October Internet Ratings From Nielsen//NetRatings
Average Time Spent Per Person Online Jumps by 44 Minutes
NEW YORK--(BUSINESS WIRE)--Nov. 16, 1999--The following Internet audience and advertising information is from Nielsen//NetRatings, the Internet measurement service from Nielsen Media Research and NetRatings, Inc. The information includes: Top 25 Web Properties, Top 25 Internet Advertisers, Top 10 Banner Ads and Average Web Usage statistics for the month of October 1999.
Noteworthy This Month:
Jump in Internet Population and Usage
-- The average time spent per person online increased
approximately 44 minutes in October, jumping 9.3% to eight
hours and 13 minutes per person in October from seven hours
and 31 minutes in September. In August the average surfer
spent seven hours and 49 minutes online.
-- The number of people in U.S. households who went online in
October increased by 2.8 million people, marking a 4.3%
increase from September. Active Internet users grew to 67.8
million from 65.0 million people in September. The current
size of the Internet universe (those who have access from
home, but did not necessarily go online) increased by 3.0
million, rising 2.7%. In October there were 113.0 million
people with Internet access as compared to 110.0 million in
September.
-- Both genders were equally represented during the month of
October. Males accounted for 50.3% of all Internet users and
females made up 49.7% of all surfers. Men, on average, spent
eight hours and 58 minutes online, which is almost an hour
and a half more than the seven hours and 28 minutes spent by
women.
Large Growth in Visitors to Top 25 Properties
Major portals/search engines, e-commerce retailers and content providers saw increases in unique visitors to their sites during the month of October. Sites experiencing the highest increases in unique audience are: Xoom, 29.9%; Time Warner, 23.8%; Blue Mountain Arts, 24.2%; Viacom International, 17.9%; Amazon, 16.6%; About.com, 14.8%; InfoSpace, 9.7%; MSN, 9.2%; AOL Websites, 9.0%; and Yahoo!, 8.8%.
Online Toy Sites Activity
As the holiday shopping season begins, the top three toy sites each experienced increases of more than 100% in unique visitors during the month of October. KBKids.com jumped 246.3%, ToysRUs.com increased 121.4% and eToys.com gained 110.2% in unique visitors.
Banner with the Highest Click Rate
The most clicked on banner in October was Golden Palace's ad with a 21.5% click rate as compared to MaMaMedia's ad, which had the highest click-through rate in September at 13.2%.
Nielsen//NetRatings: Top 25 Web Sites by Property
Month of October 1999
Ranking of the Most Visited Web Properties
Property Unique Time
Audience(000) Per Person
(hrs:min:sec)
1. AOL Websites (NYSE: AOL) 40,391 0:22:43
2. Yahoo! (NASDAQ: YHOO) 36,808 0:57:18
3. MSN (NASDAQ: MSFT) 24,775 0:40:30
4. Lycos Network (NASDAQ: LCOS) 23,754 0:14:03
5. GO Network (NASDAQ: SEEK) 16,970 0:23:47
6. Microsoft (NASDAQ: MSFT) 12,106 0:12:54
7. Excite@Home (NASDAQ: ATHM) 11,972 0:28:56
8. Time Warner (NYSE: TWX) 11,330 0:13:51
9. Amazon (NASDAQ: AMZN 10; 049 0:11:50
10. Blue Mt. Arts 9,331 0:15:42
11. AltaVista (NASDAQ: CMGI) 9,270 0:09:59
12. eBay (NASDAQ: EBAY) 7,527 1:48:41
13. The Go2Net Network (NASDAQ: GNET) 7,449 0:09:44
14. Xoom (NASDAQ: XMCM) 6,533 0:10:15
15. CNET (NASDAQ: CNET) 6,381 0:08:53
16. LookSmart (NASDAQ: LOOK) 6,245 0:08:12
17. Snap 5,712 0:12:55
18. Real Networks (NASDAQ: RNWK) 5,638 0:04:48
19. ZDNet (NYSE: ZD) 5,591 0:14:01
