Two recent reports illustrate the power of Twitter in two important metrics—driving visits and purchasing power. Hitwise analyzes overall downstream traffic for Twitter, while NPD Group takes a look at downstream purchases generated by Twitter.
Hitwise took a look at the most popular categories of downstream traffic for Twitter, comparing them with Facebook, Google UK and Hotmail. Nearly a quarter of Twitter’s downstream traffic goes to entertainment sites, and another ~15% went to social networks:
Interestingly, Twitter also leads in downstream traffic to news & media sites, lifestyle sites and music sites—and, taken with a new study from NPD Group, that’s good news for the music industry. As Reuters reports: