NOVEMBER
INTERNET RATINGS FROM NIELSEN//NETRATINGS
Internet Population
Surges 9.1% During November
NEW YORK, NY – December 15,
1999 - The following Internet
audience and advertising information is from Nielsen//NetRatings,
the Internet measurement service from Nielsen Media Research and
NetRatings, Inc (NASDAQ:NTRT). The information includes: Top 25
Web Properties, Top 25 Internet Advertisers, Top 10 Banner Ads and
Average Web Usage statistics for the month of November 1999.
Noteworthy This Month:
Dramatic Upsurge in Internet Population
The number of people in U.S. households
who went online in November jumped 6.2 million people, marking a
significant 9.1% rise from October. Active Internet users grew to
74.0 million from 67.8 million people in October. The current size
of the Internet universe (those who have access from home, but did
not necessarily go online) increased by 5.4 million, rising 4.7%.
In November there were 118.4 million people with Internet access
as compared to 113.0 million in October.
"One of the reasons why we’ve
seen a large jump in Internet users during November is because of
this year’s busy holiday shopping season on the Internet,"
said Peggy O’Neill, director and principal analyst at NetRatings.
"As e-commerce takes on wider acceptance, many new users have
jumped online, having been affected by the incessant dot com holiday
advertising or simply because they’re curious of the Internet
shopping experience."
Offline Retailers Experience Boost
in Holiday Shopping Traffic
Traditional retailers found large
increases in traffic to their sites in November as holiday shopping
got underway. Sites rising more than 100 percent in unique visitors
included: Toysrus.com, 285.9%; Nordstrom, 170.5%; Kbkids.com, 156.9%;
Walmart.com, 147.0%; Target.com, 146.3%; Kmart.com, 140.3%; Oldnavy.com,
121.6%; Costco.com, 118.9%; Victoriassecret.com, 101.4%; and Spiegel.com,
100.3%.
Toy Advertisers
Toy e-tailers pumped up their advertising campaigns for the
holiday season. Toy advertisers expanding their ad impressions on
the Internet included: ToySmart, 259.8%; ToyTime, 199.1%; eToys,
43.3%; and Toys "R" Us, which did not post significant
advertising during October, but jumped to the No. 467 spot on the
top advertisers list in November.
Large Growth in Visitors to Top 25 Properties
The Top 25 Properties saw
increases in unique visitors to their sites during the month of
November. Sites experiencing the highest increases in unique audience
were: Viacom International, 28.2%; Macromedia, 25.0%; Blue Mountain
Arts, 21.2%; Amazon, 20.4%; and Real Networks, 19.4%; Microsoft,
16.9%; GO Network, 13.0%; CNET, 11.7%; and eBay, 10.8%.
Banner with the Highest Click
Rate
The most clicked on banner in November
was About.com’s ad with a 14.8% click rate as compared to Golden
Palace’s ad, which had the highest click-through rate in October
at 21.5%.
Nielsen//NetRatings:
Top 25 Web Sites by Property
Month of November
1999
Ranking of the Most
Visited Web Properties
| |
Property |
Unique
Audience (000) |
Time
Per Person (hrs:min:sec) |
| 1. |
AOL
Websites (NYSE:AOL) |
43,994
|
0:21:16
|
| 2. |
Yahoo!
