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‘Search’ Remains the Most Popular Source of Traffic to Mobile & Desktop

According to SimilarWeb’s Global Search Marketing Report, search drives 10x more traffic to shopping sites than social media. This report is based on several metrics surrounding paid search and displays the breakdown of traffic from a wider range of sources.

shopping traffic sources
Source: SimilarWeb Global Search Marketing Report 2016

While many people believe email and social media are crucial in driving traffic, search actually drives most of the traffic. In fact, search is the largest traffic driver followed by “direct” and then “referral.” Next on the list is social, followed by display and then email. In the search category, paid search accounts for over 5% of all traffic and organic is just under 95%.

The report does not offer a PC vs mobile breakdown. However, the data would most likely shift toward paid in mobile context.


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