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Hitwise UK Online Media Round-Up March 09
Hitwise UK Online Media Round-Up March 09
Hitwise UK Online Media Round-Up March 09
Media Round-up
March 2009
How to pick up traffic from social media sites
Robin Goad
Research Director, Hitwise UK
Lindsay O’Gorman
Marketing Executive, Hitwise UK
Introduction
Table of contents
Section 1: Industry overview........................................................................3
UK Internet visits to key media categories....................................................3
Fast moving search terms (February vs. January 2009)..................................3
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Section 1: Industry overview
• The Print category continues to see an increase in traffic both monthly and
year-on-year. Dailymail.co.uk is the largest site in the category, but UK
internet traffic to thesun.co.uk reached an all time high on 13/2/09 following
its ‘Baby Father’ story, overtaking the Daily Mail for the first time since
September 08.
• Despite seeing the only monthly decrease in visits, the Online Video category
continues to experience the largest annual growth rate (32.3%). Within the
category, from January to February 09, video.msn.com moved up the
rankings from #10 to #5 with traffic to the site increasing by 62.8%.
• Community Directories and Guides category experienced the largest monthly
increase in traffic and has also started to increase on an annual basis.
Directories were the largest subject area searched for on uk.ask.com,
contributing to 15.9% of the top 1,500 generic searches for the 12 weeks
ending 3rd January.
Rank Social Networking and Forums Online Video (custom category) Blogs & Personal Websites
Colour key: Sport, Entertainment, Celebrity, News / Current Affairs, Internet/ Technology
*Based on the search terms sending traffic to each category that experienced the largest relative increase
in market share of searches between the 4 weeks ending 31/1/09 and 28/2/09.
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Section 2: Fast movers
UK Internet traffic to direct.gov.uk, the official In the lead up to Comic Relief's Red Nose Day
UK government portal, has increased 32.8% 09, UK traffic to its two sites has increased.
over the last month. The top 5 government For the week ending 28/02/09, Red Nose Day
sites receiving traffic from Directgov during - Shop contributed the 3rd largest amount of
February 09 were Jobcentre Plus, HM Revenue traffic (5.4%) to TK Maxx, the exclusive seller
& Customs, the DWP, the Department for of Stella McCartney's Red Nose Day t-shirt
Transport and the DVLA. range.
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Section 3: Top Stories
Britain’s favourite social network and the second most visited website in the UK after
Google, Facebook is also the most searched-for brand by UK Internet users. During
the 12 weeks ending 3 January 2009, 1 in every 42 Internet searches in the UK
included the term ‘facebook’. Facebook received 52% more searches than the second
most popular brand, YouTube. The third most searched-for brand was the auction site
eBay, while social networking site Bebo ranked fourth. The BBC rounded out the top
5, and was also the most searched-for ‘offline’ brand during the 12 weeks ending
3/1/09.
1. Facebook (2.39%)
2. YouTube (1.57%)
3. eBay (1.25%)
4. Bebo (0.96%)
5. BBC (0.86%)
6. Amazon (0.47%)
7. Argos (0.44%)
8. Sky (0.27%)
9. Tesco (0.26%)
10. Yahoo! (o.26%)
Facebook’s UK Internet traffic has more than doubled over the last year and it is now
the second most visited website in the UK after google.co.uk. The social network
accounted for 1 in every 24 UK Internet visits during the month of February and
traffic to the site has already increased by 18.6% during 2009.
Social networks now account for 1 in every 10 UK Internet visits and 1 in every 5
page views. Only search engines receive more UK Internet visits than social
networks. During February 2009, social networks received 13.1% more UK Internet
visits than online retail websites, and 27.9% more than Adult websites, which they
overtook in September 2008.
Of the top five most searched-for brands in the UK, the BBC is the only brand not to
be Internet specific, and conducts the majority of its activities ‘offline’. Overall there
are 4 ‘offline’ brands in the top 10, with Argos ranking 7th, Sky 8th and Tesco 9th.
Six of the top 10 brands (Facebook, YouTube, Bebo, BBC, Sky, Yahoo!) are media
companies of one shape or another, and most of these rely primarily on advertising
to generate revenue. The list also reveals the importance of online video: YouTube is
the second most searched-for brand in the UK, while iPlayer is now the BBC’s third
most popular sub-brand online after News and Sport.
