Commentary
eBay Dominates Online Clothing and Accessories
- by Jack Loechner , Staff Writer @mp_research, August 18, 2006
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
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.