September 16, 2005, 12:00 AM

8 of top 10 shopping sites get double-digit traffic increases in August

Traffic at eight of the top 10 online shopping sites increased by double digits in August, Nielsen/NetRatings reports. Overstock.com experienced the largest increase.

Kurt Peters

Executive Editor

Traffic at eight of the top 10 online shopping sites increased by double digits in August over August last year, according to Nielsen/NetRatings. Overstock.com experienced the largest increase, with visits climbing 65% to 13.2 million from 8 million in August 2004.

Target posted the second-largest increase, with visits rising 43% to 15.9 million from 11.1 million a year earlier; followed by Wal-Mart Stores, up 36% to 16.2 million from 11.9 million; Dell, up 25% to 16.8 million from 13.4 million; Amazon, up 21% to 37.6 million from 31.1 million; eBay, up 14% to 55.2 million from 48.6 million; and Expedia, up 11% to 17.7 million from 15.9 million.

Among the top 10, Yahoo Shopping experienced the largest decrease, with visits dropping 28% to 11.9 million from 16.5 million; followed by Orbitz, down 6% to 11.8 million from 12.5 million, and the Shopping.com network, down 2% to 15.6 million from 15.9 million.

Among the top 10, eBay recorded the longest time per visit, 2 hours, 5 minutes, 5 seconds; followed by Amazon, 22 minutes, 30 seconds; Dell, 19 minutes, 34 seconds; Orbitz, 13 minutes, 27 seconds; Overstock.com, 12 minutes, 33 seconds; Expedia, 12 minutes, 18 seconds; Wal-Mart Stores, 12 minutes; Target, 9 minutes, 31 seconds; the Shopping.com network, 3 minutes, 11 seconds; and Yahoo Shopping, 2 minutes, 58 seconds.

Also in August, The New York Times had the most online ad impressions in the consumer goods industry, according to Nielsen’s AdRelevance report. The leading companies and their number of impressions (in millions) are:

The New York Times Co., 475.0
The Coca-Cola Co., 426.7
Hydroderm Beverly Hills, 313.2
PepsiCo Inc., 274.2
Busted Tees, 134.6
Nestle USA Inc., 105.5
Endless Pools Inc., 104.6
The Procter & Gamble Co., 103.5
Hartmann Inc., 94.7
adidas-Salomon AG, 92.3

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