DUBLIN: Around 87pc of all desktop, mobile and tablet social media traffic in Ireland now comes from Facebook, a big jump on last year’s figure of 62pc. By contrast, Twitter’s share of referral traffic in Ireland has collapsed from 14pc to 5pc over the last 12 months.
The statistics, which track 50m page views per month in Ireland, show why Facebook is hoovering up social media marketing budgets.
The networking giant’s nearest competitors all pale in comparison with Facebook’s Irish traffic footprint across all devices. With Twitter continuing to fall, Pinterest is third in line on 3pc of referral traffic, while Stumbleupon has just 2pc, down from 7pc this time last year.
Tumblr has also fallen in Ireland, down from 6pc to just 1.5pc of referral traffic in the last 12 months.
Google+ barely registers in Ireland at just 0.14pc of social media traffic, according to Statcounter.
Facebook’s lead is even greater on mobile phones, with a staggering 92pc of all referral traffic from social networking services in Ireland. Mobile phones are seen as the most important web delivery platform with most traffic moving to mobile devices.
Facebook’s lead is slimmest on Irish desktop computers, with 72pc of referrals. Twitter scores best on PCs with 8pc market share in this category.
Statcounter’s figures measure referral traffic from social media services’ websites and apps.
They reinforce other metrics that show Facebook pulling ahead of rival networks when it comes to generating business traffic.
Recent research by Moovweb shows that only 1.32pc of mobile e-commerce traffic comes from Facebook, compared to 0.16pc from Pinterest and just 0.04pc from Twitter.
And the research shows that Facebook accounts for 64% of total social revenue and half of all social referrals.
