Apparel
And Sports Categories Led Internet Traffic Gains In August,
According
To Nielsen//Netratings
NEW
YORK, NY – September 14, 2000 – The Internet ratings report
for the month of August 2000 from Nielsen//NetRatings, the Internet
audience measurement service from Nielsen Media Research, ACNielsen
eRatings.com and NetRatings, Inc. (Nasdaq: NTRT), shows that seasonal
trends pushed apparel and sport sites to the top among various Internet
categories for the at home audience, while toys, games and entertainment
and travel sites declined.
Apparel
sites topped the category list as consumers shopped at online storefronts
to buy their back-to-school and fall wardrobes. The apparel category
increased almost ten percent from July to August (see Table 1). Traffic
patterns to sports sites also enjoyed a healthy gain of almost six percent
as football, baseball and golf fans flocked to sports sites to check
out up-to-date news and information on their favorite players and teams.
Online
travel sites fell as the category declined more than ten percent from
July to August. Internet surfers visited travel sites less in August
as the summer holiday season began to wind down. The toys, games and
entertainment category experienced a nine percent decline in traffic
during August.
“Internet
activity continues to be robust across all levels, but seasonal trends
will affect the rise and fall of certain categories,” said Peggy
O’Neill, director of Internet Investment Strategies, NetRatings.
“As we approach the holiday season, apparel and other e-commerce
sites will continue to garner traffic while online travel sites are
poised to make strong gains during peak holiday travel season.”
Table
1. Nielsen//NetRatings Category Gains and Losses, July-August 2000
(U.S. At-Home
Users)
| |
|
|
Apparel,
Accessories, and Shoes
|
9.76%
|
|
Sports
|
5.93%
|
|
Toys,
Games, & Entertainment
|
-9.25%
|
|
Travel
|
-10.05%
|
Note: This
index comprises 10 representative sites for each category and is meant
to act as a barometer to gauge the level of interest at these categories
during the summer.
Source: Nielsen//NetRatings,
August 2000
August
Internet Audience Ratings
The following
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 August 2000.
Nielsen//NetRatings:
Top 25 Web Sites by Property
Month of August 2000
Ranking
of the Most Visited Web Properties
|
Top
25 Properties, Combined Home & Work
|
|
Property
|
Unique
Audience (000)
|
Time
Per Person (hrs:min:sec)
|
|
1.
AOL Websites
|
63,708
|
0:43:20
|
|
2.
Yahoo!
|
59,162
|
1:38:35
|
|
3.
MSN
|
47,506
|
1:09:55
|
|
4.
Microsoft
|
44,519
|
0:17:38
|
|
5.
Lycos Network
|
33,950
|
0:21:34
|
|
6.
Excite@Home
|
30,337
|
0:34:46
|
|
7.
Walt Disney Internet Group
|
26,175
|
0:32:58
|
|
8.
About.com
|
22,017
|
0:10:11
|
|
9.
Time Warner
|
20,714
|
0:26:07
|
|
10.
AltaVista
|
18,637
|
0:20:08
|
|
11.
Amazon
|
18,307
|
0:15:20
|
|
12.
NBC Internet
|
17,194
|
0:14:47
|
|
13.
eUniverse Network
|
15,911
|
0:15:20
|
|
14.
LookSmart
|
15,047
|
0:09:19
|
|
15.
eBay
|
14,497
|
2:23:44
|
|
16.
Real Network
|
13,965
|
0:05:43
|
|
17.
CNET Networks
|
13,254
|
0:10:56
|
|
18.
Ask Jeeves
|
11,912
|
0:11:31
|
|
19.
GoTo.com
|
11,610
|
0:03:59
|
|
20.
The Go2Net Network
|
11,457
|
0:11:41
|
|
21.
Macromedia
|
11,336
|
0:15:38
|
|
22.
InfoSpace
|
11,281
|
0:06:41
|
|
23.
Viacom International
|
10,893
|
0:17:01
|
|
24.
SmartBot.NET Inc.
|
10,694
|
0:05:58
|
|
25.
EarthLink
|
10,676
|
0:15:42
|
Example:
The combined home and work data indicate that nearly 10.7 million home
& work Internet users visited at least one of the EarthLink-owned
sites during the reporting period, and each person spent, on average,
a total of 15 minutes and 42 seconds at one or more of their sites.
