The eBay Home section of eBay.com led all home-and-garden sites in the number of unique visitors for the week ended May 23 with 2.4 million visitors, more than double that of second-ranked The Home Depot, with 1 million, Nielsen/NetRatings reports.
Lowe’s Companies Inc.’s Lowes.com came in third with 733,000 visitors, followed by HGTV, 433,000; DIY Network, 415,000; Pottery Barn, 409,000; and AOL Home & Real Estate, 385,000.
DIY Network led in the average amount of time per visit, at 8 minutes, 51 seconds, followed by Pottery Barn, 8 minutes, 3 seconds; Lowe’s, 7 minutes, 29 seconds; HGTV, 6 minutes, 57 seconds; The Home Depot, 5 minutes, 50 seconds; eBay Home, 5 minutes, 19 seconds; and AOL Home & Real Estate, 5 minutes, 7 seconds.
Nielsen noted that consumers aged 45+ accounted for the largest number of visitors, at 13.5 million, followed by ages 35-49 at 10 million and ages 55+ at 6.9 million.
In terms of income groups, households with incomes of $50,000-$74,999 accounted for the largest number of visitors at 8.2 million, followed by households with incomes of $25,000-$49,999 at 7.7 million and households with incomes of $75,000-$99,999 at 5.2 million.
Also for the week ended May 23, the Norelco brand of Royal Philips Electronics garnered the largest number of online advertising impressions, with 9.3 million, among consumer goods home-and-garden advertisers, according to Nielsen’s AdRelevance report.
The top 10 manufacturers/brands and their number of impressions as cited by AdRelevance:
-- Royal Philips Electronics/Norelco, 9.3 million
-- Unilver/ALL, 5 million
-- Whirlpool Corp./KitchenAid, 3.9 million
-- Unilever/Wisk, 2.3 million
-- The Proctor & Gamble Co./Febreze, 2 million
-- The Clorox Co./Clorox, 1.8 million
-- The Scotts Co./Miracle-Gro, 1.3 million
-- Sherwin-Williams/Martha Stewart Signature, 1.2 million
-- Sherwin-Williams/Dutch Boy, 1.1 million
-- Tupperware Corp./Tupperware, 1 million.
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