November Internet Ratings From Nielsen//NetRatings
Internet Population Surges 9.1% During November
NEW YORK--(BUSINESS WIRE)--Dec. 15, 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 November 1999.
Noteworthy This Month:
Dramatic Upsurge in Internet Population
The number of people in U.S. households who went online in November jumped 6.2 million people, marking a significant 9.1% rise from October. Active Internet users grew to 74.0 million from 67.8 million people in October. The current size of the Internet universe (those who have access from home, but did not necessarily go online) increased by 5.4 million, rising 4.7%. In November there were 118.4 million people with Internet access as compared to 113.0 million in October.
"One of the reasons why we've seen a large jump in Internet users during November is because of this year's busy holiday shopping season on the Internet," said Peggy O'Neill, director and principal analyst at NetRatings. "As e-commerce takes on wider acceptance, many new users have jumped online, having been affected by the incessant dot com holiday advertising or simply because they're curious of the Internet shopping experience."
Offline Retailers Experience Boost in Holiday Shopping Traffic
Traditional retailers found large increases in traffic to their sites in November as holiday shopping got underway. Sites rising more than 100 percent in unique visitors included: Toysrus.com, 285.9%; Nordstrom, 170.5%; Kbkids.com, 156.9%; Walmart.com, 147.0%; Target.com, 146.3%; Kmart.com, 140.3%; Oldnavy.com, 121.6%; Costco.com, 118.9%; Victoriassecret.com, 101.4%; and Spiegel.com, 100.3%.
Toy Advertisers
Toy e-tailers pumped up their advertising campaigns for the holiday season. Toy advertisers expanding their ad impressions on the Internet included: ToySmart, 259.8%; ToyTime, 199.1%; eToys, 43.3%; and Toys "R" Us, which did not post significant advertising during October, but jumped to the No. 467 spot on the top advertisers' list in November.
Large Growth in Visitors to Top 25 Properties
The Top 25 Properties saw increases in unique visitors to their sites during the month of November. Sites experiencing the highest increases in unique audience were: Viacom International, 28.2%; Macromedia, 25.0%; Blue Mountain Arts, 21.2%; Amazon, 20.4%; and Real Networks, 19.4%; Microsoft, 16.9%; GO Network, 13.0%; CNET, 11.7%; and eBay, 10.8%.
Banner with the Highest Click Rate
The most clicked on banner in November was About.com's ad with a 14.8% click rate as compared to Golden Palace's ad, which had the highest click-through rate in October at 21.5%.
Nielsen//NetRatings: Top 25 Web Sites by Property
Month of November 1999
Ranking of the Most Visited Web Properties
Property Unique Audience Time Per Person
(000) (hrs:min:sec)
1. AOL Websites (NYSE: AOL) 43,994 0:21:16
2. Yahoo! (Nasdaq: YHOO) 40,385 0:56:02
3. MSN (Nasdaq: MSFT) 26,967 0:41:05
4. Lycos Network (Nasdaq: LCOS) 23,465 0:12:25
5. GO Network (Nasdaq: SEEK) 19,169 0:23:22
6. Microsoft (Nasdaq: MSFT) 14,155 0:12:41
7. Excite@Home (Nasdaq: ATHM) 12,469 0:26:21
8. Amazon (Nasdaq: AMZN) 12,100 0:15:24
9. Blue Mountain Arts 11,312 0:14:37
10. Time Warner (NYSE: TWX) 11,273 0:14:26
11. AltaVista (Nasdaq: CMGI) 9,874 0:09:32
12. eBay (Nasdaq: EBAY) 8,340 1:44:02
13. The Go2Net Network (Nasdaq: GNET) 8,128 0:08:59
14. CNET (Nasdaq: CNET) 7,126 0:08:28
15. Real Networks (Nasdaq: RNWK) 6,730 0:04:28
16. Viacom International
(NYSE: VIA)(NYSE: VIAB) 6,546 0:11:37
17. Xoom (Nasdaq: XMCM) 6,392 0:07:57
18. Snap 6,273 0:14:28
19. Macromedia (Nasdaq: MACR) 6,255 0:08:36
20. LookSmart (Nasdaq: LOOK) 6,135 0:07:51
21. About.com (Nasdaq: BOUT) 6,113 0:07:16
22. ZDNet (NYSE: ZD) 6,109 0:13:01
23. SmartBot.NET 5,456 0:04:07
24. InfoSpace (Nasdaq: INSP) 4,973 0:05:35
25. AT&T (NYSE: T) 4,682 0:13:00
Example: The data indicate that approximately 4.6 million home Internet users visited at least one of the AT&T-owned sites during the reporting period, and each person spent, on average, a total of 13 minutes 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 November 1999
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.
