December 7, 2007, 12:00 AM

Home & garden sites have rocky October, Nielsen Online reports

Home & garden online retailers had a rocky time in October, with six of the top 10 experiencing a decline in traffic, Nielsen Online reports.

Don Davis

Editor in Chief

 

Home & garden online retailers had a rocky time in October, with six of the top 10 experiencing a decline in traffic, Nielsen Online reports. EBay Home continued to hold the top spot in spite of a 12% decline in unique visitors to 11.34 million. No. 2 Home Depot experienced 10% growth in unique visitors to 10.28 million.

The top 10 home & garden retail web sites, with unique visitors this October and last October in millions and percent change from year earlier, according to Nielsen Online, were:

  • eBay Home, 11.34, 12.93, -12%
  • The Home Depot, 10.28, 9.32, 10%
  • Lowe`s, 8.35, 6.95, 20%
  • Home Shopping Network, 3.48, 3.89, -11%
  • eBay Crafts, 3.39, 4,62, -27%
  • IKEA, 1.95, 2.06, -5%
  • Pottery Barn, 1,78, 1.52, 17%
  • Linens `n Things, 1.59, 1.74, -9%
  • Jo-Ann.com, 1.57, 2,02, -22%
  • Lamps Plus, 1.42, 0.68, 107%

(Unique visitors count only once each shopper who came to a site, no matter how many times that shopper visited.)

 

This is a custom list compiled by Internet Retailer of the top 10 e-commerce sites in this category based on Nielsen Online data.

By time spent per visitor in the month, Lakeside.com led with 23 minutes, 52 seconds. The top 10 in October by time spent (minutes:seconds), with unique visitors in millions, according to Nielsen Online, were:

  • Lakeside.com, 23:52, 0.95,
  • Home Shopping Network, 21:43, 3.48,
  • BrylaneHome, 20:18, 0.68,
  • Collections Etc., 18:22, 0.97,
  • Lionbrand.com, 13:33, 0.70,
  • IKEA, 12:05, 1.95,
  • Harborfreight.com, 11:26, 0.94,
  • Jo-Ann.com, 11:23, 1.57,
  • eBay Home, 11:10, 11.34,
  • eBay Crafts, 10:41, 3.39,

The top 10 consumer goods, home and garden advertisers in October by online ad impressions (in millions), according to Nielsen Online’s AdRelevance Index, were:

  • Sears Holdings Corp., Hard Goods, 84.50
  • The Clorox Co., Clorox, 38.53
  • Sears Holdings Corp, Sears, 29.16
  • Unilever, ALL, 22.14
  • S.C. Johnson & Son Inc., Pledge, 17.49
  • Altria Group Inc., Tassimo, 16,88
  • The Procter & Gamble Co., Cheer, 16,10
  • Georgia-Pacific Corp., Dixie, 13.75
  • American Standard Cos. Inc., Trane, 10.48
  • The Procter & Gamble Co., Pure Essentials, 9.97

 

 

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