eBay sites lead in unique visitors in Apparel & Beauty for December
EBay web sites placed first and second in December for number of unique visitors in the Apparel and Beauty Category, according to Nielsen/NetRatings. Meanwhile, the Eddie Bauer and Zappos.com sites both had increases in unique visitors of more than 75%, compared with the previous December. Visitors spent the most time in the category in December at Avon.com, Nielsen says.
In unique visitors for December, eBay Clothing, Shoes & Accessories was No. 1 in the category with 9.82 million, up 3% from the previous December. Second came eBay Jewelry and Watches with 6.03 million visitors, an increase of 14% over December 2003. They were followed by LLBean.com with 4.07 million, up 13%; VictoriasSecret.com, 4.05 million, up 18%; OldNavy.com, 3.61 million, up 23%; Gap.com, 3.43 million, up 19%; EddieBauer.com, 3.41 million, up 78%; LandsEnd.com, 3.4 million, up 16%; eBay Health & Beauty, 3.33 million, no previous figures available; and Zappos.com, 2.69 million, up 76%.
Shoppers spent more time per visit at Avon.com than at any other site in the category, an average of 36 minutes, 32 seconds. Visitors averaged 31 minutes, 36 seconds on the Mary Kay site, followed by Blair.com, 19 minutes, 51 seconds; LLBean.com, 18 minutes, 46 seconds; Sephora.com, also 18 minutes, 46 seconds; LandsEnd.com, 17 minutes, 20 seconds; Chadwicks.com, 16 minutes; 28 seconds; VictoriasSecret.com, 16 minutes, 5 seconds; SierraTradingPost.com, 15 minutes, 15 seconds; Zappos.com, 13 minutes, 9 seconds.
The consumer goods segments that advertised the most online in December and the number of impressions for each were:
Food & Beverage 1.42 billion
Apparel & Jewelry 1.00 billion
Print Publishing 771.86 million
Personal Care, 650.97 million
Toy & Hobby 413.05 million
Home & Garden 328.35 million
No segment 159.49 million
Automotive Supply 131.93 million
Recreational Gear 102.83 million
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