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Facebook Drives More Traffic Than Twitter

Posted By: Kerry Phouthavong

Facebook has quickly been emerging to surpass Twitter in driving traffic to their website. Facebook users have been driving traffic to many of the top news sites, making it evident that Facebook’s corporate strategy has been what is differentiating themselves from other competitors, including Twitter. A recent article on mashable.com, written by Sarah Kessler, includes statistical data and more on the significance in increasing traffic.

The study looked at Nielsen data from the 25 news websites with the highest number of unique monthly visitors. About 35% to 40% of traffic to the sites came from links on other sites, as opposed to readers typing in a URL directly or clicking to another page on the same site.

Unsurprisingly, Google dominated this referral traffic. On average, the company’s search and news products accounted for about 30% of all clicks. But Facebook also referred a significant percentage of each site’s audience.

The Huffington Post was boosted the most by Facebook referrals, which accounted for 8% of its unique visitors. The New York Times derived 6% of its traffic from the social network.

For all its success at breaking news, Twitter did not have the same effect. The site with the highest percentage of traffic from Twitter, The Los Angeles Times, could only credit the micro-blogging platform with 3.53% of its traffic. Twitter referred a much smaller percentage of traffic to other sites in the study.

Part of the discrepancy between Facebook and Twitter referrals is their disparate user bases. Facebook has more than 500 million users while Twitter has 200 million accounts— many of them inactive.

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