comScore: Social Networking Sites an Attractive Venue for Advertising Apparel Products
U.S. visitors who frequent social networking sites are significantly more likely than average to visit leisure-oriented retail site categories, such as music, jewelry/luxury goods/accessories, consumer electronics and apparel.
This was a key finding from a recent study by Reston, Va.-based comScore Inc.
More than 95 percent of frequent social networkers visited retail sites in August, compared to 80 percent of the total U.S. Internet audience, according to the study. comScore defines frequent social networking visitors as the top 20 percent of visitors based on time spent on social networking sites.
These frequent social networkers exhibited a particularly high tendency to visit the more leisure-oriented retail categories, including those featuring entertainment (music, tickets, books and movies), fashion (apparel, jewelry/luxury goods/accessories) and retail technology (consumer electronics, computer software and hardware).
The current study also examined which individual sites attracted the highest percentage of visitors from the frequent social networking segment, revealing that the frequent social networkers have a strong propensity to visit retail apparel sites. In fact, each of the Top 10 ranked Web sites were fashion and apparel sites oriented to young adults, including well-known brands like Hollister, Pac Sun and Abercrombie & Fitch, among others.