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Day After Thanksgiving Sees Highest Number Of Online Shoppers in Holiday Season 2003 so Far According to Nielsen//Netratings

Consumer Electronics Category is Fastest Growing Sector Among Online Shoppers:
Surges 187 Percent From Previous Week

NEW YORK, Dec. 1 /PRNewswire-FirstCall/ — 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.

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