(NASDAQ:YHOO) |
40,385
|
0:56:02
|
| 3. |
MSN
(NASDAQ:MSFT) |
26,967
|
0:41:05
|
| 4. |
Lycos
Network (NASDAQ:LCOS) |
23,465
|
0:12:25
|
| 5. |
GO Network (NASDAQ:SEEK) |
19,169
|
0:23:22
|
| 6. |
Microsoft (NASDAQ:MSFT) |
14,155
|
0:12:41
|
| 7. |
Excite@Home (NASDAQ:ATHM) |
12,469
|
0:26:21
|
| 8. |
Amazon (NASDAQ:AMZN) |
12,100
|
0:15:24
|
| 9. |
Blue Mountain Arts |
11,312
|
0:14:37
|
| 10. |
Time
Warner (NYSE:TWX) |
11,273
|
0:14:26
|
| 11. |
AltaVista (NASDAQ:CMGI) |
9,874
|
0:09:32
|
| 12. |
eBay (NASDAQ:EBAY) |
8,340
|
1:44:02
|
| 13. |
The Go2Net Network (NASDAQ:GNET) |
8,128
|
0:08:59
|
| 14. |
CNET (NASDAQ:CNET) |
7,126
|
0:08:28
|
| 15. |
Real Networks (NASDAQ:RNWK) |
6,730
|
0:04:28
|
| 16. |
Viacom International (NYSE:VIA & VIAB) |
6,546
|
0:11:37
|
| 17. |
Xoom (NASDAQ:XMCM) |
6,392
|
0:07:57
|
| 18. |
Snap |
6,273
|
0:14:28
|
| 19. |
Macromedia (NASDAQ:MACR) |
6,255
|
0:08:36
|
| 20. |
LookSmart (NASDAQ:LOOK) |
6,135
|
0:07:51
|
| 21. |
About.com (NASDAQ:BOUT) |
6,113
|
0:07:16
|
| 22. |
ZDNet (NYSE:ZD) |
6,109
|
0:13:01
|
| 23. |
SmartBot.NET |
5,456
|
0:04:07
|
| 24. |
InfoSpace (NASDAQ:INSP) |
4,973
|
0:05:35
|
| 25. |
AT&T (NYSE:T) |
4,682
|
0:13:00
|
Example: The data indicate that approximately
4.6 million home Internet users visited at least one of the AT&T-owned
sites during the reporting period, and each person spent, on average,
a total of 13 minutes at one or more of their sites.
Notes: Rankings are based on audience
measurement of people who have access to the Internet from home.
A property is defined as a consolidation of multiple domains and
URLs owned by a single entity. Reach is a measure of the total unduplicated
audience that visits a property. The data are expressed as the percent
of the total universe of Internet users who logged onto the Internet
at least once during the reporting period.
Nielsen//NetRatings:
Top 25 Advertisers
Month of November
1999
Top advertisers,
ranked by banner impressions, are based on data from BannerTrackSM,
Nielsen//NetRatings' syndicated advertising research report. An
impression is counted each time an ad banner is fully loaded onto
a user’s screen.
| |
Advertiser* |
Impressions
(000) |
Reach
% |
| 1. |
TRUSTe |
1,229,925
|
25.6
|
| 2. |
Microsoft |
764,792
|
41.3
|
| 3. |
Yahoo! |
369,036
|
26.9
|
| 4. |
Amazon |
351,341
|
39.8
|
| 5. |
SexTracker |
219,108
|
7.8
|
| 6. |
Next Card (NASDAQ:NXCD) |
189,373
|
25.9
|
| 7. |
America Online |
188,141
|
28.3
|
| 8. |
Ameritrade (NASDAQ:AMTD) |
164,352
|
12.4
|
| 9. |
Wingspan Bank |
154,641
|
24.6
|
| 10. |
E*TRADE (NASDAQ:EGRP) |
151,595
|
11.0
|
| 11. |
Morgan Stanley Dean Witter |
143,494
|
5.3
|
| 12. |
eBay |
143,104
|
22.3
|
| 13. |
WebSideStory |
111,351
|
13.7
|
| 14. |
AT&T |
105,613
|
19.2
|
| 15. |
SexSwap |
102,437
|
3.4
|
| 16. |
Barnes and Noble (NYSE:BKS) |
98,908
|
19.4
|
| 17. |
LinkExchange (NASDAQ:MSFT) |
95,861
|
9.0
|
| 18. |
CDNOW (NASDAQ:CDNW) |
94,341
|
19.8
|
| 19. |
At Hand |
91,057
|
11.5
|
| 20. |
Lycos |
86,475
|
11.4
|
| 21. |
Ad Council |
84,820
|
8.0
|
| 22. |
Netscape (NYSE:AOL) |
83,908
|
18.3
|
| 23. |
Better Business Bureau |
75,476
|
15.0
|
| 24. |
uBid (NASDAQ:UBID) |
74,010
|
15.2
|
| 25. |
SureTrade |
73,056
|
11.3
|
*Impressions reported include house
ads, which are ads that run on an advertiser’s own web property.
