We’ve seen this conscious culture playing out across our platform; including some marked shifts in user behaviour that have inspired new product launches and alliances. Consumers are being much more selective in how and where they spend time and money, and so their need to feel confident in their choice is greater than ever. As busy professionals and increasingly, parents too, they’re time poor; turning to sources they trust to do the research for them. And it’s translating directly into their behaviours onsite.
2/3 of Urban List traffic now originates from organic search — a marked shift from the socially-led audience we had in the previous decade. Audiences are returning more often, searching for recommendations across more categories — 25% hit us up for tips 2+ times a week. And we’ve also seen them become more prone to purchase directly from content on site — where once, content was dominantly a consideration play, we’re now seeing much greater conversion. And we’re leaning into that, building up our capabilities in commerce content.