Notes:
Rankings are based on audience measurement of people who have access
to the Internet at-home and at-work. Work rankings are based on persons
at-work who have access to a non-shared personal computer. A property
is defined as a consolidation of multiple domains and URLs owned by
a single entity. Reach is a measure of the unduplicated audience that
visits a property. The data are expressed as the percentage 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 August 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
|
2,563,716
|
40.3
|
|
1.
TRUSTe
|
1,849,262
|
59.7
|
|
2.
Microsoft
|
1,617,735
|
53.3
|
|
2.
Microsoft
|
1,178,379
|
70.8
|
|
3.
Yahoo!
|
927,587
|
38.1
|
|
3.
AllAdvantage
|
694,256
|
10.7
|
|
4.
eBay
|
642,266
|
28.9
|
|
4.
Yahoo!
|
683,089
|
52.9
|
|
5.
Next Card
|
627,822
|
36.6
|
|
5.
Next Card
|
480,204
|
51.3
|
|
6.
America Online
|
626,780
|
44.8
|
|
6.
Amazon
|
400,659
|
66.8
|
|
7.
AllAdvantage
|
567,645
|
7.8
|
|
7.
Datek
|
353,847
|
20.2
|
|
8.
Amazon
|
549,501
|
51.7
|
|
8.
eBay
|
338,354
|
40.3
|
|
9.
GetSmart
|
314,138
|
26.8
|
|
9.
America Online
|
312,199
|
51.3
|
|
10.
Barnes and Noble
|
295,553
|
36.2
|
|
10.
GetSmart
|
288,210
|
43.6
|
|
11.
Ad Council
|
277,646
|
21.5
|
|
11.
mySimon
|
280,224
|
14.2
|
|
12.
Casino On Net
|
266,092
|
21.2
|
|
12.
National Discount Brokers
|
275,586
|
12.5
|
|
13.
Capital One
|
257,495
|
36.0
|
|
13.
E*TRADE
|
253,681
|
19.8
|
|
14.
mySimon
|
252,715
|
8.2
|
|
14.
TD Waterhouse
|
199,208
|
12.0
|
|
15.
Datek
|
224,328
|
7.2
|
|
15.
Barnes and Noble
|
197,150
|
44.0
|
|
16.
National Discount Brokers
|
213,473
|
5.2
|
|
16.
uBid
|
180,667
|
45.2
|
|
17.
SexTracker
|
212,226
|
10.4
|
|
17.
SexTracker
|
162,022
|
9.1
|
|
18.
Sun
|
207,780
|
25.0
|
|
18.
Capital One
|
159,828
|
52.8
|
|
19.
uBid
|
205,522
|
27.7
|
|
19.
ESPN
|
149,068
|
17.0
|
|
20.
Lycos
|
167,361
|
11.2
|
|
20.
Fidelity
|
140,203
|
15.4
|
|
21.
ESPN
|
162,901
|
12.2
|
|
21.
Netscape
|
138,528
|
43.9
|
|
22.
Excite
|
161,168
|
10.3
|
|
22.
Lycos
|
137,405
|
17.9
|
|
23.
Hewlett Packard
|
161,155
|
14.4
|
|
23.
Ad Council
|
133,715
|
31.7
|
|
24.
Netscape
|
160,148
|
26.9
|
|
24.
Andys Garage Sale
|
126,175
|
7.6
|
|
25.
Gamesville
|
154,604
|
5.0
|
|
25.
SexSwap
|
122,907
|
4.7
|
*Impressions
reported include house ads, which are ads that run on an advertiser’s
own web property.
Example:
An estimated 154.6 million Gamesville banners were completely loaded
on home users' computers during the reporting period. These banners
were delivered to 5 percent or 4.4 million home Internet users.
Nielsen//NetRatings:
Top Ten Ad Banners Viewed
Month of
August 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.
Capital One
|
19.9
|
How
FAST do you want your credit decision?
|
|
2.
Bonzi Software
|
17.2
|
Warning:
Your Internet Connection Is Not Optimized. Download
InternetBOOST ’99 Now!
|
|
3.
ClassMates
|
13.9
|
Do
you know this person? Who could she be?
|
|
4.
