Consumers’ interest in home & garden sites wanes in August
Maybe it was the wet weather throughout a big swath of the middle of the country in August, but consumers lost interest in home & garden sites in August, reports Nielsen/NetRatings. Traffic to six of the top 10 home & garden sites declined in August compared to August a year ago, says Nielsen/NetRatings. EBay led the category with 11.96 million unique visitors, down 8% from a year earlier. Home Depot was No. 2 with 10 million, down 3%.
The top 10 home & garden sites, with unique visitors in millions this August and last and growth from a year ago, and time spent on each site (in minutes and seconds), were:
- eBay Home 11.96, 12.99, -8%, 10:52
- The Home Depot 10.08, 10.37, -3%, 09:02
- Lowe`s 8.09, 8.67, -7%, 09:22
- HGTV - Home & Garden Television 4.30, 4.62, -7%, 09:45
- About.com Home & Garden 3.76, 3.59, 5%, 02:46
- eBay Crafts 3.62, 4.24, -15%, 10:20
- DIY Network 3.17, 2.75, 15%, 08:20
- IKEA 3.13, 2.16, 45%, 10:45
- Home Shopping Network 2.79, 3.22, -13%, 27:22
- ServiceMagic 2.58, 2.37, 9%, 01:37
(Unique visitors count only once each shopper who came to a site, no matter how many times that shopper visited.)
Home Shopping Network held visitors’ attention the longest in August, with the average unique visitor spending 27 minutes and 22 seconds on the site. The Top 10 in length of visit (in minutes and seconds), and unique visitors in millions, according to Nielsen/NetRatings, were:
- Home Shopping Network, 27:22, 2.79
- Lakeside.com, 24:40, 0.68
- LTD Commodities, 20:54, 1.43
- Collections Etc., 20:18, 0.60
- BrylaneHome, 16:13, 1.12
- Harborfreight.com, 15:14, 1.02
- Flylady.net, 13:55, 0.60
- GE Appliances, 13:04, 1.44
- The Company Store, 11:29, 0.57
- eBay Home, 10:52, 11.96
The top home & garden brands advertisers in August and number of online ad impressions (in millions), according to Nielsen/NetRatings’ AdRelevance report, were:
- Sears Holdings Corp., Hard Goods, 113.77
- Georgia-Pacific Corp., Plytanium, 27.44
- Minnesota Mining & Manufacturing Co., 3M 25.07
- Georgia-Pacific Corp., DensArmor, 18.01
- Sears Holdings Corp., Sears 16.11
- The Procter & Gamble Co., Febreze 14.38
- Georgia-Pacific Corp., Dixie 14.07
- S.C. Johnson & Son Inc., Glade 10.71
- Toto USA Inc., Washlet 10.23
- The Procter & Gamble Co., PUR 10.08
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