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)
Active Reach Change
from July to August 2000
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 Time Per Person
(000) (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
BannerTrack(SM), 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
Advertiser(1) Impressions (000) Reach %
1. TRUSTe 2,563,716 40.3
2. Microsoft 1,617,735 53.3
3. Yahoo! 927,587 38.1
4. eBay 642,266 28.9
5. Next Card 627,822 36.6
6. America Online 626,780 44.8
7. AllAdvantage 567,645 7.8
8. Amazon 549,501 51.7
9. GetSmart 314,138 26.8
10. Barnes and Noble 295,553 36.2
11. Ad Council 277,646 21.5
12. Casino On Net 266,092 21.2
13. Capital One 257,495 36.0
14. mySimon 252,715 8.2
15. Datek 224,328 7.2
16. National Discount Brokers 213,473 5.2
17. SexTracker 212,226 10.4
18. Sun 207,780 25.0
19. uBid 205,522 27.7
20. Lycos 167,361 11.2
21. ESPN 162,901 12.2
22. Excite 161,168 10.3
23. Hewlett Packard 161,155 14.4
24. Netscape 160,148 26.9
25. Gamesville 154,604 5.0
Top 25 Advertisers, At-Work
Advertiser(1) Impressions (000) Reach %
1. TRUSTe 1,849,262 59.7
2. Microsoft 1,178,379 70.8
3. AllAdvantage 694,256 10.7
4. Yahoo! 683,089 52.9
5. Next Card 480,204 51.3
6. Amazon 400,659 66.8
7. Datek 353,847 20.2
8. eBay 338,354 40.3
9. America Online 312,199 51.3
10. GetSmart 288,210 43.6
11. mySimon 280,224 14.2
12. National Discount Brokers 275,586 12.5
13. E*TRADE 253,681 19.8
14. TD Waterhouse 199,208 12.0
15. Barnes and Noble 197,150 44.0
16. uBid 180,667 45.2
17. SexTracker 162,022 9.1
18. Capital One 159,828 52.8
19. ESPN 149,068 17.0
20. Fidelity 140,203 15.4
21. Netscape 138,528 43.9
22. Lycos 137,405 17.9
23. Ad Council 133,715 31.7
24. Andys Garage Sale 126,175 7.6
25. SexSwap 122,907 4.7
(1) 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
BannerTrack(SM), Nielsen//NetRatings' syndicated ad research service.
Top Ten Ad Banners Viewed At-Home
Advertiser(2) 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(2) 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
(2) 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, % Change At-Work, % Change
August from July August 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.
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