The Internet ratings report for the month of March 2001 from Nielsen//NetRatings, the world's fastest growing Internet audience measurement service, reveals that home Internet access for blue-collar workers grew faster than any other occupational group, surging 52 percent since March 2000. The growth rate for factory operators and laborers was more than double the rate of Internet growth.
Overall, the Internet grew 25 percent since last March. Factory operators and laborers accounted for 9.5 million of the total Internet population who accessed the Web in March 2001, compared to only 6.2 million during the same month last year. Surfers spent an average of 11 minutes online and viewed 698 pages during the month. Homemakers were the second fastest growing group, jumping 49 percent in the past year to 2.5 million people. Internet users working in the service field grew 37 percent or 2.9 million, while workers in sales rose 37 percent to more than 5.6 million.
Workers in the clerical or administrative field rounded out the top five. More than 5.5 million had access to the Web from home, rising 31 percent in the past year (see Table 1). "The Internet was, at first, an elitist country club reserved only for individuals with select financial abilities and technical skills," said Sean Kaldor, vice president of eCommerce, NetRatings. "Now, nearly every socio-economic group is aggressively adopting the Web, having a fundamental impact on e-commerce, online advertising, and more. This continues to open up new mid-market opportunities for mass merchandising, consumer packaged goods marketing, and value-conscious e-commerce."
Nielsen//NetRatings, the audience measurement service from Nielsen Media Research and NetRatings, Inc., collects real-time data from more than 70,000 panel members in the United States. The U.S. panel sample consists of 62,000 at-home users and 8,000 at-work users. These panels collectively represent the largest representative media research sample of Internet users in the industry. Worldwide, Nielsen//NetRatings services are provided via a partnership with ACNielsen eRatings.com, a venture between ACNielsen and NetRatings, Inc., and measure the Internet experiences of more than 220,000 Internet users.
Nielsen//NetRatings services use 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 global marketplace. Nielsen//NetRatings services leverage proprietary data-collection technology from NetRatings, Nielsen Media Research's 50 years of expertise in research and audience measurement, and ACNielsen's international leadership in supplying market research information covering more than 100 countries. For more information, please visit www.nielsen-netratings.com.
Overall, the Internet grew 25 percent since last March. Factory operators and laborers accounted for 9.5 million of the total Internet population who accessed the Web in March 2001, compared to only 6.2 million during the same month last year. Surfers spent an average of 11 minutes online and viewed 698 pages during the month. Homemakers were the second fastest growing group, jumping 49 percent in the past year to 2.5 million people. Internet users working in the service field grew 37 percent or 2.9 million, while workers in sales rose 37 percent to more than 5.6 million.
Workers in the clerical or administrative field rounded out the top five. More than 5.5 million had access to the Web from home, rising 31 percent in the past year (see Table 1). "The Internet was, at first, an elitist country club reserved only for individuals with select financial abilities and technical skills," said Sean Kaldor, vice president of eCommerce, NetRatings. "Now, nearly every socio-economic group is aggressively adopting the Web, having a fundamental impact on e-commerce, online advertising, and more. This continues to open up new mid-market opportunities for mass merchandising, consumer packaged goods marketing, and value-conscious e-commerce."
Table 1. Nielsen//NetRatings Fastest Growing Occupational Groups Based
on Head of Household (US, Home)
Occupation Unique Audience Unique Audience Percent
March 2000 March 2001 Growth
Factory Operator/Laborer 6,220,800 9,482,779 52%
Homemaker 1,632,756 2,426,776 49%
Service Worker 2,106,255 2,895,816 37%
Sales 4,171,692 5,608,095 34%
Clerical or Administrative 4,245,166 5,577,505 31%
Craftsman/Craftswoman 3,151,219 4,078,615 29%
Education 3,771,666 4,843,355 28%
Retired 6,596,334 8,463,125 28%
Military 1,306,205 1,672,232 28%
Self-Employed 7,429,040 9,176,883 24%
Professional 14,972,372 18,455,731 23%
Full Time Student 1,787,868 2,202,452 23%
Technical 7,192,290 8,789,414 22%
Executive or Managerial 11,910,955 14,397,510 21%
Source: Nielsen//NetRatings, April 2001
March Internet Audience Ratings
The following set of at-home and at-work information includes: Top
25 Web Properties, Top 25 Internet Advertisers, Top 10 Banner Ads and
Average Web Usage for the month of March 2001.
