FEBRUARY
AT-HOME & AT-WORK INTERNET RATINGS FROM NIELSEN//NETRATINGS
More Men than Women
Log Online in the Workplace
NEW YORK, NY – March 16, 2000 -
The following Internet audience
and advertising information is from Nielsen//NetRatings, the Internet
measurement service from Nielsen Media Research and NetRatings,
Inc. (Nasdaq: NTRT). This set of at-home and at-work information
includes: Top 25 Web Properties, Top 25 Internet Advertisers, Top
10 Banner Ads and Average Web Usage statistics for the month of
February 2000. This month’s data highlights include: the differences
in online gender usage, growth in top properties at-work and at-home,
the rising popularity of sweepstakes sites, and increases in audience
traffic to Valentine’s Day sites.
Noteworthy This Month:
More Men than Women Surfed at
Work
Nielsen//NetRatings data indicates
that the gender composition for Web usage at-work mirrors the make-up
of the male dominated U.S. workforce. The gender breakdown for U.S.
workers logging onto the Internet in February was 54 percent men
and 46 percent women, as compared to the 50-50 proportion of men
to women surfers at-home. Women, however, still spent less time
online than men, both at-work where females surfed an average of
18 hours as compared to the 22 hours spent by males and at-home
where females logged 8 hours versus the 10 hours surfed by males.
Yahoo! and AOL Websites Capture
No. 1 Spots At-Work and At-Home
In February Yahoo! continued its reign as the top property visited
at-work with more than 21 million unique visitors, while AOL Websites
maintained its No. 1 position with its 46 million at-home surfers.
Rounding out the top five properties were MSN, Excite@Home and Lycos
Network, which were ranked 3, 4 and 5, respectively both at-home
and at-work.
Significant Growth in Visitors
to Top 25 Properties
The Top 25 Properties saw noteworthy increases in unique visitors
to their sites by users in February compared to January. The two
properties experiencing the largest increases in unique audience
were: American Greetings, 62.9% (at-home) and Time Warner, 12.7%
(at-home).
Sweepstakes Sweep February
Several sweepstakes sites swelled
with audience traffic at-work and at-home, including LuckySurf.com
and iWin.com (see Table 1). IWon.com, one of the highest trafficked
sweepstakes sites, experienced an eight percent increase at-work
and a four percent rise at-home.
"A bumper crop of new sites
giving away daily cash prizes have appeared on people’s radar screens,"
said Allen Weiner, vice president of analytical services at NetRatings.
"These sites are fast becoming daily staples among surfers
because they capitalize on the thrill of winning money without any
investment on the users’ part. The fast rise in popularity can be
attributed to the convenience of the Internet, which provides constant
access to these sites while at-home or at-work."
Table 1
Nielsen//NetRatings Audience Traffic
to Sweepstakes Sites, February 2000
|
Site |
Jan. At-Work |
Feb. At-Work |
% Change |
Jan. At-Home |
Feb. At-Home |
% Change |
|
luckysurf.com |
609,135 |
961,693 |
57.9% |
1,147,521 |
1,575,221 |
37.3% |
|
iwin.com |
954,284 |
1,221,024 |
28.0% |
1,147,284 |
1,639,237 |
42.9% |
|
iwon.com |
3,200,042 |
3,457,427 |
8.0% |
4,259,838 |
4,429,741 |
4.0% |
The
Internet’s Love Affair with Valentine’s Day
This year online shoppers showed an outpouring of affection for
Valentine’s Day, increasing at-work and at-home traffic to the major
electronic greeting card sites and 1-800-Flowers (see Table 2).
"There
was a greater surge in traffic at electronic greeting card sites
at-work because people were sending last-minute Valentine’s Day
cards, overloading many sites’ servers," said Weiner. "Looking
ahead to the next holiday rush, we’re seeing e-tailers, such as
RedEnvelope and Buy.com, constantly evolving their businesses, aiming
to provide greater handling capacity, better customer service, and
targeted content.
