Friday, July 30, 2010

How Canadians Reach Retail Websites

Says Heather Hopkins on Experian: Hitwise:
Canadians are heavy users of search engines and as we see in most markets, Search Engines are the top source of upstream visits to retail websites. In the month of June 2010, one third (33.21%) of upstream visits to Shopping and Classifieds websites came directly from a Search Engine. But, that is down year over year. In June 2009, Search Engines accounted for 39.18% of upstream visits, a 15% decline. What is making up the difference?

The following chart shows the top sources of upstream Canadian visits to retail websites in the month of June 2010 compared to June 2009. As illustrated in the chart, we have seen a slight increase in visits from other Shopping and Classifieds websites (shopping comparison in particular), Social Networks and Business and Finance.

The largest increase among these top industries was from Social Networks, up 37% year over year. Last week, the top downstream Shopping and Classifieds websites downstream from were mainly Classifieds websites (eBay Canada, various Kijiji and Craigslist city websites). Also among the top 30 were Sears Canada, Avon Canada, Amazon Canada, Ticketmaster Canada, and Walmart Canada.

This is an interesting mix of retailers, and not necessarily those you'd expect to be getting the most downstream traffic from Facebook. Stay tuned for more on social networking and retailing in Canada.

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