Apple Computer Inc. remains the category leader in attracting unique visitors to its web site, despite a dramatic surge in visits to the Dell Inc. site in the last month, according to Nielsen/NetRatings. Apple and Dell also lead in the amount of time visitors spend on the sites of computer brands.
In the week ending Dec. 12, compared with a month earlier, the number of unique visitors to Apple’s site declined from 4.9 million to 4.6 million. Meanwhile, Dell climbed from 2.7 million unique visitors in November to 4.1 million in the most recent period.
Hewlett Packard Co. held down third place in both reports, moving from 2 million unique visitors in the earlier study to 2.1 million in the most recent research. Rounding out the rankings were eMachines with 458,000; Gateway, 447,000; Nintendo, 314,000; Playstation, 303,000; Sun Microsystems, 294,000; and Xbox, 292,000.
Besides leading in number of unique visitors, Apple and Dell placed first and second in the amount of time visitors spend on their sites. Apple visitors stayed for an average of 18 minutes, 47 seconds, while Dell visitors averaged 11 minutes, 53 seconds. The length of time visitors devoted to other sites was 9 minutes, 14 seconds at Playstation; followed by Hewlett Packard, 6 minutes, 58 seconds; Nintendo, 6 minutes, 42 seconds; Gateway, 6 minutes, 10 seconds; Xbox, 5 minutes, 57 seconds; Sun Microsystems, 3 minutes, 32 seconds; and eMachines, 2 minutes.
When it came to visiting the web pages of computer brands, men led women during the week ending Dec. 12, by 55.2% to 44.8%. Some 46.07% of visitors were 45 years old or more.
In Nielsen’s AdRelevance Index for the week ending Dec. 12, the category of Books, Movies and Music again headed the list. The leaders and their number of ad impressions (in millions) were:
Books, Movies and Music, 577.2
Electronics, 417.2
Auctions, 412.0
Miscellaneous Services, 272.3
Apparel and Jewelry, 255.0
Personal Care, 245.7
Home Improvement, 185.3
Flowers and Gifts, 145.3
Office Supply, 86.1
Domestics, 64.1
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