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 .
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.)
Tabulated results
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 | 476% | |
| 2 | Hobbs | 80% | |
| 3 | White Stuff | 71% | |
| 4 | Ocado | 61% | |
| 5 | Ryman | 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
| Retailer | Visit share* | ||
| 1 | Amazon | 45.89% | |
| 2 | eBay | 17.70% | |
| 3 | Asos | 4.02% | |
| 4 | Argos | 2.65% | |
| 5 | Apple | 2.45% | |
| * Visit share out of IRUK Top100 | |||
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 | 60.9 | |
| 2 | eBay | 29.2 | |
| 3 | Asos | 18.5 | |
| 4 | Topshop | 17.0 | |
| 5 | Hobbs | 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.
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