Monday, November 13, 2006
Insights on traffic to and from Myspace and other Web 2.0 properties.Who Goes Where (After Sharing and Socializing)?
"Social networking, photo and video sites send valuable traffic to other destinations.
By Debra Aho Williamson - Senior Analyst
People who use social networking or online video sites spend a lot of time engaging with the content that is already there. But how do those sites affect traffic to other sites?
A new report by Hitwise attempts to make sense of the business that sites such as MySpace and YouTube send to other destinations.
In September, MySpace had an 82% market share of visits to the top 20 social networking sites, according to Hitwise. The second most popular site, Facebook, received 7% of visits.
However, MySpace is a significant driver of traffic to other social networking sites: 24% of visits to the other 19 sites on the list came directly from MySpace, Hitwise found.
All this networking adds up to long usage times. In September, the average session time was just over 27 minutes for social networking sites, vs. around 11 minutes for all other sites.
MySpace also is a driver of traffic to other types of sites. Hitwise reports that "the share of upstream traffic from MySpace for the Telecommunications category was 89% greater in September 2006 than it was in March 2006. In the same 6-month period, the share of upstream traffic from MySpace grew by 83% for the Shopping and Classifieds category, 77% for the Banks and Financial Institutions category, and 71% for the Travel category."
In other words, MySpace is referring an increasing amount of traffic to those site categories, either by organic links (such as links within user profiles) or advertising links.
In the case of YouTube, 3.3% of visits that went directly from YouTube to another site went to the television category during the week ended October 7, 2006. CartoonNetwork.com received the most visits, followed by ESPN and Disney Channel.
The close relationship between social networking sites and photo sharing sites is also evident in the data. Photobucket, Slide and Imageshack all receive the majority of their traffic from MySpace. "In September 2006, 57% of upstream traffic to Photobucket came directly from MySpace," reported Hitwise. "MySpace accounted for 51% of upstream traffic to Imageshack and 77% of upstream traffic to Slide in September 2006."
All these sites represent advertising possibilities for those seeking to reach the MySpace or YouTube audience, Hitwise said.
For more on social networks, read eMarketer's new Social Network Marketing: Ad Spending Update report..."
"Social networking, photo and video sites send valuable traffic to other destinations.
By Debra Aho Williamson - Senior Analyst
People who use social networking or online video sites spend a lot of time engaging with the content that is already there. But how do those sites affect traffic to other sites?
A new report by Hitwise attempts to make sense of the business that sites such as MySpace and YouTube send to other destinations.
In September, MySpace had an 82% market share of visits to the top 20 social networking sites, according to Hitwise. The second most popular site, Facebook, received 7% of visits.
However, MySpace is a significant driver of traffic to other social networking sites: 24% of visits to the other 19 sites on the list came directly from MySpace, Hitwise found.
All this networking adds up to long usage times. In September, the average session time was just over 27 minutes for social networking sites, vs. around 11 minutes for all other sites.
MySpace also is a driver of traffic to other types of sites. Hitwise reports that "the share of upstream traffic from MySpace for the Telecommunications category was 89% greater in September 2006 than it was in March 2006. In the same 6-month period, the share of upstream traffic from MySpace grew by 83% for the Shopping and Classifieds category, 77% for the Banks and Financial Institutions category, and 71% for the Travel category."
In other words, MySpace is referring an increasing amount of traffic to those site categories, either by organic links (such as links within user profiles) or advertising links.
In the case of YouTube, 3.3% of visits that went directly from YouTube to another site went to the television category during the week ended October 7, 2006. CartoonNetwork.com received the most visits, followed by ESPN and Disney Channel.
The close relationship between social networking sites and photo sharing sites is also evident in the data. Photobucket, Slide and Imageshack all receive the majority of their traffic from MySpace. "In September 2006, 57% of upstream traffic to Photobucket came directly from MySpace," reported Hitwise. "MySpace accounted for 51% of upstream traffic to Imageshack and 77% of upstream traffic to Slide in September 2006."
All these sites represent advertising possibilities for those seeking to reach the MySpace or YouTube audience, Hitwise said.
For more on social networks, read eMarketer's new Social Network Marketing: Ad Spending Update report..."
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