Visits increase by double digits at 9 of the top 10 shopping sites

Nine of the top 10 online shopping sites experienced double-digit increases in visits in November, according to Nielsen/NetRatings. Shopzilla.com Network led the group, with visits increasing 48% to 19.8 million from 13.4 million a year earlier.

Wal-Mart Stores experienced the second largest increase, with site visits rising 47% to 27.7 million from 18.8 million; followed by Overstock.com, up 43% to 18.7 million from 13.1 million; Target, up 39% to 23 million from 16.5 million; BestBuy.com, up 30% to 17.2 million from 13.2 million; Shopping.com Network, up 17% to 20.4 million from 17.5 million; Dell, up 17% to 17.5 million from 15 million; Amazon.com, up 16% to 42.5 million from 36.7 million; and eBay, up 10% to 56.3 million from 51.1 million.

Expedia.com experienced a 6% decrease to 13.3 million from 14.2 million.

EBay recorded the most traffic in November, followed by Amazon, Wal-Mart Stores, Target, Shopping.com Network, Shopzilla.com Network, Overstock.com, Dell, BestBuy.com and Expedia.

Among the top 10 sites, eBay.com had the longest average visit at 1 hour, 59 minutes, 48 seconds; followed by Amazon.com, 27 minutes, 17 seconds; Dell, 19 minutes, 25 seconds; Wal-Mart stores, 13 minutes, 14 seconds; Overstock.com, 12 minutes, 30 seconds; Expedia.com, 11 minutes, 34 seconds; BestBuy.com, 10 minutes, 25 seconds; Target, 10 minutes, 24 seconds; Shopzilla.com Network, 3 minutes, 45 seconds; and Shopping.com Network, 3 minutes, 30 seconds.

Also in November, General Mills Inc. had the most online ad impressions among the top 10 consumer goods advertisers, according to Nielsen’s AdRelevance Report. The leading companies in the report and their number of impressions (in millions)were:

General Mills, Inc. 1,115.5
Limited Brands, Inc. 354.2
Hydroderm Beverly Hills 215.7
L.L. Bean, Inc. 155.8
Altria Group Inc. 127.7
Hasbro, Inc. 119.6
The New York Times Company 106.5
PepsiCo, Inc. 102.5
Spiegel, Inc. 93.8
BP p.l.c. 92.2