With a 37% increase in traffic during March, Zappos.com posted the highest growth rate of the top 10 apparel and beauty sites, Nielsen/NetRatings reports. The number of unique visits to Zappos totaled 2.0 million, compared with 1.5 million in March 2004. Victoriassecret.com experienced the second-highest growth rate, with the number of unique visits increasing 36% to 2.9 million, up from 2.1 million in the year-earlier period.
Five sites saw traffic drop in March: Old Navy, down 21%; eBay Jewelry & Watches, down 14%; Gap, down 6%; eBay Clothing, Shoes & Accessories, down 4%; and LLBean.com, down 3%.
EBay Clothing, Shoes & Accessories led the group with 8.6 million visits, down from 9 million a year earlier, with eBay Jewelry & Watches ranking second with 4.5 million visits, down from 5.3 million in 2004. EBay Health & Beauty came in third with 3.6 million visits; followed by VictoriasSecret.com; Avon, 2.6 million, up from 2.2 million; Lands` End, 2.2 million, up from 1.9 million; Gap, 2.1 million, down from 2.2 million; Old Navy, 2 million, down from 2.6 million; Zappos; and LLBean.com,1.9 million, down from 2 million.
In the top 10 as ranked by average time per visit, Mary Kay led with 37 minutes, five seconds; followed by Avon, 33 minutes, 57 seconds; Blair.com, 20 minutes, 53 seconds; Sephora, 19 minutes, 38 seconds; Haband.com, 19 minutes, 29 seconds; Lerner Catalog, 19 minutes, 4 seconds; Lands End, 17 minutes, 3 seconds; Chadwick’s, 16 minutes, 52 seconds; Lane Bryant, 15 minutes, 23 seconds; and eBay Clothing, Shoes & Accessories, 14 minutes, 59 seconds.
Also in March, the food and beverage industry had the most online ad impression among top consumer goods industry segments, according to Nielsen`s AdRelevance report. The leading consumer segments cited in the report and their number of impressions in millions:
Food & Beverage, 2,044
Print Publishing, 931.7
Apparel & Jewelry, 625.8
Personal Care, 586.9
Recreational Gear, 328.8
Home & Garden, 312.3
Automotive Supply, 240.9
Toy & Hobby, 222.3