Where Do You Spend Your Time Online?

Nielsen Online recently came out with a survey showing that social media has eclipsed email in terms of where people spend their time online. Time spent on social networking sites now accounts for almost 10% of all Internet time (not from 9 to 5, right? Right!) and is growing twice as fast as any of the other four largest online sectors (search, portals, PC software and email),

1. Search : 89.5%

2. General interest (portals and communities): 85.2%

3. Software manufacturers: 73.4%

4. Member communities (social networks and blogs): 66.8%

5. Email: 65.1%

However, this may be another area where Nielsen has some blinders on about the importance of time spent. A 2008 study performed by IDC found that 43% of social network users never clicked on ads, and only 11% of those who did actually purchased anything.

So people are spending more time there, but how do you harness that fact and convert it into information that impacts the bottom line?

Our research of the top e-retailers consistently shows year-after-year and month-after-month that the two things that STILL drive the best quality traffic are 1) a previous satisfying experience with the brand and 2) email promotions. What do I mean by the best quality traffic? The people who are mostly likely to buy, return, and recommend.

Social networks are hugely important and becoming increasingly so. But 3% of online shoppers say that social media influenced their visit, whereas 28% were influenced by an email promotion and 40% by a previous satisfying experience with a brand. So, you know, keep it in perspective.

Comments

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