May 23, 2003, 12:00 AM

Apple.com at top of computer hardware sites, Nielsen/NetRatings reports

Apple.com logged 3.75 million unique visitors for the week ending May 11, 73.7% of all visitors to hardware sites, according to Nielsen/NetRatings’ AdRelevance report. Flowers and gifts category led in ad impressions.

Apple Computer Inc.’s Apple.com led all computer hardware sites in number of shoppers for the week that ended May 11, according to Nielsen/NetRatings’ AdRelevance report. Apple.com logged 3.75 million unique visitors, 73.7% of all visitors to hardware sites, which hosted 5.09 million shoppers for the week.

Next behind Apple was Hewlett-Packard Co.’s HP.com at 2.47 million visitors; Dell Computer Corp., at 1.94 million; Gateway Inc. at 312,000; and Toshiba.com at 157,000.

Apple.com held visitors for the least amount of time, however, with the average stay lasting 3 minutes, 48 seconds, Nielsen/NetRatings reports. Average for all computer hardware sites was 11 minutes, 55 seconds. Holding visitors the longest was Hewlett-Packard at 15 minutes, 8 seconds; followed by Gateway at 11 minutes, 1 second; Dell, 8 minutes, 44 seconds; and Toshiba, 5 minutes, 7 seconds.

Not surprisingly, the flowers and gifts category of retailers recorded the most ad impressions in the retail goods and services industry in the week leading up to Mothers Day, Nielsen/NetRatings reports. Flowers and gifts advertisers recorded 2.2 billion impressions for the week, 32.5% of all retail ad impressions, the AdRelevance report says.

The top 10 categories in ad impressions, with their share of impressions, were: Flowers and gifts: 2.2 billion, 32.5%
Books, movies and music: 1.14 billion, 16.7%
Personal care: 1.03 billion, 15.2%
Miscellaneous services: 633.3 million, 9.3%
Auctions: 360.9 million, 5.3%
Home improvement: 218.5 million, 3.2%
Electronics: 122.2 million, 1.8%
Apparel and jewelry: 117.5 million, 1.7%
Grocery, 57.1 million, 0.8%
Hobby: 54.7 million, 0.8%
Total ad impressions: 6.798 billion

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