Traffic up 20% or more at 8 of 10 leading home-and-garden sites, study says
Although eBay dominates in total October visits among the 10 leading home-and-garden sites measured by unique audience, BobVila.com shows the sharpest growth at 104%.
EBay Home leads the field with 9.9 million unique visitors in October, up 20% from a year ago. EBay Crafts reported another 3.65 million visitors, though it showed the lowest growth at 8%.
The Home Depot ranked second in number of unique visitors at 6.43 million, up 28%, followed by Lowe’s, 4.76 million, up 24%; HGTV – Home & Garden Television, 3.49 million, up 44%; eBay Crafts; Home Shopping Network, 3.33 million, up 10%; DIY Network, 2.33 million, up 26%; Linens ‘n Things, 1.22 million, up 55%; BobVila.com, 1.73 million; Joann.com, 1.02 million, up 50%.
Home Shopping Network led home-and-garden sites in average time per visitor, at 27 minutes, 15 seconds, followed by Collections Etc., 22 minutes, 50 seconds; DecorateToday.com, 18 minutes, 43 seconds; LtdCommodities, 18 minutes, 7 seconds; Lakeside.com, 17 minutes, 40 seconds; Harborfreight.com, 14 minutes, 30 seconds; Brylane Home, 13 minutes, 33 seconds; Pottery Barn Kids, 13 minutes, 1 second; Lionbrand.com, 12 minutes, 53 seconds; eBay Home, 12 minutes, 41 seconds.
Also in October, Clorox led all consumer goods home and garden advertisers in the number of online ad impressions, according to Nielsen’s AdRelevance report. The top 10 brands and their number of online ad impressions (in millions):
The Clorox Co., Clorox, 64.84
Sears, Roebuck and Co., Craftsman, 32.38
Whirlpool Corp., KitchenAid, 18.27
The Clorox Co., Formula 409, 13.32
Unilever, ALL, 13.07
Nestle USA Inc., Nespresso, 12.03
Altria Group Inc., Tassimo, 11.45
Georgia-Pacific Corp., Dixie, 7.45
Lennox International, Lennox, 7.45
Unilever, Snuggle, 7.4
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