Visitors to social networking Web sites are more receptive to online advertising than the general Internet audience, according to study findings released by the marketing research firm comScore Inc.
Frequent visitors to social networking Web sites are more likely than average to visit Web sites in such categories as music, jewelry, luxury goods, accessories, consumer electronics and apparel.
More than 95% of heavy users of social networking Web sites visited retailers’ sites in such categories, compared to 80% of the general Internet audience, study findings revealed.
Retail Web sites offering apparel, books and computer hardware were among the most popular with heavy users of social networking Web sites.
“Apparel (marketers), especially those geared towards younger consumers can benefit by considering the use of social networking sites as a marketing channel,” said in a statement Gian Fulgoni, chairman of comScore.
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