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BREAKING NEWS & VIEWS
Pinterest Drives More Referrals Than Google+Thursday, February 2, 2012 The image pinning social network that has become the darling of many women’s service magazines of late is also a breakout star in the Internet traffic ecosystem. According to the latest figures from referral traffic analytics company Shareaholic, Pinterest was responsible for 3.6% of online referral traffic in January, right behind Twitter (3.61%), Google (3.62%), StumbleUpon (5.07%) and dominant force Facebook (26.4%). Pinterest’s share has gone up from 2.5% just in December, while those larger sources of referrals declined. This puts Pinterest well ahead of YouTube as a source of user referrals, which is 1.05% in January. In July, Pinterest had a mere .17% of referral share. Shareaholic’s data is based on reports from 200,000 publishers reaching 260 million unique monthly users. There is some disagreement over referral numbers, however. In a mid-November report, Experian Hitwise found that Facebook, YouTube, Twitter and Yahoo all drove more traffic to other sites than did Pinterest, which was in fifth place and still well ahead of Google+. Monetate just issued an infographic that outline the enormous rate of growth Pinterest has enjoyed in just the past six months. In its look at Pinterest referrals to retail stores, the image sharing site grew its refers 383% between July and December alone. In September Compete measured the Pinterest traffic at 1.68 million uniques, rising to 2.97 million in October, 4.46 million in November and escalating sharply during shopping season to 7.21 million in December. Despite the higher profile of Google+ and its fast-growing social network, Pinterest appears to be driving more traffic. Pinterest is among the most fascinating success stories of the past year. While it launched in 2010, the site really got traction this fall. As we explore in greater detail in this Friday’s issue of min, a number fo the style, food and home magazines are seeing significant spikes in Pinterest traffic as they start to craft posting and promotional strategies for a visual sharing site that seems especially amenable to the aesthetics of magazines. On Feb. 9 at our min Webinar “Leveraging the ‘Other’ Social Networks,” Pinterest will be among the alternatives to Facebook and Twitter we will feature. Alison Dempsey, social media editor, Parenting, Leslie Ellwood, executive director of audience development, SHAPE, Naomi Piercey, online editor, Women's Health and Rachel Fershleiser, media outreach, Tumblr will be presenting.  If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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