Example: An estimated 73.1 million
SureTrade banners were completely loaded on users' computers during
the reporting period. These banners were delivered to 11.3% or 8.4
million home Internet users.
Nielsen//NetRatings:
Top Ten Ad Banners Viewed
Month of November
1999
Top Banners, ranked according to
reach percentage, are cited from BannerTrackSM, Nielsen//NetRatings'
syndicated ad research service.
| |
Advertiser* |
Reach %
|
Creative |
| 1. |
Bonzi
Software |
9.5
|
Your
Internet Connection Is Not Optimized. Download InternetBOOST
’99 Now! |
| 2. |
Capital
One (NYSE:COF) |
8.2
|
Visa
Platinum; Credit Limit, Fixed APR, Apply Online, Submit |
| 3. |
SureTrade |
6.8
|
You
are only as good as your last trade. The smart tool for smart
investors. |
| 4. |
WebMD
Health |
6.7
|
The
news that your doctor reads. Click here |
| 5. |
SureTrade |
6.0
|
Fund
your account with confidence. |
| 6. |
Lasseters
Online |
5.7
|
Now
you can play on the Internet with Lasseters Online. Click here
to play for FREE |
| 7. |
Shopnow.com
(NASDAQ:SPNW) |
5.3
|
Connecting
buyers and sellers worldwide |
| 8. |
Autoweb |
5.2
|
GET
A PRICE |
| 9. |
WingspanBank.com |
4.9
|
Credit
Card, Checking Account, CD’s, Online Bill Payment, Home
Equity Loans…All In One Place…Can We Help You? |
| 10. |
BUY.COM
|
4.8
|
Rio
MP3 Player. Giveaway Here |
*Ad banners that run predominantly
on an advertiser's own property are not included in the top banner
rankings.
Nielsen//NetRatings:
Average Internet Usage
Month of November
1999
Data below represent
activity for the average Internet user during the month.
|
Current Month
|
Last Month
|
%Change
|
| Number
of Sessions per Month |
16
|
17
|
-5.9
|
| Number
of Unique Sites Visited |
10
|
11
|
-9.1
|
| Page
Views per Month |
521
|
524
|
-0.6
|
| Page
Views per Surfing Session |
32
|
31
|
+3.2
|
| Time
Spent per Month |
8: 06: 59
|
8: 12: 37
|
-1.1
|
| Time
Spent During Surfing Session |
0: 29: 38
|
0: 29: 21
|
+1.0
|
| Duration
of a Page Viewed |
0: 00: 56
|
0: 00: 57
|
-2.2
|
| Average
Click Rate for Top Banners |
0.45
|
0.53
|
-15.1
|
| Active
Internet Universe (actually surfed) |
74.0 million
|
67.8 million
|
+9.1
|
| Current
Internet Universe Estimate (had access, but did not necessarily
go online) |
118.4 million
|
113.0 million
|
+4.7
|
The Nielsen//NetRatings audience
measurement service collects data from more than 38,000 panelists
as they use the Internet. The Nielsen//NetRatings panel is the largest
media research sample of at-home Internet users currently being
measured in real time. Nielsen//NetRatings uses unique technology
capable of measuring both Internet use and advertising to provide
the most timely, accurate and comprehensive Internet usage data
and advertising information in the industry.
# # #
Note
to Editors: Nielsen Media Research is the well-known TV ratings
company. It is separate from ACNielsen Corporation, the market research
services company.
