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Friday, September 01, 2006

MySpace Users Love To Shop - Moreso Than MSN Users

Well at least that's one conclusion you can draw from the recent HitWise press release in which they say MySpace is responsible for 2.53 percent of all upstream traffic to sites in the Shopping and Classifieds categories. Now ther eare some things about this report that bug me right off the bat.

First let's start with the direct quote from the HitWise press release.
"social networking site accounted for 2.53 percent of all U.S. upstream visits to Shopping and Classifieds category for the week ending August 26, 2006, up from 1.28 percent six months ago (week ending February 25, 2006). In that period, the market share of visits to has increased 67 percent among all websites, and captured 4.88 percent of all U.S. visits for the week ending August 26, 2006. The top Shopping and Classifieds websites that were visited after MySpace for the week ending August 26, 2006 were eBay,, Gateway,, and Craigslist."

Now when they say the traffic from MySpace to Shopping and Classifieds category sites has increased for a certain period, one would naturally assume they're referring to a long period of time like a quarter or a month or a year.

However, that's not the case. They're just talking about a single weeks' worth of traffic. That makes me think most other weeks the traffic from MySpace has been about the same levels as 6 months ago. Isn't it quite typical for students to purchase back to school items like clothes, backpacks, gadgets, school supplies just before and during the first couple weeks of school? Yes, I think so.

Earlier this week I met with Become, a shopping search engine about 1 mile down the road from Google in Mountain View. I asked them about the HitWise story and Mimi Sells, Director of Corporate Communications had this to say.
"Our consumer research has shown that college age adults are a natural market for They are savvy online shoppers and know how to find bargains. For example, in June we sponsored an all day rock concert at the Shoreline Amphitheatre in June because of the opportunity to meet with and expose our brand to thousands of MySpace generation prospects! We also publish a daily blog "Pocket Change" that’s clearly focused at this group with coverage of new, cool and crazy things to buy online and is written primarily by our 20-something researchers"

So maybe the numbers are okay, clear as mud to me.

By Jason Dowdell at 08:15 AM | Comments (0)

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