Though many think of Facebook and other social networking sites as destinations for people who find pizza and beer a frequent financial challenge, these users have been hitting various leisure-oriented retail sites in droves.
Social Networkers Love Their Leisure
Certain categories of online retailers should take a closer look at their referrer logs, and maybe rethink their advertising strategies for social networking sites.
A comScore Segment Metrix study found the most frequent users of social networking sites also spend more time visiting music, jewelry & luxury goods, electronics, and apparel sites. These heavy networkers rate in the top 20 percent of social network visits based on time on site.
Music proved an interesting category for retail site visits by social networkers. Out of the nearly 24 million visitors to music retail sites in August 2007, 6.8 million came from these heavy social networkers, representing 28.5 percent of music site visitors.
“This analysis is consistent with the findings of a comScore study conducted last year, which showed that visitors to social networking sites are more receptive to online advertising for leisure-oriented retail categories,” comScore Chairman Gian Fulgoni said in a statement.
“People typically enjoy sharing their experiences with these products, whether it’s to talk about their new iPhone or the pair of designer jeans they just bought. Social networking sites offer the venue for those conversations to occur,” he said.
