Online shoppers are spending more time on retail web sites maintained by Top 500 consumer brand manufacturers, says web measurement firm Hitwise.
In 2008, the collective average of the time spent on a consumer brand manufacturing site grew by 17.5% to 7 minutes and 55 seconds from 6 minutes and 44 seconds in 2007. In comparison, the average time spent on a top 500 chain retailer site grew this year to 9 minutes and 14 seconds from 8 minutes and 37 seconds in the prior year.
The average session length for the next two Top 500 merchant categories–catalog/call center and web-only retail sites–each also grew. In 2008, visitors spent an average of 9 minutes and 35 seconds vs. 9 minutes and 6 seconds in 2007. In comparison, visitors spent an average of 8 minutes and 25 seconds on a web-only retailer’s site this year, compared with 8 minutes and 1 second in the previous year, says Hitwise.
Shoppers also stuck around longer at 13 of the 15 largest e-commerce sites in August 2008 than they did a year earlier, Hitwise says.
Dell.com saw the biggest change among the top 15, gaining 1 minute and 35 seconds as shoppers and visitors grew from an average visit time of 10 minutes and 49 seconds in August 2007 to 12 minutes and 24 seconds in August 2008.
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