MTN beats Vodacom in online performance — but with a strange marketing strategy

MTN South Africa’s website attracted more visitors than Vodacom, but curiously the biggest source of the traffic to MTN’s website was adult websites.

The latest information from Similarweb revealed that MTN’s local website received 11.2 million visits per month over the last three months, significantly higher than Vodacom’s 5.8 million.

MTN also reigned supreme on monthly unique visitors, visits per unique visitor, and bounce rate.

Vodacom had the best visit duration when people visited the website and the number of pages per visit.

As can be expected, most of the visitors to MTN and Vodacom’s local websites came from South Africa.

The table below provides an overview of the traffic comparison between MTN and Vodacom’s South Africa’s websites.

Delving deeper into the results revealed that the main source of MTN’s referral traffic was adult websites.

Referral traffic describes people who visit a website from another domain without searching for it on Google.

39% of MTN’s referral traffic came from adult websites, significantly higher than Vodacom’s 9%.

The second biggest source of traffic for the mobile operators — telecommunications websites like MyBroadband — was second with 13% for MTN and 14% for Vodacom.

MTN’s top referral domain list contains numerous adult websites, most of which are not well known.

It is not clear why so much of MTN’s referral traffic comes from adult websites.

One possible explanation is that advertising on adult websites is very cheap.

It means MTN can get more referral traffic from these sites than from telecommunications sites or other respectable sources for the same budget.


Now read: Inside story of why MTN walked away from deal to buy Telkom

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MTN beats Vodacom in online performance — but with a strange marketing strategy