Amazon Gobbles Online Consumers’ Share of Attention this Holiday Season

Wal-Mart leads in total advertising spending and its TV ads highlighted the convenience of online shopping

Dec. 18, Inc. dominated online shoppers’ attention throughout November and the key, competitive Thanksgiving holiday weekend, a new study finds.

The online retailer, No. 1 in the Internet Retailer 2015 Top 500 Guide, captured consumers’ attention and did so with authority, according to a study by research firm Kantar Mediaresearch firm Millward Brown Digital and social media intelligence platform Unmetric.

In November, before Thanksgiving, Amazon’s average daily share of attention was nearly 35 percent. Nine other retail websites combined had about a 13 percent share of time spent on site and were led by Wal-Mart Stores Inc. (No. 3 in the Top 500), Target Corp. (No. 16) and Best Buy Co. (No. 14) during that period (Nov. 2 through 25).

Millward Brown examined online usage data to 147 shopping sites from its consumer panel of more than 1 million households to identify shopping sites visited and amount of time spent. Data is based on personal computrer device usage; mobile traffic was not included. Data was tabulated Nov. 2 through 30 (Cyber Monday).

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