Target also leads the pack when it comes to paid search spending, a new report finds.
Prominent name brands and brick-and-mortar sites demonstrated renewed online strength in the middle of a summer slowdown in online retail in July, according to PC Data Online's Top 20 Online Retail Report. Jcpenney.com, Sears.com, Spiegel.com, Bestbuy.com and Staples.com advanced in the July purchase rankings, though nearly all had slight declines in the numbers of unique buyers, says the Reston, Va.-based research firm.
Jcpenney.com with 218,000 unique buyers and Sears.com with 207,000 unique buyers each jumped three positions to take the No. 7 and No. 8 spots, respectively. Spiegel.com advanced five places to No. 14 with 122,000 unique buyers. Bestbuy.com joined the rankings at No. 19 with 75,000 unique buyers, and Staples.com rejoined the list at No. 20 with 74,000 unique buyers.
"The demographics in online shopping are shifting away from the MTV generation," says John Megahed, director of online research and analysis for PC Data Online. In July, women between the ages of 35 and 44 were a dominant force in online retailing, and "they gravitated toward what they know and what they were comfortable with--traditional shopping sites. This new demographic will present a new curve in online commerce as we head into the fall retail season."
Among the top firms, all but Staples.com shared a buying demographic that was predominantly female, PC Data Online says. For that firm, demographics skewed toward men between the ages of 45 and 54. Of the top ten sites, only No.1 Amazon.com, No. 2 Ticketmaster.com and No. 6 Real.com reported increases in unique buyers over June, the research shows. Amazon.com registered a 22% increase with 1.8 million unique buyers, while Ticketmaster.com registered a 9% increase with 676,000 unique users. Real.com registered the largest jump inside the July rankings, up ten places from June.
Top 20 Online Retailers July 2000
|July E-tailer Rank||June E-tailer Rank||Web Site||Projected Buyers (000)||Overall Reach (%)||Unique Users (000)||Buy Rate (%)|