Comments for Hitwise: Twitter Drives Traffic to Blogs and Social Networks, But Not to Retail Sites

Hitwise: Twitter Drives Traffic to Blogs and Social Networks, But Not to Retail Sites

2009-03-12T17:30:14Z

According to the latest data from Hitwise, Twitter sends most of its traffic to Google, Facebook, TwitPic, and MySpace. Overall, Twitter sends about 1 in 5 users to social networks and another 1 in 5 to entertainment sites like Twitpic, YouTube, or Flickr. Even though some people think that Twitter is just a 'poor man's email system,' Twitter's clickstream profile is very different from that of most email services.

]]> There are a number of interesting results in Hitwise's study. Among others, Hitwise notes that a higher share of downstream clicks from Twitter.com go to blogs and personal websites than from search sites, social networks, or email services. A larger number of Twitter users are also being sent to news and media sites, which points towards Twitter's growing role as a medium for sharing and breaking news stories.

Another interesting fact about the downstream clicks from Twitter is that very few users go from Twitter.com to retail, business, or finance sites.

Here are a few other interesting findings:

after visiting Twitter.com, more users visit Etsy.com, the marketplace for buying all things handmade, than Amazon
in terms of downstream clicks, CNN.com is the most popular news service on Twitter
Yahoo Mail gets more downstream clicks than Gmail or Windows Live Mail

One caveat about this data that Hitwise does not mention, however, is that a large number of Twitter users never even visit Twitter.com because they use more fully-featured desktop or mobile clients like Twhirl, TweetDeck, or Tweetie. Hitwise obviously doesn't have access to this data, but it would be interesting to see if those Twitter users who use a Twitter client exhibit a different behavior compared to those who use the web site.

Comment from Adam & Eve on 2009-03-12

2009-03-12T17:45:10Z

From the information I've collected while using Twitter for the company, I'm able to drive a decent (but still less than half) percentage of my followers to my website. However, the numbers don't convert. People like to know what I'm talking about and what I'm "advertising" on Twitter, but they don't want to buy it.

I do get almost double the amount of Twitter traffic to our unofficial blog, Facebook page, and YouTube account than I do to our retail site so I've started to tailor my Tweets to those sites in hopes that giving people additional, entertaining content will get them back to our retail site. Plus, I'm more likely to get retweeted when I direct people to that content rather than the website. And in the end, I think my main goal with Twitter is to keep my followers talking about Adam & Eve rather than buying and not sharing their thoughts.

@adamandeve

Comment from Jaan Kanellis on 2009-03-12

2009-03-12T17:58:07Z

Hasnt Dell already made over a million on Twitter referrers?

http://venturebeat.com/2008/12/15/twitter-has-made-dell-1-million-in-revenue/

Comment from Kris on 2009-03-12

2009-03-12T18:02:42Z

typo: the link to tweetdeck goes to twirl

Comment from Dave Tate CEO Elitefts.com on 2009-03-12

2009-03-12T18:03:43Z

I'm in the internet retail business ( www.elitefts.com ) and twitter has become one of our top referral sources so it can add value to the retail sector.

From what I have seen with other retail operations on Twitter is they make EVERY mistake you can make when using the service.

Retailers need to understand that Twitter and other social networks are SOCIAL networks and not advertising boards.

@UnderTheBar
@Elitefts

Comment from Conrad Quilty-Harper on 2009-03-12

2009-03-12T18:11:45Z

Retail outlets can certainly be successful using Twitter when there are decent deals available.

On a purely anecdotal level, the other month I tweeted that The Wire All Seasons Boxset was available on Amazon for dirt cheap. I'm sure several were directly sold in relation to that original tweet.

http://twitter.com/feliciaday/status/1139705745

The Dell tweet account would seem to stem from that. Provide decent deals, and the buyers will come.

Comment from Lisa Quinn on 2009-03-12

2009-03-12T18:17:14Z

Telecommunication will always evolve into a more expedient way to receive and send information. Right now, Twitter is the next best thing for fast, relevant information made tangible at searchers’ fingertips. It can be molded to target whatever group or industry is utilizing it correctly. Right now bloggers, marketers, and news teams are incorporating Twitter as a redirecting tool back to their own respective sites. I think we should begin to ask ourselves what will pave the way after the popularity of this information portal ceases. Will social networkers eventually get tired of the same mundane networking functions? Check out how eZanga.com, a search engine that specializes in pay-per-click advertising, has revamped social networking with their recently launched site, www.HopOnThis.com. Merging advertising and social networking into one may possibly be the next best thing in the social media sphere.

Comment from Free Sports Betting on 2009-03-12

2009-03-12T18:28:57Z

People don't want to be sold on Twitter. If you have a good blog post people will visit it. At the blog you have to push the sale.

