May visits grow at 7 of top 10 home and garden sites
In spring consumers’ thoughts turn to home and garden. Visits to seven of the top 10 home and garden sites increased in May, led by ServiceMagic, where visits increased 136% to 2.6 million from 1.1 million a year earlier, according to Nielsen/NetRatings.
HGTV-Home & Garden Television experienced the second largest increase, with visits rising 53% to 5.8 million from 3.8 million a year earlier; followed by IKEA, up 40% to 2.1 million from 1.5 million; The Home Depot, up 26% to 11.3 million from 9 million; Lowe’s, up 18% to 8.4 million from 7.1 million; eBay Home, up 16% to 12.4 million from 10.7 million; and GardenWeb, up 6% to 1.8 million from 1.7 million.
Three sites experienced drops in traffic: eBay Crafts, down 3% to 3.4 million from 3.5 million; Home Shopping Network, down 3% to 3 million from 3.1 million; and DIY Network, down 2% to 2.7 million from 2.75 million.
The top site in number of visits was eBay Home, followed by The Home Depot, Lowe’s, HGTV, eBay Crafts, Home Shopping Network, DIY Network, ServiceMagic, IKEA and GardenWeb.
In the top 10 home and garden sites ranked by time per visit were Home Shopping Network, 28 minutes, 52 seconds; ltdcommodities.com, 18 minutes, 46 seconds; Collections Etc., 14 minutes, 30 seconds; Brylane Home, 14 minutes, 9 seconds; Harborfreight.com, 12 minutes, 6 seconds; eBay Home, 10 minutes, 20 seconds; HGTV, 10 minutes, 13 seconds; Horchow.com, 9 minutes, 44 seconds; deere.com, 9 minutes, 37 seconds; and Lowe’s, 8 minutes, 56 seconds.
Also in May, The Clorox Co.’s Clorox brand had the most online ad impressions among the top 10 consumer home and garden brands, according to Nielsen’s AdRelevance Report. The leading brands in the report and their number of impressions (in millions) are:
The Clorox Co., Clorox, 296.7
Sears, Roebuck and Co., Craftsman, 28.3
Altria Group Inc., Tassimo, 25.4
Orange Glo International, Oxi Clean, 17.7
E. I. du Pont de Nemours and Co., Corian, 17.6
Bayer CropScience, Folicur, 11.5
The Gillette Co., Braun, 10.8
Georgia-Pacific Corp., DensArmor, 9.5
Simmons Bedding Co., Beautyrest, 9.1
Minnesota Mining & Manufacturing Co., 3M, 9.1
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