July 1st, 2009
Nielsen: Average Apple.com visit lasts 74 minutes
A recent report from Nielsen (PDF) reveals that Apple.com was the number 1 hardware manufacturer Web site destination with 55.7 million unique visitors in May 2009. This more than doubles the number two Web site, HP.com, which received 21.3 million unique visitors during the same period.
Anticipation of the new iPhone 3G S (sic) sent blog mentions up 1,226 percent week-over-week on June 8, the day of the announcement. After the initial announcement, buzz dipped but again picked up after the phone became available to consumers on June 19, with blog mentions more than doubling compared to the week prior.
More astonishing is the fact that Apple.com enjoyed an average time per visitor (sometimes referred to as a site’s “stickiness”) of one hour and 14 minutes. Many Web sites would be happy to be able to measure their stickiness in minutes as opposed to seconds and here comes Apple, which manages to keep visitors for over an hour?
To have an average visitor session of over an hour seems almost too good to be true. I mean, what are people doing on Apple’s Web site for 74 minutes? Watching the iPhone 3GS guided tour five times? Movie trailers? Support? Discussions?
Is Apple counting all the time that people spend browsing the App Store from the iPhone in that number? If so, I can see it.
74 minutes isn’t sticky, that’s the roach motel!
Tip: Blorge
Jason D. O'Grady is the editor of PowerPage.org, which has been publishing daily mobile technology news since December 1995. For disclosures on Jason's industry affiliations, click here or to view Jason's full profile click here.
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