Advertiser(1) Impressions (000) Reach %
1. TRUSTe 1,229,925 25.6
2. Microsoft 764,792 41.3
3. Yahoo! 369,036 26.9
4. Amazon 351,341 39.8
5. SexTracker 219,108 7.8
6. Next Card (Nasdaq: NXCD) 189,373 25.9
7. America Online 188,141 28.3
8. Ameritrade (Nasdaq: AMTD) 164,352 12.4
9. Wingspan Bank 154,641 24.6
10. E*TRADE (Nasdaq: EGRP) 151,595 11.0
11. Morgan Stanley Dean Witter 143,494 5.3
12. eBay 143,104 22.3
13. WebSideStory 111,351 13.7
14. AT&T 105,613 19.2
15. SexSwap 102,437 3.4
16. Barnes and Noble (NYSE: BKS) 98,908 19.4
17. LinkExchange (Nasdaq: MSFT) 95,861 9.0
18. CDNOW (Nasdaq: CDNW) 94,341 19.8
19. At Hand 91,057 11.5
20. Lycos 86,475 11.4
21. Ad Council 84,820 8.0
22. Netscape (NYSE: AOL) 83,908 18.3
23. Better Business Bureau 75,476 15.0
24. uBid (Nasdaq: UBID) 74,010 15.2
25. SureTrade 73,056 11.3
(1) Impressions reported include house ads, which are ads that run on an advertiser's own web property.
Example: An estimated 73.1 million SureTrade banners were completely loaded on users' computers during the reporting period. These banners were delivered to 11.3% or 8.4 million home Internet users.
Nielsen//NetRatings: Top Ten Ad Banners Viewed
Month of November 1999
Top Banners, ranked according to reach percentage, are cited from BannerTrackSM, Nielsen//NetRatings' syndicated ad research service.
Advertiser(2) Reach % Creative
1. Bonzi Software 9.5 Your Internet Connection
Is Not Optimized. Download
InternetBOOST'99 Now!
2. Capital One (NYSE: COF) 8.2 Visa Platinum; Credit Limit,
Fixed APR, Apply Online,
Submit
3. SureTrade 6.8 You are only as good as your
last trade. The smart tool
for smart investors.
4. WebMD Health 6.7 The news that your doctor
reads. Click here
5. SureTrade 6.0 Fund your account with
confidence.
6. Lasseters Online 5.7 Now you can play on the
Internet with Lasseters
Online. Click here to play
for FREE
7. Shopnow.com (Nasdaq: SPNW) 5.3 Connecting buyers and
sellers worldwide
8. Autoweb 5.2 GET A PRICE
9. WingspanBank.com 4.9 Credit Card, Checking
Account, CD's, Online Bill
Payment, Home Equity Loans
...All In One Place...
Can We Help You?
10. BUY.COM 4.8 Rio MP3 Player.
Giveaway Here
(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
Month of November 1999
Data below represent activity for the average Internet user during the month.
Current Month Last Month %Change
Number of Sessions per Month 16 17 -5.9
Number of Unique Sites Visited 10 11 -9.1
Page Views per Month 521 524 -0.6
Page Views per Surfing Session 32 31 +3.2
Time Spent per Month 8:06:59 8:12:37 -1.1
Time Spent During Surfing
Session 0:29:38 0:29:21 +1.0
Duration of a Page Viewed 0:00:56 0:00:57 -2.2
Average Click Rate for
Top Banners 0.45 0.53 -15.1
Active Internet Universe
(actually surfed) 74.0 million 67.8 million +9.1
Current Internet
Universe Estimate (had
access, but did not
necessarily go online) 118.4 million 113.0 million +4.7
The Nielsen//NetRatings audience measurement service collects data from more than 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.
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Contact:
NetRatings, Inc.
Sally Blodgett, 408/941-2932
Jennifer Fan, 408/941-2951
or
Nielsen Media Research
Rich Coyle, 212/708-7778 |
