December 21, 2001, 12:00 AM

The biggest just keeps getting bigger

Traffic to Amazon.com jumped 32% in November from November last year, Nielsen/NetRatings reports. "Amazon`s phenomenal growth in 2001 defies the law of large numbers," said NetRatings analyst Lisa Strand.

Amazon is the largest retailer on the web-no surprise there. But what is surprising in the latest measure of unique shopping visitors from Nielsen/NetRatings is that also leads in growth. Traffic to the site jumped 32% in November from November last year, Nielsen/NetRatings reports. "Amazon`s phenomenal growth in 2001 defies the law of large numbers," said Lisa Strand, director and chief analyst, NetRatings. "Traffic to the site is more than three times as large as the next e-retailer. Posting double-digit growth year-over-year is noteworthy because of Amazon`s sheer size."

No. 2 was Columbia House, which drew 8.7 million visitors, while Toysrus.com grabbed the No. 3 spot with nearly 7.6 million unique visitors. Traffic to Barnes and Noble totaled 6.2 million unique visitors. Rounding out the top five, Apple.com recorded 6.1 million surfers.

The Nielsen/NetRatings Holiday eCommerce Index reports that online shopping at work accounts for nearly half of all shopping activity. At-home shopping jumped to 57% of shopping activity during the week ending Nov. 25, as consumers shopped online at home during the Thanksgiving holiday weekend. "Despite the fact that there are three times more Internet users who have access to the web at home, the percent of shopping activity at work matches home activity," Strand said.

 

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