Home Depot’s traffic grows 10% year-over-year in February

The Home Depot may be re-thinking its direct-to-customer, but its web site experienced significant year-over-year traffic growth in February, according to Nielsen/NetRatings’ rankings of home and garden retail sites. Unique visitors to HomeDepot.com grew 10% in February over February a year earlier, to 9.2 million from 8.3 million, enough to rank the site No. 2 among Home & Garden sites, behind only eBay Home, Nielsen/NetRatings says.

The Top 10 home and garden sites in February with unique visitors, which count only once each shopper who came to a site, no matter how many times that shopper visited, this year and last year (in millions) and year-over-year growth were:

• eBay Home, 11.69, 11.47, 2%
• The Home Depot, 9.22, 8.37, 10%
• HGTV - Home & Garden Television, 6.95, 7.47, -7%
• Lowe`s, 6.13, 5.83, 5%
• eBay Crafts, 3.79, 3.73, 2%
• DIY Network, 3.45, 2.52, 37%
• Home Shopping Network, 3.42, 3.36, 2%
• ServiceMagic, 2.90, 1.13, 156%
• iVillage GardenWeb, 1.80, .93, 93%
• Pottery Barn, 1.76, 1.70, 4%

The average site in the Home & Garden category hosted visitors for 25 minutes in February. The Top 10 in terms of length of visit, with unique visitors in millions, were:

• Home Shopping Network, 19:40, 3.42
• LTD Commodities, 17:50, .82
• Northern Tool + Equipment, 17:38, 1.09
• HGTV - Home & Garden Television, 16:39, 6.95
• Collections Etc., 15:17, 1.37
• Lakeside.com, 13:33, .46
• BrylaneHome, 11:49, .76
• GE Appliances, 11:11, .64
• Harborfreight.com, 11:02, 1.04
• Lowe`s, 10:20, 6.13

The Top 10 consumer goods home and garden advertisers in terms of online ad impressions (in millions), in February, according to Nielsen/NetRatings, were:

• The Clorox Co., Clorox, 66,304
• Minnesota Mining & Manufacturing Co., Post-It, 24,274
• The Clorox Co., Glad, 13,034
• The Procter & Gamble Co., Mr. Clean, 9,923
• Unilever, ALL, 9,061
• Deere & Co., John Deere, 7,231
• The Procter & Gamble Co., Charmin, 6,045
• Simmons Bedding Co., Beautyrest, 5,262
• S.C. Johnson & Son Inc., Ziploc, 4,827
• The Procter & Gamble Co., Febreze, 4,297