February 20, 2004, 12:00 AM

Computers and electronics web shoppers spend most time on TigerDirect

Web shoppers spent on average 12 minutes on TigerDirect.com for the week ended Feb. 8, compared to 10.5 minutes for second-ranked eBay.

Kurt Peters

Executive Editor

Web shoppers spent on average close to 12 minutes on TigerDirect.com for the week ended Feb. 8, compared to 10.5 minutes for second-ranked eBay, even though eBay placed first in number of unique visitors to computer and consumer electronics sites while TigerDirect ranked ninth, Nielsen/NetRatings says. It also notes that the largest percentage of shoppers to computer and consumer electronics sites were 45 and older with household income of $50,000-$74,999.

The eBay Electronics section of eBay.com hosted a unique audience of 2.6 million visitors, or 72% more than second-ranked BestBuy.com with 1.5 million. Next in line were Sony Electronics (SonyStyle.com) with 1 million; CircuitCity.com, 778,000; Sony.com, 528,000; RadioShack.com, 404,000; Open Source Development Network (OSDN.com) 399,000; CompUSA.com, 388,000; TigerDirect.com, 375,000; and instantsservice.com, 273,000.

TigerDirect led all sites in time per visitor with 11 minutes, 53 seconds, followed by eBay Electronics with 10:33; CompUSA, 8:22; CircuitCity, 7:40; BestBuy, 6:53; RadioShack, 5:26; Sony Electronics, 4:48; Sony.com, 4:37; and OSDN, 3:41.

Nielsen’s demographic data showed that consumers aged 45 and over accounted for the largest percentage of online shoppers in the computers and consumer electronics category, at 38.9%, followed by age groups:
• 35-49, 32.7%
• 25-34, 19.7%
• 55+, 18.2%
• 12-17, 9%
• 18-24, 8.3%
• 65+, 6%
• 2-11, 2.3%.

By household income, the largest group of consumers, 28.2%, were within the range of $50,000-$74,999, followed by:
• $25,000-$49,999, 25.7%
• $75,000-$99,999, 18.5%
• $100,000-$149,999, 13.6%
• $150,000+, 5.9%
• up to $24,999, 6.2%.

Another 1.9% gave no response regarding income.

Also for the week ended Feb. 8, Netflix Inc. led all retail goods and services advertisers in the number of online ad impressions, according to Nielsen’s AdRelevance report. Following are the top ten in number and market share cited in the report:
• Netflix, 692.5 million, 17.1%
• Classmates Online Inc., 369.7 million, 9.1%
• Amazon.com Inc., 239.7 million, 5.9%
• 1-800-Flowers.com Inc., 164.8 million, 4.1%
• eBay auctions, 155.9 million, 3.9%
• Proflowers.com, 132.7 million, 3.3%
• Terra Lycos S.A., 114.3 million, 2.8%
• eBay Inc., 94.5 million, 2.3%
• Target Corp., 83.6 million, 2.1%
• 1-800 Contacts Inc., 82.3 million, 2%.

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