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BizReport : Internet : January 28, 2015

Shareholic: Facebook now accounts for 25% of social referrals

Consumer reliance on social media to drive online traffic has increased significantly, according to new data released by content discovery experts Shareholic.

by Helen Leggatt

Based on data collected from over 300,000 websites that together reach a global audience of more than 400 million unique monthly users, Shareholic has revealed that the top social networks, which includes Facebook, Google Plus, LinkedIn, Pinterest, Reddit, StumbleUpon, Twitter and YouTube drove a total of 31% of overall traffic to websites during December last year.

That's up from 22.7% the previous year.

Unsurprisingly, Facebook dominates. The social network accounted for just under one quarter of social referrals (24.63%) in December, 2014. The next largest share was just 5.06% of traffic and was from Pinterest. The remaining six social networks accounted for less than 1% each with YouTube a mere 0.01% of social referrals.

"Since December 2011, Pinterest's share of traffic has skyrocketed 684.86% (4.41 percentage points). Last month, Pinterest delivered 5.06% of total visits to sites across the web, up from 0.65% in 2011," writes Shareholic's Danny Wong on the company blog. "In 2012, it overtook Twitter and StumbleUpon, rising to 2nd place and has dramatically increased its lead over 2013 and 2014. Pinterest's share of traffic hit an all time high in March 2014 at 7.10%. But since then, its share has been in decline."

However, Wong believes Pinterest may have lost its momentum and is yet to realize its full potential. The image-sharing network must "shed its isolating for-women-only" image" and "develop mass-market appeal", he added.

Tags: online traffic, social media

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