Facebook is easily the leading social referrer of traffic, confirms a new report from Shareaholic, which analyzed 13 months of data collected from 200,000 publishers reaching more than 250 million unique monthly visitors. Referring more than 10% of site traffic to the publishers, Facebook’s share of referrals has grown by 58.8% since September of last year (6.53%). But it’s Pinterest that has demonstrated the most rapid growth over that time period, with its share of traffic growing by 66.5% to 3.68%. In fact Pinterest now drives more traffic than Twitter, StumbleUpon, Reddit, and others – combined.
(And yes, the same can be said for Facebook, which drives more traffic than all others including Pinterest, combined.)
Despite strong growth in referral share from Twitter (+54.1%), it only drove 1.2% of site visits in September 2013. Meanwhile StumbleUpon, which began the study period essentially on par with Twitter, has seen its share of referrals decline by 27.5% to less than 0.6% last month. Reddit appears to be suffering a similar fate, down 35.2% over that 13-month span to just 0.26% of site visits. In fact, during the final 4 months of the study period, YouTube (+52.9% over the 13-month period) accounted for a greater share of site referrals than Reddit, despite Reddit having referred almost twice as much traffic at the start of the period.
Meanwhile, although LinkedIn (+34.5%) and Google+ (+7%) are growing their share of referrals, they remain bit players, accounting for less than 0.1% of site visits last month.
It’s worth noting that the data represents a subset of publishers – however large – and may skew towards a certain type of website. For example, LinkedIn likely plays a larger role in B2B-focused sites than shown in this report. Recent data from Monetate also suggests that StumbleUpon refers more e-commerce traffic than Twitter.
Nevertheless, it’s worthwhile looking at how these platforms have trended over the analyzed time period and publisher sample.
Subscribe now to receive more charts and articles like this in your inbox. A fast read in a clean, mobile-friendly design.