Highly active members of online social networks are much more likely than average to surf retail sites selling music, jewelry or other luxury goods, consumer electronics and apparel, according to recent statistics produced by comScore Media Metrix.
More than 95% of those classified as “heavy” social networkers also visited retail Web sites in August, compared to 80% of the total U.S. Internet audience, comScore found. ComScore defined heavy users as the top fifth of social networkers based on time spent on the networks during the month.
By retail category, these intensive socializers accounted for more than 25% of the traffic to jewelry/luxury goods Web sites in August and almost 25% of the visits to sites selling online apparel, consumer electronics, books and movies.
“There appears to be a natural synergy between the leisure categories and social networking sites,” 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.”
ComScore took a more detailed look at where these networked users were going within the apparel category. The firm found that the most popular clothing destinations for heavy social users were youth-oriented retailers. Social-net denizens made up more than 50% of the monthly audience at Web sites for Alloy and Hollister Co. and just less than half the August traffic at the sites operated by Hot Topic, PacSun and Wetseal Inc. Heavy socializers made up more than 40% of the unique visitors to sites run by Forever 21, Aeropostale, Abercrombie & Fitch and American Eagle during the period.
“The Internet is a powerful medium for brand-building and driving in-store sales,” Fulgoni said. “Apparel retailers—especially those geared toward younger consumers—can benefit by considering the use of social networking sites as a marketing channel.”
Network
