January 9, 2004, 12:00 AM

eBay continues to lead in home-based visits to shopping sites

eBay led all online shopping sites in terms of unique visitors from home-based computers for the week ended Dec. 28, Nielsen/NetRatings reports. With 16.9 million visitors, it more than doubled the 7.7 million visitors to second-ranked Amazon.

eBay led all online shopping sites in terms of unique visitors from home-based computers for the week ended Dec. 28, Nielsen/NetRatings reports in its NetView study of online activity in U.S. homes. With 16.9 million visitors, eBay more than doubled the 7.7 million visitors to second-ranked Amazon.

 

The NetView study tallied a total of 28,889,000 unduplicated visitors among the top 10 sites. It notes that some visitors are shared among different sites in the top 10, so that a sum of all visitor totals from each top 10 site will exceed the total number of unduplicated visitors.

 

Others among the NetView top 10 with their number of visitors:
Yahoo Shopping – 3.8 million;
Wal-Mart Stores – 3.1 million;
Shopping.com – 3 million;
BestBuy.com – 2.6 million;
AOL Shopping – 2.2 million;
Target – 2.1 million;
Dell – 1.9 million;
Expedia – 1.9 million.

Since the last NetView study on online home visits, which was for the week ended Nov. 23, AOL Shopping replaced Travelocity in the top 10. Other changes included a move by Dell from 4th place in the November report, with 3.3 million visitors, to 9th place with 1.9 million. BestBuy.com, meanwhile, moved up to 6th place in the December report with 2.6 million, from 9th place in November with 1.8 million.

Also for the week ended Dec. 28, Altria Group Inc. led all consumer goods advertisers in number of online ad impressions, with 86.9 million, according to Nielsen’s AdRelevance report, which covers online data for home and work environments. Others among the top 10 with their number of impressions:
Schwann’s Sales Enterprises Inc. – 60.1 million;
Adidas-Solomon AG -- 45.1 million;
Giorgio Armani S.P.A. – 34.2 million;
New Balance Athletic Shoe Inc. – 29.8 million;
L’Oreal SA – 28.5 million;
Dow Jones & Co. Inc. – 22.7 million;
Spiegel Inc. – 21.5 million;
Limited Brands Inc. 20.6 million;
Avon Products Inc. – 20.4 million.

 

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