Search engines still dwarf email and social media as an e-commerce traffic driver, per Monetate’s latest e-commerce report covering Q4 2012 activity. 32% of e-commerce site visits in Q4 came from search, compared to 4.3% from email and just 1.9% from social media. In fact, Q4 marked the third consecutive quarter that social media’s influence waned, falling from 2.7% share of visits in Q1 2012, and lending credence to a recent PwC assertion that social media is unlikely to soon become an important retail sales channel.
The Monetate data aligns closely with recent figures from Adobe, which found social contributing just 2% of e-commerce site traffic during the holiday season, and search about one-third share of traffic. Read the rest at MarketingCharts.
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