June 6, 2008, 12:00 AM

Consumers will stay for Mary Kay, Nielsen Online says

Apparel and beauty shoppers spent over an hour looking for products to lengthen their lashes and line their lips at Mary Kay web sites in April, securing the retailer’s No. 1 spot for average time spent per visitor by nearly 30 minutes in the category.

Katie Evans

Managing Editor, International Research

Apparel and beauty shoppers spent over an hour looking for products to lengthen their lashes and line their lips at Mary Kay web sites in April, securing the online retailer’s No. 1 spot for average time spent per visitor by nearly 30 minutes in that category. However, eBay Clothing, Shoes and Accessories took top prize for traffic with 11 million unique visitors in April, roughly the same amount as a year earlier.

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

  • eBay Clothing, Shoes and Accessories, 11.09, 11.42, 0%
  • Victoria’s Secret, 4.72, 4.45, 6%
  • eBay Jewelry and Watches, 4.42, 5.30, -17%
  • Zappos.com Inc., 4.03, 3.00, 34%
  • Old Navy, 3.89, 3.19, 22%
  • eBay Health & Beauty, 3.87, 4.37, -11%
  • Avon Products Inc, 3.64, 3.88, -6%
  • L.L. Bean Inc, 2.89, 2.47, 17%
  • Lands’ End, 2.85, 3.08, -7%
  • The Gap Inc., 2.51, 2.54 -1%
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 online shopping destinations based on Nielsen Online data. Rankings may contain multiple web sites from the same retailer or manufacturer.

By length of visit, the top 10 online Apparel and beauty shopping destinations in April (minutes:seconds), according to Nielsen Online, were:

  • Mary Kay Inc., 63:58
  • Blair.com, 31:33
  • Avon Products Inc., 30:25
  • Chadwicks of Boston Inc. 21:25
  • Hollister Co., 17:34
  • Sierra Trading Post, 16:47
  • Roamans ,15:55
  • eBay Clothing, Shoes and Accessories, 13:58
  • Victoria’s Secret, 13:28
  • Talbots.com, 12:54

The top nine consumer goods advertisers classified by industry segments in terms of online ad impressions (in millions) in April, according to Nielsen data, were:

  • Personal Care, 2,809.71
  • Food & Beverage, 2,207.21
  • Home & Garden, 1,495.35
  • Print Publishing, 803.42
  • Apparel & Jewelry, 518.83
  • Automotive Supply, 219.96
  • Recreational Gear, 186.57
  • Toy & Hobby, 69.63
  • No Segment, 21.79

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