Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association
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Leading Sales Categories at eBay
* eBay's growth in Q4 2004 to Q4 2005
traffic was led by the categories: Health
& Beauty, eBay Stores and Clothing, Shoes & Accessories (see Table 1a). Toys,
Entertainment and Jewelry categories led in unique shoppers from Q3 to Q4 2005
(see Table 1b).
* eBay's unique audience grew 20 percent from Q4 2004 to Q4 2005, and rose 10
percent from Q3 to Q4 2005 (see Table 2).
* Average number of purchases made on eBay grew 92 percent from 17.6 billion
to 33.8 billion purchases from January to November 2005 (see Table 3).
Table 1a. Top 5 Fastest Growing eBay Channels, Q4 2004 vs. Q4 2005
+-----------------------------+-----------+-----------+--------------+
| eBay Channel | Q4 2004 | Q4 2005 | Q4 2004 - Q4 |
| | UA (000) | UA (000) | 2005 Growth |
+-----------------------------+-----------+-----------+--------------+
| eBay Health & Beauty | 3,219 | 4,362 | 36% |
| eBay Stores | 11,429 | 15,042 | 32% |
| eBay Clothing, Shoes & | 9,268 | 12,110 | 31% |
| Accessories | | | |
| eBay Entertainment | 12,393 | 15,108 | 22% |
| eBay Electronics | 9,562 | 11,167 | 17% |
+-----------------------------+-----------+-----------+--------------+
Source: Nielsen//NetRatings, January 2006
Table 1b. Top 5 Fastest Growing eBay Channels, Q3 vs. Q4 2005
+---------------------------+----------+----------+-------------+
| eBay Channel | Q3 2005 | Q4 2005 | Q3 - Q4 |
| | UA (000) | UA (000) | 2005 Growth |
+---------------------------+----------+----------+-------------+
| eBay Toys | 6,643 | 10,702 | 61% |
| eBay Entertainment | 10,370 | 15,108 | 46% |
| eBay Jewelry and Watches | 4,073 | 5,903 | 45% |
| eBay Clothing, Shoes & | 8,489 | 12,110 | 43% |
| Accessories | | | |
| eBay Electronics | 7,959 | 11,167 | 40% |
+---------------------------+----------+----------+-------------+
Source: Nielsen//NetRatings, January 2006
Table 2. eBay's 3-Month Average Monthly Unique Audience, Q4 2004 vs. Q4 2005
+--------+--------------+---------------+--------------+-------+---------+
| PARENT | Q4 2004 UA | Q3 2005 UA | Q4 2005 UA | Q4-Q4 | Q3-Q4 |
| | (000) | (000) | (000) | | 2005 |
+--------+--------------+---------------+--------------+-------+---------+
| eBay | 51,755 | 56,594 | 62,026 | 20% | 10% |
+--------+--------------+---------------+--------------+-------+---------+
Source: Nielsen//NetRatings,
January 2006
Table 3. Purchases made on eBay, Jan-Nov, 2005
+------------------+---------------------------------+
| Month | Purchases (000) |
+------------------+---------------------------------+
| Jan-05 | 17,568 |
| Feb-05 | 18,789 |
| Mar-05 | 21,345 |
| Apr-05 | 19,948 |
| May-05 | 18,599 |
| Jun-05 | 25,023 |
| Jul-05 | 26,421 |
| Aug-05 | 33,141 |
| Sep-05 | 29,773 |
| Oct-05 | 33,038 |
| Nov-05 | 33,761 |
+------------------+---------------------------------+
Source: Nielsen//NetRatings MegaView Online Retail, January 2006
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