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YouTube, Google+ and LinkedIn create the most engaged social traffic to websites (30.04.2014)

YouTube, Google+ and LinkedIn create the most engaging  social referral traffic to websites, according to a recent publication of Shareholic.

The company decided to find out which of the major social media networks (Facebook, YouTube, Google +, LinkedIn, Twitter, Pinterest, Reddit, StumbleUpon) direct the most engaged traffic to their network of 200 000 sites with 250+ million of unique visitors.  Over a 6-month period they examined 3 key metrics for visitor’s engagement: average visit duration, pages per visit and bounce rate.

YouTube is reported as the indisputed champion with the lowest average bounce rate (43.19%), the longest visit duration (227.82 seconds)and  the highest pages per visit (2.99).

Although Google+ and LinkedIn are reported to drive the fewest social referrals, they also seem to bring some of the most engaged visitors, which is an important finding for advertisers.
Google+ and LinkedIn show similar number pages per visit (2.45 and 2.23 respectively) and bounce rate (50.63% and 51.28% respectively), but they differ in the average time spent on site. Visitors coming from Google + spend 3:08 minutes on websites , while those coming from LinkedIn   - 2:13 minutes.

Twitter and Facebook appear to drive almost equally engaged traffic. Both generate the same bounce rate (56.35%). However, Twitter users dive a bit more into the content (2.15 pages per visit) while Facebook users tend to spend slightly more time on site – 2:07 min. vs 2:03.

Source: Shareholic