April 6, 2007, 12:00 AM

Home Depot’s traffic grows 10% year-over-year in February

The Home Depot may be re-thinking its direct-to-customer, but its web site experienced significant year-over-year traffic growth in February, according to Nielsen/NetRatings’ rankings of home and garden retail sites.

The Home Depot may be re-thinking its direct-to-customer, but its web site experienced significant year-over-year traffic growth in February, according to Nielsen/NetRatings’ rankings of home and garden retail sites. Unique visitors to HomeDepot.com grew 10% in February over February a year earlier, to 9.2 million from 8.3 million, enough to rank the site No. 2 among Home & Garden sites, behind only eBay Home, Nielsen/NetRatings says.

The Top 10 home and garden sites in February with unique visitors, which count only once each shopper who came to a site, no matter how many times that shopper visited, this year and last year (in millions) and year-over-year growth were:

  • eBay Home, 11.69, 11.47, 2%
  • The Home Depot, 9.22, 8.37, 10%
  • HGTV - Home & Garden Television, 6.95, 7.47, -7%
  • Lowe`s, 6.13, 5.83, 5%
  • eBay Crafts, 3.79, 3.73, 2%
  • DIY Network, 3.45, 2.52, 37%
  • Home Shopping Network, 3.42, 3.36, 2%
  • ServiceMagic, 2.90, 1.13, 156%
  • iVillage GardenWeb, 1.80, .93, 93%
  • Pottery Barn, 1.76, 1.70, 4%

The average site in the Home & Garden category hosted visitors for 25 minutes in February. The Top 10 in terms of length of visit, with unique visitors in millions, were:

  • Home Shopping Network, 19:40, 3.42
  • LTD Commodities, 17:50, .82
  • Northern Tool + Equipment, 17:38, 1.09
  • HGTV - Home & Garden Television, 16:39, 6.95
  • Collections Etc., 15:17, 1.37
  • Lakeside.com, 13:33, .46
  • BrylaneHome, 11:49, .76
  • GE Appliances, 11:11, .64
  • Harborfreight.com, 11:02, 1.04
  • Lowe`s, 10:20, 6.13

The Top 10 consumer goods home and garden advertisers in terms of online ad impressions (in millions), in February, according to Nielsen/NetRatings, were:

  • The Clorox Co., Clorox, 66,304
  • Minnesota Mining & Manufacturing Co., Post-It, 24,274
  • The Clorox Co., Glad, 13,034
  • The Procter & Gamble Co., Mr. Clean, 9,923
  • Unilever, ALL, 9,061
  • Deere & Co., John Deere, 7,231
  • The Procter & Gamble Co., Charmin, 6,045
  • Simmons Bedding Co., Beautyrest, 5,262
  • S.C. Johnson & Son Inc., Ziploc, 4,827
  • The Procter & Gamble Co., Febreze, 4,297

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