B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

12%

12% -- website traffic change for E-commerce sector websites (2013)

Name: Website Traffic Change Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-14

2013 · Telefonica O2

Website hits declined by 12% over the trailing 12-month period according to Telefonica O2.

Underlying methodology, dataset, and geographical scope are not detailed in the text.

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Attribution: Telefonica O2 View source

Lighthouse Research Team

Last verified: 2026-09-14 · How we verify data →

Source verified Evidence graded

Value

12%

Unit

Percentage

Data Vintage

2013

Entity

E-commerce sector websites

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Telefonica O2 Primary Tier C

https://www.hottinroof.co.uk/e-commerce-in-decline-in-the-face-of-the-unstoppable-rise-of-social-bus… ↗

Confidence: 53/100 Vintage: 2013 Channel: Deep Crawl

Source Article

E-Commerce In Decline In The Face Of The Unstoppable Rise Of Social Business - Hot Tin Roof - Scotland | Edinburgh PR Agency

At Alba Innovation Centre (AIC) today a key trend to emerge is the move away from e-commerce and towards social business with website hits down by 12% and an increase in B2B social media of 60% over the last 12 months. (Source: Telefonica 02) Martyn Wallace of Telefonica O2 said “It’s not just about…

Original Research

Telefonica O2 · Original study ↗

Methodology

Reported as a decline in e-commerce website hits over the last 12 months, attributed to Telefonica O2; underlying methodology and sample not disclosed ('hits' metric as stated). Article carries no publication date; year estimated from context (virtual incubation launched June 2011; incubator open six years), so the trailing-12-month window is circa 2012-2013.

Methodology documented

Segmentation

Industrymarketing

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Plain Text

E-commerce sector websites: 12% website traffic change. Source: Telefonica O2 (2013). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ecommerce-website-hits-decline-12pct

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<blockquote cite="https://lighthousedata.io/data/ecommerce-website-hits-decline-12pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>12%</strong> -- website traffic change for E-commerce sector websites<br><small>Source: Telefonica O2 (2013) · <a href="https://lighthousedata.io/data/ecommerce-website-hits-decline-12pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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