Women make up nearly two-thirds of online apparel and beauty shoppers
No surprise here: Women dominate visitors to apparel and beauty sites, according to figures from Nielsen/NetRatings. Women make up 63% of apparel and beauty shoppers online. Middle-aged shoppers make up the largest group by age, with 45- to 54-year-olds accounting for 38% of visitors and 35- to 44-year-olds accounting for 31%. Online apparel and beauty shoppers tend to be less affluent, with 53% of shoppers having household income of $25,000 to $75,000.
The most popular apparel and beauty sites for the week ending Feb. 29 were:
eBay’s Clothing, Shoes and Accessories section, with 10.9 million unique visitors
eBay Jewelry and Watches, 2.6 million
Avon, 517,000
VictoriasSecret.com, 453,000
Reflect.com, 438,000
OldNavy.com, 391,000
Gap.com, 364,000
Zappos.com, 328,000
Spiegel.com, 297,000
LLBean.com, 289,000
Mary Kay cosmetics, which was not among the busiest sites, held shoppers the longest with the average user staying 42 minutes and 55 seconds. Next was Avon at 18 minutes and 40 seconds. Fastest visits were at Chadwicks.com, 6 minutes, 30 seconds.
The top consumer goods industry advertisers by online impressions, according to Nielsen/NetRatings’ AdImpression report, were, in millions:
Food and Beverage, 224,604
Personal care, 171,725
Print publishing, 151,293
Recreational gear, 81,701
Apparel and jewelry, 69,371
Home and garden, 51,387
Toy and hobby, 26,021
Automotive supply, 14,321
No segment, 5,491
Total, 795,914
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