User Visits to Top Retailer Sites Quickly Return to Pre-Holiday Levels; Bing.com Traffic Reached Its All-Time High, Has Doubled Since January 2010
BOSTON, MA–(Marketwire – March 1, 2011) – Compete, a Kantar Media company, today released its ranking of the top 50 web sites for January 2011. Compete’s data clearly shows that traffic to top online retail sites decreased significantly in January, including Walmart.com (-32.64 percent), Target.com (-32.15 percent), Bestbuy.com (-36.55 percent) and Amazon.com (-15.29 percent). While these declines in unique visitors (UV) are significant when compared to December, they actually mark a return to pre-holiday levels for most sites, reflecting a seasonality that online retailers — as well as all online brands — can consult for future online media planning and strategy.
“As we generate data each month, it’s easy to fixate on monthly anomalies, but sometimes the data reveals consistent longitudinal trends,” said Compete managing director, Retail and Consumer Products, Matt Pace. “The seasonality for online retailers is one of those interesting curves highlighted by our data, and it alone warrants deeper analysis by brands, advertisers and other industry watchers.”
Other noteworthy data points from the January data include:
- Bing.com grew nearly 4 percent in January to reach its highest number of UVs to date (109.36 percent year-over-year), even during a month when most sites were trending downward.
- Livingsocial.com has taken a bite out of Groupon.com’s marketshare in the group shopping arena, gaining 43.87 percent in UVs for the month and 924.71 percent for the year. Comparatively, Groupon.com UVs during January fell 5.9 percent for the month yet had a 761.45 percent year-over-year rise.
- New Year’s resolutions spurred significant monthly growth for diet and fitness sites such as Weightwatchers.com (up 114.67 percent), Nutrisystem.com (up 201.86 percent), Livestrong.com (up 45.26 percent) and 24hourfitness.com (up 39.95 percent).
- Daily traffic insights — January daily traffic for the largest retail sites also declined on a day-to-day comparison basis versus December 2010, but stark differences across sites revealed divergent post-holiday marketing strategies. For instance, Target.com, Bestbuy.com and Amazon.com all showed the highest traffic on Sundays, while Walmart.com peaks occurred on Saturdays, reflecting Walmart.com’s contrarian approach to customer acquisition spending in January.
Information regarding top 50 web sites is drawn from the Compete PRO Enterprise edition on Compete.com. For more information on the enterprise offering, please contact Gavin Blackmore at firstname.lastname@example.org.
Compete, a Kantar Media company, helps the world’s top brands improve their marketing based on the online behavior of millions of consumers. Leading advertisers, agencies and publishers rely on Compete’s products and services to create engaging online experiences and highly profitable advertising campaigns. Compete’s online panel — the largest in the industry — makes the web as ingrained in marketing as it is in people’s lives. Compete is located in Boston, MA, with offices throughout the U.S. For more information, please visit http://www.compete.com/.
About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors — Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide. www.KantarMediaNA.com/.
Jared is currently the Associate Digital Marketing Manager at Compete (Millward Brown Digital). He is a graduate of Northeastern University, having achieved his B.A. in Communication Studies. If you like what you read, you can connect with him on Google+, Twitter, or on LinkedIn.