Nielsen//NetRatings: Top 25 Web Sites by Property
Month of March 2001
Ranking of the Most Visited Web Properties
Top 25 Properties, Combined Home & Work
Property Unique Time Per
Audience Person
(000) (hrs:min:sec)
1. AOL Time Warner 79,168 1:08:51
2. Yahoo! 69,139 1:54:34
3. MSN 61,260 1:28:43
4. Microsoft 39,976 0:13:29
5. Terra Lycos 35,472 0:18:44
6. Excite@Home 30,900 0:40:04
7. About The Human Internet 26,033 0:11:16
8. Walt Disney Internet Group 26,020 0:37:11
9. Amazon 22,751 0:17:23
10. eBay 21,265 2:08:26
11. NBC Internet 18,967 0:15:20
12. CNET Networks 18,834 0:17:56
13. eUniverse Network 18,421 0:18:21
14. Ask Jeeves 15,531 0:10:18
15. Napster Inc. 14,674 0:21:17
16. GoTo.com 13,621 0:04:19
17. Weather Channel 13,475 0:13:58
18. AltaVista 13,458 0:11:31
19. Google 13,125 0:23:35
20. American Greetings 13,037 0:13:32
21. BONZI.COM 12,914 0:04:02
22. LookSmart 12,858 0:06:11
23. The Go2Net Network 12,675 0:11:09
24. Viacom International 12,482 0:20:01
25. Real Networks 11,793 0:08:11
Example: The combined home and work data indicate that nearly 11.8
million home & work Internet users visited at least one of the Real
Networks-owned sites during the reporting period, and each person
spent, on average, a total of 8 minutes and 11 seconds at one or more
of their sites.
Notes: Rankings are based on audience measurement of people who
have access to the Internet at-home and at-work. Work rankings are
based on persons at-work who have access to a non-shared personal
computer. A property is defined as a consolidation of multiple domains
and URLs owned by a single entity. Reach is a measure of the
unduplicated audience that visits a property. The data are expressed
as the percentage 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 March 2001
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.
Top 25 Advertisers, At-Home Top 25 Advertisers, At-Work
Advertiser/a Impressions Reach % Advertiser/a Impressions Reach %
(000) (000)
1.TRUSTe 3,038,469 33.6 1.TRUSTe 2,380,410 51.6
2.Microsoft 2,956,171 55.6 2.Microsoft 1,944,603 73.8
3.Amazon 1,422,520 63.0 3.ConsumerInfo 1,233,023 23.7
4.Yahoo! 1,260,128 36.2 4.Yahoo! 974,424 50.9
5.ClassMates 1,035,934 47.7 5.ClassMates 761,746 68.6
6.ConsumerInfo 898,238 12.6 6.E*TRADE 759,446 32.6
7.E*TRADE 719,417 20.1 7.Amazon 712,795 71.6
8.Barnes and
Noble 676,166 48.1 8.Providian 477,769 57.5
9.Providian 643,673 39.6 9.Barnes and
Noble 429,322 59.3
10.eBay 611,937 35.8 10.eBay 363,180 47.4
11.America
Online 548,449 40.5 11.Datek 343,506 21.8
12.CyberRebate 416,355 33.1 12.JP Morgan
Chase 320,880 34.2
13.China Internet 13.ESPN 315,330 10.5
Corporation 384,688 13.3
14.Bonzi
Software 327,800 41.1 14.National
Discount
Brokers 309,616 17.6
15.National 15.CyberRebate 283,658 50.7
Discount
Brokers 323,877 6.5
16.Lycos 313,857 14.7 16.Netscape 276,024 46.3
17.JP Morgan
Chase 313,554 19.8 17.America Online 270,878 50.4
18.Netscape 305,499 30.0 18.Next Card 247,801 42.2
19.iWin 289,657 20.6 19.Sprint 239,406 14.5
20.Next Card 287,050 24.1 20.Bonzi Software 234,127 60.6
21.StarBand
Communications 270,399 9.5 21.Webvan 226,569 11.6
22.uBid 265,219 25.0 22.Lycos 224,638 23.6
23.Compaq 252,250 20.7 23.uBid 216,196 41.4
24.Datek 246,685 8.1 24.TD Waterhouse 210,001 11.8
25.ESPN 242,560 5.8 25.iWin 195,836 32.2
/a Impressions reported include house ads, which are ads that run on
an advertiser's own web property.
