According to Experian Marketing Services’ holiday peak week analysis, social media proved to be a key research tool for holiday shoppers and a crucial driver of traffic to retail Websites. Based on a comparison of upstream search traffic to leading retail Websites with the Hitwise Retail 500, social networking sites increased their share of traffic by a relative 46 percent year over year during the week ending November 30. Social networking Websites with highly visual content, such as Instagram and YouTube, saw dramatic year-over-year increases. This trend provides a significant opportunity for retailers to customize cross-channel marketing strategies and provide a more personal experience for the consumer.
Social media is a key driver of traffic to retail Websites
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