September 4, 2009, 12:00 AM

Tattoos are tops for time spent, while make-up wins in traffic, study says

Skin is in with online consumers, it seems. The top retail site in the beauty and apparel category in terms of time spent last month was a site that markets tattoo designs, while the top site for traffic was make-up retailer Avon.

Skin is in with online consumers, it seems. The top retail site in the beauty and apparel category in terms of time spent last month was a site that markets tattoo designs, while the top site for traffic was make-up retailer Avon.

Retailers with big year-over-year traffic gains include Avon with 78%, Old Navy with 71% and Lancôme with a 39% rise. In terms of time spent, tattoo designs e-retailer LuckyFish Art led the way with an average of 1 hour and 30 minutes followed by Club Urban at 1 hour and 15 minutes and Shoe Steal coming in at about an hour.

The top 10 online apparel and beauty shopping destinations in July with unique visitors in millions this year compared with a year earlier and the percent change, according to Nielsen Online, were:

 

  • Avon, 6.95, 3.91, 78%
  • Old Navy, 6.61, 3.88, 71%
  • eBay Clothing, Shoes and Accessories, 4.62, 8.47, -46%
  • Victoria’s Secret, 4.33, 5.44, -20%
  • Zappos.com, 4.13, 3.45, 20%
  • The Gap, 3.34, 3.38, -1%
  • Lands’ End, 2.93, 3.80, -23%
  • Lancôme, 2.60, 1.87, 39%
  • American Eagle, 1.97, 2.07, -5%
  • Nike, 1.97, 2.45, -20%

 

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. Rankings may contain multiple web sites from the same retailer or manufacturer. Additionally, Nielsen has recently expanded its panels of Internet users and, effective with June 2009 data, this may affect the percentage change from previous results for some sites.

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

     

  • LuckyFish Art, 1:30:07
  • ClubUrban, 1:15:22
  • ShoeSteal.com,1:00:54
  • Bon-Ton, 0:56:52
  • Mary Kay, 0:49:19
  • Wholesale Fashion Square, 0:46:31
  • Vichy, 0:45:44
  • Urban Decay Cosmetics, 0:45:17
  • CutesyGirl, 0:37:56
  • Apparelus.com, 0:37:36

 

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

  • Personal Care, 4,538.56
  • Food & Beverage, 3,820.76
  • Print Publishing, 3,126.29
  • Apparel & Jewelry, 1,258.09
  • Home & Garden, 869.27
  • Recreational Gear, 320.35
  • Automotive Supply, 315.77
  • Toy & Hobby, 128.29
  •  

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