September 1, 2006, 12:00 AM

MySpace grows in importance as a driver to retail web sites

MySpace accounted for 2.53% of what Hitwise calls “upstream visits” to shopping sites in the U.S. for the week ending Aug. 26. That’s nearly double the percentage that MySpace drove only six months ago.

Kurt Peters

Executive Editor

 

For anyone who’s noticed the amazing growth in popularity of social web sites and wondered about their impact on the rest of the Internet, here’s an interesting stat just out from web site traffic analysts Hitwise: MySpace accounted for 2.53% of what Hitwise calls “upstream visits” to shopping sites in the U.S. for the week ending Aug. 26. That’s nearly double the percentage that MySpace drove only six months ago (1.28%).

“Search is a proven method of acquiring traffic and Google is the leader in driving online retail site traffic,” says Bill Tancer, general manager of Global Research at Hitwise. “With the growth of MySpace and others, online retailers should expand their focus beyond search to consider social networking sites as a source of additional traffic.”

“Upstream” visits occur when a consumer performs an activity at one site that leads to a visit to another site, such as searching at Google or Yahoo, or reading a MySpace user’s profile that mentions a site or a product.

Google was responsible for 14.93% of all upstream visits to shopping sites, Yahoo for 4.69% and MSN for 2.33%, Hitwise says.

The top shopping sites that MySpace drove traffic to were eBay, Amazon.com, Gateway, Walmart.com and Craigslist.

Hitwise also reports that in the past six months, the market share of visits to MySpace.com has increased 67% among all web sites, and MySpace.com captured 4.88% of all U.S. web site visits for the week ending Aug. 26.

 

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