(234x60)

800

0.5%

Micro Bar

(88x31)

772

0.4%

Button #1

(120x90)

722

0.4%

Large Rectangle

(336x280)

457

0.3%

Square

(250x250)

78

0.0%

Vertical Rectangle

(240x400)

10

0.0%

Total

172,433,000

100.0%

Source: Nielsen//NetRatings AdRelevance

Ad Delivery Types

Impressions (000)

Share of all Impressions

Inline

171,317

99.4%

Pop-Up

913

0.5%

Pop-Under

177

0.1%

Floating/Overlay

13

0.0%

Interstitial

11

0.0%

Source: Nielsen//NetRatings AdRelevance

Note: Nielsen//NetRatings AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service

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