March 28, 2008, 12:00 AM

Online consumers lust longest over bling, Nielsen says

Apparel and beauty shoppers spent over 40 minutes gazing at jewelry on Fire Mountain Gem’s web site last month, securing the online retailer the number one spot for average time spent per visitor in that category.

Apparel and beauty shoppers spent over 40 minutes gazing at jewelry on Fire Mountain Gem’s web site last month, securing the online retailer the number one spot for average time spent per visitor in that category. However, when it came to traffic, an old favorite took top prize. 10 million consumers visited eBay Clothing, Shoes & Accessories in February, down 10% from a year earlier, but still enough to help the online marketplace nab first place for online apparel and beauty traffic.

The top 10 online apparel and beauty shopping destinations in February with unique visitors in millions this year and last and growth from prior year, according to Nielsen Online were:

  • eBay Clothing, Shoes & Accessories, 10.02, 11.12, -10%
  • Victoria’s Secret 4.83, 3.97, 22%
  • eBay Jewelry & Watches 4.69, 4. 64, 1%
  • Avon Products Inc. 4.29, 4.05, 6%
  • Zappos.com Inc. 3.92, 3.29, 19%
  • eBay Health & Beauty 3.77, 4.2, -10%
  • Old Navy 3.25, 2.85, 14%
  • L.L. Bean Inc. 2.89, 2.47, 17%
  • Lands’ End 2.87, 2.43, 18%
  • Gap Inc. 2.43, 2.33, 4%

Unique visitors count only once each shopper who came to a site, no matter how many times the shopper visited. This is a custom list compiled by Internet Retailer of the top e-commerce sites in this category based on Nielsen Online data.

By length of visit, the top 10 apparel and beauty sites in February (hours:minutes:seconds), according to Nielsen Online, were:

  • Fire Mountain Gems and Beads, 0:41:53
  • Avon Products Inc., 0:38:01
  • Jewelrytelevision.com, 0:31:26
  • Mary Kay Inc., 0:21:41
  • Sierra Trading Post Inc., 0:19:09
  • Victoria’s Secret, 0:18:41
  • eBay Clothing, Shoes & Accessories, 0:18:06
  • Roamans, 0:18:02
  • Blair.com, 0:17:41
  • L.L.Bean Inc., 0:16:46

The top eight consumer goods industry segments in terms of online ad impressions (in millions) and percentage of ad impressions last month, according to Nielsen data, were:

  • Food &Beverage;, 2,527.73, 31.6%
  • Personal Care, 2,080.15, 26%
  • Home & Garden, 1,324.11, 16.6%
  • Apparel & Jewelry, 734.07, 9.2%
  • Print Publishing, 711.38, 8.9%
  • Recreational Gear, 207.92, 2.6%
  • Automotive Supply, 196.32, 2.5%
  • Toy & Hobby, 99.08, 1.2%

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