Service Magic posted the largest increase in traffic among the top 10 online home and garden sites in June, with visits rising 158% to 3.1 million from 1.2 million a year earlier, according to Nielsen/NetRatings.
IKEA had the second largest gain, with visits increasing 35% to 2.3 million from 1.7 million in June 2005; followed by Lowe’s, up 28% to 8.8 million from 6.9 million; Linens ’n Things, up 25% to 2 million from 1.6 million; eBay Home, up 15% to 12 million from 10.4 million; The Home Depot, up 14% to 10.8 million from 9.5 million; HGTV-Home & Garden Television, up 10% to 5.3 million from 4.8 million; and eBay Crafts, up 3% to 3.4 million from 3.3 million.
Two sites experienced decreases in traffic: DIY Network, where visits decreased 18% to 2.7 million from 3.3 million, and Home Shopping Network, where visits dropped 9% to 3.1 million from 3.4 million.
EBay Home recorded the most traffic of the top 10 home and garden sites in June, followed by The Home Depot, Lowe’s, HGTV, eBay Crafts, ServiceMagic, Home Shopping Network, DIY Network, IKEA and Linens ’n Things.
In terms of time per visit, Home Shopping Network led with 24 minutes, 51 seconds; followed by ltdcommodities.com, 22 minutes, 21 seconds; Collections Etc., 21 minutes, 9 seconds; GE Appliances, 14 minutes, 50 seconds; Lakeside.com, 14 minutes, 24 seconds; Behr, 14 minutes, 3 seconds; decoratetoday.com, 13 minutes, 57 seconds; BrylaneHome, 12 minutes, 53 seconds; Harborfreight.com, 12 minutes, 13 seconds; and deere.com, 11 minutes, 51 seconds.
Also in June, The Clorox Co.`s Clorox brand had the most online ad impressions in the consumer goods home and garden industry, according to Nielsen’s AdRelevance report. The leading segments and their number of impressions (in millions) are:
The Clorox Co. Clorox, 32.6
Georgia-Pacific Corp. Dixie, 26.3
Sears, Roebuck and Co. Craftsman, 21.9
Bayer CropScience Folicur, 18.0
The Procter & Gamble Co. PUR, 15.6
Minnesota Mining & Manufacturing Co. 3M, 10.4
Simmons Bedding Co. Beautyrest, 10.2
American Standard Cos. Inc. American Standard, 9.7
Masco Corp. KraftMaid Cabinetry Inc., 8.5
The Gillette Co. Braun, 7.1
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