Post on 16-Feb-2018
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TABLE OF CONTENTS
Introduction
Executive Summary
Traffic Distribution by Country
Traffic Distribution by Industry
UK & US Differences
Most Popular Social Media
Organic vs Paid Search by Industry
Top 5 Keywords by Industry
Top Referring Websites
Business Implications
About the Data
About SimilarWeb & TextMaster
3
4
5
6
7
9
10
11
13
15
17
18
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INTRODUCTIONCompanies rely on their digital marketing more heavily than ever, making it vital to understand the online
behavior of customers. While having a digital presence comes with its own set of challenges, it also makes it possible to conduct a detailed analysis. Marketers are constantly exploring new customer
acquisition channels, from paid to organic reach. The high cost of customer acquisition means that
marketers need to understand which channel is most effective, which can vary significantly by industry.
This report explores traffic sources in general as well as taking an in-depth look at 3 of the most digital industries: fashion, apps, and news & entertainment.
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Display ads generate 7 times more traffic for the fashion
industry (7.36%) compared to apps (0.74%) and news &entertainment (1.23%).
Search traffic generates almost half of app traffic (46%)
compared to only 29% for news & entertainment, and33% for fashion.
Social networks are a significant source of traffic for the
news & entertainment industry (19%) but is minimal forthe fashion industry (5%) and apps (3%)
EXECUTIVE SUMMARYIn general, direct traffic is the most popular source of visitors, followed closely by search and referral. When looking
specifically at 3 of the most online industries – fashion, apps, and news & celebrities – visitors come more often throughsearch engines rather than visiting websites directly.
Consumer behavior is significantly different in each
country in terms of search, direct and referral traffic,showing the importance of having country-specific
acquisition strategies.
Facebook is the top social network across industries,followed by Reddit, Twitter and Pinterest.
Paid search generates the most am ount of traffic for
fashion companies (14%) but is minimal for apps (3%)and news & entertainment industries (0.43%).
OTHER KEY FINDINGS
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DIRECT TRAFFIC DOMINATESThe data illustrates that traffic sources are relatively similar across countries, with the majority coming from direct traffic,
followed by traffic from search and referrals. In Germany, Internet users exhibit a preference for accessing brands throughdirect traffic as opposed to using search engines.
0%
10%
20%
30%
40%
50%
Direct Search Referral Social Disp. Ads Mail
TRAFFIC BY COUNTRY
Germany
France
Italy
UK
USA
Worldwide
Data by SimilarWeb.com
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ONLINE INDUSTRIES RELY MORE ON SEARCH TRAFFICWhile there are few traffic distribution differences
between countries, traffic distribution for industriespaint a much different picture. These three
industries, which have a strong online presence, rely
more on search traffic than on direct traffic.
For app websites, search traffic accounts for almost
half of their visitors, while for websites about news &
entertainment, search traffic makes up only one third
of their visitors. This is due to the fact that manynews websites rely on social sharing to attract
readers, a significantly higher share than other
industries (19%). Surprisingly, the fashion industryonly receives slightly more than one third of their
traffic from search.
0%
10%
20%
30%
40%
50%
Direct Search Referral Social Disp. Ads Mail
TRAFFIC BY INDUSTRY
Fashion Mobile apps News & entertainment
Data by SimilarWeb.com
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0%
10%
20%
30%
40%
50%
Direct Search Referral Social Display ads
MOBILE TRAFFIC SOURCES
Germany UK US France Italy
COUNTRY DIFFERENCES
When breaking down the data further, some
significant differences can be seen betweencountries for mobile traffic sources. Websites in
this industry gain the most amount of visitors
through search traffic, especially in Italy (50%),
followed by direct traffic.
Data by SimilarWeb.com
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0%
10%
20%
30%
40%
Direct Search Referral Social Display ads
FASHION TRAFFIC SOURCES
Germany UK US France Italy
0%
10%
20%
30%
40%
Direct Search Referral Social Display ads
NEWS & ENTERTAINMENTTRAFFIC SOURCES
Germany UK US France Italy
The most significant differences can be seen in
the search and referral traffic. Referral traffic istwice as important in the US (30%) than in the
UK (16%) and France (13%). Direct traffic is
more popular in the US and UK, while France
has an extremely high level of search traffic(38%).
More Internet users in the UK (42%) and France
(39%) use search engines to get to fashionwebsites compared to Internet users in other
countries. Direct traffic was the most popular
in Germany (36%) and display ads were most
effective in Italy (11%).
Data by SimilarWeb.com
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FACEBOOK IS CLEAR WINNER
While Facebook is the most popular source of traffic
across all industries, the second and third largestsources varied significantly. The data illustrates that
Reddit is in fact an important place for gaining traffic
and Twitter is not even in the top 3 for fashion.
