May 7, 2004, 12:00 AM

eBay leads all online shopping sites in number of visitors, study says

eBay led all online shopping destinations in number of unique visitors for the week ended April 25 with 17.1 million, more than double the 7.6 million of second-ranked Amazon, Nielsen/NetRatings reports. eBay also led in average time per visit.

EBay led all online shopping destinations in number of unique visitors for the week ended April 25 with 17.1 million, more than double the 7.6 million of second-ranked Amazon, Nielsen/NetRatings reports.

Third-ranked Shopping.com had 3.5 million, followed by Yahoo Shopping, 3.3 million; Expedia, 3.1 million; Dell, 2.8 million; Wal-Mart, 2.4 million; Target, 2.2 million; Orbitz, 2 million; and Travelocity, 2 million.

EBay also led by a wide margin in the average amount of time per visit, at 41 minutes, 58 seconds, followed by Expedia, 10 minutes, 40 seconds; Dell, 8 minutes, 47 seconds; Amazon, 8 minutes, 41 seconds; Orbitz, 8 minutes, 25 seconds; Travelocity, 7 minutes, 51 seconds; Target, 6 minutes, 15 seconds; Wal-Mart, 6 minutes, 2 seconds; Yahoo, 3 minutes, 34 seconds; and Shopping.com, 3 minutes, 4 seconds.

For the same week, Nestle USA Inc. garnered the most online advertising impressions among consumer goods advertisers, according to Nielsen’s AdRelevance report. Following are the top 10 in ad impressions cited by AdRelevance:
-- Nestle, 312.5 million
-- Adolf Coors Co., 55.6 million
-- PepsiCo Inc., 40.8 million
-- Dennis Publishing Ltd., 40.4 million
-- IncreaseYourHealth.com, 34.3 million
-- Avon Products Inc., 20 million
-- Life Script Nutrition Research Laboratories, 19.2 million
-- The New York Times Co., 18.4 million
-- Dow Jones & Co. Inc., 17.6 million
-- Royal Philips Electronics, 14.5 million.

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