September 3, 2004, 12:00 AM

eBay leads in visits to online shopping sites

EBay led all online shopping and travel destinations in number of unique visitors for the week ended Aug. 22, Nielsen/NetRatings reports.

EBay led all online shopping and travel destinations in number of unique visitors for the week ended Aug. 22 with 16.55 million, more than double second-ranked Amazon’s 7.35 million, Nielsen/NetRatings reports.

Yahoo Shopping came in a distant third, with 3.02 million visitors, followed by Expedia, 2.84 million; Dell, 2.75 million; Target, 2.89 million; Wal-Mart, 2.05 million; Orbitz, 2.01 million; Travelocity, 1.96 million, and NexTag, 1.91 million.

EBay was also far out in front in the average length of time per visit, at 42 minutes, 15 seconds; followed by Dell, 11 minutes, 12 seconds; Amazon, 10 minutes, 43 seconds; Expedia, 8 minutes, 52 seconds; Orbitz, 8 minutes, 45 seconds; Travelocity, 7 minutes, 58 seconds; Target, 6 minutes; Wal-Mart, 5 minutes, 45 seconds; Yahoo Shopping, 3 minutes, 15 seconds; and NexTag, 2 minutes, 19 seconds.

For the same week, Levi Strauss & Co. led all consumer goods advertisers in the number of online ad impressions, with 77.15 million, according to Nielsen’s AdRelevance report.

The top ten consumer goods advertisers cited by the AdRelevance report and their number of online ad impressions, in millions:
-- Levi Strauss, 77.15
-- The Goodyear Tire & Rubber Co., 60.05
-- Nestle USA Inc., 32.74
-- Entertainment Publications, 32.25
-- Spiegel Inc., 30.20
-- iN Touch Weekly, 29.86
-- IncreaseYourHealth.com, 29.34
-- Body Forum, 26.30
-- General Mills Inc., 24.59
-- Altria Group Inc., 23.04.

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