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What: We looked at the top 15 online retail sites visited by shoppers in the U.S. in January of 2019 and how they scored in numbers of visitors.
Why it matters: Coming after last year’s stellar results, where Amazon’s fourth quarter net sales jumped 20-percent over the previous year’s, the online retailer continued to expand its share of online visits among the top 15 retail sites in the U.S., growing its first-place position to 21.9-percent of all visits in January compared to 18.8-percent in November of 2018.

Number of visitors to the Top 15 e-commerce sites in the U.S., January 2019
Total Audience, Home and Work, PC/Laptop937,011
SiteTotal Unique Visitors*
Amazon Sites205964
Wal-Mart111932
eBay104553
Apple.com Worldwide Sites69831
Target Corporation54865
Samsung Group48851
ETSY.COM47756
WISH.COM42443
The Home Depot, Inc.40865
Ticketmaster38441
Best Buy Sites37697
Kohl’s Corporation36224
Wayfair36025
Macy’s Inc.33360
LOWES.COM28204

Source: Comscore
*Numbers reported as shown

On the heels of a stellar year in 2018, Amazon got off to a strong start in 2019 as it expanded its share of online visits to its retail site to 21.9-percent of all visits to the top 15 retail internet sites in the US ranked by Comscore for the month. Amazon has increased its share of site visits in the U.S. since November of last year, when it had 18.8-percent of all of the top 15 visits.

Amazon’s undisputed leadership in online site visits follows a year of stellar financial results in 2018 when its fourth-quarter net sales expanded by 20-percent to $72.4 billion compared to $60.5 billion in the same period in 2017, according to reporting by the website practicalecommerce.com

Like Amazon, eBay, too, has managed to increase its share of the top 15 retail sites in the U.S. ranked by Comscore, from 9.9-percent in November of 2018 to 10.2-percent in December and 11.1-percent in January of 2018.

Retailers BestBuy and Target suffered slight declines in their percentages of all site visits, with Target dropping to 5.8-percent in January from 7.3-percent in December. BestBuy dropped from 8th place in December to 11th place in January among the top 15 site U.S. rankings.

  • Amazon continues to enjoy the largest share of all retail site visits ranking first in the top 15 in the U.S. by Comscore with 21.9-percent of all visits in January.
  • eBay managed to increase its percentage share to 11.1-percent, continuing an upward trend since November of 2018.
  • Target’s share of online visits in the U.S. dropped in January just over a percentage point.
  • BestBuy, too, suffered a drop, descending from 8th place in December to 11th place among the top 15 in the U.S. in January.
  • Post-holiday season shoppers appeared to flock to Samsung’s online store in the U.S., moving the electronics manufacturer up from 9th place in December to 6th place in January in the top 15 U.S. rankings.
  • Retailer Kohl’s continued to suffer a downward trend in its ranking in the top 15 retail sites in the U.S., going from 5.7-percent of all visits in November of 2018 to 5.5 in December and 3.8 in January of 2019.
  • Apple.com continues to hold steady at 4th place in the top 15 retail sites ranked by Comscore.

 

What: We looked at the top 15 online retail sites visited by shoppers in the US in November of this year and how they ranked and scored in number of visitors.
Why it matters: Total visits to the retail sites ranked by comScore increased by 68,000 over the prior month as the holiday shopping season kicked off in November. Retailer Kohl’s enjoyed a significant boost as it jumped to 6th place from 11th place in October, while Walmart saw a 1-percent increase in its share of all visits to the top 15 sites over the previous month.

 

Number of visitors to the Top 15 e-commerce sites in the US, November 2018
Total Audience, Home and Work, PC/Laptop1,072,757
SiteTotal Unique Visitors
Amazon sites20,1899*
Wal-Mart13,1986
eBay10,7208
Apple.com Worldwide sites81,851
Target Corporation73,750
Kohl’s Corporation61,861
Best Buy sites56,890
Samsung Group52,247
ETSY.com49,835
The Home Depot Inc.47,743
Kohl’s Corporation46,569
WISH.COM45,310
Ticketmaster42,124
Macy’s Inc.39,712
LOWES.com33,772

(Source: comScore)
*Visits shown in the thousands.

Key Insights

Kohl’s CEO Michelle Gass’ strategy of delivering an omnichannel experience to shoppers, and especially millennials, looks like it paid off in visits to the retailer’s website in November. Kohl’s jumped from 11th place in the October comScore rankings to 6th place in November. Visits to the retailer’s site in the US totaled just over 61,000. Kohl’s traditional customer is over 50-years or older, but Gass’ goal is to attract more millennials both online and in stores, according to recent reporting by Forbes.

Meanwhile, Walmart’s aggressive online strategy appears to have paid off in November with a handsome 1 percent jump in its share of all visits to the top 15 sites for a total of 131,986 in November compared to 114,085 in October.

Overall visits to the top 15 ranked sites increased by nearly 70,000 over the previous month as the holiday shopping season kicked into high gear.

  • Amazon saw a slight dip in its share of overall visits to the topped 15 ranked sites, dropping from 20.9 percent in October to 18.8 percent in November.
  • Amazon, Walmart, eBay and Apple.com continued to occupy the top 4 slots in that order.
  • Best Buy also saw a surge in online visits as the holiday shopping season kicked in, increasing its ranking of 12th place in October to 7th place in November.
  • Macy’s, too, saw an increase of 11,412 visits in November compared to October.
  • eBay saw a dip in its share of all visits to the top 15 ranked sites, from nearly 12 percent in October to 9.9 percent in November.
  • Kohl’s showed the greatest jump in visits among the top 15 sites, with a total of 61,861, a 19,604 increase in visits over the month of October.
  • com’s share of all visits to the top 15 ranked sites remained steady in November at 7.6 percent compared to 7.7 percent the month before.

