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Anyone who’s tried StumbleUpon will know that it lets users view other pages through its own page. There’s a ‘Stumble’ button which you can click to see another page if something that’s not interesting comes up. Because it’s so easy to jump from page to page, StumbleUpon generates a lot more pageviews per user than other sites in that graph.

Occasionally my site gets a big spike of visitors from StumbleUpon, I’ve generally found that nearly all of these visitors bounce. That would tend to indicate that they weren’t that interested in my content, because it wasn’t well targeted for them.

I like StumbleUpon personally and use it from time to time. I’m just pointing out that the quality of traffic being referred is different for different social sites. Raw numbers can only tell us so much.