November 19, 2004, 12:00 AM

Electronics shoppers spending more time per visit on eBay

Although it usually leads in the number of unique visitors to computers and consumer electronics sites, eBay took the unusual honor of also dominating in time per visit for the week ended Nov. 7, Nielsen/NetRatings reports.

Kurt Peters

Executive Editor

Although it usually leads in the number of unique visitors to computers and consumer electronics sites, eBay also had the unusual distinction of dominating in time per visit for the week ended Nov. 7, Nielsen/NetRatings reports.

EBay moved back ahead of its closest rival, BestBuy.com, in number of visitors with 2.015 million to BestBuy.com’s 1.82 million. Best Buy has been catching up to eBay in recent months, and surpassed it for the first time last month for the week ended Oct. 10.

CircuitCity.com ranked third for the week ended Nov. 7, with 886,000, followed by Sony Electronics (SonyStyle.com), 749,000; Mozilla.org, 620,000; Sony.com, 536,000; TigerDirect.com, 440,000; and OSTG, 395,000.

Although eBay usually comes in with relatively low figures for average time per visit, it dominated for the week ended Nov. 7 with 15 minutes, 44 seconds, more than double the average time of just over 6 minutes it recorded for the week ended Oct. 10, according to Nielsen. Sony came in second in the most recent ranking, with 7 minutes, 48 seconds, followed by BestBuy.com, 7 minutes, 23 seconds; TigerDirect.com, 7 minutes, 22 seconds; CircuitCity.com, 7 minutes, 7 seconds; Mozilla.org, 6 minutes, 49 seconds; Sony Electronics, 6 minutes, 42 seconds; and OSTG, 5 minutes, 36 seconds.

Consumers with household incomes of $50,000-$74,999 led in number of visits with 6.14 million, followed by $25,000-$49,999, with 5.99 million, and $100,000-$149,000, with 2.86 million.

Also for the week ended Nov. 7, Netflix Inc. garnered the most online ad impressions among retail goods and services advertisers, according to Nielsen’s AdRelevance report. The top 10 advertisers cited in the report and their number of impressions in millions:
Netflix, 581.75
Classmates Online Inc., 239.17
Viacom Inc., 177.66
Target Corp., 105.5
Amazon.com Inc., 93.46
MarketRange Inc., 87.03
FTD, 74.62
eBay Inc., 65.64
J.C. Penney Co. Inc., 63.76
zipRealty Inc., 59.30.

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