Table
2
Nielsen//NetRatings
Audience Traffic for Valentine’s Day Sites, February 2000
|
Site |
Jan. At-Work |
Feb. At-Work |
% Change |
Jan. At-Home |
Feb. At-Home |
% Change |
|
egreetings.com |
1,230,217 |
1,995,943 |
62.2% |
2,136,219 |
3,093,664 |
44.8% |
|
123greetings.com |
553,760 |
768,922 |
38.9% |
943,517 |
1,266,077 |
34.2% |
|
1800flowers.com |
639,674 |
785,442 |
22.8% |
692,745 |
1,091,752 |
57.6% |
|
bluemountain.com |
6,128,041 |
7,368,304 |
20.2% |
11,974,838 |
14,515,462 |
21.2% |
Banner
with the Highest Click Rate
The most clicked on banner in February belonged to Publishers Clearing
House (PCH.com) with a 53.2 click rate among at-home surfers and
a 17.8% click rate among at-work users.
Nielsen//NetRatings:
Top 25 Web Sites by Property
Month
of February 2000
Ranking
of the Most Visited Web Properties
|
Top 25 Properties, At-Home |
|
Top 25 Properties, At-Work |
| |
Property |
Unique Audience (000) |
Time Per Person (hrs:min:sec) |
|
|
Property |
Unique Audience (000) |
Time Per Person (hrs:min:sec) |
| 1. |
AOL Websites |
46,148 |
0:28:20 |
|
1. |
Yahoo! |
21,455 |
1:41:46 |
| 2. |
Yahoo! |
42,846 |
1:00:44 |
|
2. |
AOL Websites |
19,733 |
0:48:36 |
| 3. |
MSN |
30,315 |
0:54:05 |
|
3. |
MSN |
17,179 |
1:28:30 |
| 4. |
Excite@Home |
24,944 |
0:27:44 |
|
4. |
Excite@Home |
13,625 |
0:36:18 |
| 5. |
Lycos Network |
23,339 |
0:20:42 |
|
5. |
Lycos Network |
12,570 |
0:20:42 |
| 6. |
GO Network |
17,590 |
0:21:11 |
|
6. |
Microsoft |
12,442 |
0:15:49 |
| 7. |
Microsoft |
15,704 |
0:10:25 |
|
7. |
GO Network |
10,865 |
0:30:37 |
| 8. |
Time Warner |
13,218 |
0:13:00 |
|
8. |
Time Warner |
8,103 |
0:24:17 |
| 9. |
NBC Internet |
13,005 |
0:13:00 |
|
9. |
NBC Internet |
7,993 |
0:17:26 |
| 10. |
Amazon |
11,184 |
0:13:53 |
|
10. |
AltaVista |
7,861 |
0:29:02 |
| 11. |
AltaVista |
10,997 |
0:23:29 |
|
11. |
Amazon |
7,674 |
0:15:12 |
| 12. |
About.com |
10,234 |
0:08:20 |
|
12. |
CNET Networks |
5,661 |
0:11:53 |
| 13. |
eBay |
9,288 |
2:05:16 |
|
13. |
eBay |
5,590 |
2:20:27 |
| 14. |
The Go2Net Network |
7,828 |
0:14:39 |
|
14. |
About.com |
5,512 |
0:07:26 |
| 15. |
Ask Jeeves |
7,487 |
0:14:15 |
|
15. |
ZDNet |
5,485 |
0:14:24 |
| 16. |
American Greetings |
7,466 |
0:11:42 |
|
16. |
InfoSpace |
4,862 |
0:07:07 |
| 17. |
CNET Networks |
7,084 |
0:09:29 |
|
17. |
Real Networks |
4,708 |
0:04:54 |
| 18. |
LookSmart |
6,911 |
0:07:23 |
|
18. |
The Go2Net Network |
4,535 |
0:13:19 |
| 19. |
Viacom International |
6,846 |
0:15:22 |
|
19. |
Ask Jeeves |
4,406 |
0:15:45 |
| 20. |
EarthLink |
6,785 |
0:13:49 |
|
20. |
CNN |
4,291 |
0:31:06 |
| 21. |
Real Networks |
6,677 |
0:04:24 |
|
21. |
Weather Channel |
4,016 |
0:13:28 |
| 22. |
ZDNet |
6,307 |
0:12:21 |
|
22. |
LookSmart |
3,995 |
0:06:45 |
| 23. |
InfoSpace |
6,255 |
0:05:47 |
|
23. |
Macromedia |
3,852 |
0:09:26 |
| 24. |
Fortune City |
6,127 |
0:05:33 |
|
24. |
EarthLink |
3,816 |
0:16:48 |
| 25. |
Macromedia |
5,998 |
0:09:37 |
|
25. |
US Treasury |
3,809 |
0:15:53 |
Example: The at-home data indicate
that nearly 6.0 million home Internet users visited at least one
of the Macromedia-owned sites during the reporting period, and each
person spent, on average, a total of 9 minutes and 37 seconds 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 February 2000
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.
