eBay tops shopping sites in visitors; travel sites get the richest users

EBay.com was the top shopping/travel online destination based on unique visitors for the week ending May 30, Nielsen/NetRatings reports. EBay hosted 15.8 million unique visitors that week, more than twice No. 2 Amazon.com, which hosted 6.5 million. Next were Expedia.com at 3 million and Yahoo Shopping at 2.7 million. Rounding out the Top 10 were Shopping.com at 2.6 million; Orbitz.com, 2.25 million; Dell.com, 2.22 million; WalMart.com, 2.2 million; Travelocity, 2 million; and Target.com, 1.9 million.

EBay also held visitors the longest by far, with the average stay 45 minutes and 32 seconds. Second longest was Amazon at 9 minutes 54 seconds. No. 3 was Expedia.com at 8 minutes, 48 seconds.

Dell.com attracted the largest portion of male users, with 62% of Dell traffic being men. Target.com had the highest proportion of female users at 67.4%. The male/female mix at the other Top 10 sites was:
eBay, 55/45
Amazon, 51/49
Expedia, 48/52
Yahoo Shopping, 55/45
Orbitz.com, 52/48
WalMart.com, 46/54
Travelocity, 48/52.

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The travel sites had the highest proportion of high-income consumers, Nielsen/NetRatings’ figures show. 28% of visitors to Expedia.com had incomes of $100,000 or more; 27% of Travelocity.com’s visitors fell in that range; as did 26% of Orbitz.com’s.

Among retailers, the highest income was at Dell.com, where 24% of visitors had incomes over $100,000. WalMart.com had the lowest proportion of high-income consumers at 16% of visitors.

WalMart.com had the highest proportion of consumers making under $50,000 a year, at 31.68%, with eBay having the second highest at 30.46%. Not surprisingly, the travel sites had the lowest proportion of such consumers at 22.5% for Expedia, 22.6% for Travelocity and 23.2% for Orbitz.

The sites experienced very little variation in middle-income consumers, with the proportions ranging from 45.7% at Amazon.com to 49.8% at WalMart.com.

Nielsen/NetRatings also reported the top 10 consumer goods advertisers and the number of online impressions for the week ending May 30: The Gillette Co., 75,603 Nestle USA Inc., 71,601 General Electric Co., 64,939 PepsiCo Inc., 48,340 Avon Products Inc., 37,711 Limited Brands Inc., 24,003 Kellogg Co., 22,152 IncreaseYourHealth.com, 20,893 Nike Inc., 18,730 Coach Inc., 16,431