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Facebook Drives 86% Of Online Retail Traffic
Marketers and advertisers looking to find the ultimate source of ‘buyer traffic’ need look no further than Facebook. The social networking giant is leading when it comes to driving online retail traffic; in fact, that lead is so huge; it may very well be unassailable.
A new report from retail analytics and research company, Rich Relevance, found that compared to other channels, Facebook dominates to the tune of 85.8% (let’s just say 86) of online retail traffic. Facebook’s new ad offering, the Sponsored Story has been doing very well too, in some cases outperforming traditional PPC ads on the platform.
Newcomer to the social sharing space, Pinterest has found phenomenal success and now commands about 11.3% of all online shopping sessions. Twitter was third with a paltry 2.9%.
But the study also found that Facebook is not only better at driving retail traffic, it does a better of job of sustaining engagement. Referrals from Facebook were more likely to stay longer on a site and revisit that site more often. On average, Facebook commanded 7 pages per referral session, while Pinterest commanded 4 pages, on average—Twitter as per the foregoing trend was third with 3 pages per session.
Facebook may be struggling to monetize, but Mark Zuckerberg and co should take note of the findings of this report. As Diane Kelgley, CMO of Rich Relevance puts it, “Every social network promises a new way of connecting consumers with retailers and brands, however, the big take-away from our research is that not all channels in the social space are created equal.”
Facebook is still King.