When it comes to just social media referrals, Facebook has the highest share of ecommerce referral traffic, but Pinterest boasts the highest average order value. In Q1 2013, Facebook accounted for 55.2% of referral traffic to ecommerce sites, a drop from Q4 2012 (62.5%). Pinterest gained from Q4 to Q1, rising from a 17.5% share of traffic to a 25.0% share.
Additionally, Pinterest had an average order value of $80.54, compared to Facebook's $71.26 and Twitter's $70.17, in Q1 2013.
As marketers work to determine where and how to spend their money and time online, this type of referral data can provide dazzling insights.
"Just because Facebook has over a billion users, for example, does not mean Facebook is a good place to market your products or services," Lyon said. "For example, a craft brand might find they are able to drive a high volume of customers from Pinterest, yet none at all from Twitter. Understanding the preferences and habits of your customer base through data can help brands create the online experience their customer wants."
Additionally, the study found that tablet and smartphones are also sending more traffic to ecommerce websites, with tablets rising from 6.0% of website traffic in Q1 2012 to 10.6% of traffic in Q1 2013, and smartphones jumping from 5.4% to 10.4% in Q1 2013.