Less than 10% of online retailers’ web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.’s Online division. Nielsen found the majority of retailers’ web traffic (61%, on average) comes from people going directly to a retail site — consumers typing, say, Amazon.com into a browser address bar.

The 9.5% of traffic from search also likely included a good chunk of people conducting navigational searches — typing Zappos into the search bar rather than searching for types of products (shoes) or product attributes (comfort footwear).

Brands matter Ken Cassar, VP-industry insights at Nielsen’s Online division, said a recent look at the top 50 search terms revealed only three that weren’t branded — and those were pornographic. Read more at adage.com