Websites like Asos and Topshop are heavily over-indexed for younger shoppers’ web traffic, reveals a study researched in collaboration with IRUK Top500 Knowledge Partner Hitwise [IRDX VEXH].
More remarkable, in the view of Hitwise analyst Lisa Luu, is that Hobbs, which ‘traditionally markets to an older female demographic’ grew its total visits from the 18-24 year-old demographic by 80% compared to same period in the previous year. Shoe retailer Office (476%), White Stuff (71%), Ocado (61%) and Ryman (60%) round out the five fastest-growing websites for this demographic (see Table 1.)
The study, which measured web traffic going to the UK’s Top500 retailers, focussed on the 18-24 year-old age group, comparing May-June 2017 with the same period in the previous year.
“Amazon and eBay received 65% of all visits to Top100 websites”
Ecommerce giants Amazon and eBay received 65% of all visits to Top100 websites in May and June. “Amazon and eBay dominated the market for 18-24 year-old consumers in terms of total visits and engagement (visits per user), as is the case for the online population as a whole,” says Luu.
Marketplace eBay and retailers with attached marketplaces Amazon and Asos come out top three for repeat interaction with 61, 30 and 19 visits per user, respectively. Topshop and Hobbs round out the top five for this metric (see Table 3.)
Included are the top five websites for Total Visits Change Year-on-Year, Site Visits, and Visits per User.
Table 1: Top rising retailers for visits by 18-24 year-olds in May-June 2017
|Retailer||Total visits change YOY*|
|1||Office [IRDX ROFF]||476%|
|2||Hobbs [IRDX RHOB]||80%|
|3||White Stuff [IRDX RWSF]||71%|
|4||Ocado [IRDX ROCA]||61%|
|5||Ryman [IRDX RRYM]||60%|
|* The increase in total visits to a website in May-June 2017 as a fraction of the figure for the same period the previous year|
Table 2: Top five retailers for visits by 18-24 year-olds in May-June 2017
Table 3: Top five retailers for visits per user by 18-24 year-olds in May-June 2017
|Retailer||Average visits per user*|
|1||Amazon [IRDX RAMZ]||60.9|
|2||eBay [IRDX REBY]||29.2|
|3||Asos [IRDX RASO]||18.5|
|4||Topshop [IRDX RTOP]||17.0|
|5||Hobbs [IRDX RHOB]||14.9|
|* The visits per user metric, researched by Hitwise, is still in beta|
About the study
This post is part of a series developed with Hitwise that reveals the year-on-year change in age-specific web traffic to Top500 websites. In later posts, we’ll highlight the Top100 companies that are receiving the most web traffic or the most increase in web traffic from different age groups.
Mentioned in this piece…
White Stuff is a British fashion and lifestyle brand that sells women’s and men’s clothing, accessories and gifts in over 90 shops in the United Kingdom, via mail-order catalogues and through its website. The brand has become known for its traditional British styles, idiosyncratic boutique stores and innovative marketing campaigns. White Stuff was founded in 1985 when two friends, George Treves and Sean Thomas. (more…)
Ryman is a British stationery retail company. In October 1893, Henry Ryman Opened his first shop on Great Portland Street, London. The company offers a range of stationery, office supplies, technology and office furniture.
Ryman now has 233 stores and an online shop.
Ryman is owned by Theo Paphitis. (more…)