The remaining four brands are all online retailers: eBay, Amazon, Argos and Tesco.
eBay and Amazon remain the most popular online retail brands, but the more
traditional high street players are gaining on them all the time. During the key month
of December, the top 100 high street retailers received 68% more UK Internet visits
than their online-only rivals.
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Section 3: Top stories
Twitter enters top 100 sites; UK traffic has trebled already in 2009
For the week ending 07/02/09 Twitter became one of the 100 most visited websites
in the UK for the first time. It ranked 91st within All Categories, placing above online
heavyweights such as Expedia UK (96), Gumtree (100), easyJet (101), Digital Spy
(103) and MoneySupermarket (105). As the chart below illustrates, Twitter now
ranks as 7th within the Social Networking and Forums category, up from 23rd just 3
weeks ago.
There was a noticeable increase in visits to Twitter following the media attention
generated by the likes of Stephen Fry (owner of the world’s second favourite Twitter
feed after Barack Obama) and Jonathan Ross.
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Section 3: Top stories
Over the last 12 months traffic to Twitter.com has increased 27-fold. As Hitwise is
only measuring traffic to the Twitter website, if people accessing their Twitter
accounts via mobile phones and third party applications (such as Twitterrific,
Twitterfeed and Tweetdeck) were included, the numbers may even be higher.
The Telegraph’s Digg widget, located on the newspaper’s homepage, lists the most
‘dugg’ Telegraph stories, with links to their Digg entries.
Many (arguably most) news and media websites now include social bookmarking
buttons, which allow users to add their favourite stories to sites like Digg, Delicious,
Reddit, StumbleUpon and Facebook, but the Telegraph’s widget takes things a little
further. Given the high profile it has on the site, the Telegraph has become one of
Digg’s largest sources of traffic in the UK.
However, the real test of how successful the widget has been is to look at the amount
of traffic that Digg sends to the Telegraph. In addition to providing a version of the
‘most read stories’ section included on most news sites, the Digg widget also
encourages Telegraph readers to ‘digg’ their favourite stories. This in turn helps
Telegraph stories to move up the Digg rankings, meaning that more should reach the
front page. Looking at the Hitwise data, the strategy seems to have worked. As the
chart below illustrates, the amount of downstream traffic that Digg sends to the
Telegraph has increased significantly over the last 12 months.
The Telegraph has now overtaken the Daily Mail and BBC News to become the largest
UK recipient of traffic from Digg.
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Section 3: Top stories
The experience of the Telegraph shows that Digg‘s US-bias can be overcome, but
content sites need to actively encourage their readers to use the service in order to
achieve this. This strategy can also have an impact on international traffic too: for
the week ending 7/2/09, the Telegraph was also the second most visited News and
Media site after Digg in the US as well as the UK.
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Section 3: Top stories
After the story broke, people heard about it in other media and began to search for
more information. ‘13 year old dad’ was the sixth biggest search term sending traffic
to the Sun for the week ending 14/02/09, and the highest ranked non-branded term.
As the chart below illustrates, two more of the newspaper’s top 10 search terms last
week - ‘dad at 13’ and ’13 year old father’ – were also related to the story. The Sun
also backed this up with a paid search campaign, although most of the traffic came
from organic sources.
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Section 3: Top stories
Martin Lewis, creator of the “consumer revenge” website Money Saving Expert was
the most searched-for personality by UK Internet users during the 12 weeks ending
3/1/09. There were 11% more searches for Martin Lewis than US President Barack
Obama, the second most searched-for personality over the period.
1. Martin Lewis
2. Barack Obama
3. Diana Vickers
4. Britney Spears
5. Leona Lewis
6. Cheryl Cole
7. Georgina Baillie
8. Miley Cyrus
9. Nicola Mclean
10. Katy Perry
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Section 3: Top stories
The combination of practical money saving advice, a popular website and frequent
appearances in the media made Martin Lewis the most searched-for personality in the
UK during the final three months of last year. During January 2009
www.moneysavingexpert.com was the 100th most visited website in the UK, while
the site’s forums (forums.moneysavingexpert.com) ranked as the 10th most popular
social networking site.
The then President-elect Barack Obama was the second most searched-for
personality by UK Internet users during the 12 weeks ending 3/1/09. However,
female celebrities from the worlds of TV and music account for most of the top 10.
One in seven non-branded UK Internet searches is for a TV program or personality,
while one in every 16 is music related.
