February 4, 2005, 12:00 AM

eBay leads shopping sites, but No. 2 Amazon narrows the gap

The gap between No. 1 eBay and No. 2 Amazon in unique visitors in December narrowed from eBay being ahead of Amazon by 25% a year ago to being ahead by 16%, according to latest traffic figures from Nielsen/NetRatings.

Kurt Peters

Executive Editor

 

The gap between No. 1 eBay and No. 2 Amazon in unique visitors in December narrowed from eBay being ahead of Amazon by 25% to being ahead by 16%, according to latest traffic figures from Nielsen/NetRatings. Meanwhile, Wal-Mart’s web traffic shot up 42% from December the year before, placing it in the No. 3 spot from No. 5 in December ‘03.

EBay.com led all led all shopping and travel sites in December with 50.9 million unique visitors, up 2% from 49.9 million in December 2003, when it also led shopping sites, Nielsen/NetRatings reports. No. 2 was Amazon.com, with 42.5 million unique visitors, up 14% from 37.4 million a year earlier.

The top 10 with visitors in December ’04, December ’03 (in millions) and year-over-year growth were:
eBay, 50.9, 49.9, 2%
Amazon, 42.5, 37.4, 14%
Wal-Mart Stores, 23.8, 16.7, 42%
Yahoo Shopping, 22.6, 21.5, 5%
Shopping.com, 19.1, 17.1, 11%
Target, 17.5, 13.9, 26%
Dell, 17.5, 12.7, 38%
Best Buy, 17.3, 12.9, 34%
Overstock.com, 14.7, 8.6, 71%
Expedia, 12.7, 11.4, 11%

Average visit times at the top 10 sites were:
eBay, 1 hours, 48 minutes
Amazon, 27 minutes 13 seconds
Dell, 22 minutes, 47 seconds
Overstock, 14 minutes, 59 seconds
Wal-Mart, 12 minutes, 30 seconds
Best Buy, 12 minutes, 7 seconds
Expedia, 11 minutes, 34 seconds
Target, 10 minutes, 14 seconds
Yahoo Shopping, 6 minutes, 11 seconds
Shopping.com, 3 minutes 49 seconds

Nielsen/NetRatings AdRelevance survey reports that the top 10 consumer goods advertisers and their unique impressions in December were:
Altria Group Inc., 253,028
Shutterfly.com, 245,456
L.L. Bean Inc., 216,196
The New York Times Co., 176,258
Nestle USA Inc., 163,892
Spiegel Inc., 163,655
State of Florida, 149,902
Blue Nile Inc., 144,187
The Gillette Co., 130,885
Emmis Communications, 128,107

 

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