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StumbleUpon is all smiles as a report from StatCounter showed that it was leading as the site with the highest referral traffic to all the major social media sites. No doubt that the StumbleUpon CEO Garret Camp was elated when he tweeted out that they, a company that has around 13 million users, had surpassed the social media giant Facebook which has 500 million users in referral traffic. The StatCounter put StumbleUpon as the leader, being responsible for 43 percent of the traffic referred. Facebook was second with 38 percent.  The social discovery service has been in an upward trend as from August last year. In December 2010, the company generated over 700 million referrals to other sites a big rise from the previous year’s 400 million referrals. So what is the secret of the success?  Camp reveals that the service has been growing at a rate of 20 percent month over month in the past few months partly because of the introduction of StumbleUpon on an iPad application in April 2010 followed by the introduction of the service on Android and iPhone in August. He also adds that the company’s end goals are different from Facebook’s. Facebook aims to keep users on its pages while StumbleUpon aim to direct users to other sites much in the same way that Google does.