IKEA grows fastest in top 10 home and garden sites

With a 57% increase in traffic during February, IKEA scored the highest growth rate of the top 10 online home and garden e-commerce sites, Nielsen/NetRatings reports. Unique visits to the IKEA site totaled 1.5 million compared with 955,000 a year earlier. The Home Depot experienced the second-highest increase, with visits rising 32% to 6.94 million visits from 5.26 million a year earlier.

EBay Home led the group with 10.36 million unique visits, but was down 12% from 11.8 million a year earlier, with The Home Depot ranking second. HGTV came in third, with 6.47 million visits, up 2% from 6.35 million visits, followed by Lowe’s, 4.82 million visits, up 17%; eBay Crafts, 3.49 million; DIY Network, 2.14 million, up 7%; Pottery Barn, 2.02 million, down 19%; Art.com, 1.61 million, up 11%; IKEA; and Linens ‘n Things, 1.32 million, up 3%.

In average time per visit, HGTV led with 13 minutes, 36 seconds, followed by eBay Home, 9 minutes, 44 seconds; Lowe’s, 9 minutes, 21 seconds; IKEA, 9 minutes, 6 seconds; Pottery Barn, 8 minutes, 31 seconds; The Home Depot, 8 minutes, 13 seconds; e Bay Crafts, 7 minutes, 55 seconds; DIY Network, 6 minutes, 38 seconds; Art.com, 6 minutes, 3 seconds; Linens ‘n Things, 5 minutes, 48 seconds.

Also in February, Sears, Roebuck and Co.`s Craftsman brand experienced the most online ad impressions among the top consumer home and garden advertisers, according to Nielsen’s Ad Relevance report.

The top 10 advertisers in the report and their number of impressions in millions:
Sears, Roebuck and Co., Craftsman, 41.324
The Clorox Co., Clorox, 36.135
Masco Corp., Watkins Manufacturing Corp., 11.748
A.A.A. Vacuum Cleaners, Dyson, 6.105
Minnesota Mining & Manufacturing Co., 5.997
Flooring Industries Ltd., Uniclic, 4.822
Cosentino USA Silestone, 4.805
Fortune Brands Inc., Moen, 3.047
E. I. du Pont de Nemours and Co., Stainmaster, 2.840
The Procter & Gamble Co., Puffs, 2.663