September 6, 2013, 9:04 AM

More than half of U.S. online consumers visit a mass merchant’s web site in July

Amazon, Wal-Mart and Target had the most unique visits in July, Nielsen says. On average, U.S. consumers spent 52 minutes on mass merchants' e-commerce sites over the month.

Amy Dusto

Associate Editor

Lead Photo

While U.S. consumers on average spent most of their Internet-browsing time in July on Facebook, most of them also at some point that month visited the web site of a mass merchant retailer, according to market research firm The Nielsen Co.

In all, U.S. consumers who visited the e-commerce sites of mass merchants on average spent 52 minutes over the course of nine site visits in July, it says. Amazon.com Inc. had the most-visited e-commerce site in terms of both unique visitors (78.5 million) and total time spent on the site on average per visitor (33:52). Wal-Mart Stores Inc.’s e-commerce site was No. 2 in terms of unique visitors (36.9 million) while handmade goods e-marketplace Etsy Inc.’s site was No. 2 in terms of total visit time per person on average (19:59), Nielsen says.

According to the research firm, the 10 most-visited online mass merchants in July, with their number of unique visitors and total visit time per person on average, are:

  • Amazon, 78.5 million, 33:52
  • Wal-Mart, 36.9 million, 14:38
  • Target Corp., 21.2 million, 10:19
  • Etsy, 11.8 million, 19:59
  • Liberty Interactive Corp. (parent company of such web retailers as home shopping network QVC, Bodybuilding.com and Backcountry.com), 10.0 million, 8:11
  • Staples Inc., 9.0 million, 11:15
  • Overstock.com Inc., 8.1 million, 7:29
  • BarnesandNoble.com Inc., 8.0 million, 8:53
  • ShopAtHome.com, 8.0 million, 6:02
  • Costco Wholesale Corp., 7.3 million, 7:18

For comparison, the most-visited online brand in July was Google Inc., with 162.1 million unique visits to its web sites, according to Nielsen. U.S. consumers spent an average of 1:49:50 on Google sites in July. And while Yahoo Inc. and AOL Inc. each had fewer unique visitors in the month than Google—126.4 million and 79.4 million, respectively—they each logged greater total visit times on average per visitor, 2:05:13 and 2:05:10, respectively, Nielsen says.

Facebook, with the second-most unique visitors among brands in July (131.8 million), by far captured the most of U.S. consumers’ time on the Internet that month, 6:24:24 per visitor on average, the research firm says. Amazon was the only mass merchant that ranked in the top 10 most-visited sites among brands in July, coming in at No. 8.

Amazon is No. 1 in Internet Retailer’s 2013 Top 500 Guide; Walmart.com, No. 4; Target, No. 18; Etsy, No. 38; Liberty Interactive, No. 5; Staples, No. 2; Overstock, No. 31; BarnesandNoble.com, No. 27; Costco, No. 16.

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