Example: An estimated 242.6 million ESPN banners were completely
loaded on home users' computers during the reporting period. These
banners were delivered to 5.8 percent or 5.9 million home Internet
users.
Nielsen//NetRatings: Top Ten Ad Banners Viewed
Month of March 2001
Top Banners, ranked according to reach percentage, are cited from
BannerTrack(SM), Nielsen//NetRatings' syndicated ad research service.
Top Ten Ad Banners Viewed At-Home
Advertiser/b Reach % Creative
1.Bonzi Software 29.5 Warning: Your Internet Connection Is Not
Optimized. Download InternetBOOST 2001
Now!
2.ClassMates 22.9 Do any of these people look familiar?
Find your old friends again.
3.Colonize 18.0 Message Alert -- You have 1 message
waiting for you.
4.Amazon 15.3 Shop Here! Amazon.com.
5.ClassMates 13.5 Do any of these people look familiar?
Find your old friends again.
6.Providian 12.2 30-Second Credit Decision - Great Rewards
7.JP Morgan Chase 11.9 Shopping sprees have never been so
guilt-free!
8.JP Morgan Chase 11.8 If you're a frequent buyer you can be a
frequent flyer.
The Continental Airlines Credit Card
from Chase.
9.JP Morgan Chase 11.7 For once you'll be glad you're being
carded. Get the Shell Platinum
MasterCard from Chase.
10.Consumer
Counseling 11.6 Credit Card Bill -- Student Loans --
Medical Bills
Getting behind on those bills? We can
help!
Top Ten Ad Banners Viewed At-Work
Advertiser/b Reach % Creative
1.Bonzi Software 49.6 Warning: Your Internet Connection Is Not
Optimized. Download InternetBOOST 2001
Now!
2.ClassMates 38.0 Do any of these people look familiar?
Find your old friends again.
3.Colonize 34.0 Message Alert -- You have 1 message
waiting for you.
4.ClassMates 25.1 Do any of these people look familiar?
Find your old friends again.
5.Providian 24.4 30-Second Credit Decision -- Great
Rewards
6.Amazon 21.4 Shop Here! Amazon.com.
7.JP Morgan Chase 21.4 If you're a frequent buyer you can be a
frequent flyer. The Continental Airlines
Credit Card from Chase.
8.JP Morgan Chase 21.1 Shopping sprees have never been so
guilt-free!
9.JP Morgan Chase 20.3 For once you'll be glad you're being
carded. Get the Shell Platinum
MasterCard from Chase.
10.Consumer
Counseling 20.0 Credit Card Bill -- Student Loans --
Medical Bills
Getting behind on those bills? We can
help!
/b Ad banners that run predominantly on an advertiser's own property
are not included in the top banner rankings.
Nielsen//NetRatings: Average Internet Usage Combined Home & Work
Month of March 2001
Data below represent activity for the average Internet user
at-home and at-work during the month.
Home & Home & % Change
Work, Work, from
March February February
Number of Sessions per Week 33 30 +10.0
Number of Unique Sites Visited 21 19 +10.5
Page Views per Week 1,118 1,051 +6.4
Page Views per Surfing Session 34 36 -5.6
Time Spent per Week 17:19:49 16:29:30 +5.1
Time Spent during Surfing
Session 0:31:42 0:32:44 -3.1
Duration of a Page viewed 0:00:55 0:00:55 0
Active Internet Universe
(actually surfed) 112.7 109.5 +2.9
million million
Current Internet
Universe Estimate (had access,
but did not necessarily go
online) 173.2 170.1 +1.8
million million
About Nielsen//NetRatings Nielsen//NetRatings, the audience measurement service from Nielsen Media Research and NetRatings, Inc., collects real-time data from more than 70,000 panel members in the United States. The U.S. panel sample consists of 62,000 at-home users and 8,000 at-work users. These panels collectively represent the largest representative media research sample of Internet users in the industry. Worldwide, Nielsen//NetRatings services are provided via a partnership with ACNielsen eRatings.com, a venture between ACNielsen and NetRatings, Inc., and measure the Internet experiences of more than 220,000 Internet users.
Nielsen//NetRatings services use 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 global marketplace. Nielsen//NetRatings services leverage proprietary data-collection technology from NetRatings, Nielsen Media Research's 50 years of expertise in research and audience measurement, and ACNielsen's international leadership in supplying market research information covering more than 100 countries. For more information, please visit www.nielsen-netratings.com.
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