Sunday, 7 February 2010

Social Shopping

Social networking is now the most popular Internet activity. According to Hitwise, visits to social networking sites now account for more than 13% of all Internet traffic.

As this activity has grown, social networks have become an increasingly important source of traffic for major retailers - year on year figures indicate a 37% increase in upstream traffic. Beyond the traffic flow, there also seems to be a measurable degree of intent. Hitwise conducted an analysis of internal searches on Facebook during the '09 holiday season finding that over 2% of the traffic to Facebook (that's 2% of 132 Million according to Compete.com) visited a website in the Retail 500 immediately after. Retailers like Wal-Mart, Target, Best Buy, and Bath & Body Works (and others) all appeared within the internal searches taking place on Facebook signifying that consumers were actively seeking their content and offerings.

There have been some early attempts to preempt the normal (flawed) conversion circuit by enabling social networkers to purchase directly from their pages (Resource Interactrive for The Limited for example). Expect to see a serious push in this area during 2010.

9 comments:

Trevor Attridge said...

*Following on from this :

1 in 3 Google users ends up at a transactional based website after leaving the site – implying that there is specific intention in the search and therefore the subsequent purchase action.

Twitter users however have a very different exit, over 55% of its users end up at entertainment sites.

Social sites users in generally do not end up at online retailers after they have exited the site, with 7% of their traffic finding its way to these.


Information from Ad:tech 2009 during Comscore presentation.

http://onehandshake.blogspot.com/2009/09/online-retailers-faced-with-same.html

Mark Taylor said...

Thanks for the additional data.

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