Insights

Cyber Monday Web Traffic Up 10% Over 2007
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Cyber Monday Web Traffic Up 10% Over 2007

Web traffic from home and work to sites included in Nielsen Online’s Holiday eShopping Index increased 10% year over year on Cyber Monday, Nielsen Online reported Tuesday.

Unique visitors to the sites included in the Index reached 35.9 million, a 13% increase over this year’s Black Friday Web traffic.

Many of the top online retail destinations on Cyber Monday were the same as those on Black Friday. eBay drew the largest unique audience (10.6 million), while Amazon and Wal-Mart claimed second and third places, with 9 million and 5.2 million unique visitors, respectively.

Among the top 10 online retailers, Sears’ site saw the fastest growth (+58%, year over year).

Rank

(by UA, Cyber Monday 2008)

Cyber Monday Top 10 Online Retail Destinations Unique Audience:

Cyber Monday 2007 (in 000s)

Unique Audience:

Cyber Monday 2008 (in 000s)

% Change
1 eBay 10,799 10,564 -2%
2 Amazon 7,225 8,998 25%
3 Wal-Mart Stores 5,165 5,189 0%
4 Target 3,393 3,646 7%
5 Best Buy 2,363 3,558 51%
6 Sears 1,698 2,680 58%
7 Dell 2,673 2,369 -11%
8 Overstock.com 2,154 2,070 -4%
9 Netflix 1,442 2,046 42%
10 ToysRUs 1,386 1,652 19%
Source: Nielsen Online, NetView Custom Analysis (November 26, 2007 and December 1, 2008).

Beauty was the fastest growing product category on Monday, increasing 151% over the previous Monday, November 24, 2008.

Toys/Videogames ranked second, growing 112% Monday over Monday, while Apparel rounded out the top three with an increase of 58%.

Rank

(by UA growth,

Cyber Monday 2008)

Product Categories Unique Audience Growth

(Nov. 24, 2008 – Dec. 1, 2008)

1 Beauty 151%
2 Toys/Videogames 112%
3 Apparel 58%
4 Consumer Electronics 49%
5 Computer Hardware/Software 44%
6 Home and Garden 40%
7 Books/Music/Video 22%
8 Flowers and Gifts 21%
9 Shoes 13%
10 Retail 11%
11 Shopping Comparison/Portals -12%
12 Jewelry N/A
  TOTAL 14%
Source: Nielsen Online, NetView Custom Analysis (November 24, 2008 and December 1, 2008 ).

“The growth in traffic to online retail sites on Cyber Monday was better than many people expected, making retailers hopeful that this growth will carry through the holiday shopping season and drive sales,” Ken Cassar, vice president, industry insights, Nielsen Online, noted.  “It remains to be seen if people have done the majority of their shopping on these two big shopping days to save time, or if they are holding out for additional sales and promotions. If history is any indication, we expect that Monday, Dec. 15th will be the peak day for online shopping traffic.”

View the full press release.

Read coverage of Nielsen’s findings by the Associated Press and Bloomberg, as well as in The Wall Street Journal, the Financial Times, Investor’s Business Daily, Ad Age, PC World, the Orlando Sentinel, ClickZ.com, and InternetRetailer.com.