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Gap Widens Between Transactional and Content Site Visits

Many More UK Users Reading, Watching and Networking Than Buying

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Interesting data from Hitwise indicates that content-driven websites get a whole lot more traffic than transactional-based ones. To put a number on it, that would be 73% more.

Robin Goad of Hitwise shares the following graph comparing sites in the Shopping and Classifieds, Business and Finance, Travel, Entertainment, Computes and Internet -Social networking and Forums, News and Media, and Lifestyle categories. This is in the UK, mind you.

UK Internet Visits

 He then shows this other one, which shows the share of UK Internet visits broken down in just transatctional vs. content. The picture becomes much more clea. In fact, content views seem to be going up as transactional ones go down. That’s quite interesting, since the graph goes all the way back to 2006.

Content vs Transactional

"Going back 3 years, you can see that these two broad categories attracted similar amounts of Internet visits," says Goad. "In fact, in July 2006 transactional sites accounted for 5% more UK Internet visits than content driven ones. But fast forward to the present, and the picture is very different."

At first glance, you might think tha people were buying less online, and that may be the case these days, considering the state of the economy, but you also have to consider that a lot mroe time is being spent online these days. And social networks fall into the content category.

Gap Widens Between Transactional and Content Site Visits
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