April 30, 2004, 12:00 AM

Apple leads in traffic to computer hardware sites for week ended April 18

Apple led in traffic to computer hardware manufacturers’ web sites for the week ended April 18 with 4.75 million unique visitors, 73% more than second-ranked Hewlett-Packard with 2.75 million, Nielsen/NetRatings reports.

Kurt Peters

Executive Editor

Apple Computer Inc. led in traffic to computer hardware manufacturers’ web sites for the week ended April 18 with 4.75 million unique visitors, 73% more than second-ranked Hewlett-Packard Co. with 2.75 million.

Third-ranked Dell Inc. had 2.47 million visitors, followed by IBM Corp., 316,000; Sun Microsystems Inc., 306,000; and Gateway Inc., 269,000.

Dell led in the amount of time spent online per visit, with 13 minutes, 40 seconds, followed by Apple with 13 minutes, 17 seconds; Gateway, 12 minutes, 47 seconds; HP, 11 minutes, 5 seconds; IBM, 9 minutes, 14 seconds; and Sun, 2 minutes, 30 seconds.

Among age groups, the largest percentage of visitors to computer hardware manufacturers’ sites was from consumers aged 45+, at 44%, followed by ages 35-49, 31%; 55+, 23%; 25-34, 17%; 65+, 9%; 12-17, 8%; 18-24, 7% and 2-11, 3%. (Percentages don’t add up to 100 due to rounding.) Males accounted for 56%.

Among household income groups, the largest percentage of visitors was from the $50,000-$74,999 group, at 30%; followed by $25,000 - $49,999, 26%; $75,000 - $99,999, 17%; $100,000 - $149,999, 12%; up to $24,999, 8%; and $150,000+, 5%. Another 1.6% gave no response.

For the same week, the retail category of books, movies and music garnered the largest share of online advertising impressions among retail goods and services advertisers, at 17.7%, according to Nielsen’s AdRelevance Report. The top 10 categories cited by the report:
Books, movies, music, 17.7%
Miscellaneous services, 15.4%
Home improvement, 10.1%
Auctions, 9.1%
Personal care, 5.5%
Apparel and jewelry, 5%
Electronics, 3.4%
Flowers and gifts, 3.1%
Domestics, 1.9%
Art prints and posters, 1.9%.

 

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