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.

Across a multitude of electronic offerings, the Apple iPad leads all devices (31% interest in future purchase) among American kids ages 6-12. Apple’s iPod Touch is also popular choice among kids, generating similar levels of interest as computers. Of note, the iPod Touch outpaces the perennial handheld gaming favorites Nintendo DS and Sony PlayStation Portable – though look for the Nintendo 3DS to make a splash with young gamers when it releases in Spring 2011. Among gaming consoles, kids indicate they will be requesting the Sony PlayStation 3 the most this year; however, the platform will be competing with a variety of equally-popular mobile devices.

For the rest of U.S. consumers, electronic upgrades look to be a popular trend this year, with future interest in commonly owned devices such as computers, televisions, and smartphones outpacing other electronic offerings among consumers ages 13+. Kids aren’t the only ones interested in the iPad: fully 18% of the 13+ population is also eyeing this hot new offering. The emerging technologies offered by Blu-Ray players and E-Readers also have good traction with teens and adults.

Beyond these products, gaming devices appear to be ready for another solid holiday showing. Console interest among ages 13+ is led by the Nintendo Wii (15%) and Sony PlayStation 3 (13%), which both maintain an edge over the Microsoft Xbox 360 (9%). Much has been made of new motion peripherals from Sony (Move for PlayStation 3) and Microsoft (Kinect for Xbox 360), and these gadgets garner sizeable interest (9% and 8%, respectively) – though of note, interest was gathered prior to Microsoft’s recent large-scale media campaign for Kinect, which launched in the U.S. on November 4.

Given the continued pressure on consumer spending, it is difficult to know how robust a holiday season this will be for tech devices, but this survey suggests the electronics aisle will be heavily traveled this season.

More insights on gamers, console dynamics, and allocations of time and money within gaming and the broader entertainment category will be featured in the second annual Nielsen 360° Gaming Report: U.S. Market, available in January.

HDTV flat screen televisions dominated, with 3D, Internet-enabled and ultra-thin and flexible screens on display.  New sets with on-screen interactive “widgets” to click to additional information and services were demonstrated by Yahoo!, Intel and Samsung.  Using this functionality, consumers can check their stock portfolios, the weather, sports or a host of other activities.  There were also Blu-ray devices with the ability to access the internet for movies from Netflix with a simple click of the remote.  Tru2way digital set top technology, wireless HD capability and location-aware GPS capability increasingly built into most new products were also featured.  Increasingly, the “always connected” promise of the Internet was featured in an array of devices with location awareness which likely means that targeting applications will rapidly increase to small personal devices we carry in everyday life.

“It’s clear that electronics companies are focused on making products work better and faster and with an eye toward styling and design.  Simplicity is key, as is providing tangible “connected” value to consumers.  Having attended a number of these shows, I was genuinely impressed with the innovation on display, despite a turbulent economy in 2009″ said Scott Brown, SVP, Digital Platforms for Nielsen.

Other key highlights of the show included:

• LG Blu-ray players with built-in streaming for Netflix, CinemaNow and YouTube
• Samsung Blu-ray players with WiFi
• Blu-ray players at the $200 price point
• Significant advances in audio technology for mobile products and gaming applications from Dolby
• CruiseCast, in-car satellite TV service from AT&T
• DVR hard drive capacity expansion
• LG Watch Phone, featuring a touch screen interface, stereo Bluetooth, speakerphone and built-in music player
• NETGEAR’s new portable Internet video player
• Hitachi’s gesture controlled television

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

“Even with the weakening economy, an unstable stock market and a rising unemployment rate, Black Friday traffic to online retail sites grew at a double digit rate this year,” said Ken Cassar, vice president, industry insights, Nielsen Online.

Black Friday Online Conversations and Consumer Perceptions

• Not surprisingly, shopping incentives were a key part of Black Friday discussions. The terms “deals,” “sales,” and “doorbusters,” referring to deep discounts intended to get shoppers in the door, were all closely associated with Black Friday.
• Specific retailers were also mentioned in relation to Black Friday, including Sears, CVS, Wal-Mart, JCPenney, Staples and Circuit City, among others.
• Consumers discussed specific products and gift ideas, including high definition televisions, video games, laptops and toys.

See Nielsen Online’s Black Friday BAM here.

The Nielsen Online Holiday eShopping Index is comprised of over 120 representative online retailers across twelve categories, and acts as a barometer to gauge the level of activity at online shopping destinations during the holiday season. The Index illustrates increased shopping activity through category growth.

View the complete report.

Read coverage of Nielsen’s findings in TIME, the Financial Times, by the Associated Press and Bloomberg, and on CNET.com, NPR.org, and Digital Daily.