August 6, 2004, 12:00 AM

eBay leads shopping/travel sites, women shoppers dominate most categories

Online consumers shopping from home computers visited eBay.com and Amazon.com more than any other shopping or travel site for the week ending July 25, Nielsen/NetRatings reports.

Kurt Peters

Executive Editor

 

Online consumers shopping from home computers visited eBay.com and Amazon.com more than any other shopping or travel site for the week ending July 25, Nielsen/NetRatings reports.

The Top 10 shopping/travel sites that week, with their unique visitors (in millions) from home, were:
eBay, 15.47
Amazon, 6.45
Expedia, 3.45
Yahoo Shopping, 2.92
Wal-Mart Stores, 2.71
Dell, 2.37
Orbitz.com, 2.28
Travelocity, 2.18
Target, 2.07
Overstock.com, 1.62

Nielsen/NetRatings’ AdRelevance report showed the leading consumer goods advertisers for the same week, with online impressions (in millions) were:

ICON Health & Fitness Inc., 59.963
Altria Group Inc., 40.608
The Goodyear Tire & Rubber Co., 39.842
Cadbury Schweppes, 27.273
iN Touch Weekly, 25.991
NADA Appraisal Guides, 25.488
IncreaseYourHealth.com, 25.106
Limited Brands Inc., 22.185
Agora Publishing Inc., 19.988
Schieffelin & Somerset, 19.815

Among the interesting demographic data that Nielsen/NetRatings reports for the Top 10 sites are:

Travel sites do well with consumers 55 and older.
• 31% of Orbitz’s traffic falls in that age group, as does 30% of Expedia’s and almost 29% of Travelocity’s.
• Dell does well with the older crowd also, with 34.5% of traffic 55 and older.
• Wal-Mart and Target are least popular with the older set, with just over 17% of traffic to those sites in that age group.
• 55+ traffic at the remaining sites are: 22% at eBay, 25% at Amazon, 27% at Yahoo Shopping, and 29% at Overstock.com.

Among the Top 10 shopping and travel sites, women dominate.
• Women are more than half the traffic at eight sites: 71.57% at Target, 62.46% at Expedia, 62.33% at Travelocity, 60.58% at WalMart.com, 56.48% at Overstock.com, 55.51% at Orbitz, 55.25% at Amazon and 53.19% at Yahoo Shopping.
• Men are 51.59% of traffic at Dell and 51.31% at eBay.

Not surprisingly, travel sites have the highest percentage of upper-income consumers.
• Households with income of $100,000 and above were 26.37% of Travelocity’s traffic, 24.83% of Expedia’s and 21.89% of Orbitz’s.
• Also scoring well with high-end consumers were Amazon, where 21.96% of visitors have incomes over $100,000 and Target, with 21.61%.
• WalMart.com and Overstock scored the lowest with $100,000+ consumers, at 15.97% and 17.8%, respectively, but Overstock did better with the ultra high-end consumers, $150,000+. They represented 7.54% of Overstock’s traffic, a percentage exceeded at that level only by Travelocity’s 8.19% and Expedia’s 7.9%. Orbitz’s $150,000+ traffic was 7.38%.

 

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