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 Channel | Unique Audience (000) | Active Reach (%) |
Disney Online | 3,215 | 3.01 |
eBay Toys | 2,221 | 2.08 |
Cartoon Network | 1,944 | 1.82 |
ToysRUs | 1,113 | 1.04 |
Neopets | 936 | 0.88 |
EverythingGirl.com | 744 | 0.7 |
Barbie | 654 | 0.61 |
PBS Kids | 604 | 0.57 |
NickJr | 580 | 0.54 |
Fisher-Price | 468 | 0.44 |
Source: Nielsen//NetRatings NetView Week ending Nov. 7, 2004 US, Home
Demographic Data for
Kids, Games, Toys Category
| Unique Audience
(000) | Audience Comp (%) |
Total | 30,957 | 100 |
Male | 12,551 | 40.54 |
Female | 18,406 | 59.46 |
Age |
2 - 11 | 5,315 | 17.17 |
12 - 17 | 4,145 | 13.39 |
18 - 24 | 1,689 | 5.46 |
25 - 34 | 5,622 | 18.16 |
35 - 49 | 9,178 | 29.65 |
45+ | 7,584 | 24.5 |
55+ | 3,205 | 10.35
|
65+ | 816 | 2.64 |
HH Income |
$ 0 -
24999 | 1,683 | 5.44 |
$ 25000 - 49999 | 7,198 | 23.25 |
$ 50000 - 74999 | 9,320 | 30.11 |
$ 75000 - 99999 | 5,936 | 19.18 |
$ 100000 - 149999 | 4,343 | 14.03 |
$ 150000+ | 2,002 | 6.47 |
No Response | 475 | 1.53 |
Source: Nielsen//NetRatings NetView Month of October 2004 US, Home
Data on the Retail Goods & Services Industry, Kids & Toys
Top 20 Advertisers
Company | Impressions (000) | Share of all Impressions |
Target Corporation | 6,211 | 28.8% |
Amazon.com, Inc. | 2,732 | 12.7% |
Family4Life | 1,966 | 9.1% |
Shocking Fun | 1,606 | 7.4% |
Toys "R Us, Inc. | 1,150 | 5.3% |
Williams-Sonoma, Inc. | 864 | 4.0% |
The Children's Place Retail Stores, Inc. | 742 | 3.4% |
Baby Universe | 613 | 2.8% |
thebabyoutlet.com | 571 | 2.6% |
BabyAge.com | 567 | 2.6%
|
Pelican Performance | 427 | 2.0% |
BarbieCollector.com | 343 | 1.6% |
Dreamtime Baby | 319 | 1.5% |
SideshowToy.com | 318 | 1.5% |
Adoption Network | 307 | 1.4%
|
SpanishToys.com, Inc. | 283 | 1.3% |
Leaps and Bounds | 267 | 1.2% |
The May Department Stores Company | 215 | 1.0% |
The FUNimation Store, Ltd | 215 | 1.0% |
Goore's | 191 | 0.9% |
Total | 21,585 | 100.0% |
Source:
Nielsen//NetRatings AdRelevance Week Ending Nov. 7, 2004 US, Home and Work
Top Ad Sizes
|
Dimensions | Impressions (000) | Share of all Impressions |
Medium
rectangle | 3,847 | 17.8% |
Button #2 | 3,638 | 16.9% |
Leader Board | 3,189 | 14.8% |
Square button | 2,477 | 11.5% |
Micro bar | 2,256 | 10.5%
|
Full banner | 1,786 | 8.3% |
Skyscraper | 1,386 | 6.4% |
Wide skyscraper | 1,007 | 4.7% |
Rectangle | 880 | 4.1% |
Button #1 | 359 | 1.7% |
Large rectangle | 286 | 1.3% |
Square | 190 | 0.9% |
Non-standard | 157 | 0.7% |
Vertical banner | 108 | 0.5% |
Half
banner | 16 | 0.1% |
Vertical rectangle | 3 | 0.0% |
Unspecified | 1 | 0.0% |
Total | 21,586 | 100.0% |
Ad Delivery Types |
Ad Delivery | Impressions (000) | Share of all Impressions |
Inline | 21,363 | 99.0% |
Pop-Up | 110 | 0.5% |
Pop-Under | 52 | 0.2% |
Floating/Overlay | 49 | 0.2% |
Interstitial | 13 | 0.1% |
Total | 21,587 | 100.0% |
Source: Nielsen//NetRatings AdRelevance Week Ending Nov. 7, 2004 US, Home and Work