We’ve seen the trend for a long time: social networks are sending more and more downstream traffic to retail sites. Hitwise has the numbers from December—and the downstream traffic from social networks is up 37%.
The change doesn’t look super significant, I know, but it’s the biggest percentage increase for any category. Fewer people are starting at retailers’ sites or through permission email, so search engines and social media are more important than ever.
So is it more because users are recommending deals to their friends, or is it because of retailers’ presence on social networks? Likely both. Hitwise found that many users were actively seeking info on popular retailers.