December 21, 2004, 12:00 AM

80% of U.S. Internet population is shopping online this holiday season

128 million consumers visited web sites in the Retail category in November, representing 80% of the U.S. Internet population, comScore Media Metrix reports. Eight of November`s top 10 gaining categories were Retail subcategories.

 

128 million consumers visited web sites in the Retail category in November, representing 80% of the U.S. Internet population, comScore Media Metrix reports. Eight of November`s top 10 gaining categories were Retail subcategories. Jewelry, Luxury Goods & Accessories led the group, with an increase in visitation of nearly 40% compared to October and more than 13 million visitors.

Nearly 22 million American Internet users visited toy sites, an increase of 24% compared to October and 14% compared to November 2003, according to comScore. Toys R Us led, with traffic up 68% from October to November to 9.6 million visitors. KBToys jumped 155% to 3.2 million visitors.

The Department Stores category was up 21% between October and November and 29% compared to last November.

Among the Top 50 Internet sites, Best Buy Sites shot up 55 spots to place it at number 20 in November, comScore says, driven by the nearly 10 million visitors that used the retailer`s BestBuyGiftFinder.com site.

Among sites in the Top 50 Properties in both October and November, Target Corporation had the largest jump, moving up 15 spots to number 25. Sears sites posted a similar 15-spot gain to move into the Top 50 at number 39. Overstock.com (November`s number 31), Shopping.com Sites (number 22) and Sony Online (number 37) gained 10, 6 and 6 spots, respectively.

Shopping and classified advertising sites claimed 9.54% of all U.S. Internet visits the week ending Dec. 18, 2004, an increase of 27% versus the same week last year, audience measurement company Hitwise reports.

Hitwise also reported:
• Top growing shopping categories last week were Grocery & Alcohol, Appliances & Electronics, Flowers & Gifts, Computers and Video & Games.
• The fastest growing shopping categories versus last year were Classifieds, Grocery & Alcohol, Automotive, Auctions and Computers.
• Of the top 200 shopping and classifieds web sites, the fastest moving sites last week were Omaha Steaks (up 167%), Fossil (up 160%), eMachines (up 93%), Gateway (up 90%) and Spyhear (up 68%).

 

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