December 10, 2004, 12:00 AM

Among 10 top apparel/beauty sites, eBay nabs nearly half of traffic

Ranking 1st, 2nd, and 5th among the top 10 apparel/beauty sites in the number of unique visitors for the week ended Nov. 28, three eBay sites had a combined 4.4 million visitors, accounting for 47% of traffic to the top 10, Nielsen/NetRatings reports.

Kurt Peters

Executive Editor

Ranking 1st, 2nd, and 5th among the top 10 apparel and beauty sites in the number of unique visitors for the week ended Nov. 28, three eBay sites garnered a combined 4.4 million visitors, accounting for 47% of traffic to the top 10 and 31% of traffic to all apparel/beauty sites, Nielsen/NetRatings reports.

Top-ranked eBay Clothing, Shoes & Accessories had 2.51 million unique visitors, followed by eBay Jewelry & Watches, with 1.19 million; Avon, 937,000; Old Navy, 820,000; eBay Health & Beauty, 719,000; Gap, 705,000; Lands’ End, 700,000; L.L. Bean, 663,000; Victoria’s Secret, 631,000; and Fossil, 497,000.

In time spent per visit, however, eBay’s Clothing, Shoes & Apparel site didn’t make the top 10 and eBay’s other two apparel/beauty sites ranked 7th and 8th, Nielsen says. Mary Kay led with 24 minutes, 40 seconds; Avon, 15 minutes, 59 seconds; Victoria’s Secret, 13 minutes, 8 seconds; 12 minutes, 10 seconds; L.L. Bean, 10 minutes, 41 seconds; Old Navy, 10 minutes; eBay Jewelry & Watches, 6 minutes, 57 seconds; eBay Health & Beauty, 6 minutes, 57 seconds; Gap, 6 minutes, 32 seconds; and Abercrombie & Fitch, 5 minutes, 51 seconds.

In terms of income, households with incomes of $50,000-$74,999 accounted for the largest number of visitors to apparel/beauty sites, with 8.18 million visitors, followed by $25,000-$49,999, with 6.68 million and $75,000-$99,999, with 6.06 million.

For the same week, the apparel and jewelry category garnered the most online ad impressions among consumer goods industry segments, according to Nielsen’s AdRelevance report.

The top consumer goods industry segments cited by the AdRelevance report and their number of impressions, in millions:
Apparel and jewelry, 276.6
Food and beverage, 223.13
Print publishing, 195.02
Personal care, 117.17
Toy and hobby, 82.03
Home and garden, 80.51
Automotive supply, 50.59
Recreational gear, 28.38

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