Hitwise: Twitter Drives Traffic to Blogs and Social Networks, But Not to Retail Sites
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.
Facebook
Comments
Subscribe to comments for this post OR Subscribe to comments for all ReadWriteWeb posts
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
Hasnt Dell already made over a million on Twitter referrers?
http://venturebeat.com/2008/12/15/twitter-has-made-dell-1-million-in-revenue/
typo: the link to tweetdeck goes to twirl
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
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.
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.
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.
@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
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
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.
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"
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
Sorry but this doesn't jibe with my Twitterverse, but I guess we can expect mileage to vary based on personal experience.
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
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
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? :)
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
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.
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!
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!
It's really very helpful for everyone. I'm so much happy to get this website.
If you want more money please visit this site
http://www.jointventurecash.com
It's really very helpful for everyone. I'm so much happy to get this website.
If you want more money please visit this site
http://www.jointventurecash.com
I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.
Miriam
http://www.craigslistguide.info
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
Tweet tweet twitter...great way to socialize and promote.
thanks so much for this topic
http://job-for-you-at-home.blogspot.com
Hi! I was looking around for some thing like that on the net for my college studies. I’m also a part of Jeff Paul’s program. His system has helped my friend even when he purchased the system.
It takes a long time to get traffic from any source.