Don’t Ignore Social Networking when Marketing Websites

Posted on April 18, 2013 by Simon Thompson

online web time

When marketing websites, you may have less time than you think to grab the attention of some of that passing online traffic.

Researchers have looked at millions of online minutes and compressed the activity of web users in to an hour – and then looked at how much of that hour is spent carrying out various online activities.

Businesses get just 10% of time online to press their message home, according to the figures from market research firm Experian.

Web users spend just six minutes of that online hour shopping – and that includes visiting auction and classsfied sites like eBay and Gumtree, shopping giants like Amazon and doing the weekly shop with supermarkets.

But the big target area for marketing a website is social networking.

Average web users spend twice the time on social networking sites, like Facebook, Twitter, Google+ and LinkedIn and forums than they do shopping – and that adds up to 13 minutes or 20% of all online time is devoted to catching up with friends.

British web users do spend more time online shopping than their nearest rivals – 9% in the US and 6% in Australia.

Much of this lead is down 370 million hours were shopping online at Christmas, up a quarter than the monthly average.

Experian’s James Murray said: “The online landscape is constantly changing and we’ve seen some pretty dramatic shifts in consumer behaviour across different geographic regions.

“Consumers are changing the way they interact online and the rise of 3G and now 4G mobile internet access means more visits are being made on the move, particularly in social and email.

“As brands become increasingly global entities it’s more important than ever to understand the differences between regional online behaviours so that marketing campaigns can be tailored for better and more effective brand engagement.”

The figures go to show that you ignore social networking at your peril if you are marketing a website.

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