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EcommerceBytes-NewsFlash, Number 2190 - December 29, 2009 - ISSN 1539-5065    1 of 3

eBay Benefits from Consumer Electronics Holiday Shopping Surge in November

By Ina Steiner
December 29, 2009

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ComScore said Consumer Electronics sites grew to 52.8 million visitors during the month of November, a 32-percent increase versus October, with eBay rising 12 percent in the electronics category.

  • BestBuy.com - nearly 25 million visitors;
  • Walmart Electronics - 9.9 million visitors (up 139 percent);
  • Radioshack Corporation - 5.1 million visitors;
  • eBay Electronics U.S. - 4.8 million visitors (up 12 percent);
  • Buy.com - 4.4 million visitors (up 11 percent).

Also of interest: Google Sites led the U.S. core search market in November with 65.6 percent of the search queries conducted, up marginally from October. Google was followed by Yahoo! Sites with a 17.5 percent share (down 0.5 points from October) and Microsoft Sites at 10.3 percent (an increase of 0.4 points from October). Ask Network captured 3.8 percent of the search market, followed by AOL LLC with 2.8 percent.

ComScore released its monthly analysis of U.S. Web activity at the top online properties for November 2009 based on data from the comScore Media Metrix service.

Among the top-gaining Retail sub-categories were Toys, Consumer Electronics, and Department Stores, each growing more than 30 percent versus October. Toys sites attracted 27.4 million Americans during the month, representing a 33-percent increase from the previous month. Toysrus Sites led the category with more than 14.8 million visitors (up 82 percent), ranking as the fourth top-gaining property in November.

Online Department Stores also saw a 33-percent gain, reaching nearly 81 million unique visitors in November. Walmart.com led the category with 46.2 million visitors (up 62 percent), followed by Target Corporation with 38.8 million (up 43 percent), Sears.com with more than 19 million (up 36 percent), JCPenney Sites with 15.4 million (up 34 percent), and Macy’s Inc. with 12.7 million (up 38 percent).

Traffic to Incentive sites jumped 76 percent during the month, attracting 27.6 million unique visitors, making it the top-gaining category for the month. Coupon sites ranked as the #3 top gaining category in November, growing 33 percent to 37.5 million visitors. Coupons, Inc. held the leading position with more than 8 million visitors (up 9 percent), followed by EverSave.com with 5.3 million visitors and RetailMeNot with 5.1 million (up 43 percent).

BlackFriday.info experienced a massive surge in activity, increasing more than 1,000 percent to 5 million visitors, as shoppers prepared for Black Friday. GottaDeal.com saw traffic surge 955 percent to 1.8 million.

ComScore said that while the month of November saw online spending increase 10 percent versus year ago to reach nearly $12.3 billion in sales, the comparison is against a very weak November 2008, which suffered from the economic crises of a year ago.

The online shopping season kicked off early this year, with online retailers aggressively communicating their discounts and promotional offers well ahead of Thanksgiving. The result was that Black Friday (November 27 and the traditional kickoff day to the offline holiday shopping season) achieved $595 million in online sales, an 11-percent increase versus Black Friday 2008. Cyber Monday (November 30 and the traditional kickoff day for the online holiday shopping season) reached $887 million in online spending, up 5 percent versus year ago, as Americans returned to work and turned to the Internet for holiday purchases and exclusive online offers. Over 50 percent of all online purchases on Cyber Monday were made from work computers.

Jack Flanagan, executive vice president of comScore Media Metrix, said November marked the official start of the holiday shopping season. "With nearly 4 out of 5 Americans online visiting a retail site during November, the Internet clearly represents an increasingly important channel for retailers during the holiday season and beyond."

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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