With the economic struggles this year, it shouldn’t come to a surprise to anyone that e-commerce site traffic is down this year. What was surprising to me was how much. According to a recent ClickZ article, the Online Publishers Association (OPA) reports that e-commerce is suffering from a 20.4% dip this year. It is important to note that the data is only updated through October, so Black Friday and Cyber Monday were not included.
While e-commerce sites suffer this year, community, search and content oriented sites have seen increases in users time spent online.
Community sites saw the biggest increase. While the OPA credits this mostly to Facebook, I think their are more sites that deserve credit for this. Twitter, in particular. Now that Twitter has grown to 6 million users, it deserves credit for the impact it is having in the online world.
Here is the complete breakdown of time on site increases/decreases:
- Content: 6.1%
- Communications: -2.4%
- Commerce: -20.4%
- Community: 16%
- Search: 4%