|
Top 25 Advertisers, At-Home |
|
Top 25 Advertisers, At-Work |
| |
Advertiser* |
Impressions (000) |
Reach % |
|
|
Advertiser* |
Impressions (000) |
Reach % |
| 1. |
TRUSTe |
2,820,982 |
40.9 |
|
1. |
TRUSTe |
2,044,590 |
59.1 |
| 2. |
Yahoo! |
664,137 |
37.1 |
|
2. |
Yahoo! |
527,372 |
51.0 |
| 3. |
Amazon |
655,931 |
51.6 |
|
3. |
Amazon |
435,022 |
66.0 |
| 4. |
America Online |
526,321 |
47.4 |
|
4. |
Datek |
390,541 |
21.6 |
| 5. |
Microsoft |
452,936 |
46.4 |
|
5. |
E*TRADE |
358,562 |
18.8 |
| 6. |
Next Card |
383,255 |
35.7 |
|
6. |
Microsoft |
332,130 |
64.0 |
| 7. |
SexTracker |
369,213 |
10.9 |
|
7. |
Next Card |
309,861 |
53.9 |
| 8. |
AllAdvantage |
317,555 |
13.2 |
|
8. |
America Online |
266,247 |
55.0 |
| 9. |
Barnes and Noble |
312,685 |
33.8 |
|
9. |
AllAdvantage |
262,620 |
18.7 |
| 10. |
Datek |
280,138 |
9.8 |
|
10. |
Ad Council |
218,970 |
29.8 |
| 11. |
Netscape |
280,012 |
32.8 |
|
11. |
Netscape |
216,909 |
49.4 |
| 12. |
Ad Council |
266,888 |
18.8 |
|
12. |
ClassMates |
210,098 |
22.5 |
| 13. |
E*TRADE |
265,498 |
9.7 |
|
13. |
Barnes and Noble |
200,870 |
35.4 |
| 14. |
ClassMates |
240,035 |
15.1 |
|
14. |
Petstore.com |
195,883 |
10.4 |
| 15. |
WebSideStory |
218,032 |
19.4 |
|
15. |
GetSmart |
190,899 |
41.2 |
| 16. |
GetSmart |
205,805 |
24.6 |
|
16. |
Fidelity |
186,083 |
16.4 |
| 17. |
National Discount Brokers |
197,760 |
4.2 |
|
17. |
Ameritrade |
151,466 |
34.3 |
| 18. |
Morgan Stanley Dean Witter |
193,977 |
2.4 |
|
18. |
FreeShop |
149,121 |
23.6 |
| 19. |
Petstore.com |
184,314 |
7.1 |
|
19. |
Morgan Stanley Dean Witter |
132,303 |
5.3 |
| 20. |
eBay |
175,226 |
23.9 |
|
20. |
TD Waterhouse |
123,786 |
10.5 |
| 21. |
FreeShop |
174,094 |
15.2 |
|
21. |
SexTracker |
117,675 |
8.3 |
| 22. |
Fidelity |
173,125 |
8.4 |
|
22. |
Doubleday |
113,565 |
26.3 |
| 23. |
Snap |
163,624 |
15.3 |
|
23. |
Snap |
108,086 |
21.4 |
| 24. |
APB Online |
160,129 |
13.4 |
|
24. |
National Discount Brokers |
106,535 |
10.1 |
| 25. |
CDNOW |
156,117 |
23.7 |
|
25. |
ShopNow |
105,751 |
25.4 |
*Impressions reported include house
ads, which are ads that run on an advertiser’s own web property.
Example: An estimated 156.1 million
CDNOW banners were completely loaded on home users' computers during
the reporting period. These banners were delivered to 23.7% or 18.2
million home Internet users. An estimated 105.8 million ShopNow
banners were completely loaded on workplace users' computers during
the reporting period. These banners were delivered to 25.4% or 7.7
million at-work Internet users.
Nielsen//NetRatings:
Top Ten Ad Banners Viewed, At-Home & At-Work
Month of February 2000
Top Banners, ranked according to
reach percentage, are cited from BannerTrackSM, Nielsen//NetRatings'
syndicated ad research service.