Comment from Frederic Lardinois on 2009-03-12

2009-03-12T19:15:37Z

@kris - thanks - just fixed that

@jann and @conrad those are good examples of how a company can make good use of twitter to drive sales, but overall, the data from Hitwise seems to imply that most Twitter users are not using the service to to find deals - at least for now, users are not using Twitter to share information about deals and they seem less receptive to being sold to on Twitter

Comment from Sean on 2009-03-12

2009-03-12T20:20:30Z

Not sure that there is anything surprising about the result of noteworthy. I be interested to know in terms of types of links, what percentage of twitter links are oriented towards retail destination versus other types of sites? And is that percentage greater or less than links shared on email? And then get on the conversion ratio to see if twitter is a more effective medium or not?

User behaviors on twitter are very different than on email despite the reference to poor-man's email. So behavior would certainly skew numbers one way or another

Comment from John on 2009-03-12

2009-03-12T23:18:26Z

the data in the report probably reflects the fact that adoption by most retailers and non-early adopters is only picking up now. I think Etsy stat is a prime example of the typical early adopter - a cool site that's not hit the main stream yet.

Comment from Perfect MOney Opinion on 2009-03-12

2009-03-13T00:53:28Z

to make Twitter "convert"-money.profit or click ads,I believe twitter need to develop better system similar to word of mouth system,and if Twitter dont convert I guess that already there vision not to "do so"

Comment from Maan on 2009-03-12

2009-03-13T03:08:33Z

Yup thats very true twitter is driving lot of traffic to these social networks you can find this kind of information and lots more at http://www.itbuzz.co.cc

Comment from Tom Sparks on 2009-03-12

2009-03-13T04:39:30Z

Sorry but this doesn't jibe with my Twitterverse, but I guess we can expect mileage to vary based on personal experience.

Comment from scott on 2009-03-12

2009-03-13T04:52:47Z

Interesting metrics. I think the key for online retailers (I am one) is to use Twitter as a tool for reaching out to your tribe by offering useful links, news and Twitter "content"...not primarily twittering about retail promotions. For our fine art website, we have been successful twittering links to resources on our companion blog (Tips for planning your art before you buy, framing guides, etc). Then, periodically, we will announce a "Twitter-only" sale / promotional code for the retail website - offering something unique and exclusive to our Twitter followers and friends.

Will continue to read and value your blog!
-Scott

@fineartfolio
http://thefineartfolio.com

Comment from Khurram on 2009-03-13

2009-03-13T11:05:54Z

Been on twitter for about 3 weeks. I have seen a moderate boost in traffic. Mostly traffic from people just browsing for more followers, but traffic none the less. Next step: learning how to build a stronger network and convert these additional eyeballs in to fans and sales. come check me out.

http://twitter.com/spryka

Comment from jan_geronimo on 2009-03-13

2009-03-13T11:39:39Z

This is so true. I'd leave immediately if a link brings me to a retail site, or to a landing page that tries to sell me a service or something.

Unless of course I'm actively seeking for a product or a service.

Twitted links of interesting posts are generally of high quality. And searching for these is what drives me to stay in twitterverse. If I like what I find at the very least I RT the post. If I love the blog, I'd do a lot more like people in love do. Profess my love for anyone to hear. I'm a convert, what can I say? :)

Comment from Khurram on 2009-03-13

2009-03-13T11:49:17Z

http://twitter.com/spryka

Comment from Gemma Went on 2009-03-13

2009-03-13T19:25:34Z

I agree with the above post. I'm a new user and have seen an increase in traffic to my site. However, I am considering changing my url from my website to my blog to see what that yields.

Comment from Wade Watson on 2009-03-13

2009-03-13T19:31:51Z

I like that Etsy sellers are out doing Amazon on Twitter. This make sense. Twitter is about individual people, not big corporations. I'll admit I've long dreamed of a day when our economy would flow those dollars spent on mass manufactured junk at Wal-Mart etc. and into goods carefully handmade by by individuals whom we know and interact. I have a wonderful Twitter friend, @Noadi, who makes and sells charming jewelry items online at Etsy and elsewhere. She's had the most meteoric follower rise of any non-celeb I've seen-- over 2000, much of which she gained in a couple of months.

Let's hear it for craftspersons!

Comment from Wade Watson on 2009-03-13

2009-03-13T19:32:54Z

Let's hear it for craftspersons!

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2009-03-29T07:11:24Z

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2009-03-29T07:13:04Z

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Comment from Miriam on 2009-04-04

2009-04-04T09:07:31Z

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Comment from WebBanshee on 2009-05-01

2009-05-01T15:41:45Z

Hi , yep readwrite web is always worth a visit.I just started to be more active on twitter.Will see if there will come any twitter effect : )

http://webbanshee.blogspot.com
http://twitter.com/webbanshee

Comment from socialnetworking on 2009-05-06

2009-05-06T17:34:37Z

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2009-05-13T11:29:29Z

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2009-06-05T05:57:20Z

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Comment from zygella on 2009-07-21

2009-07-21T17:21:48Z

It takes a long time to get traffic from any source.