Amazon emerged as the clear category leader among mass merchandiser brands. Seventy-two million visitors, about one in three active web users, browsed the online shopping site in September 2011 for an average of 29 minutes per person. Walmart’s followed as the second-ranked site, where 34.5 million visitors spent an average of 13 minutes per person on the site. Target, Shopathome.com, and Overstock.com rounded out the top five most visited mass merchandiser websites.

Women made up the majority of visitors to both categories of websites. More than three out of four women who were active online visited consumer electronics sites during September 2011, compared to seven out of 10 men. Women were also 7 percent more likely to visit mass merchandiser sites. Young people aged 18-34 were slightly more likely than the general population (4 percent more likely) to visit consumer electronics sites.

For additional insights on consumer electronics and media usage, download Nielsen’s State of the Media: Consumer Usage Report.

Visitors to Apple’s site logged the longest average stay-times.