August 26, 2011, 2:10 PM

Clothes and social media occupy U.S. web users in July

75% of U.S. Internet users visited Facebook last month, comScore reports.

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Facebook and Twitter both attracted record traffic in July, according to web measurement firm comScore Inc., which based its findings on U.S. unique visitors. Back-to-school shopping helped increase visits to e-commerce sites by nearly 13% in July compared with June.

In July Facebook had 162.1 million visitors, up 0.7% from 160.9 million in June. That’s more than 75% of the 215.1 million U.S. Internet users, comScore says.

Twitter had 32.8 million visitors, up 7.2% from 30.6 million in June. That’s more than 15% of U.S. Internet users.

 

 

While the reach of the two social networks continues to widen, they have yet to approach the ubiquity of Google sites, which include social network Google+, Gmail and YouTube as well as the Google.com search engine. Google sites had 182.3 million visitors in July, a 0.1% dip from 182.5 million in June.

ComScore also reports that consumers shopping for back-to-school products helped boost traffic to consumer goods sites in July by 12.7%, to 25.6 million from 22.7 million in June. “Many parents took advantage of early back-to-school promotions at consumer goods and apparel sites, which experienced a significant spike in traffic,” says Jeff Hackett, executive vice president of comScore Media Metrix. Staples.com led the way in consumer goods sites with 7.3 million visitors (up 30% over June), followed by Office Depot with 4 million (up 21%), QVC sites with 3.6 million (up 5%) and OfficeMax with 2.5 million (up 32%).

Apparel sites also had strong growth as the category increased nearly 8.2% to 66 million from 61 million unique visitors in June. Zappos attracted the most apparel shoppers with 8.4 million visitors (up 54% over June), followed by Limited Brands with 6.4 million (up 4%) and Nordstrom with 4.9 million (up 44%).

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