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boosts Blue Mountain's numbers
But holiday web usage predictably dipped
By Jeremy Schlosberg
Once cyber-shoppers knew they could no longer order gifts online in time for Christmas delivery, they turned in droves to something more instant and reliable: electronic Christmas cards.
According to the numbers from Nielsen//NetRatings for the week ending Dec. 26, the web’s longtime leading card site, Blue Mountain Arts, finished in its highest weekly position ever, at No. 5.
What’s more, another site for electronic cards, the web site for American Greetings, a leading traditional card company, leaped unexpectedly into the week’s top 15 web properties, at No. 15.
In other notable top properties news, the guide-based directory and search site About.com appears to be establishing itself as a Top 15 property. About.com checked in at No. 14 for the week ending Dec. 26, after debuting in the Top 15 the previous week at No. 15.
In advertising, web-based Wingspan Bank continued its banner blizzard, capturing three positions in the top 10 banners list for the week being measured, including Nos. 1 and 2.
Not surprisingly, internet usage tailed off as Christmas approached, according to the Nielsen numbers. Not only was the average web session time for the week down slightly, from 29 minutes 17 seconds to 28 minutes 43 seconds, but more significantly the total number of people actively surfing the web for the week declined 4.4 percent, from 53.1 million to 50.7 million.
| Top 15 Properties |
||
| Property | Reach % | Time |
| AOL Websites | 43.79 |
0:10:13 |
| Yahoo! | 39.86 |
0:23:53 |
| MSN | 27.17 |
0:20:38 |
| Lycos Network | 16.63 |
0:07:03 |
| Blue Mountain Arts | 16.41 |
0:13:49 |
| GO Network | 11.85 |
0:14:08 |
| Microsoft | 10.86 |
0:07:01 |
| Excite@Home | 9.21 |
0:15:55 |
| Time Warner | 7.88 |
0:08:46 |
| Amazon | 7.48 |
0:11:17 |
| AltaVista | 7.15 |
0:09:39 |
| eBay | 7.09 |
0:47:15 |
| The Go2Net Network | 5.41 |
0:05:31 |
| About.com | 4.68 |
0:04:53 |
| American Greetings | 4.56 |
0:08:26 |
| Source:
Nielsen//NetRatings |
||
| Top 10 Advertisers |
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| Advertiser | Impressions | Reach% |
| TRUSTe | 410,093,664 |
22.15 |
| Microsoft | 357,898,151 |
28.37 |
| Amazon | 136,574,922 |
34.74 |
| Yahoo! | 75,643,687 |
19.92 |
| SexTracker | 67,489,828 |
5.75 |
| Barnes and Noble | 56,901,139 |
19.39 |
| America Online | 49,911,748 |
18.79 |
| eBay | 43,326,442 |
16.31 |
| Ameritrade | 42,739,525 |
6.62 |
| E*TRADE | 41,230,900 |
4.51 |
| Source:
Nielsen//NetRatings |
||
| Top 15 Domains |
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| Domain | Reach % | Time |
| yahoo.com | 33.05 |
0:25:30 |
| aol.com | 28.71 |
0:08:14 |
| msn.com | 24.82 |
0:18:03 |
| bluemountain.com | 16.31 |
0:13:43 |
| passport.com | 14.08 |
0:04:12 |
| netscape.com | 13.93 |
0:10:01 |
| geocities.com | 13.24 |
0:07:00 |
| microsoft.com | 10.53 |
0:07:03 |
| go.com | 9.97 |
0:12:20 |
| lycos.com | 9.46 |
0:05:54 |
| excite.com | 7.53 |
0:17:36 |
| ebay.com | 7.08 |
0:47:17 |
| amazon.com | 7.03 |
0:11:03 |
| angelfire.com | 5.92 |
0:05:09 |
| altavista.com | 5.82 |
0:08:34 |
| Source:
Nielsen//NetRatings |
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| Top 10 Domains by Advertising |
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| Domain | Impressions | Time |
| yahoo.com | 614,333,975 |
30.86 |
| ebay.com | 411,631,868 |
7.06 |
| msn.com | 239,180,149 |
21.34 |
| zone.com | 203,283,940 |
0.75 |
| aol.com | 197,303,914 |
22.05 |
| netscape.com | 73,411,005 |
10.20 |
| go.com | 64,548,651 |
7.89 |
| lycos.com | 61,888,376 |
7.02 |
| picpost.com | 46,779,727 |
0.39 |
| infospace.com | 44,544,242 |
2.77 |
| Source:
Nielsen//NetRatings |
||
| Top 10
Banners |
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| Domain | Impressions | Reach % |
| Wingspan Bank | 6,618,767 |
5.73 |
| Wingspan Bank | 5,114,332 |
4.91 |
| PetsMart | 6,433,439 |
4.52 |
| Dr. Koop | 9,782,584 |
4.48 |
| Wine.com | 4,848,033 |
4.47 |
| Wingspan Bank | 4,715,701 |
4.07 |
| iGo | 4,398,934 |
3.99 |
| Amazon | 3,660,828 |
3.81 |
| SureTrade | 3,102,134 |
3.67 |
| 9NetAvenue | 3,450,759 |
3.64 |
| Source:
Nielsen//NetRatings |
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| Usage Stats |
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| Values | Current Week | Last Week | % Change |
| Number of Sessions per Week | 5 |
6 |
-16.67 |
| Number of Unique Sites Visited | 5 |
5 |
0 |
| Page Views per Week | 173 |
177 |
-2.26 |
| Page Views per Surfing Session | 32 |
32 |
0 |
| Time Spent per Week | 2: 32: 43 |
2: 42: 44 |
-6.15 |
| Time Spent During Surfing Session | 0: 28: 43 |
0: 29: 17 |
-1.94 |
| Duration of a Page Viewed | 0: 00: 54 |
0: 00: 55 |
-1.95 |
| Average Click Rate for Top Banners | 0.27 |
0.30 |
-10 |
| Total Internet Audience Sample | 38,824 |
38,871 |
-0.12 |
| Active Internet Universe | 50,714,741 |
53,052,138 |
-4.41 |
| Current Internet Universe Estimate | 119,620,238 |
119,360,402 |
0.22 |
| Source:
Nielsen//NetRatings |
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-Jeremy Schlosberg is the senior editor for new media.