June 3, 2005, 12:00 AM

Visits drop at five shopping web sites in April

Five of the top 10 shopping destinations experienced a drop in traffic in April, led by the Shopping.com network, with an 8% drop to 14.6 million site visits from 15.8 million a year earlier, according to Nielsen/NetRatings.

Five of the top 10 shopping and travel destinations saw a drop in traffic in April, led by the Shopping.com network, with an 8 % drop to 14.6 million site visits from 15.8 million a year earlier, according to Nielsen/NetRatings.

Amazon saw the second highest loss, with a 7% decline to 31.4 million site visits from 33.9 million in April 2004. Expedia experienced a 5% decline to 16.2 million from 17 million, followed by Travelocity, down 4% to 11.7 million from 12.2 million, and Orbitz, down 3% to 11.6 million from 11.9 million.

Overstock.com experienced the largest increase, with visits rising 70% to 11.4 million from 6.7 million a year earlier. However, it ranked last in terms of site visits. Other sites experiencing an increase were Dell, up 35% to 16.2 million visits from 12 million; Target, up 31% to 13.1 million visits from 10 million; and Wal-Mart Stores, up 18% to 13 million from 11 million. EBay showed no growth.

In terms of site visits, eBay led with 49 million site visits, followed by Amazon, Expedia, Dell, the Shopping.com Network, Target, Wal-Mart Stores, Travelocity, Orbitz and Overstock.com.

The shopping site with the longest time per visit was eBay, with 1 hour, 59 minutes, 59 seconds; followed by Amazon, 19 minutes, 22 seconds; Dell, 18 minutes, 23 seconds; Travelocity, 15 minutes, 31 seconds; Expedia, 13 minutes, 41 seconds; Orbitz, 12 minutes, 13 seconds; Overstock.com, 10 minutes, 52 seconds; Wal-Mart Stores, 10 minutes, 14 seconds; Target, 9 minutes, 29 seconds; and Shopping.com Network, 3 minutes, 16 seconds.

Also in April, The New York Times Co. had the most online ad impressions in the consumer goods industry, according to Nielsen’s AdRelevance report. The leading segments in the report and their number of impressions:

The New York Times Co., 409,526,000
PepsiCo Inc., 290,255,000
24/7 Media LLC, 147,271,000
EMTA Corp., 128,677,000
Hunter Douglas, 123,817,000
Nike Inc., 117,951,000
IncreaseYourHealth.com, 101,886,000
The Procter & Gamble Co., 98,882,000
The Estee Lauder Cos. Inc., 97,066,000
Davis Instruments Corp., 88,271,000

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