SOURCE: The Nielsen Company

November 12, 2008 10:00 ET

Nearly 80 Percent of U.S. Adult Online Consumers Made Internet Purchase in Previous Six Months, According to Nielsen Online

Travel, Credit Cards and Home Banking Top Online Transaction Categories

NEW YORK, NY--(Marketwire - November 12, 2008) - Nielsen Online, a service of the Nielsen Company, today announced that 78 percent of adult online consumers made a purchase over the Web in the previous six months, according to @Plan, Winter 2008/2009 Release.

The No. 1 online transaction category was travel, with 38 percent of adult online consumers making at least one travel purchase on the Web in the previous six months (see Table 1). Credit card account management and home banking took the No. 2 and 3 spots, with 36 percent and 35 percent of consumers conducting transactions, respectively. @Plan is based on a quarterly survey of approximately 36,000 U.S. Internet users age 18 and older.

Table 1: Top 10 Online Transaction Categories for U.S. Adults Online
                                                Composition       Reach
Category                                          Percent       (in 000's)
                                                ------------- -------------
Online Travel - Any (p/online 6 mo.)                       38        54,417
                                                ------------- -------------
Credit Cards - Manage Account (t/online/6 mo.)             36        51,731
                                                ------------- -------------
Home Banking (t/online/6 mo.)                              35        49,899
                                                ------------- -------------
Clothes/Shoes/Acc. - Any (p/online/6 mo.)                  28        40,075
                                                ------------- -------------
Books (p/online/6 mo.)                                     26        37,001
                                                ------------- -------------
Hotel/Motel Reservations (p/online/6 mo.)                  18        26,055
                                                ------------- -------------
Auctions (p/online/6 mo.)                                  16        23,449
                                                ------------- -------------
Event Tickets (p/online/6 mo.)                             14        20,820
                                                ------------- -------------
Insurance - Any (t/online/6 mo.)                           11        16,385
                                                ------------- -------------
Computer Software - Any (p/online/6 mo.)                   11        15,580
                                                ------------- -------------
Source: Nielsen Online, @Plan, Winter 2008/2009 Release (U.S., 18+)
Note: "p" = "purchase" and "t" = "transaction"

"Most consumers see online retail as a primary benefit of the Internet," said Nachi Lolla, research director, commerce, Nielsen Online. "The sheer convenience of being able to comparison shop from your home or office has become all but irresistible. Possible early concerns about online security have been sufficiently addressed, and consistent on-time delivery and reasonable shipping costs have bolstered consumer confidence. The challenge for retailers is no longer how to lure shoppers online, but how to differentiate their brand among all others. Heading into this competitive holiday shopping season, selection, price and customer service are the key areas retailers can shine."

Table 2: Top 10 Online Retailers Ranked by Unique Audience,
October 2008 (U.S., Home and Work)
                                          Unique Audience  Time per Person
Brand                                          (000)         (hh:mm:ss)
                                          ---------------- ----------------
eBay                                                49,213          1:47:26
                                          ---------------- ----------------
Amazon                                              48,261          0:22:45
                                          ---------------- ----------------
Wal-Mart Stores                                     25,312          0:13:55
                                          ---------------- ----------------
Target                                              23,827          0:09:36
                                          ---------------- ----------------
Netflix                                             14,284          0:34:58
                                          ---------------- ----------------
Dell                                                14,272          0:14:13
                                          ---------------- ----------------
Best Buy                                            12,446          0:10:57
                                          ---------------- ----------------
Sears                                               11,752          0:07:33
                                          ---------------- ----------------
The Home Depot                                      11,053          0:09:52
                                          ---------------- ----------------
JCPenney                                            10,703          0:16:09
                                          ---------------- ----------------
Source: Nielsen Online

Nielsen Online also reported October 2008 data for the Top Parent Companies/Divisions and Top Brands.

Table 3: Top 10 Parent Companies/Divisions for
October 2008 (U.S., Home and Work)
                                          Unique Audience  Time Per Person
Parent                                         (000)         (hh:mm:ss)
                                          ---------------- ----------------
  1. Google                                        128,667          1:57:26
                                          ---------------- ----------------
  2. Microsoft                                     121,819          2:35:43
                                          ---------------- ----------------
  3. Yahoo!                                        117,715          3:22:08
                                          ---------------- ----------------
  4. AOL LLC                                        88,028          3:34:41
                                          ---------------- ----------------
  5. News Corp. Online                              78,135          1:36:45
                                          ---------------- ----------------
  6. eBay                                           60,543          1:40:32
                                          ---------------- ----------------
  7. InterActiveCorp                                60,092          0:17:20
                                          ---------------- ----------------
  8. Wikimedia Foundation                           57,254          0:20:07
                                          ---------------- ----------------
  9. Amazon                                         55,560          0:25:38
                                          ---------------- ----------------
  10. Walt Disney Internet Group                    53,381          0:39:22
                                          ---------------- ----------------
Source: Nielsen Online

Example: The data indicates that 53.4 million home and work Internet users visited at least one of the Walt Disney Internet Group-owned sites or launched a Walt Disney Internet Group-owned application during the month, and each person spent, on average, a total of 39 minutes and 22 seconds at one or more of their sites or applications.

The parent level is defined as a consolidation of multiple domains and URLs owned by a single company or division. The brand level is defined as a consolidation of multiple domains and URLs that has a consistent collection of branded content.

Table 4: Top 10 Web Brands for October 2008 (U.S., Home and Work)
                                          Unique Audience  Time Per Person
Brand                                          (000)         (hh:mm:ss)
                                          ---------------- ----------------
  1. Google                                        122,325          1:23:07
                                          ---------------- ----------------
  2. Yahoo!                                        116,078          3:23:29
                                          ---------------- ----------------
  3. MSN/Windows Live                              102,494          2:23:27
                                          ---------------- ----------------
  4. Microsoft                                      92,348          0:45:54
                                          ---------------- ----------------
  5. AOL Media Network                              88,028          3:34:41
                                          ---------------- ----------------
  6. YouTube                                        77,480          0:53:25
                                          ---------------- ----------------
  7. Fox Interactive Media                          67,182          1:37:12
                                          ---------------- ----------------
  8. Wikipedia                                      56,896          0:20:07
                                          ---------------- ----------------
  9. Apple                                          49,340          0:58:34
                                          ---------------- ----------------
  10. eBay                                          49,213          1:47:26
                                          ---------------- ----------------
Source: Nielsen Online



Table 5: Average U.S. Internet Usage, Combined Home & Work,
Month of October 2008

Sessions/Visits per Person                                               59
                                                                -----------
Domains Visited per Person                                              105
                                                                -----------
Web Pages per Person                                                  2,372
                                                                -----------
Duration of a Web Page Viewed                                       0:00:55
                                                                -----------
PC Time per Person                                                 69:47:28
                                                                -----------
Active Digital Media Universe                                   163,556,056
                                                                -----------
Current Digital Media Universe Estimate                         224,808,795
                                                                -----------
Source: Nielsen Online

About Nielsen Online:

Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com. Also, visit our blog at www.nielsen-online.com/blog.

About The Nielsen Company:

The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com.

Editor's Note: Please source all data to Nielsen Online.

Contact Information

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