More e-commerce traffic coming from social networks than emails
E-commerce
09 December 2008
A new study has shown that social networks send more web traffic to e-commerce portals than email marketing messages.
Hitwise's latest figures revealed that almost 5.5 per cent of all UK e-commerce traffic in November was sourced from social networks, compared with 3.87 per cent from email services such as Hotmail and Gmail.
This represented a reversal of figures recorded in November last year, when 4.9 per cent of retail website traffic came from email and 4.3 per cent was derived from social networking websites such as Facebook and Bebo.
Furthermore, fashion retailers were found to benefit the most from social network traffic last month, with Asos, Topshop and River Island among the biggest beneficiaries in the clothing sector.
Hitwise research director Robin Goad said: "Fashion is currently the fastest growing retail sector online ... One of the key factors in this success has been the way that online fashion retailers have built user communities on social networking sites."
Meanwhile, yesterday (December 8th) was one of the the busiest online shopping days in the UK this year as consumers flocked to the web to make Christmas gift purchases, according to IMRG.
Online sales rose by 14 per cent in terms of value compared with the same time last year.
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