Home and garden sites climbed as the holidays approached

Visits to nine of the top 10 home and garden sites increased by double digits in November, led by Joann.com, which experienced a 64% increase to 2.3 million from 1.4 million in November 2004, according to Nielsen/NetRatings.

The Home Depot experienced the second largest increase, with site visits rising 44% to 10.2 million from 7.1 million; followed by HGTV-Home & Garden Television, up 28% to 4.6 million from 3.6 million; Home Shopping Network, up 25% to 4 million from 3.2 million; Linens ‘n Things, up 25% to 2.5 million from 2 million; eBay Crafts, up 23% to 4.8 million from 3.9 million; Lowe’s, up 21% to 6.4 million from 5.3 million; DIY Network, up 19% to 2.5 million from 2.1 million; and eBay Home, up 17% to 12.9 million from 11 million.

Only one site among the top 10—Pottery Barn—experienced a decrease in traffic, with visits dropping 26% to 2 million from 2.7 million.

EBay Home recorded the most visits, followed by The Home Depot, Lowe’s, eBay Crafts, HGTV, Home Shopping Network, DIY Network, Linens ‘n Things, Joann.com, and Pottery Barn.

In the top 10 home and garden sites ranked by time per visit, ltdcommodities.com led with 25 minutes, 1 second; followed by Collections Etc., 24 minutes, 48 seconds; Lakeside.com, 22 minutes 53 seconds; Home Shopping Network, 20 minutes, 31 seconds; BrylaneHome, 13 minutes, 7 seconds; Harborfreight.com, 12 minutes, 9 seconds; Terrysvillage.com, 12 minutes, 5 seconds; GE Appliances, 11 minutes, 46 seconds; Pottery Barn Kids, 10 minutes, 42 seconds; and Whirlpool, 10 minutes, 20 seconds.

Also in November, The Clorox Company’s 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):
The Clorox Co., Clorox, 37.5
Sears, Roebuck and Co., Craftsman, 25.7
Royal Philips Electronics, Norelco, 18.6
Whirlpool Corp., KitchenAid, 17.5
E. I. du Pont de Nemours and Co., Teflon, 16.9
Altria Group Inc., Tassimo, 16.3
Unilever, ALL, 10.7
The Clorox Co., Formula 409, 9.5
Masco Corp., BEHR Process Corp., 8.1
The Clorox Co., Glad, 7.5