Visits to 7 of the top 10 online shopping sites increased by double digits in October, according to Nielsen/NetRatings. Target led the group, with visits increasing 63% to 17.6 million from 10.8 million a year earlier.
The Shopzilla.com network experienced the second largest increase, with visits rising 56% to 17.5 million from 11.2 million in October 2004; followed by Overstock.com, up 38% to 14.1 million from 10.2 million; Dell, up 27% to 16.7 million from 13.2 million; Wal-Mart Stores, up 26% to 16.2 million from 12.9 million; Amazon, up 19% to 39 million from 32.7 million; the Shopping.com network, up 13% to 16.8 million from 14.8 million, and eBay, up 9% to 53.2 million from 48.6 million.
Visits dropped at two sites: Yahoo Shopping, where visits fell 36% to 11.2 million from 17.5 million, and Expedia, where visits decreased 3% to 15 million from 15.5 million.
EBay recorded the most traffic in October, followed by Amazon, Target, the Shopzilla.com network, the Shopping.com network, Dell, Wal-Mart Stores, Expedia, Overstock.com and Yahoo Shopping.
Among the top 10, eBay had the longest time per visit, 2 hours, 7 minutes, 19 seconds; followed by Amazon, 23 minutes, 40 seconds; Dell, 17 minutes, 20 seconds; Wal-Mart Stores, 13 minutes, 51 seconds; Expedia, 12 minutes, 15 seconds; Overstock.com, 12 minutes, 2 seconds; Target, 9 minutes, 47 seconds; the Shopzilla.com network, 3 minutes, 16 seconds; the Shopping.com network, 2 minutes, 50 seconds; and Yahoo Shopping, 2 minutes, 37 seconds.
Also in October, General Mills Inc. had the most online ad impressions in the consumer goods industry, according to Nielsen’s AdRelevance report. The leading brands in the report and their number of impressions (in millions):
General Mills, Inc. 595.8
Nestle USA, Inc. 281.0
The Procter & Gamble Company 245.0
Hydroderm Beverly Hills 233.5
Limited Brands, Inc. 158.1
Busted Tees 122.6
L.L. Bean, Inc. 111.5
Unilever 109.9
Rodan & Fields 97.0
Altria Group Inc. 94.6
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