December 6, 2007, 12:00 AM

Overstock.com shows biggest growth in online “buzz,” says Nielsen Online

Based on an analysis of 60 million blogs, Nielsen Online finds that Overstock.com had the biggest increase in “buzz” among major online retailers. Nielsen also finds parents chatting online about gifts for kids are concerned about cost and safety.

Don Davis

Editor in Chief

 

Based on an analysis of about 60 million blogs, Nielsen Online finds that Overstock.com had the biggest increase in “buzz,” as measured by mentions and links to the retailer’s site. In a separate analysis of social media sites, Nielsen finds parents chatting online are mainly concerned about the cost and safety of holiday gifts for their kids.

The survey of 120 online forums geared to parents found 20% of discussions related to children’s holiday wish lists had to do with cost, with many parents vowing not to over-spend on gifts. Another 10% mentioned toy recalls. Toys ‘R’ Us was cited in a number of discussions as a helpful source for determining where to find safe toys. And 60% of the exchanges mentioned specific products, with Nintendo’s Wii and DS game consoles getting the most mentions.

“In 2007 parents are operating within tight budgets-as always, they want to adhere to their children’s wish lists, but they’re sensitive to toy recalls and hoping to curb spending,” says Kate Niederhoffer, director of research methodology at Nielsen Online.

In the index of “buzz” about online retailers, Overstock.com showed a 112% increase over last year, followed by Dell 84%, Macy’s 83%, Barnes & Noble 63%, Ticketmaster 51%, Kohl’s 50%, Circuit City 49%, Lowe`s 41%, Toys ‘R’ Us 39% and Wal-Mart Stores 39%.

 

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