20. About.com (NASDAQ: BOUT) 5,551 0:05:57
21. Viacom Int'l (NYSE: VIA & VIAB) 5,108 0:13:00
22. InfoSpace (NASDAQ: INSP) 5,075 0:05:54
23. Macromedia (NASDAQ: MACR) 5,003 0:09:25
24. GoTo.com (NASDAQ: GOTO) 4,583 0:03:20
25. iVillage (NASDAQ: IVIL) 4,443 0:15:17
Example: The data indicate that approximately 4.4 million home Internet users visited at least one of the iVillage-owned sites during the reporting period, and each person spent, on average, a total of 15 minutes and 17 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 October 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 1,183,157 23.8
2. Microsoft 540,349 40.8
3. Yahoo! 342,841 30.7
4. Amazon 302,411 37.6
5. SexTracker 225,407 8.5
6. America Online 202,697 29.8
7. Next Card (NASDAQ: NXCD) 181,047 23.7
8. E*TRADE (NASDAQ: EGRP) 144,347 13.4
9. Wingspan Bank 143,008 24.1
10. TD Waterhouse (NYSE: TWE) 137,759 4.9
11. Ad Council 124,198 11.2
12. WebSideStory 117,631 15.4
13. Barnes and Noble (NYSE: BKS) 115,637 19.7
14. Netscape 110,470 23.6
15. AT&T 108,197 18.0
16. eBay 106,164 18.6
17. SexSwap 102,241 3.8
18. Discover Brokerage 101,761 7.8
19. Ameritrade (NASDAQ: AMTD) 100,702 4.8
20. LinkExchange (NASDAQ: MSFT) 96,644 9.6
21. At Hand 93,031 13.8
22. Network Solutions (NASDAQ: NSOL)88,770 16.4
23. Better Business Bureau 84,819 15.1
24. Sprint (NYSE: FON) 84,780 10.4
25. CDNOW (NASDAQ: CDNW) 79,366 18.5
*Impressions reported include house ads, which are ads that run on an advertiser's own web property.
Example: An estimated 79.4 million CDNOW banners were completely loaded on users' computers during the reporting period. These banners were delivered to 18.5% or 12.5 million home Internet users.
Nielsen//NetRatings: Top Ten Ad Banners Viewed
Month of October 1999
Top Banners, ranked according to reach percentage, are cited from BannerTrackSM, Nielsen//NetRatings' syndicated ad research service.
Advertiser* Reach % Creative
1. Capital One (NYSE: COF) 8.0 Visa Platinum; Credit Limit,
Fixed APR, Apply Online, Submit
2. TreeLoot 7.5 Punch the Monkey and Win $20!
3. Acceleration Software 6.7 Find the ball and win a FREE
Internet Telephone AND a web
accelerator!
4. Bonzi Software 6.4 Your Internet Connection Is Not
Optimized. Download
InternetBOOST `99 Now!
5. Autoweb 6.1 BUY IT; SELL IT
6. Autoweb 6.0 GET A PRICE
7. eBay/ First USA 5.9 eBay Visa, Apply now!
8. Bonzi Software 5.7 Speed Up Internet Connection
9. ShopNow.com (NASDAQ: SPNW) 5.6 Shopnow.com. Connecting buyers
and sellers worldwide. Stores,
products, brands.
10. Lowestfare 5.4 Lowestfare.com. So, You wanna
Discount or what? OK
*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 October 1999
Data below represent activity for the average Internet user during the month.
Current Month Last Month % Change
Number of
Sessions per Month 17 16 +6.3
Number of Unique Sites Visited 11 11 0.0
Page Views per Month 524 409 +28.1
Page Views per Surfing Session 31 26 +19.2
Time Spent per Month 8:12:37 7:30:51 +9.3
Time Spent During
Surfing Session 0:29:21 0:28:18 +3.7
Duration of a Page Viewed 0:00:57 0:01:05 -13.0
Average Click Rate
for Top Banners 0.53 0.56 -5.4
Active Internet
Universe (actually surfed) 67.8 million 65.0 million +4.3
Current Internet Universe
Estimate (had access,
but did not necessarily
go online) 113.0 million 110.0 million +2.7
The Nielsen//NetRatings audience measurement service collects data from approximately 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.
Copyright 1999, NetRatings, Inc. |
