Apple Has More Online Shoppers Than Walmart

Tech Maker's Traffic Trumps That of World's Largest Retailer in November

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Apple got more traffic online last month than Walmart Stores. In fact, Apple is the only retailer other than Amazon and eBay in the top 15 most-visited websites in the U.S. in November, according to ComScore.

How is it possible that the technology maker can trump the world's-largest retailer online? Because of iTunes. The digital-content store made up about 30% of Apple's more than 79 million in U.S. unique visitors last month. Apple gets almost as many web visitors as the largest newspaper site, that of The New York Times.

Huge iTunes traffic is good news for publishers looking to sell their products online. Digital content, which includes books, music and TV shows, is the fastest-growing e-commerce category by sales this holiday shopping season, ComScore has found. Overall e-commerce sales are up about 15% from last year, but digital-content sales growth is double that .

More content is downloaded on Christmas Day than any other day of the year. It has been named "Download Day," because consumers load up new gadgets, which this year are likely to include Apple iPhones and iPads as well as Amazon Kindle Fires. The week between Christmas and New Year continues to be the heaviest download period of the year.

Apple was the No. 13 web property ranked by U.S. unique visitors in November. Amazon is the biggest retailer by this measure, at No. 5. Ebay ranks No. 15, and Walmart No. 18.

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