March 5, 2004, 12:00 AM

Men dominate shoppers at top 10 shopping/travel sites

At seven of the top 10 shopping and travel sites, men make up a majority of shoppers, ranging from a bare majority of 50.3% at Orbitz to 62% at Dell, a Nielsen/NetRatings demographic breakdown of top sites reports.

Women may make up the majority of online shoppers these days, but men still dominate at most of the top shopping sites, a Nielsen/NetRatings demographic breakdown of top sites reports. At seven of the top 10 shopping and travel sites, men make up a majority of shoppers, ranging from a bare majority of 50.3% at Orbitz to 62% at Dell.

Shoppers at the 10 largest shopping/travel sites are solidly middle age-middle income, Nielsen/NetRatings reports, with the biggest age group at all but Yahoo Shopping being 45- to 54-year-olds and biggest income group at all but Intuit.com being $50,000-$74,999. At Yahoo Shopping the largest age group was 35- to 49-year-olds; at Intuit.com, the largest income group was $25,000-$49,999.

The proportion of men shopping a the 10 largest shopping/travel sites are:
eBay: 53.46%
Amazon: 51.12%
Yahoo Shopping: 54.88%
Expedia: 49.29%
Shopping.com: 52.93%
Orbitz: 50.36%
Travelocity: 46.97%
Dell: 62.01%
Wal-Mart: 46.77%
Intuit: 55.54%

Nielsen/NetRatings also reported the busiest shopping/travel sites with unique audience for the week ending Feb. 15:
eBay: 33.95 million
Amazon: 21.7 million
Yahoo Shopping: 3.5 million
Expedia: 3.1 million
Shopping.com: 2.7 million
Orbitz: 2.5 million
Travelocity: 2.2 million
Dell: 2.1 million
Wal-Mart: 2 million
Intuit: 1.9 million

Visitors to Intuit.com stayed for an average of 42 minutes, at eBay, 38 minutes, then Dell, 12 minutes, and Expedia, 11 minutes 46 seconds. The remainder ranged from 4 minutes 38 seconds to 9 minutes, 22 seconds.

Largest consumer goods advertisers for the week ending Feb. 15 by impressions were:
Altria Group Inc.: 194.1 million
Cadbury Schweppes: 185.3 million
adidas-Salomon AG: 181.7 million
The New York Times Co.: 44.8 million
Avon Products Inc.: 40.8 million
Mars Inc.: 32.6 million
Campbell Soup Co.: 32.6 million
IncreaseYourHealth.com: 32.1 million
Sara Lee Corp.: 30.3 million
Colgate-Palmolive: 19.4 million

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