July 23, 2007

LinkedIn UK Traffic - Popular with GMail and Yahoo! Mail Users

Last week, I took inspiration from LeeAnn's (our analyst in San Francisco) post about Linked In for our weekly Site Seeing Column in The Guardian (sorry, still not available online). As LeeAnn found in the US, the recent spate of LinkedIn invitations we've all been receiving in our inboxes have pushed the share of UK Internet visits to the professional networking site up four fold year on year in June. As you can see below, most of that growth has occurred since late April.

The site received just over half (53%) of its traffic from search engines in the week to 14th July 2007 and 11% from email, with Gmail and Yahoo! Mail particularly popular with LinkedIn users.

Windows Live Hotmail took half of visits to email websites in June, with twice as much traffic as Yahoo! Mail and 10 times more than Gmail. But Yahoo! Mail accounted for more traffic to LinkedIn than Hotmail and Hotmail only accounted for twice the traffic than Gmail. The following pie charts illustrate the differences.

As LeeAnn noted in the US data, Gmail's prominence in the clickstream traffic for Linked In likely reflects the site's appeal to early adopters and Internet savvy professionals. The prominence of Yahoo! Mail indicates to me that age is an important factor. Hotmail may appeal to a younger user base (it is prominent in the clickstream of most social networks) whilst Yahoo! Mail and GMail appeal to professionals. Our demographic data certainly bears this out with Hotmail appealing more to those aged 18-24 whilst Yahoo! Mail appeals more to those aged 25-44 and 55+.

Posted by Heather Hopkins at 07:53 AM
Posted to Social Networking

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» SearchCap: The Day In Search, July 23, 2007 from Search Engine Land: News About Search Engines & Search Marketing
Below is what happened in search today, as reported on Search Engine Land and from other places across the web.... [Read More]

Tracked on July 23, 2007 09:59 AM

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