Retailers shift their ad spending from TV, radio and print ads to digital ads.
75% of U.S. Internet users visited Facebook last month, comScore reports.
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%).