ComScore reported that 33.4 percent of all online sales in 2008 were driven by referral activity, up slightly from 32.8 percent in 2007. Referral activity typically reflects retailers' marketing activities, which provide consumers with relevant information on prices and discounts.
While search remains the dominant referral activity, accounting for 55 percent of referred dollar sales during the season-to-date, it is down slightly from 57 percent last year. Meanwhile, email has accounted for 16 percent of referred dollars, up 5 percentage points from last year, reflecting retailers' heavier use of email marketing programs this season. Comparison shopping sites and coupon sites also represent a larger contribution to retailers' referred dollar sales than they did last year. Source: comScore, Inc.
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