Seller Central Report: How Buyers Use eBay
Seller Central Report: How Buyers Use eBay
Introduction
eBay wants you to know your buyers better
--where they go, what they do, and what features they use most on eBay...
? This first in a series of detailed eBay usage reports highlights
how your buyers use eBay.
? Use this information to better understand eBay Buyer behavior
and refine your listing and merchandising strategies.
? In this presentation, we cover the following topics...
? Number of unique visitors to per month ? Visit patterns (by day of week, category, and time spent) ? Typical user paths through ? Visitor demographics ? Market research on active eBay buyers
TM
2
How many are coming?
? Just over one third of all Internet users in the U.S. visit eBay each month.
? eBay reaches more people in the U.S. than any other pure ecommerce property.
70,000 60,000 50,000 40,000 30,000 20,000 10,000
0
Unique Visitors per Month
Unique Visitors (000's)
Dec-03 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 Jul-04 Aug-04 Sep-04 Oct-04 Nov-04 Dec-04 Jan-05 Feb-05 Mar-05
TM
Source: Nielsen/NetRatings
3
When are they coming?
A well-timed listing will be live on a Monday, perhaps even two Mondays with a 10 day auction.
? More visitors tend to come on weekdays.
? Traffic is heaviest on Mondays and Sundays.
18,000 16,000 14,000 12,000 10,000
8,000 6,000 4,000 2,000
0
Average Visitors per Day
Page Views
450 400 350 300 250 200 150 100
50 0
Unique Visitors (000's)
Sunday Monday Tuesday Wednesday Thursday
Friday Saturday
Page Views (Millions)
Sunday Monday Tuesday Wednesday Thursday
Friday Saturday
Consider timing your listings so that they close on a
Monday or Sunday evening.
TM
Source: Omniture, January - April 2005
4
How long are they on the site?
? Visitors spend more time on eBay than on other sites. Moreover, time spent on the site is increasing year-over-year.
Minutes
Time per Visitor per Month
140
120
100
eBay
80
Amazon
60
Yahoo! Shopping Wal-Mart Stores
40
20
0
Dec-03 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 Jul-04 Aug-04 Sep-04 Oct-04 Nov-04 Dec-04 Jan-05 Feb-05 Mar-05
TM
Source: Nielsen/NetRatings
5
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