Holiday shopping traffic from Pinterest doubled this year, and now accounts for nearly 10 percent of all traffic from social sources, according to an analysis by digital marketing firm RichRelevance. Facebook still dominates social e-commerce referrals, but its share dropped 5 percent to reach 90 percent.
Twitter, despite its claims to the contrary, isn’t even a player, sending less than 1 percent of traffic.
In the week after Thanksgiving this year, search engine traffic was up 43 percent from the same week last year. One of every five shopping sessions began with a search engine this year, up from 14 percent in 2011.
“It’s easy to assume that everyone is using search, but technology and connectivity are still expanding in rural areas, where search engine usage is growing. Instead of being a city phenomenon, search has become an every-household phenomenon as technology penetrates to the most remote locations, RichRelevance CMO Diane Kegley said in an email.
The study was based on RichRelvance’s analysis of 490 million shopping sessions, which took place in 2012 and 2011 during a ten day period beginning on Thanksgiving. Results are depicted in the infographic below.