IBM rocked the Twittersphere this morning with the disappointing news that Twitter contributed absolutely nothing to referral sales on Black Friday. By IBM’s calculation, social media sites referred less than one percent of site visits and an even smaller fraction of sales.
Between sites like Facebook, Twitter, LinkedIn and YouTube, social networks represented only 0.34 percent of referral sales and .84 percent of referral traffic on Black Friday, dropping more than 35 percent and 12 percent, respectively, from last year. Facebook represented only .68 percent of referral traffic, down only 1.45 percent from Black Friday in 2011.
Cyber Monday didn’t fare much better: analysts at the Adobe Digital Index found that social marketing referred only 2 percent of total site visits that day.
Within that small percentage, Pinterest made up 15 percent of the social network referrals on Cyber Monday — and increase of 105 percent over 2011 — while Facebook and Twitter held steady at 77 percent of social network referrals. These findings were consistent with the predictions the analysts had made prior to the online shopping day.
Overall, this year’s Cyber Monday sales grew more than 17 percent over last year’s, totaling nearly $2 billion.
Mobile devices were much better drivers of traffic for retail sites, representing 22 percent of total Cyber Monday sales, increasing 100 percent from last year.
The same was true for Black Friday. As our sibling blog AllTwitter reported, “Mobile traffic to retail websites grew by 67 percent – almost one quarter of all consumers used a mobile device to visit a retailer’s site – and mobile sales exceeded 16 percent, up from 9.8 percent in 2011.”
Image by 3Dmask via Shutterstock.