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Which Gets the Longest Looks--Bikinis or Bling?


Nielsen rating services took the trouble to find out…

They checked out 10 favorite websites for the time that visitors spent looking at that site.

Representing bikinis was the wonderful site from Victoria's Secret. Visitors perused their offerings for an average of 18 minutes, 41 seconds. Their site placed 7th, behind such notable websites as Mary Kay, Inc. (4th), Jewelrytelevision.com (3rd) and Avon Products (2nd).

Representing bling was the jewelry-making components website: www.firemountaingems.com.


Their visitors found everything they needed to make their own jewelry for a tiny fraction of retail. They shopped--as hard as they could go--for an astounding 41 minutes and 53 seconds, and a clear 1st place award.

View the full news story here...

Online Consumers Lust Longest Over Bling, Nielsen says

Friday, March 28, 2008

Apparel and beauty shoppers spent over 40 minutes gazing at jewelry on Fire Mountain Gem's web site last month, securing the online retailer the number one spot for average time spent per visitor in that category. However, when it came to traffic, an old favorite took top prize. 10 million consumers visited eBay Clothing, Shoes and Accessories in February, down 10% from a year earlier, but still enough to help the online marketplace nab first place for online apparel and beauty traffic.

The top 10 online apparel and beauty shopping destinations in February with unique visitors in millions this year and last and growth from prior year, according to Nielsen Online were:
  • eBay Clothing, Shoes and Accessories, 10.02, 11.12, -10%
  • Victoria's Secret 4.83, 3.97, 22%
  • eBay Jewelry and Watches 4.69, 4. 64, 1%
  • Avon Products Inc. 4.29, 4.05, 6%
  • Zappos.com Inc. 3.92, 3.29, 19%
  • eBay Health and Beauty 3.77, 4.2, -10%
  • Old Navy 3.25, 2.85, 14%
  • L.L. Bean Inc. 2.89, 2.47, 17%
  • Lands' End 2.87, 2.43, 18%
  • Gap Inc. 2.43, 2.33, 4%
Unique visitors count only once each shopper who came to a site, no matter how many times the shopper visited. This is a custom list compiled by Internet Retailer of the top e-commerce sites in this category based on Nielsen Online data.

By length of visit, the top 10 apparel and beauty sites in February (hours:minutes:seconds), according to Nielsen Online, were:
  • Fire Mountain Gems and Beads' website, 0:41:53
  • Avon Products Inc., 0:38:01
  • Jewelrytelevision.com, 0:31:26
  • Mary Kay Inc., 0:21:41
  • Sierra Trading Post Inc., 0:19:09
  • Victoria's Secret, 0:18:41
  • eBay Clothing, Shoes and Accessories, 0:18:06
  • Roamans, 0:18:02
  • Blair.com, 0:17:41
  • L.L.Bean Inc., 0:16:46
The top eight consumer goods industry segments in terms of online ad impressions (in millions) and percentage of ad impressions last month, according to Nielsen data, were:
  • Food and Beverage, 2,527.73, 31.6%
  • Personal Care, 2,080.15, 26%
  • Home and Garden, 1,324.11, 16.6%
  • Apparel and Jewelry, 734.07, 9.2%
  • Print Publishing, 711.38, 8.9%
  • Recreational Gear, 207.92, 2.6%
  • Automotive Supply, 196.32, 2.5%
  • Toy and Hobby, 99.08, 1.2%


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