July 11, 2003, 12:00 AM

eBay shows huge lead in apparel/beauty visitation, study says

Among the top five retail sites selling apparel/beauty products, eBay accounted for more than half of unique visitors in a recent Nielsen/NetRatings survey. In Nielsen`s latest AdRelevance survey, food-and-beverage had the largest share of impressions.

When it comes to the share of unique visitors to retail web sites that sell products within the apparel/beauty category, there`s no contest. In a list of the top five sites by visitation for the week ended June 29, eBay Inc.`s eBay.com accounted for 63% of visitors, or 2.2 million out of 3.5 million, reports research firm Nielsen/NetRatings. What`s more, eBay`s 2.2 million visitors accounted for 43.7% of all 5.05 million unique visitors recorded at all sites selling in the category.

 

In its list of the top five sites, Nielsen listed eBay twice to recognize two separate sections of eBay.com. It ranked in first place eBay`s Clothing, Shoes & Accessories section with 1.6 million unique visitors, followed by eBay`s Jewelry & Watches section with 625,000 unique visitors. Listed next are OldNavy.com, with 434,000 visitors, then VictoriasSecret.com and InStyle.com, each with 420,000.

 

VictoriasSecret.com led in terms of time per person, at 13 minutes, 8 seconds, followed by eBay`s Clothing, Shoes & Accessories at 6 minutes, 54 seconds; OldNavy.com at 6 minutes, 1 second; eBay`s Jewelry & Watches at 4 minutes, 51 seconds; and InStyle at 3 minutes, 17 seconds.

 

In its AdRelevance survey, which compiled online ad impressions in consumer good categories for the week ended June 29, Nielsen ranked food-and-beverage first with 360,304 impressions, a 31.8% share.

 

Other categories with number of impressions and market share:
-- print publishing, 294,282; 25.9%;
-- personal care, 211,126; 18.6%;
-- apparel & jewelry, 90,253; 8%;
-- home & garden, 80,188; 7.1%;
-- toy & hobby, 30,741, 2.7%;
-- recreational gear, 23,311; 2.1%;
-- automotive supply, 22,847; 2%
-- no segment, 21,649; 1.9%.

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