The boost that the UK entertainment industry has received during the awards season
has also been reflected in the volume of US Internet searches for British musicians,
actors and films. All five of the nominees for Record of the Year at the Grammys were
British, and the award was eventually won by Robert Plant & Alison Krauss for their
song “Please Read the Letter”. Last week there was a 15-fold increase in the volume
of US searches for ‘robert plant’, while there were 7-fold increases for fellow
nominees M.I.A. and Adele (who won awards for Best New Artist and Best Female
Pop Vocal Performance). There was also a 3-fold increase in searches for ‘coldplay’,
winners of two Grammies for “Viva La Vida”.
American Internet users have also been searching for recent exports from the British
film industry. After winning a Golden Globe, US Internet searches for Oscar nominee
Winslet (who went on to win the Oscar for Best Actress) increased 8-fold. Slumdog
Millionaire - which also became a multi-Oscar winner - experienced a 3-fold increase
in US searches after it won the Golden Globe for best film.
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Section 3: Top stories
In the book “Click”, one of the topics that Bill Tancer discusses is using search data to
get an understanding of what people really think about a topic – as opposed to what
they tell researchers or friends. One example cited in the book is people’s fears.
According to a US study, the most frequently expressed fear is of bugs, mice, snakes
or bats. But looking at our search data, Bill found that the most searched for fear was
‘fear of flying’ – which did not appear in the survey top 10. Similarly, the highest
ranking animal fear according to the Hitwise data was ‘fear of snakes’ at number 8,
which appeared below the likes of heights, clowns, intimacy, death, rejection and
people.
For the 12 weeks ending 14/02/09, UK Internet users searched for over 8,500
distinct terms containing the phrase ‘fear of’. Below are the top 10:
The most popular phrase is ‘fear of flying’ - as it was in the US - but the combined
volume for ‘fear of cats’ and ‘irrational fear of cats’ was higher. However, there are
over 500 variations on the term ‘fear of flying’, and once these are added together
they beat the 90 or so variations on the cat theme.
While looking into the ‘fear of’ searches, variations of ‘scared of’ were also
researched. Over the same 12 week period there were fewer variations on ‘scared of’
(3,000) than ‘fear of’ (8,500), but the results were similar. The top variation on
‘scared of’ was ‘scared of lonely lyrics’, which is a Beyonce song, while ‘scared of
flying’ was the second most popular.
One interesting term in the ‘scared of’ list was ‘I’m not scared of becky taylor’, which
ranked 10th out of over 3,000 variations on the term for the 12 weeks ending
14/02/09. This is a line from a current anti-smoking TV ad, and nicely illustrates how
search behaviour is influenced by other media. Interestingly none of that search
traffic is going to government of health related sites, implying that the campaign has
missed an opportunity in terms of paid search / SEO.
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Section 4: Short cuts
In anticipation of the Oscar results for best picture of 2009, the most searched-for
nominee in the UK the week before the ceremony was Slumdog Millionaire. 'slumdog
millionaire' was also the top non-branded search term driving traffic to the popular
film directory website Internet Movie Database. During the same period IMDB was
the biggest recipient of traffic from all the nominee search terms, except 'benjamin
button', which sent 26% of its traffic to www.benjaminbutton.com.
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Section 5: Appendix
Section 5: Appendix
Further Reading
To receive a copy of these or any other Hitwise research reports, please contact your
account manager or email support.uk@hitwise.com.
About Hitwise
Hitwise is the leading online competitive intelligence service. Only Hitwise provides its
1,500 clients around the world with daily insights on how their customers interact
with a broad range of competitive websites, and how their competitors use different
tactics to attract online customers.
Since 1997, Hitwise has pioneered a unique, network-based approach to Internet
measurement. Through relationships with ISPs around the world, Hitwise’s patented
methodology anonymously captures the online usage, search and conversion
behavior of 25 million Internet users. This unprecedented volume of Internet usage
data is seamlessly integrated into an easy to use, web-based service, designed to
help marketers better plan, implement and report on a range of online marketing
programs.
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Singapore. More information about Hitwise is available at www.hitwise.com.
For up to date analysis of online trends, please visit the Hitwise Intelligence-Analyst
Weblogs at http://weblogs.hitwise.com and the Hitwise Data Center at
www.hitwise.com/datacenter.
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Section 5: Appendix
Hitwise provides clients with various metrics for analyzing competitive activity. The
definitions of metrics used by Hitwise are:
User Visit: A series of one or more page requests by a visitor without 30 consecutive
minutes of inactivity.
Market Share: The percentage of all visits or page requests to a particular online
market sector that is received by the individual website.
Disclaimer
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