Zappos.com had the largest increase in traffic among the top 10 online apparel and beauty sites in February, with visits increasing 47% to 2.5 million from 1.7 million a year earlier, according to Nielsen/NetRatings.
Old Navy experienced the second largest increase, with visits rising 45% to 2.9 million from 2 million a year earlier. Ranked third was eBay Health & Beauty, where visits rose 38% to 4.7 million from 3.4 million; followed by eBay Clothing Shoes & Accessories, up 36% to 11 million from 8.1 million; LLBean.com, up 29% to 2.7 million from 2.1 million; eBay Jewelry and Watches, up 22% to 5.6 million from 4.6 million; VictoriasSecret.com, up 17% to 3.5 million from 3 million; Avon, up 7% to 3 million from 2.8 million; and Gap, up 5% to 2.2 million from 2.1 million.
The top site in number of visits was eBay Clothing Shoes & Accessories, followed by eBay Jewelry and Watches, eBay Health & Beauty, VictoriasSecret.com, Avon, Old Navy, LLBean.com, Zappos.com, Gap, and About Style (2.2 million).
In terms of time per visit, Mary Kay led all apparel and beauty sites with 1 hour, 17 minutes, 10 seconds; followed by Avon, 44 minutes, 27 seconds; Chadwick’s, 19 minutes, 35 seconds; Roamans, 17 minutes, 46 seconds; eBay Clothing Shoes & Accessories, 17 minutes, 17 seconds; Lands End, 17 minutes, 6 seconds; VictoriasSecret.com, 16 minutes, 30 seconds; Blair.com, 15 minutes, 59 seconds; American Eagle, 14 minutes, 1 second; and Payless.com, 13 minutes, 9 seconds.
Also in February, the food and beverage segment had the most online ad impressions in the consumer goods industry, according to Nielsen/NetRatings’ AdRelevance report. The leading segments and their number of impressions (in millions) are:
Food & Beverage 2,156.5
Apparel & Jewelry 851.6
Personal Care 810.0
Print Publishing 737.5
Home & Garden 542.9
Automotive Supply 113.2
Toy & Hobby 97.3
Recreational Gear 82.1