Social media is lagging as a traffic source to e-commerce websites and as a driver of online purchases, despite increased brand investment, according to a recent report by Monetate.
The Ecommerce Quarterly (EQ) report, which analyzed a random sample of more than 500 million online shopping experiences in 1Q13, found that social media represented just 1.55% of all e-commerce traffic to top sites, far behind search (31.43%) and trailing email (2.82%). Moreover, social media platforms overall had a conversion rate of less than three-quarters of one percent (.71%), though this number varied by network.
Below, additional key findings from the report.
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