An increase in visits at 8 of the top 10 home and garden sites in December
Visits to eight of the top 10 home and garden sites increased by double digits in December, according to Nielsen/NetRatings. Joann.com led the group, with visits increasing 64% to 1.8 million from 1.1 million in December 2004.
DIY Network experienced the second largest increase, with visits rising 43% to 2 million from 1.4 million a year earlier, followed by The Home Depot, up 40% to 10.2 million from 7.3 million; Lowe’s, up 39% to 7.5 million from 5.4 million; HGTV-Home and Garden Television, up 14% to 4.1 million from 3.6 million; eBay Home, up 13% to 12.8 million from 11.3 million; Home Shopping Network, up 13% to 4.5 million from 4 million; and eBay Crafts, up 12% to 3.8 million from 3.4 million.
Two of the top 10 home and garden sites experienced a drop in visits: Pottery Barn, with a 29% decline in visits to 2 million from 2.8 million, and Linens ‘n Things, with a 10% decline to 2.6 million from 2.9 million.
EBay Home recorded the most traffic, followed by The Home Depot, Lowe’s, Home Shopping Network, HGTV, eBay Crafts, Linens ‘n Things, Pottery Barn, DIY Network, and joann.com.
In the top 10 home and garden sites ranked by time per visit, Home Shopping Network led with 24 minutes, 59 seconds; followed by ltdcommodities.com, 23 minutes, 32 seconds; Collections Etc., 19 minutes, 47 seconds; Lakeside.com, 16 minutes, 33 seconds; Harborfreight.com, 12 minutes, 54 seconds; BrylaneHome, 12 minutes, 21 seconds; HGTV, 9 minutes, 36 seconds; Lowe’s, 9 minutes, 17 seconds; replacements.com, 9 minutes, 17 seconds; and eBay Home, 9 minutes, 13 seconds.
Also in December, the The Clorox Company Clorox had the most online ad impressions in the consumer goods home and garden segment, according to Nielsen’s AdRelevance Report. The leading brands in the report and their number of impressions (in millions) are:
The Clorox Co., Clorox, 53.8
E. I. du Pont de Nemours and Co., Teflon, 19.0
Whirlpool Corp., KitchenAid, 18.1
E. I. du Pont de Nemours and Co., Stainmaster, 17.7
Altria Group Inc., Tassimo, 13.1
Royal Philips Electronics, Norelco, 9.9
Sears, Roebuck and Co., Craftsman, 9.0
The Clorox Co., Formula 409, 7.9
Whirlpool Corp., Whirlpool, 7.1
Unilever, ALL, 5.1
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