Home & Garden sites gain in popularity, Nielsen/NetRatings reports
Traffic to Home & Garden web sites grew 20% over the past year, with total unique visitors increasing to 10.5 million for the week ending Sept. 19 from 8.74 million the week ending Oct. 19 a year ago, Nielsen/NetRatings reports. Users spent an average of 10 minutes at Home & Garden sites that week vs. 9.5 minutes a year ago.
Three sites that did not register as a most-visited site last year appeared on the list this year: DIY Network, AllPosters.com and Pottery Barn. The Top 7 sites as ranked by Nielsen/NetRatings and each one’s unique audience for the week ending Sept. 17 were:
eBay Home, 2.27 million
The Home Depot, 1.06 million
HGTV, 993,000
DIY Network, 385,000
AllPosters.com, 369,000
Pottery Barn, 348,000
Shoppers spent the most time at PotteryBarn.com, at 10 minutes and 16 seconds, and the least time at HomeDepot.com, at 4 minutes, 38 seconds.
Far more women than men visited Home & Garden sites, 60% to 40%. 47% of visitors were over 45 years old; 52% have annual household incomes of $25,000 to $75,000. 34% have incomes over $75,000, with 7.5% having incomes over $150,000.
The Top 10 consumer goods Home & Garden advertisers by brand and the number of online impressions (in millions) they received the week ending Sept. 17, according to NetRatings’ AdRelevance survey, were:
Royal Philips Electronics Norelco, 29.9
Sears, Roebuck and Co. Craftsman, 8.8
Unilever ALL, 4.6
Sunbeam Corporation First Alert Inc., 4.6
Fortune Brands, Inc. Moen, 3.2
American Standard Companies Inc. Trane, 2.7
Sherwin-Williams Dutch Boy, 2.3
United Technologies Corporation Bryant, 2.0
The Procter & Gamble Company PUR, 1.9
The Clorox Company Glad, 1.6
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