SOCIAL NETWORKING SITES INCLUDING MYSPACE and Facebook are driving a bigger portion of traffic to retail sites than a year ago, according to new research by Hitwise. Social sites are driving more than 6% of retail traffic, up from 2.9% in 2005. MySpace alone accounted for about one-third of that traffic.
The increase in retail traffic reflects social sites increasingly becoming a starting point for Web users. “What we’re seeing is a trend among social networking sites, particularly MySpace, becoming a home base for Internet users,” said Bill Tancer, general manager of global research at Hitwise. That trend in turn generates more traffic from social sites to online retailers.