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NetRatings online report

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  • Jim Rink
    ... Regards, Jim Rink Senior Contributing Editor
    Message 1 of 1 , Jan 5, 1999
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      From NetRatings:

      >************************************************
      > NetRatings
      >
      > ONLINE OBSERVER(tm) HOLIDAY WRAP-UP REPORT
      >
      > December 30, 1998
      >************************************************
      >
      >The data in this weekly report is derived from the Online
      >Observer Service which is available to subscribers at
      >netratings.com. Your questions and comments are encouraged.
      >If you have specific questions about a site's demographics
      >and Web activity or a banner advertising campaign, call or
      >send an e-mail to the editor: Sally Blodgett, (408) 941-2932,
      >sblodgett@.... If you'd like to find out more about
      >our subscriber service, please contact Bob Hooven at (408) 941-2902.
      >
      >EDITOR'S NOTE: If you don't want to receive the ONLINE
      >OBSERVER REPORT, reply to sender and type UNSUBSCRIBE and
      >you'll be removed from the distribution list.
      >
      >Copyright (C) 1998 NetRatings(tm), Inc. All rights reserved:
      >NetRatings, Inc. All rights reserved. Reproduce and distribute
      >freely as long as source is cited.
      >
      >
      >IN THIS WEEK'S ISSUE:
      >
      > - CommerceTrack(tm) Holiday Site Report: Books/CD No. 1
      > - How much time did visitors spend shpping?
      > - Top Holiday Ecommerce Sites
      > - Web Advertising Jumps Last 2 Weeks of Shopping
      >
      > --------------------------------------------------------------------
      >>>COMMERCETRACK(TM) HOLIDAY REPORT
      >-Books/CDs no. 1 draws for online shopper
      >-Blue Mountain holds no. 1 position for final shopping days
      >
      >Holiday shopping on the Web remained brisk in the last few remaining
      >days before Christmas, according to NetRatings Holiday CommerceTrack(tm)
      >rankings for the week ending December 24, 1998 with a few dips in Toys
      >and Apparel. Books/CDs held its No. 1 position among consumers with
      >nearly a 16% reach, followed by Specialty Products, a close second at
      >15.8% and Computer Products at 13%.
      >
      >Of the top 15 sites that pulled the majority of online shoppers, five of
      >them were in the Book/CD category: Amazon.com, 6.4% reach; Music
      >Boulevard, 3.9%; Barnes & Noble, 3.7%; CDNow, 2.5%; and, Columbia House,
      >2%.
      >
      >Blue Mountain Arts, the site with the greatest traffic fluctuation, had
      >an 107% increase in visitors between the first week of shopping (Nov.
      >27-Dec. 3) and the last week (Dec. 18-24), due (we expect) to the last
      >minute rush to send electronic greeting cards to friends and families.
      >This surge drove the reach of the Specialty category (greeting cards,
      >perfume, chocolate, flowers, wine) up by 80%. Computer Products also saw
      >an increase, by 8.4% during this time period, mostly driven by visitors
      >to Egghead, Beyond.com and computer manufacturers Dell and Gateway.
      >Drops in reach occurred in Toys and Apparel. Apparel, with an already
      >low reach for the entire holiday season (although much higher than its
      >normal levels) dropped by about one-half in the last few remaining days
      >before Christmas. Toys also dropped -- by 41.2% during the same period.
      >
      >To view aligned columns, change font to courier.
      >COMPARISON OF CATEGORY REACH DURING HOLIDAY SHOPPING SEASON* BY WEEK
      > 11/20 11/27 12/4 12/11 12/18
      > Reach%** Reach % Reach % Reach % Reach %
      >Apparel 2.27 2.12 1.71 2.85 0.94
      >Auction 10.21 12.21 10.95 10.64 10.88
      >Books/CDs 14.78 16.39 17.35 16.44 15.88
      >Computer
      >Products 11.25 11.93 11.30 11.16 12.93
      >Dept Store 3.02 3.76 3.39 4.13 3.75
      >Electronics 3.27 3.69 3.50 3.11 3.32
      >Entertainment 6.14 7.99 9.84 8.44 8.82
      >Shopping
      >Networks 5.96 7.51 6.61 6.29 6.18
      >Specialty*** 13.16 8.75 7.76 11.69 15.76