Top Ten Ad Banners Viewed at Home
| |
Advertiser*
|
Reach %
|
Creative
|
| 1. |
Bonzi
Software |
17.2
|
Warning:
Your Internet Connection Is Not Optimized. Download InternetBOOST
’99 Now! |
| 2. |
AmeriDebt
|
12.1
|
Danger!
Bill Problems? We Can Help You Save $! |
| 3. |
GetSmart.com
|
9.3
|
Find:
A Loan for MeRefinancing - Second Mortgage - Debt Consolidation
|
| 4. |
GetSmart.com
|
9.2
|
Find:
A Loan for MeRefinancing - Home Equity Lines - Debt Consolidation
|
| 5. |
Acceleration
Software |
9.1
|
Find
the ball to discover what you’ve won! |
| 6. |
HealthQuick.com
|
8.5
|
Your
First Order of Vitamins or Health Products is Free |
| 7. |
American
Red Cross |
8.1
|
Imagine
you’ve lost your home to a disaster. Imagine you’re four. Call
1-800-HELP NOW! |
| 8. |
One
& Only |
7.9
|
We’ll
excite, tantalize and intrigue you. Oh…and you can meet people
too. |
| 9. |
One
& Only |
7.8
|
Meet
someone in your area! NOW! |
| 10. |
One
& Only |
7.8
|
Lonely?
You don’t have to be. |
Top Ten Ad Banners Viewed at Work
| |
Advertiser*
|
Reach %
|
Creative
|
| 1. |
Bonzi
Software |
32.1
|
Warning:
Your Internet Connection Is Not Optimized. Download InternetBOOST
’99 Now! |
| 2. |
GetSmart.com
|
21.4
|
Find:
A Loan for MeRefinancing - Home Equity Lines - Debt Consolidation
|
| 3. |
AmeriDebt
|
20.1
|
Danger!
Bill Problems? We Can Help You Save $! |
| 4. |
GetSmart.com
|
19.2
|
Find:
A Loan for MeRefinancing - Second Mortgage - Debt Consolidation
|
| 5. |
Acceleration
Software |
17.2
|
Find
the ball to discover what you’ve won! |
| 6. |
GetSmart.com
|
15.0
|
Find:
A Loan for MeRefinancing - Second Mortgage - Debt Consolidation
|
| 7. |
GetSmart.com
|
15.0
|
Find:
A Loan for MeRefinancing - Second Mortgage - Debt Consolidation
|
| 8. |
HealthQuick.com
|
14.6
|
Your
First Order of Vitamins or Health Products is Free |
| 9. |
One
& Only |
14.4
|
We’ll
excite, tantalize and intrigue you. Oh…and you can meet people
too. |
| 10. |
One
& Only |
14.0
|
Meet
someone in your area! NOW! |
*Ad banners that run predominantly
on an advertiser's own property are not included in the top banner
rankings.
Nielsen//NetRatings:
Average Internet Usage At-Home & At-Work
Month of February
2000
Data below represent
activity for the average Internet user at-home and at-work during
the month.
| |
At-Home
|
At-Work
|
|
Number of Sessions per Month
|
18
|
39
|
|
Number of Unique Sites Visited
|
10
|
31
|
|
Page Views per Month
|
628
|
1260
|
|
Page Views per Surfing Session
|
35
|
32
|
|
Time Spent per Month
|
9:19:20
|
20:21:05
|
|
Time Spent During Surfing
Session
|
0:30:56
|
0:31:08
|
|
Duration of a Page viewed
|
0:00:53
|
0:00:58
|
|
Average Click Rate for Top
Banners
|
0.36
|
0.23
|
|
Active Internet Universe
(actually surfed)
|
76.5 million
|
30.4 million
|
|
Current Internet Universe
Estimate (had access, but did not necessarily go online)
|
123.0 million
|
32.7 million
|
About Nielsen//NetRatings
Nielsen//NetRatings, the audience
measurement service from Nielsen Media Research and NetRatings,
Inc., collects real-time data from more than 51,000 panel members
in the United States. The U.S. panel sample consists of 43,000 at-home
users and 8,000 at-work users. These panels collectively represent
the largest media research sample of Internet users in the industry.
Worldwide, Nielsen//NetRatings
measures the Internet experiences of nearly 90,000 people.
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 global marketplace. Nielsen//NetRatings
tracks the entire spectrum of Internet user behavior, leveraging
proprietary data-collection technology from NetRatings, Nielsen
Media Research's 50 years of expertise in research and audience
measurement, and ACNielsen’s international leadership in supplying
market research information covering more than 100 countries.
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