Content trumps transactions

Hitwise has released a report based on UK web traffic showing that content-driven websites receive 73% more traffic than transaction-based ones.

Hitwise data over a three-year period shows that entertainment and social networking sites have significantly increased their share of visitors, while shopping, classifieds and travel sites have lost market share.

Overall, transactional websites accounted for 5% more visits than content sites in July 2006, but since then content has grown steadily to now account for 73% more visits than transactional sites.

Content_vs_transactional_websites_chart

Hitwise’s Robin Goad writes: “This data chimes nicely with the findings of the latest Ofcom Communications Market Report. It concluded that the communications market has not been particularly harmed by the recession, and that ‘the internet and TV is regarded as a higher priority than almost anything except food.’ Hitwise would agree with this analysis but, although people are using the Internet more than ever, the way they use it and the sites they visit is constantly changing. In particular, the above charts show that just because people are using the web more, that doesn’t necessarily mean that they are spending more money online.”

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