Magazine article ADWEEK

Tumblr Users Ring Up Revenue for Retailers

Magazine article ADWEEK

Tumblr Users Ring Up Revenue for Retailers

Article excerpt

Sure Tumblr has an artsy, hipster appeal, but its users are far from starving. In fact, and perhaps surprisingly, it caters to the wealthiest social media set of any of its rivals, according to recent data. If Facebook is the blue-collar everyman network, Tumblr is more of a luxury destination. Niche yes, but lucrative for retailers. The high-end crowd is one of its top draws as a marketing platform.

The median household income of Tumblr's users is $80,075, ahead of Twitter, Pinterestand Facebook ($79,562, $78,967 and $70,124, respectively), according to data provided by Tumblr.

The relative wealth of Tumblr users has translated into dollars for retailers who attract traffic from the site. An Adobe report said that a retail referral from a Tumblr link is more valuable than a referral from Facebook, Twitter and Pinterest.

"Tumblr is small but mighty and offers retailers a visually stimulating environment," said Tamara Gaffney, Adobe Digital Index's principal analyst. "The fact that it produces the highest revenue per visit from mobile devices is likely due to its user base, which is skewed to young, trendy and well-educated urbanites with a greater affinity for online purchases and the disposable income to spend more."

The average revenue per visit generated by a Tumblr referral to a retail site is $2.57 on tablets and 67 cents on smartphones, according to the latest Adobe Mobile Benchmark report.

The next valuable mobile social media referral comes from Facebook, where a visit is worth $1. …

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