Just as how you go to the grocery store when you want to find food, a new Nielsen report shows that when the people want to find some information about electronics and computers, it comes as no surprise that they turn to websites of companies that specialize in electronics and computers.
Microsoft's website welcomed 93.8 million unique visitors from the U.S. in September 2011, more than any other computer and consumer electronics brand online during the month. Visitors spent an average of 42 minutes perusing the site. In comparison, Apple saw 68.7 million unique visitors but their they were more likely to spend more time on their site as the average visitor remained on their website for 62 minutes per visitor. "Adobe, Mozilla, and CNET rounded out the top five brands, with 24 to 28 million visitors going to their sites and spending 2 to 6 minutes each on average. CNET was the only news website among the top 5 in this category overall."
Amazon had the third-highest amount of unique visitor traffic with 72 million unique visitors, each spending an average of 29 minutes on the site. Amazon was leaps and bounds the most visited mass merchandiser website, easily dwarfing the traffic for and time spent on rival sites like Walmart, Target, and Overstock.com. Consumer traffic at Walmart "followed as the second-ranked site, where 34.5 million visitors spent an average of 13 minutes per person on the site. Target, Shopathome.com, and Overstock.com rounded out the top five most visited mass merchandiser websites."
One stand-out factoid about Amazon: 1 in 3 people in the United States visited the site in September 2011.
Demographically speaking, women were more likely to both categories of websites. 3 out of 4 Internet savvy women visited consumer electronics sites during September 2011, compared to 7 out of 10 men. "Women were also 7 percent more likely to visit mass merchandiser sites. Young people aged 18-34 were slightly more likely than the general population (4 percent more likely) to visit consumer electronics sites." Additionally, those in the middle income bracket were also more likely to visit computer and consumer electronics websites (guess that makes sense that they'd visit it more than low income consumers, and those 1%ers probably just hire people to do their comparative shopping for them).
Nielsen suggests that interested readers take a look at their State of the Media: Consumer Usage Report for additional insights about these consumer habits.