      >Toys 2.96 5.59 5.51 3.88 3.28
      >
      >*Data includes https// secure mode transaction activity.
      >**Indicates what percentage of the entire Web universe (unique visitors)
      >has visited this category of sites during the week.
      >***Includes greeting cards, perfume, chocolate, flowers, wine, gourmet
      >foods.
      >
      >HOW MUCH TIME DID VISITORS SPEND SHOPPING?
      >Category Avg minutes per person per session
      >Apparel 11
      >Auction 70*
      >Books/CDs 13
      >Computer Products 12
      >Department Store 7
      >Electronics 28**
      >Entertainment 9
      >Shopping Network 14
      >Specialty 14***
      >Toys 10
      >
      >*Driven by E-bay
      >**Driven by Sony
      >***Driven by Blue Mountain Arts and E-Greetings
      >
      >>>TOP HOLIDAY ECOMMERCE SITES FOR LAST AND FIRST WEEK OF 1998 YEAR-END
      >SHOPPING
      >
      >Dec 18 Week, % reach Nov 27 Week, % reach
      >Bluemountain.com, 12.72 Amazon.com, 8.05
      >Disney.com, 6.72 Ebay.com, 7.67
      >Ebay.com, 6.72 Bluemountain.com, 6.15
      >Amazon.com, 6.40 Etoys.com, 4.86
      >Egghead.com, 5.82 Disney.com, 4.66
      >Musicblvd.com, 3.90 Cdnow.com, 3.42
      >Barnesandnoble.com, 3.72 Sony.com, 3.35
      >Sony.com, 2.96 Spree.com, 2.97
      >Netmarket.com, 2.90 Barnesandnoble.com, 2.77
      >Etoys.com, 2.64 Columbiahouse.com, 2.67
      >Cdnow.com, 2.47 Netmarket.com, 2.56
      >Egreetings.com, 2.45 Musicblvd.com, 2.49
      >Macys.com, 2.27 Egghead.com, 2.47
      >Columbiahouse.com, 1.99 Beyond.com, 2.29
      >Ubid.com, 1.82 Wal-mart.com, 2.08
      >
      >>>HOLIDAY WEB ADVERTISING JUMPS LAST TWO WEEKS OF SHOPPING
      >Holiday advertising jumped from 20% of total Web advertising during the
      >week of December 6, 1998 to 36% for the week of December 20, 1998.
      >
      >HOLIDAY WEB ADVERTISING AS PERCENTAGE OF TOTAL WEB ADVERTISING
      >Week of Dec 20 36%
      >Week of Dec 13 32%
      >Week of Dec 6 20%
      >Week of Nov 29 29%
      >
      >>>HOLIDAY ADVERTISING BY CATEGORY
      > 20-Dec 13-Dec 6-Dec 29-Nov
      >Category Reach% Reach% Reach% Reach %
      >Apparel NA 1.18% 3.38% 4.30%
      >Auction 1.07% 6.35% 8.07% 4.60%
      >Books/CDs 10.73% 15.37% 19.44% 10.60%
      >Catalogs 27.31% 24.66% 20.44% 26.50%
      >Computer Products 4.59% 12.46% 11.19% 4.60%
      >Flowers 10.74% 2.95% 5.55% NA
      >Garden 5.91% 7.35% 4.14% 3.50%
      >Greeting Cards NA NA 1.39% 1.00%
      >Shopping Network 23.67% 19.44% 17.41% 33.20%
      >Toys 0.53% 1.68% 2.70% 8.40%
      >Travel 13.45% 7.03% 3.79% NA
      >
      >
      >
      >>>TOP TEN HOLIDAY ADVERTISERS FOR WEEKS OF DEC 13 AND DEC 20, 1998
      >
      >December 20, 1998
      >1. CatalogLink
      >2. LowestFare
      >3. MSN Shopping
      >4. eBay
      >5. 1800 Flowers
      >6. Barnes and Noble
      >7. Garden.com
      >8. Egghead
      >9. Brandsforless.com
      >10. CD Now
      >
      >December 13, 1998
      >1. CatalogLink
      >2. MSN Shopping
      >3. Barnes and Noble
      >4. Garden.com
      >5. Compaq
      >6. Egghead
      >7. LowestFare
      >8. CD Now
      >9. FTD Flowers
      >10. Audio Book Club
      >
      > WRITENOW EDITORIAL SERVICE - Do you ever find yourself on
      > deadline and needing information about a site's reach,
      > demographics, or unique audience size? Or need data about an ad
      > banner campaign? Just call our WriteNow Hotline at
      > (408) 941-2929 or send an e-mail to writenow@....
      > You will receive a response within two hours.
      >
      > For more information about NetRatings, go to
      > http://www.netratings.com/whoisnetratings.htm
      >
      >
      > ------------------------------------------------
      >*NetRatings tracks America Online Web usage only but does not track Web
      >usage
      >of the AOL members who use AOL's 16-bit integrated browser."
      >
      > Rankings are based on measurement of World Wide Web activity by a
      > representative panel of over 4,000 Internet users 18 years and
      > older who access the Web from home.
      >
      >
      >
      >
      >

      Regards,


      Jim Rink
      Senior Contributing Editor

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