November 12, 2004, 12:00 AM

Top 10 apparel/beauty sites include three for Ebay

Three eBay sites, ranked first, second and fourth, dominated the top 10 apparel/beauty sites for the week ended Oct. 31, Nielsen/NetRatings reports.

Paul Demery

Managing Editor, B2B E-commerce

Three eBay sites, ranked first, second and fourth, dominated the top 10 apparel/beauty sites for the week ended Oct. 31, Nielsen/NetRatings reports.

The top 10 includes a mix of broadly different sites ranging from third-ranked Avon to 7th-ranked Buycostumes.com and 8th-ranked VictoriasSecret.com.

The top 10 and their number of unique monthly visitors as cited by Nielsen: eBay Clothing, Shoes & Accessories, 2 million; eBay Jewelry & Watches, 1.04 million; Avon, 722,000; eBay Health & Beauty, 569,000; Old Navy, 531,000; Gap, 455,000; Buycostumes.com, 411,000; VictoriasSecret.com, 409,000; Lands’ End, 370,000; and L.L. Bean, 370,000.

Avon led in the amount of average time per visit, with 28 minutes, 26 seconds, following by Lands’ End, 15 minutes, 32 seconds; Old Navy, 11 minutes, 47 seconds; Victoria’s Secret, 10 minutes, 7 seconds; L.L. Bean, 9 minutes, 44 seconds; eBay Clothing, Shoes & Accessories, 8 minutes, 50 seconds; Gap, 8 minutes, 13 seconds; Zappos.com, 7 minutes, 39 seconds; Buycostumes.com, 4 minutes, 24 seconds; and eBay Health & Beauty, 3 minutes, 49 seconds.

Consumers aged 35-49 accounted for the largest number of unique visitors to apparel/beauty sites, at 8.17 million, followed by consumers aged 45-54, at 5,066; and consumes aged 25-34, at 4.8 million.

Apparel/beauty sites were most popular among households with incomes of $50,000-$74,999, at 7.05 million visitors; followed by $25,000-$49,999, at 5.83 million; and $75,000-$99,999, at 5.05 million.

Also for the week ended Oct. 31, the food-and-beverage category garnered the most online ad impressions among consumer goods industry advertisers, according to Nielsen’s AdRelevance report.

The top eight categories cited by AdRelevance and their number of ad impressions, in millions:
Food-and-beverage, 335.86
Print publishing, 269.8
Personal care, 177.42
Apparel and jewelry, 172.02
Home and garden, 88.67
Recreational gear, 53.93
Automotive supply, 51.44
Toy and hobby, 45.89.

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