Bonzi Software
|
11.7
|
Bonzi.com:
Your Internet Connection Is Not Optimized. Download
InternetBOOST ’99 Now!
|
|
5.
AmeriDebt
|
11.5
|
Danger!
Bill Problems? We Can Help You Save $!
|
|
6.
MSN/WebMD
|
11.4
|
Summer
is here. So are swimsuits. Get healthy.
|
|
7.
Sun
|
11.3
|
Outsourcing
your datacenter, webhosting or ERP? Trust
the Outsourcerer, the Service Provider with Suntone Certification.
|
|
8.
GetSmart
|
11.3
|
Find
a mortgage. On your terms.
|
|
9.
Sun
|
11.2
|
When
the big, bad competitor came to town… The
Little Toystore used the dot to help take them down.
|
|
10.
Sun
|
11.2
|
Red
alert! The dot com invasion is here!
|
Top Ten
Ad Banners Viewed At-Work
|
Advertiser*
|
Reach
%
|
Creative
|
|
1.
Bonzi Software
|
32.6
|
Warning:
Your Internet Connection Is Not Optimized. Download
InternetBOOST ’99 Now!
|
|
2.
Capital One
|
31.9
|
How
FAST do you want your credit decision?
|
|
3.
Class Mates
|
24.0
|
Do
you know this person? Who could she be?
|
|
4.
GetSmart
|
22.5
|
Find
a mortgage. On your terms.
|
|
5.
Bonzi Software
|
22.2
|
Bonzi.com:
Your Internet Connection Is Not Optimized. Download
InternetBOOST ’99 Now!
|
|
6.
GetSmart
|
20.0
|
Low
Rate Loans From Competing Lenders. New
Home Loans – Refinance – Debt Consolidation – 2nd
Mortgage
|
|
7.
AmeriDebt
|
20.0
|
Danger!
Bill Problems? We Can Help You Save $!
|
|
8.
MSN/WebMD
|
16.6
|
Summer
is here. So are swimsuits. Get healthy.
|
|
9.
GetSmart
|
16.1
|
Find:
A Loan For Me Refinancing
– Second Mortgage – Debt Consolidation
|
|
10.
E Term
|
15.6
|
Save
50%-70% on Term Life Insurance
|
*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 August 2000
Data
below represent activity for the average Internet user at-home and at-work
during the month.
| |
At-Home,
August
|
%
Change from July
|
|
At-Work,
August
|
%
Change from July
|
|
Number
of Sessions per Week
|
18
|
0
|
|
41
|
+10.8
|
|
Number
of Unique Sites Visited
|
10
|
0
|
|
30
|
+7.1
|
|
Page
Views per Week
|
719
|
+1.4
|
|
1480
|
+10.7
|
|
Page
Views per Surfing Session
|
41
|
+7.9
|
|
36
|
0
|
|
Time
Spent per Week
|
9:
14: 18
|
-4.6
|
|
21:
53: 31
|
+8.7
|
|
Time
Spent during Surfing Session
|
0:
31: 26
|
-0.3
|
|
0:
32: 13
|
-0.6
|
|
Duration
of a Page viewed
|
0:
00: 46
|
-7.6
|
|
0:
00: 54
|
-0.6
|
|
Average
Click Rate for Top Banners
|
0.47
|
-7.8
|
|
0.23
|
-17.9
|
|
Active
Internet Universe (actually surfed)
|
89.4
million
|
+1.4
|
|
32.8
million
|
+3.4
|
|
Current
Internet Universe Estimate (had access, but did not necessarily
go online)
|
146.4
million
|
+1.7
|
|
34.8
million
|
+1.9
|
About
Nielsen//NetRatings
Nielsen//NetRatings, the audience measurement service from Nielsen Media
Research and NetRatings, Inc., collects real-time data from more than
65,000 panel members in the United States. The U.S. panel sample
consists of 57,000 at-home users and 8,000 at-work users. These
panels collectively represent the largest representative media research
sample of Internet users in the industry. Worldwide, Nielsen//NetRatings
services are provided via a partnership with ACNielsen eRatings.com,
a venture between ACNielsen (NYSE: ART) and NetRatings, Inc., and measure
the Internet experiences of more than 165,000 Internet users.
Nielsen//NetRatings
services use 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 services leverage 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.
Editor’s
Note: Please source all data to Nielsen//NetRatings.
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