Poetry Rules Valentine's Day Online
Searches for love poems gained the most market share prior to Valentine's Day.
Searches for love poems gained the most market share prior to Valentine's Day.
Chocolates, flowers and other gifts each grew in online market share this Valentine’s Day, however searches for love poems gained the highest according to Hitwise.
The search term, “love poems” grew 83 percent for the week ending February 11, 2006. Traffic to the top poetry site, Poems for Free, increased 55 percent in that time period.
Click on graphic to view chart |
Poetry, which increased 39 percent, beat out the flowers and gifts category. Individual sites within the latter category saw triple-digit improvement. Vermont Teddy Bear Company’s market share went up 322 percent; FTD.com increased 179 percent; and 1-800 Flowers.com traffic grew 106 percent.
Poetry site visitors skew to a younger demographic than the average Internet user. Visitors to Poetry.com were 56 percent more likely be in the 18-24 age group. Visitors to Love Poems and Quotes were 100 times more likely to be 18-24. Thirty-five percent of that site’s visitors were in that group. Visitors to e-commerce sites in the flower and gift categories represented all demographics the online population.
Top Poetry Sites by Market Share of Visits to Custom Category , Week Ending February 11,2006 | |||
---|---|---|---|
Rank | Name | Domain | Market Share (%) |
1 | Poetry.com | www.poetry.com | 17.11 |
2 | Best Love Poems | www.best-love-poems.com | 12.60 |
3 | Love Poems and Quotes | www.lovepoemsandquotes.com | 12.33 |
4 | Passions In Poetry | www.netpoets.com | 11.66 |
5 | Poems & Quotes | www.poems-and-quotes.com | 8.78 |
6 | Poems for Free | www.poemsforfree.com | 8.53 |
7 | Academy of American Poets | www.poets.org | 8.49 |
8 | American Poems | www.americanpoems.com | 8.06 |
9 | LovePoetry | www.lovepoetry.com | 6.33 |
10 | Allpoetry | www.allpoetry.com | 6.09 |
Source: Hitwise, 2006 |
Top Flower and Gift Sites by Market Share of Visits to Category , Week Ending February 11, 2006 | |||
---|---|---|---|
Rank | Name | Domain | Market Share (%) |
1 | FTD | www.ftd.com | 13.48 |
2 | Hallmark | www.hallmark.com | 13.18 |
3 | ProFlowers | www.proflowers.com | 8.24 |
4 | 1-800-flowers.com | www.1800flowers.com | 7.90 |
5 | Birthday Alarm | www.birthdayalarm.com | 5.09 |
6 | Collections Etc. | www.collectionsetc.com | 3.70 |
7 | DaySpring Cards | www.dayspring.com | 2.94 |
8 | RedEnvelope | www.redenvelope.com | 2.65 |
9 | Vermont Teddy Bear Company | www.vermonteddybear.com | 2.38 |
10 | FromYouFlowers.com | www.fromyouflowers.com | 1.84 |
Source: Hitwise, 2006 |
Data from comScore Networks report a 22 percent year-to-date increase in spending within the flowers and gifts, health and beauty and jewelry and watches categories. Online sales in the health and beauty, and jewelry and watches categories increased 24 percent each compared to the same period in 2005.
Online Consumer Spending, January 1-February 9, 2005 adn 2006 | |||
---|---|---|---|
Item | 2005 (M) | 2006 (M) | Change (%) |
Flowers, greetings, and gifts | 231 | 270 | 17 |
Health and beauty | 337 | 418 | 24 |
Jewelry and watches | 176 | 219 | 24 |
Total | 743 | 907 | 22 |
Note: Excludes auctions and large corporate purchases. | |||
Source: comScore Networks, 2006 |
comScore releases data collected from its panel of users who opt-in to the panel. Hitwise measures over 25 million users by recording data at the IP level. It has additional data from an opt-in panel.
Unique U.S. Visitors to Flower, Gift, and Greetings Sites by Location, January 2006 | ||||
---|---|---|---|---|
Total Unique Visitors (000) | ||||
All Locations | Home | Work | University | |
Total Internet Audience | 170,797 | 143,196 | 53,025 | 14,395 |
Flower, gifts, and greetings | 29,393 | 18,166 | 10,689 | 2,052 |
AmericanGreetings.com | 8,688 | 5,560 | 2,784 | 528 |
Hallmark | 6,669 | 3,601 | 2,745 | 518 |
FTD.com | 1,935 | 1,175 | 678 | 173 |
1-800-flowers.com | 1,753 | 961 | 803 | 76 |
Martha Stewart sites | 1,546 | 904 | 608 | 108 |
WeddingChannel.com | 1,464 | 745 | 643 | 148 |
ProFlowers.com | 1,377 | 766 | 602 | 76 |
Lillian Vernon | 1,263 | 790 | 436 | 96 |
Red Envelope | 1,180 | 636 | 511 | 90 |
Celebrate Express, Inc. | 970 | 577 | 364 | 74 |
Source: comScore Media Metrix, 2006 |
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