 

What: We looked at the top 15 online retail sites visited by Hispanic shoppers in the US in September of this year and how they scored in numbers of visitors.
Why it matters: Target suffered a near 2% drop in September in its share of online shoppers among the 15 top visited sites by Hispanics in the US. The retailer fell from fourth place in August to sixth place in September according to rankings by comScore. The retailer’s stock, however, has risen 30% this year, according to Barron’s.

Number of Hispanic visitors to the Top 15 e-commerce sites in the US, September 2018
Total Audience, Home and Work, PC/Laptop139,250
SiteTotal Unique Visitors
Amazon Sites28456
Wal-Mart17151
eBay16014
Apple.com Worldwide Sites10535
Samsung Group8839
Target Corporation8276
WISH.COM7497
ETSY.COM7307
The Home Depot, Inc.6382
Ticketmaster6133
Best Buy Sites5357
Kohl’s Corporation4672
Macy’s Inc.4544
LOWES.COM4139
Wayfair3948

(Source: comScore; Site visits in the thousands.)

Target dropped two places in the top 15 most-visited retail sites by Hispanics in the US in September. Target’s share of the total visits dropped from 7.5% in August to 5.9% in September. Apple bumped up a ranking to fourth place with 7.5% of visits to all sites. Wayfair slipped below Macy’s, Kohl’s, and Lowe’s into last place for September.

  • Ticketmaster dropped two places in the ranking of the top 15 most visited sites in September but didn’t suffer much of a loss in its share of visits (4.4%) compared with August (4.5%).
  • Samsung Group increased its share of visits slightly, rising above Target.
  • As with non-Hispanic visitors to the top 15 online retail sites, Apple increased its share of all visits among Hispanic shoppers to 6.3% from 6.2% in August.
  • Both Kohl’s and Macy’s moved up a ranking in September.
  • Online home and furniture retailer Wayfair took a hit in its ranking, dropping from 12th place in August to last place in September. The company’s stock dropped 25% in September, according to Motley Fool.
  • Target dropped behind Apple and Samsung in September’s rankings, losing nearly 2% of its share of all online visits.

What: There’s an opportunity for online video to drive Hispanic media, as, on average, Hispanics watch more online videos compared to the U.S. consumer. Cisco forecasts that by 2016 two-thirds of mobile traffic will be video viewing, and approximately 70% of advertising spending targeting Hispanics is spent in television.
Why it matters: There’s such high growth potential in online video – they’re the highest CPM in digital advertising – and Facebook seeks between US $1-2.4 million a day for its in-feed video ad feature. For online video to become a revenue driver for Hispanic media, the content should not be recycled and repurposed – rather, the content needs to be creative in its own way.

The strong growth of online video usage and advertising has interesting implications for the Hispanic market. On average, each U.S. Hispanic person watched 1,176.2 minutes (over 19 hours) of online video in March of this year, according to ComScore data. As importantly, Hispanics watch more online videos per viewer than the average U.S. consumer (270 per month vs. 243 for the U.S. consumer). Mobile communications, so pervasive among Hispanics, are also being driven by video consumption. In fact, Cisco forecasts that by 2016 two-thirds of mobile traffic will be video viewing. Online video offers digital extensions of Hispanic radio, print media and pure play digital properties a chance to level the playing field in the traditionally broadcast advertising oriented Hispanic market. Approximately 70% of advertising expenditures targeting Hispanics goes into TV.

Online Video Advertising Offers Non TV Media a Chance in the Broadcast TV Oriented Hispanic Ad Market.

Online Video CPMs (cost per thousand viewers) are the highest in digital advertising, usually three to four times as high as display advertising CPM’s. This explains why Facebook is seeking between US $1 million and US $2.4 million a day for its new in-feed video ad feature. Because of the high growth prospects of online video advertising, a whole new ecosystem of video advertising placement firms, which also provide comprehensive audience data insights and RTB (Real-Time Bidding) and video content producers, has emerged. It includes companies such as Vevo, Hulu, Google’s YouTube, Machinima, Videology, TubeMogul and Adap.tv.

For online video really to become a revenue driver for Hispanic media properties it is crucial that it does not just become a way to repurpose broadcast content. The key is to invest in creative that is native to the digital medium. “As clients are not investing in creative, but just repurposing video, I believe there is a lost opportunity to make better ads, to connect better with the audience and tell better stories as we are not limited to smaller spots,” says Xavier Mantilla, Partner and Client Manager at UM in Miami.

We Need to Invest in This and Not Just Repurpose Videos.

According to Mantilla, while online video may be a media buy, at heart, it is a creative piece. If media agencies got more together with creative agencies, these would be much more successful. He adds that, “when we look at video campaigns that have had higher click-through rates we realize that the creative played a very big role, as well as where it was running, so this fusion of art and science needs to grow. The next big opportunity is to generate localized video advertising to speak to an audience from its natural point of view.” The local nature of newspapers and radio can make them a particularly good fit for a new wave of localized online video ads. But as Mantilla concludes, “We need to invest in this and not just repurpose videos.”