Nielsen//NetRatings, the global standard for Internet audience measurement and analysis, today reports that the Friday after Thanksgiving saw the biggest daily online shopping audience of the season so far. The Nielsen//NetRatings Holiday eCommerce Index found 28 percent more visitors went to online retail sites on Friday than the previous Friday, November 21st, and 19 percent more at-home visitors shopped online than the average over the previous four days.
"Retailers recognize the Friday after Thanksgiving as the official start of the holiday shopping season, and this year online retail Websites saw similarly brisk Internet activity on Friday," said Robert Leathern, director of commerce analytics, Nielsen//NetRatings. "Online sellers can look forward to many more consumers shopping and buying online in the coming weeks: 'Black Friday' may be the biggest day so far, but from past years' data we expect even more consumers to flock online in the coming days and weeks."
The weekly Nielsen//NetRatings Holiday eCommerce Index measures the amount of online shopping activity at 112 retail Websites during the course of the holiday season. The index is comprised of representative retailers in each category as well as multi-category retailers and comparison shopping sites, and is meant to act as a barometer to gauge the level of activity at online shopping destinations during the holidays. The categories are meant to be illustrative of activity in various categories and should not be ranked by unique audience figures.
This year consumer electronics saw the biggest jump on 'Black Friday' from the previous week, with 187 percent more visitors than Friday November 21st (see Table 1). Traffic to home and garden sites jumped 105 percent and apparel sites attracted 90 percent more shoppers on Friday, November 28th. Toys and videogames had the biggest growth over the course of the week, with 123 percent more on Friday than the Monday-Thursday average. Rounding out the top five fastest growing, shopping comparison sites and portal shopping channels saw their Friday traffic jumping 63 percent from the previous week.
General retail destinations like Amazon, eBay, Target.com, Wal-mart.com and QVC saw 8.7 million unique visitors on Friday, 19 percent more than the previous four days' average and 27 percent more than the previous Friday. Specialty sites in the books, music and video category actually drew seven percent fewer unique visitors versus the previous Friday.
Table 1. Nielsen//NetRatings' Holiday eCommerce Index, Top Shopping Categories, Ranked by Percent Growth on 11/28 (U.S., Home) Unique Visitors (000) Percent Category Friday Black Friday Growth from (11/21) (11/28) 11/21 to 11/28 1. CONSUMER ELECTRONICS 482 1,382 186.8% 2. HOME AND GARDEN 497 1,022 105.4% 3. APPAREL 465 882 89.8% 4. TOYS/VIDEOGAMES 443 836 88.7% 5. SHOPPING COMPARISON/PORTALS 1,438 2,343 62.9% 6. JEWELRY 106 146 37.7% 7. FLOWERS AND GIFTS 168 220 30.7% 8. COMPUTER HARDWARE/SOFTWARE 867 1,110 28.0% 9. RETAIL 6,875 8,737 27.1% 10. BOOKS/MUSIC/VIDEO 534 495 -7.3% Source: Nielsen//NetRatings Daily Overnight Analysis, November 2003 About Nielsen//NetRatings
Nielsen//NetRatings is the global standard for Internet audience measurement and analysis and is the industry's premier source for online advertising intelligence with its NetView, AdRelevance, @Plan, WebRF, LemonAd, MegaPanel and SiteCensus services. Covering 70 percent of the world's Internet usage, the Nielsen//NetRatings services offer syndicated Internet and digital media research reports and custom-tailored data to help companies gain valuable insight into their business. For more information, please visit http://www.nielsen-netratings.com/.
Editor's Note: Please source all data to Nielsen//NetRatings Holiday eCommerce Index.
NetRatings, Inc. Max Heineman (212) 703-5953 Grace Kim (408) 941-2932
CONTACT: Max Heineman, +1-212-703-5953, or Grace Kim, +1-408-941-2932, both of NetRatings, Inc.
Web site: http://www.netratings.com/ http://www.nielsen-netratings.com/
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