Commentary

Girls (and Women) Account for Majority of Kids Toy Site Visits

Girls (and Women) Account for Majority of Kids Toy Site Visits

A deep look at toys and games online with top sites, advertisers, user demographics and ad sizes and delivery styles.

Top Online Kids, Games, Toys Destinations

Brand or ChannelUnique Audience (000)Active Reach (%)
Disney Online3,2153.01
eBay Toys2,2212.08
Cartoon Network1,9441.82
ToysRUs1,1131.04
Neopets9360.88
EverythingGirl.com7440.7
Barbie6540.61
PBS Kids6040.57
NickJr5800.54
Fisher-Price4680.44

Source: Nielsen//NetRatings NetView Week ending Nov. 7, 2004 US, Home

Demographic Data for Kids, Games, Toys Category

Unique Audience (000)Audience Comp (%)
Total30,957100
Male12,55140.54
Female18,40659.46
Age
2 - 115,31517.17
12 - 174,14513.39
18 - 241,6895.46
25 - 345,62218.16
35 - 499,17829.65
45+7,58424.5
55+3,20510.35
65+8162.64
HH Income
$ 0 - 249991,6835.44
$ 25000 - 499997,19823.25
$ 50000 - 749999,32030.11
$ 75000 - 999995,93619.18
$ 100000 - 1499994,34314.03
$ 150000+2,0026.47
No Response4751.53

Source: Nielsen//NetRatings NetView Month of October 2004 US, Home

Data on the Retail Goods & Services Industry, Kids & Toys
Top 20 Advertisers

CompanyImpressions (000)Share of all Impressions
Target Corporation6,21128.8%
Amazon.com, Inc.2,73212.7%
Family4Life1,9669.1%
Shocking Fun1,6067.4%
Toys "R Us, Inc.1,1505.3%
Williams-Sonoma, Inc.8644.0%
The Children's Place Retail Stores, Inc.7423.4%
Baby Universe6132.8%
thebabyoutlet.com5712.6%
BabyAge.com5672.6%
Pelican Performance4272.0%
BarbieCollector.com3431.6%
Dreamtime Baby3191.5%
SideshowToy.com3181.5%
Adoption Network3071.4%
SpanishToys.com, Inc.2831.3%
Leaps and Bounds2671.2%
The May Department Stores Company2151.0%
The FUNimation Store, Ltd2151.0%
Goore's1910.9%
Total21,585100.0%

Source: Nielsen//NetRatings AdRelevance Week Ending Nov. 7, 2004 US, Home and Work

Top Ad Sizes
DimensionsImpressions (000)Share of all Impressions
Medium rectangle3,84717.8%
Button #23,63816.9%
Leader Board3,18914.8%
Square button2,47711.5%
Micro bar2,25610.5%
Full banner1,7868.3%
Skyscraper1,3866.4%
Wide skyscraper1,0074.7%
Rectangle8804.1%
Button #13591.7%
Large rectangle2861.3%
Square1900.9%
Non-standard1570.7%
Vertical banner1080.5%
Half banner160.1%
Vertical rectangle30.0%
Unspecified10.0%
Total21,586100.0%
Ad Delivery Types
Ad DeliveryImpressions (000)Share of all Impressions
Inline21,36399.0%
Pop-Up1100.5%
Pop-Under520.2%
Floating/Overlay490.2%
Interstitial130.1%
Total21,587100.0%

Source: Nielsen//NetRatings AdRelevance Week Ending Nov. 7, 2004 US, Home and Work
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