The “Promoted App” feature may explain why
Facebook is so popular in the app industry, while the
visual nature of clothi ng purchases makes Pinterest
an obvious traffic channel.
FASHIONFacebook
63%
13%
6%
NEWS & ENTERTAINMENTFacebook
87%
5%
4%
APPSFacebook
46%
12%
9%
Data by SimilarWeb.com
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ORGANIC VS PAID SEARCHWhen breaking down the search traffic, organic search was the most popular; however, the fashion industry has a
significantly higher paid search traffic source. This correlates with the large amount of visitors that also come throughpaid display advertising.
% ORGANIC SEARCH
86% 97% 99%
FASHION APPS NEWS & ENTERTAINMENT
Data by SimilarWeb.com
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TOP KEYWORDS - FASHION
UK
Organic
1. Next 3.8M est. visitors
2. Asos 2.2M est. visitors
3. New Look 2.1M est. visitors
4. Zara 2.0M est. visitors
5. River Island 1.8M est. visitors
UK
Paid
1. Asos 850K est. visitors
2. Schuh 238K est. visitors
3. Superdry 197K est. visitors
4. Clarks 186K est. visitors
5. Mr Porter 175K est. visitors
UK
Trending
1. Tweed jacket 756% growth
2. Armani polo 499% growth
3. Shirt printing UK 482% growth
4. Obey 456% growth
5. Scholl shoes 444% growth
US
Organic
1. Nordstrom 7.5M est. visitors
2. Zappos 4.2M est. visitors
3. Old Navy 3.6M est. visitors
4. H&M 3.2M est. visitors
5. Forever 21 3.2M est. visitors
US
Paid
1. Zappos 1.4M est. visitors
2. Victoria Secret 1.1M est. visitors
3. 6pm 860K est. visitors
4. Old Navy 815K est. visitors
5. H&M 801K est. visitors
US
Trending
1. Zappos VIP 875%
2. Cheap summer dresses 453%
3. Fullbeauty 409%
4. Naot 398%
5. Plus size lingerie cheap 339%
Data by SimilarWeb.com
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TOP KEYWORDS - FASHION
Germany
Organic
Germany
Paid
Germany
Trending
France
Organic
France
Paid
France
Trending
1. Zalando 3.0M est. visitors
2. H&M 1.1M est. visitors
3. Zara 800K est. visitors
4. Bonprix 768K est. visitors
5. H und M 454K est. visitors
1. Zalando 330K est. visitors
2. Bonprix 272K est. visitors
3. H&M 245K est. visitors
4. Deichmann 203K est. visitors
5. Asos 136K est. visitors
1. Sneaker shop + 2146%
2. Schuhe online kaufen + 1586%
3. Schuhe günstig + 1284%
4. Mrporter + 1262%
5. Dafiti + 1220%
1. La Redoute 5.3M est. visitors
2. Zalando 3.8M est. visitors
3. Kiabi 2.6M est. visitors
4. Sarenza 1.9M est. visitors
5. Asos 1.6M est. visitors
1. La Redoute 891K est. visitors
2. Asos 647K est. visitors
3. Kiabi 560K est. visitors
4. 3 Suisses 534K est. visitors
5. Sarenza 426K est. visitors
1. Polo homme + 1312%
2. Snapback + 1150%
3. Babybotte + 806%
4. Polo personnalisée + 785%
5. Wolverine 1000 + 753%
Data by SimilarWeb.com
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TOP KEYWORDS - FASHION
Italy
Organic
1. Zalando 2.7M est. visitors
2. Zara 1.1M est. visitors
3. Yoox 667K est. visitors
4. Bonprix 415K est. visitors
5. Asos 360K est. visitors
Italy
Paid
1. Zalando 367K est. visitors
2. Yoox 231K est. visitors
3. Asos 124K est. visitors
4. Bonprix 100K est. visitors
5. Adidas 96K est. visitors
Italy
Trending
1. Ivr diary + 1362%
2. Mondo convenienza + 1285%
3. Tobi + 1062%
4. New balance 574 + 1027%
5. Philippe model + 929%
Data by SimilarWeb.com
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TOP KEYWORDS –APPS
UK
Organic
1. Fiddler 159K est. visitors
2. App Annie 134K est. visitors
3. Firebase 99K est. visitors
4. Parse 93K est. visitors
5. Kendu UI 51K est. visitors
UK
Paid
1. Parse 9.8K est. visitors
2. Localytics 4.6K est. visitors
3. App Annie 4.3K est. visitors
4. Appsflyer 4.3K est. visitors
5. Phonegap 2.2K est. visitors
UK
Trending
1. Top grossing iOS apps + 4531%
2. Corona + 1809%
3. Fiddler Mac + 1604%
4. Create an app + 1577%
5. Telerik nativescript + 1277%
US
Organic
1. Fiddler 521K est. visitors
2. App Annie 495K est. visitors
3. Firebase 362K est. visitors
4. Parse 326K est. visitors
5. Kendo UI 184K est. visitors
