August 12, 2005, 12:00 AM

Visits increase at nine of the top 10 online shopping sites

Visits to six of the top 10 online shopping sites increased by double digits in July, according to Nielsen/NetRatings. Overstock led the group with a 65% increase to 12.2 million visits from 7.4 million visits a year earlier.

Visits to six of the top 10 online shopping sites increased by double digits in July, according to Nielsen/NetRatings. Overstock led the group with a 65% increase to 12.2 million visits from 7.4 million visits a year earlier.

Target experienced the second largest increase, with visits rising 44% to 15.1 million from 10.5 million from the same period in 2004; followed by Wal-Mart Stores, up 31% to 15.4 million from 11.8 million; Dell, up 27% to 15.9 million from 12.5 million; Amazon, up 18% to 35.9 million from 30.3 million; and eBay, up 10% to 51.1 million from 46.5 million.

Other sites experiencing increases in visits were Shopping.com., up 5% to 15.5 million from 14.8 million; Orbitz, up 3% to 12.9 million from 12.5 million; and Travelocity, up 2% to 13 million from 12.7 million. Expedia was the only one among the top 10 to experience a loss, dropping 2% to 18 million from 18.4 million.

EBay experienced the most traffic, followed by Amazon, Expedia, Dell, Shopping.com, Wal-Mart Stores, Target, Travelocity, Orbitz and Overstock.com.

Of the top 10 sites, eBay recorded the longest time per visit at 2 hours, 4 minutes and 49 seconds; followed by Amazon, 21 minutes, 29 seconds; Dell, 20 minutes, 35 seconds; Travelocity, 15 minutes, 19 seconds; Expedia, 13 minutes, 39 seconds; Wal-Mart Stores, 12 minutes, 32 seconds; Orbitz, 12 minutes, 19 seconds; Overstock.com, 12 minutes, 3 seconds; Target, 10 minutes, 47 seconds; and Shopping.com, 3 minutes, 2 seconds.

Also in July, The New York Times Co. had the most online ad impressions among the top 10 consumer goods advertisers, according to Nielsen/NetRatings AdRelevance. The leading advertisers in the report and their number of impressions (in millions):

The New York Times Company, 704.5
Hydroderm Beverly Hills, 662.8
The Coca-Cola Company, 339.9
L.L. Bean Inc., 174.2
The Procter & Gamble Co., 148,.7
Altria Group Inc., 121.4
PepsiCo Inc., 102.9
Unilever, 94.0
Limited Brands Inc., 93.6
General Mills Inc., 88.7

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