September 12, 2003, 12:00 AM

eBay leads in traffic to apparel/beauty sites, Nielsen/NetRatings says

EBay.com led all retail web sites in the apparel/beauty category in number of unique visitors for the week ended Aug. 31, Nielsen/NetRatings reports.

EBay.com led all retail web sites in the apparel/beauty category in number of unique visitors for the week ended Aug. 31, Nielsen/NetRatings reports. Among the top five web site destinations, eBay took the top two spots – its Clothing, Shoes and Accessories section ranked first with 1.57 million unique visitors, followed by its Jewelry and Watches section with 803,000 unique visitors.

InStyle.com ranked third, with 724,000 unique visitors, followed by Old Navy with 591,000 and The Gap with 403,000. The number of unique visitors to all apparel/beauty destinations was 8.6 million.

EBay also led in average time per visitor, barely edging out Old Navy. EBay’s Clothing, Shoes and Accessories section topped the list with 7 minutes, 16 seconds, followed by Old Navy with 7 minutes, 10 seconds; The Gap, 6 minutes, 20 seconds; eBay’s Jewelry and Watches section, 4 minutes, 7 seconds; and InStyle, 4 minutes, 4 seconds.

In online advertising for the same week, personal care products garnered the most ad impressions, with 289.2 million impressions, for a 33.1% share of all ad impressions, according to Nielsen’s AdRelevance study.

Following are the numbers of impressions and percent share of market for all categories cited in the AdRelevance study:
-- Personal care, 289.2 million, 33.1%;
-- Food and beverage, 247.7 million, 28.4%;
-- Print publishing, 142 million, 16.3%;
-- Home and garden, 44.3 million, 5.1%;
-- Apparel and jewelry, 41.3 million, 4.7%;
-- Toy and hobby, 30.3 million, 3.5%;
-- Automotive supply, 29.7 million, 3.4%;
-- Recreational gear, 22.8 million, 2.6%; and
-- Others, 25.5 million, 2.9%.

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