US
Paid
1. Parse 77K est. visitors
2. Localytics 33K est. visitors
3. Como 28K est. visitors
4. Urban Airship 28K est. visitors
5. Fiksu 21K est. visitors
US
Trending
1. Online app builder + 1892%2. Android device market share + 1728%3. White label app builder + 1651%
4. Facebook parse + 1393%
5. Short text tones + 925%
Data by SimilarWeb.com
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TOP KEYWORDS –APPS
Germany
Organic
Germany
Paid
Germany
Trending
France
Organic
France
Paid
France
Trending1. Fiddler 82K est. visitors
2. Parse 82K est. visitors
3. Firebase 74K est. visitors
4. La banque postale 57K est. visitors
5. App Annie 48K est. visitors
1. Coque iphone 6 6.1K est. visitors
2. Mockup 3.4K est. visitors
3. Telerik 2.5K est. visitors
4. Appsflyer 2.0K est. visitors
5. In app tracking 1.7K est. visitors
1. Appcelerator titanium + 3135%
2. Apps fire + 2438%
3. Titanium mobile + 1935%
4. Fiddler 2 + 1769%
5. Sensortower + 1641%
1. Fiddler 100K est. visitors
2. Firebase 48K est. visitors
3. App Annie 47K est. visitors
4. Kendo UI 38K est. visitors
5. Parse 33K est. visitors
1. Skoobe 12.3K est. visitors
2. Testbirds 3.7K est. visitors
3. App erstellen 2.8K est. visitors
4. Appsflyer 2.0K est. visitors
5. Appmachine 1.3K est. visitors
1. Appdata + 2146 %
2. Appcrawlr + 1586 %
3. Angularjs tutorial + 1284 %
4. Testbird + 1262 %
5. Iphone 5 jailbreak + 1220 %
Data by SimilarWeb.com
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TOP KEYWORDS –APPS
Italy
Organic
Italy
Paid
Italy
Trending
1. Fiddler 49K est. visitors
2. Parse 29K est. visitors
3. Firebase 25K est. visitors
4. Titanium 20K est. visitors
5. Appsbuilder 20K est. visitors
1. Creare app android 1.4K est. visitors
2. Kendo UI 1.1K est. visitors
3. Social loyalty 729 est. visitors
4. Creare app 634 est. visitors
5. Phone gab 591K est. visitors
1. Nativescript + 3541 %
2. Appresser + 3132 %
3. F-droid + 2382 %
4. Urbanairship + 1886 %
5. Notability android + 1707 %
Data by SimilarWeb.com
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TOP REFERRING WEBSITES UK
1. Hotukdeals.com
2. Shopstyle.co.uk
3. Rstyle.me
4. Amazon.co.uk
5. Honglingjin.co.uk
6. Poylvore.com
7. Ebay.co.uk
8. Fashionbeans.com
9. Tesco.com
10. Lyst.com
Fashion
1. Mashable.com
2. Appannie.com
3. Businessnewsdaily.com
4. Blog.parse.com
5. Github.com
6. Blog.appannie.com
7. Theuselessweb.com
8. Feedly.com
9. Producthunt.com
10. Demos.telerik.com
Apps
1. Zergnet.com
2. O2.pl
3. Digitalspy.com
4. Seznam.cz
5. Feedly.com
6. En.wikipedia.org
7. Newsnow.co.uk
8. Popsugar.com
9. Tellynagari.com
10. Onet.pl
News & Entertainment
Data by SimilarWeb.com
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TOP REFERRING WEBSITES US
1. Rstyle.me
2. Polyvore.com
3. Amazon.com
4. Shopstyle.com
5. Slickdeals.net
6. Sharesale.com
7. Dealnews.com
8. Dealmoon.com
9. Buzzfeed.com
10. Retailmenot.com
Fashion
1. Theuselessweb.com
2. Mashable.com
3. Businessnewsdaily.com
4. Blog.parse.com
5. Github.com
6. Producthunt.com
7. Blog.appannie.com
8. Forbes.com
9. Techcrunch.com
10. Searchlock.com
Apps
1. Zergnet.com
2. TMZ.com
3. NYpost.com
4. Drudgereport.com
5. Feedly.com
6. Huffingtonpost.com
7. Foxnews.com
8. Aol.com
9. Dlisted.com
10. Gawker.com
News & Entertainment
Data by SimilarWeb.com
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TOP REFERRING WEBSITES Germany
Fashion Apps News & Entertainment1. Hukd.mydealz.de
2. Amazon.de
3. Bild.de
4. Stylight.de
5. Rstyle.me
6. Hm.de
7. Idealo.de
8. Mode.ladenzeile.de
9. Ecs-de.kelkoo.de
10. Peek-
cloppenburg.de
1. Appannie.com
2. Feedly.com
3. T3n.de
4. Demos.telerik.com
5. Praxistipps.chip.de
6. Chillmo.com
7. Github.com
8. Businessnewsdaily.com
9. Theuselessweb.com
10. Parse.com
1. Gmx.net
2. Web.de
3. Feedly.com
4. Zergnet.com
5. O2.pl
6. Dagbladet.no
7. De.wikipedia.org
8. Protothema.gr
9. Onet.pl
10. Marca.com
Data by SimilarWeb.com
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TOP REFERRING WEBSITES France
