December 21, 2005, 12:00 AM

Amazon.com is the most popular site with holiday shoppers

Amazon, Best Buy, Wal-mart, eBay and Target were among the web sites most often visited by consumers during the holiday shopping season, according to a Majestic Research Holiday Shopping Survey released yesterday.

Amazon, Best Buy, Wal-mart, eBay and Target were among the web sites most often visited by consumers during the holiday shopping season, according to Majestic Research Corp.’s Holiday Shopping Survey released yesterday.

More than 50% of the 300 consumers surveyed by Majestic reported visiting Amazon.com, regardless of whether they made a purchase. More than 45% said they had visited eBay, Wal-Mart and Best Buy.

85% of visitors to Amazon and eBay said they went directly to the sites, while 82% of visitors to Victoria’s Secret and Target said they went directly to those sites, according to Majestic.

More than 50% of visitors to eBay and Amazon said they had completed at least one transaction since the beginning of the holiday season, compared to the average 22% among all web sites included, according to the survey. Among those responding to the survey, only 10% of eBay’s and 17% of Amazon’s customers were first-time buyers.

The survey also found that shoppers who were aware of shipping discounts on a site were more likely to make purchases at the site. While 54% of Amazon.com visitors made holiday purchases at the site, 70% of visitors who were aware of shipping discounts completed at least one purchase. At Overstock.com, the proportion of visitors making purchases rose to 41% from 23% among those who were aware of shipping discounts, Majestic said.

Shipping promotions on Amazon.com were the most commonly noticed, with 63% of visitors saying they were aware of shipping promotions on the site. 47% of Overstock visitors indicated they were aware of shipping discounts-which were as low $1-at the site.

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