April 10, 2009, 12:00 AM

Home shopping network draws shoppers from both TV and web

The Home Shopping Network may have its roots in selling through television sets, but it’s doing quite well in attracting shoppers to its e-commerce site as well. HSN.com posted a 10% increase in unique visitors over March of last year.

Katie Evans

Managing Editor, International Research

The Home Shopping Network may have its roots in selling through television sets, but it’s doing quite well in attracting shoppers to its e-commerce site as well. HSN.com posted a 10% increase in unique visitors over March of last year. The site also ranked first in time spent among home and garden e-retailers, averaging 22 minutes.

The top home and garden retail web sites in March, with unique visitors in millions this year and last and the percentage change were:

  • The Home Depot, 10.16, 10.62, -4%
  • Lowe’s, 9.24, 8.10, 14%
  • eBay Home, 4.99, 10.81, -54%
  • Home Shopping Network, 4.00, 3.68, 10%
  • IKEA, 2.88, 2.89, 0%
  • Pottery Barn, 2.16, 2.23, -3%
  • Jo-Ann.com, 2.14, 1.90, 13%
  • eBay Crafts, 1.60, 3.63, -55%
  • Hobbylobby.com. 1.41, 1.15, 23%
Unique visitors count only once each shopper who came to a site, no matter how many times the shopper visited. This is a custom list compiled by Internet Retailer of the top online shopping destinations based on Nielsen Online data. Rankings may contain multiple web sites from the same retailer or manufacturer.

By length of visit, the top 10 online home and garden shopping destinations in March (minutes:seconds), according to Nielsen Online, were:

  • Home Shopping Network, 22:15
  • Lakeside.com, 20:36
  • LTD Commodities, 18:57
  • Home Decorators Collection, 14:42
  • IKEA, 12:17
  • Lionbrand.com, 11:27
  • The Home Depot, 10:43
  • eBay Home, 10:37
  • eBay Crafts, 10:31
  • Harborfreight.com, 10:10

The top 10 online home and garden advertisers by brand in March, with impressions in thousands and share of impressions, according to Nielsen Online, were:

  • The Clorox Company, 171.59
  • Whirlpool Corp., The Hoover Corp. 43.13
  • The Procter & Gamble Company Cascade, 31.87
  • The Procter & Gamble Company Cheer, 26.65
  • Sears Holdings Corporation Sears, 25.06
  • Minnesota Mining & Manufacturing Company 3M, 21.87
  • S.C. Johnson & Son, Inc. Pledge, 19.74
  • The Procter & Gamble Company Tide, 18.08
  • Unilever Snuggle, 17.78
  • MTD Products Inc Troy-Bilt, 17.65

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