Fashion Apps News & Entertainment
1. Commeuncamion.com
2. R.twenga.fr
3. Rstyle.me
4. Stylight.fr
5. Dealabs.com
6. Leboncoin.fr
7. Amazon.fr
8. Tendances-de-mode.com
9. Madmoizelle.com
10. Feedly.com
1. Blog.parse.com
2. Producthunt.com
3. Github.com
4. Feedly.com
5. Blog.appannie.com
6. Demos.telerik.com
7. Theuselessweb.com
8. Mashable.com
9. Forum.iconicframework.com
10. Try.crashlytics.com
1. Viedemerde.fr
2. Feedly.com
3. Voici.fr
4. Portail.free.fr
5. Binnnews.in
6. Msn.com
7. Femme.planet.fr
8. Gala.fr
9. So-insolite.com
10. Melty.fr
Data by SimilarWeb.com
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TOP REFERRING WEBSITES Italy
Fashion Apps News & Entertainment
1. Trovaprezzi.it
2. R.twenga.it
3. Polyvore.com
4. Stylight.it
5. Amazon.it
6. Rstyle.me
7. Calzature.shopalike.it
8. Trovamoda.com
9. Ebay.it
10. Domodi.it
1. Aranzulla.technologia.virg ilio.it
2. Demos.telerik.com
3. Mashable.com
4. Navigaweb.com
5. Blog.parse.com
6. Github.com
7. App.apps-builder.com
8. Feedly.com
9. App.appsgeyser.com
10. Androidworld.it
1. Libero.it
2. Beppegrillo.it
3. Virgilio.it
4. Feedly.com
5. Videotube.videotubs.it
6. Zergnet.com
7. Blitzquotidiano.it
8. It.wikipedia.org
9. Tzetze.it
10. Blogo.it
Data by SimilarWeb.com
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BUSINESS IMPLICATIONS
Quality content is key to gaining
referral traffic
With roughly 20% of visitors coming through
referral websites, businesses should look into
creating strong relationships with bloggers
and partners to get quality backlinks. The
data shows that article sharing and
monitoring websites like LifeHacker and
Feedly bring a significant amount of traffic,
emphasizing the importance of regularly
publishing engaging content.
Top-of-mind awareness as
important as SEO
The data collected in this study illustrates
that direct and search traffic are equally
important traffic sources for incoming traffic
across all industries. While it may be tempting
to focus on one or the other, businesses need
to have a healthy mix of both to attract the
most potential traffic.
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Visual channels are key
With the rise of Pinterest and Youtube as
popular traffic channels, businesses would do
well to create visual content that’s worth
sharing. Images and videos should also be
optimized with relevant meta data, which is
displayed on sites like Pinterest, ensuring
discoverability.
Paid content is still aliveWhile many sectors rely heavily on earned
and owned media (content that they publish
themselves or that is published about them),
the study shows that paid media should not
be overlooked.
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ABOUT THE STUDYTextMaster and SimilarWeb partnered together to conduct an in-depth study of online user behavior
across five different countries. Data from SimilarWeb “Site Analysis" & "Industry Analysis” were used for the period from Jan-2015 to March-2015 (inclusively) for this study.
The data was broken down further by:
• Traffic Distribution (Industry Analysis, March-2015)• Keywords (Industry Analysis, March-2015)
• Referring Websites (Industry Analysis, March-2015)
• Top Social Networks (Industry Analysis, March-2015)
• Traffic Channels per Category Worldwide (Industry Analysis, Jan-Mar 2015)• Traffic Channels per Country and Worldwide (Industry Analysis, Jan-Mar 2015)
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ABOUT TEXTMASTER
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SimilarWeb PRO is the market intelligence platform whichunlocks the digital strategy and tactics for any website or
mobile app with data spanning over 250 countries.
SimilarWeb is used daily to help businesses, publishers,
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world. SimilarWeb's thousands of customers worldwideinclude leading companies such as Google, eBay, Nike,
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