August 24, 2007, 12:00 AM

eBay holds onto top spot among home & garden shopping sites

Unique visitors to eBay’s Home & Garden department slipped in July from July 2006, but not enough to knock eBay out of the top spot among online home & garden shopping destinations, Nielsen/NetRatings reports.

Unique visitors to eBay’s Home & Garden department slipped in July from July a year earlier, but not enough to knock eBay out of the top spot among online home & garden shopping destinations, Nielsen/NetRatings reports. eBay Home led the home & garden category in July with 11.6 million unique visitors, down 3% from a year ago. No. 2 Home Depot hosted 11.2 million, up 2% from a year earlier.

The top 10 home & garden shopping sites, with unique July visitors this year and last (in millions) and year-to-year growth, according to Nielsen/NetRatings, were:

  • eBay Home, 11.64, 11.94, -3%
  • The Home Depot, 11.23, 11.03, 2%
  • Lowe`s, 8.87, 7.65, 16%
  • Home Shopping Network, 3.880 2.95, 31%
  • HGTV - Home & Garden Television, 3.77, 5.01, -25%
  • eBay Crafts, 3.64, 3.65, 0%
  • ServiceMagic, 3.17, 3,07, 3%
  • IKEA, 2.69, 2.05, 31%
  • iVillage GardenWeb, 2.23, 1.73, 29%
  • DIY Network, 2.21, 2.39, -8%
(Unique visitors count only once each shopper who came to a site, no matter how many times that shopper visited.)

In the homer & garden category, the average visitor spent 24 minutes, 26 on a site in the month. The top 10 in July by time spent (minutes:seconds) with unique visitors (in millions) were:

    Collections Etc., 23:01, 0.78 LTD Commodities, 20:58, 0.92 Whirlpool, 17:53, 0.70 Lakeside.com, 17:08, 0.77 BrylaneHome, 15:22, 1.07 Home Shopping Network, 14:29, 3.88 Joann.com, 12:39, 1.46 eBay Crafts, 11:43, 3.64 The Container Store, 11:27, 0.74 eBay Home, 11:24, 11.64

    Nielsen/NetRatings’ AdRelevance study reports the top 10 consumer goods home & garden advertisers in terms of online ad impressions (in millions) in July were:

    • The Procter & Gamble Co., Febreze, 22.64
    • Georgia-Pacific Corp., Dixie, 21.27
    • Georgia-Pacific Corp., DensArmor, 20.05
    • Sears Holdings Corp., Sears, 17.24
    • The Procter & Gamble Co., PUR, 13.46
    • The Clorox Co., Glad, 11.75
    • RPM Inc., Rust-Oleum Corp., 9.62
    • American Standard Cos. Inc., American Standard, 8.45
    • Fortune Brands Inc., Moen, 7.54
    • Minnesota Mining & Manufacturing Co., 3M, 7.34

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