New Hitwise data illustrates what we all already knew: people are liable to use more than one social network. The accompanying report gets into some of the interactions between networks, though, and how marketers may react.
Research Analyst Sandra Hanchard notes, "Of the traffic that MySpace, Facebook and Bebo send to other Social Networks, more than 89% of their downstream traffic is sent to second-tier players. While the major players hold concentrated market share of visits to the Social Networks custom category, there is significant referral traffic to minor networks. This underpins the importance of understanding multiple network loyalties."
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