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comScore noted in its report that the official start to the holiday shopping season unleashed droves of Americans on retail sites, propelling several categories, including Toys, Consumer Electronics and Department Stores, to double-digit traffic gains in November.
"The current economic situation has caused retailers to slash prices and offer highly attractive offers, such as free shipping, to appeal to cost- conscious Americans this holiday season," said Jack Flanagan, executive VP of comScore Media Metrix. "With budgets a top concern for consumers, the ability to conveniently search the Web to find the best prices has become an increasingly important part of the holiday shopping buying process, for both online and offline purchases."
Black Friday and Cyber Monday deals spurred growth at Retail - Department Stores, which soared 20 percent to 80 million visitors during November. Walmart.com captured the top position in the category with 44 million visitors, an increase of 50 percent from October. Target Corp. rose 26 percent to more than 39 million visitors, followed by JCPenney Sites with 18 million visitors (up 39 percent) and Sears.com with 16 million visitors (up 76 percent).
With hot electronic items like the Nintendo Wii, iPods and Garmin navigation systems appearing on holiday gift lists, the Retail - Consumer Electronics category increased 17 percent to 55.8 million visitors. BestBuy.com led the category with nearly 20 million visitors, a gain of 66 percent from the previous month. Circuit City Stores followed in second with 15.4 million visitors (up 42 percent), while Walmart Electronics captured the #3 position, more than doubling to 9.5 million visitors.
Coupon sites ranked as the top-gaining category in November, surging 32 percent to 35.6 million visitors, as an uncertain economy and holiday deal searching led many Americans to seek coupons during the month. Eversave.com led the category with 8.6 million visitors (up 20 percent from the previous month). BlackFriday.info also saw strong gains, jumping nearly 1,500 percent to 5.5 million visitors in November, as eager shoppers planned their Black Friday purchases.
Google Sites continued to lead as the most visited property in November with 147 million visitors, followed by Yahoo! Sites with nearly 144 million visitors and Microsoft Sites with 123.5 million visitors. The holiday shopping season caused several retailers to gain in the ranking including, Amazon Sites (up one spot to No. 8 with 63.5 million visitors), Wal-Mart (up seven spots to No. 15 with 47.4 million visitors) and Target Corp. (up six spots to No. 18 with more than 39 million visitors).
Platform-A led the November Ad Focus ranking reaching 91 percent of the 190.8 million Americans online. Yahoo! Network followed reaching 86 percent and Google Ad Network captured the third position reaching 84 percent of Americans online. Traffic Marketplace moved up two spots to the sixth position reaching 75 percent of online visitors, while MSN-Windows Live jumped four spots to No. 19 reaching 59 percent of Americans.
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