Commentary
Digging Deep in Online Computers and Electronic News
- by Jack Loechner , Staff Writer @mp_research, April 24, 2004
A more complete look at top sites, who's viewing, ad sizes and technologies to reach consumers.
Top Online Computers &
Consumer Electronics News Destinations
| Unique Audience (000) | Active Reach (%) | Time Per Person | |
| CNET | 2,498 | 2.23 | 0:03:51 |
| AOL Computers & Electronics | 1,580 | 1.41 | 0:07:02 |
| Ziff Davis Media | 609 | 0.54 | 0:08:48 |
| ZDNet | 495 | 0.44 | 0:04:03 |
| IDG Communications | 399 | 0.36 | 0:02:37 |
| About Computing and Tech | 255 | 0.23 | 0:02:24 |
| iTools | 252 | 0.23 | 0:04:17 |
Week ending Apr. 4, 2004 US, Home Source: Nielsen//NetRatings NetView
Demographic Data for Computer & Consumer
Electronics News Category
| Target Audience (000) | Unique Audience Composition (%) | |
| Total | 20,293 | 100 |
| Male | 12,023 | 59.25 |
| Female | 8,269 | 40.75 |
| Age | ||
| 2 - 11 | 458 | 2.26 |
| 12 - 17 | 1,712 | 8.44 |
| 18 - 24 | 1,221 | 6.02 |
| 25 - 34 | 3,254 | 16.03 |
| 35 - 49 | 6,588 | 32.47 |
| 45+ | 9,459 | 46.61 |
| 55+ | 5,079 | 25.03 |
| 65+ | 2,070 | 10.2 |
| HH Income | ||
| $ 0 - 24999 | 1,606 | 7.92 |
| $ 25000 - 49999 | 5,576 | 27.48 |
| $ 50000 - 74999 | 5,498 | 27.09 |
| $ 75000 - 99999 | 3,534 | 17.42 |
| $ 100000 - 149999 | 2,664 | 13.13 |
| $ 150000+ | 1,068 | 5.26 |
| No Response | 346 | 1.71 |
Source: Nielsen//NetRatings AdRelevance
Focusing on the Web Media Computing & Technology Industry Segment.
| Impressions(000) | Share of all Impressions | |
| Top Technologies | ||
| Animation | 11,729 | 56.8% |
| Image | 8,230 | 39.9% |
| Compound ad | 411 | 2.0% |
| Flash | 267 | 1.3% |
| Form | 3 | 0.0% |
| Klip-Ad | 3 | 0.0% |
| Total | 20,643 | 100.0% |
| Top Ad Sizes | ||
| Full banner | 9,381 | 45.4% |
| Button #2 | 5,799 | 28.1% |
| Leader Board | 1,907 | 9.2% |
| Button #1 | 1,282 | 6.2% |
| Skyscraper | 717 | 3.5% |
| Non-standard | 388 | 1.9% |
| Micro bar | 328 | 1.6% |
| Wide skyscraper | 199 | 1.0% |
| Square button | 180 | 0.9% |
| Half banner | 177 | 0.9% |
| Large rectangle | 155 | 0.8% |
| Medium rectangle | 55 | 0.3% |
| Vertical banner | 53 | 0.3% |
| Rectangle | 23 | 0.1% |
| Total | 20,644 | 100.0% |
| Ad Delivery Types | ||
| Inline | 20,643 | 100.0% |
| Total | 20,643 | 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.