NEWS WEBSITES: 7% OF TRAFFIC COMES FROM FACEBOOK

JANUARY 2014 - ONLINE MARKETING TRENDS

NEWS WEBSITES: 7% OF TRAFFIC COMES FROM FACEBOOK

Published on the 13/03/14 – Social networks have become essential for companies’ online strategies. As referrers for news websites, they use them everyday to publish and increase the value of contents. In the space of a year, visits coming from Facebook have risen sharply.  

 

News websites – January 2014: 7.1% of traffic from Facebook, 1.2% from Twitter, all traffic sources considered

For the purposes of this study we have taken into consideration 18 leading French news websites audited by AT Internet solutions.

For all visits, after the different traffic sources were considered for French news websites in January 2014:

  • The average share of the Facebook website as a referrer was 7.1%,
  • The average share of the Twitter website was 1.2% for the same period, in other words almost six times less than Facebook (difference in the number of users, cross-section covering only traffic that comes from the website, etc.).
  • By way of comparison, we have also taken an in-depth look at the traffic coming from the leading search engine used in France, Google. Search engines and social networks are not used in the same way, although this comparison gives us a ballpark figure for their respective shares as traffic sources. For French news websites in January 2014, Google’s visit share was 39.1%, in other words more than 5 times greater than Facebook, but the gap is narrowing as Google’s visit share was 12 times greater than Facebook’s a year ago in February 2013 (40.2%/3.3%).

 

facebooktwitter-201401-11

 

News websites: +4 points for the FACEBOOK referrer in the space of a year

The Facebook website’s visit share more than doubled in the space of a year, Twitter’s continues to remain stable

  • The average share of traffic from the Facebook website, as a referrer for news websites, rose from 3.1% in January 2013 to 7.1% in January 2014, with the average traffic share rising on a monthly basis since September (between +0.3 points and +1 point), except for January 2014, stable vs. December 2013.
  • The average share of traffic for the Twitter website is between 1.1% and 1.3% depending on the month concerned, to remain stable over the space of a year.

 

facebooktwitter-201401-21

 

News websites: almost 40% of referrer site traffic comes from Facebook

The following graph shows the average visit share recorded by the Facebook and Twitter websites (except for applications, widgets, etc.) for referrer site traffic. For referrer site traffic:

  • On average for French news websites, 38.9% of traffic came from the Facebook website in January 2014 (vs 23.1% a year earlier in February 2013),
  • 7.7% of traffic came from the Twitter website, on average for French news websites (8.1% a year ago).
 
In terms of ranking in January 2014, out of the 18 news websites studied, on 14 occasions [www.facebook.com] was the most used level 2 domain in terms of visit share coming from referrer sites (vs 9 occasions in February 2013),

  • For 3 other sites, it finished in 2nd place.

 

facebooktwitter-201401-31

 
On average for French news websites, 7 out of 100 visits came from the Facebook website in January 2014, and accounted for almost 40% of referrer site traffic. The Twitter website accounted for 1.2% of total traffic and 7.7% of referrer site traffic. If the Twitter site, as a referrer for news websites, continues to remain stable with a visit share equivalent to that of last year, the Facebook site experienced a sharp rise. Its visit share more than doubled, rising from 3.1% in January 2013 to 7.1% in January 2014. The enthusiasm for Facebook is confirmed from year to year: 10 years after its launch (4th February 2004: TheFacebook.com), the social network is increasingly used by private spheres and professionals. It is following market evolutions and continues to increase with, for example, the recent purchase of the messaging app WhatsApp, winning new followers.

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