True blue Internet users celebrate Australia Day online
Nationwide celebration and a mid week public holiday provoked a variety of traffic anomalies as recorded by Hitwise. Youth radio network Triple J (www.triplej.net.au) recorded its highest traffic levels in 12 months as a result of its annual 'Hot 100' song poll. Broadcast on Australia Day, the website became the top ranking 'Entertainment - Radio' website with a market share of 31.9% and secured its position as Australia's 33rd most popular website on the same day.
A deluge of civic minded users visited the homepage of the National Australia Day Council (www.nadc.com.au) and the Australia Day Council of NSW, culminating in the websites achieving a ranking of 100th and 128th most popular Australian websites overall and the 5th and 7th most popular 'Government' websites on January 26. Capitalising on a highly publicised advertising campaign, Meat and Livestock Australia (www.mla.com.au) recorded its highest ever weekly ranking as the 4th most heavily trafficked 'Business & Finance - Agricultural' website for the week ending January 22 in the lead up to the national holiday. More than 1 in 5 website visitors bookmarked the site indicating a desire to return.
Sporting carnivals such as the One Day Cricket Series (www.icc-cricket.com/odi) and the Australian Open (www.ausopen.org) contributed to the increase of visitors to 'Sports' websites. At the highest recorded level since early November, 'Sports' websites accounted for a total of 4.14% of all traffic directed at Australian websites for the week ending January 29. Other websites to benefit from the mid week holiday included 'Lifestyle - Dating' sites such as RSVP which equalled its highest ever ranking as the 23rd most popular Australian website in the same week.
Fast mover - Crikey
www.crikey.com.au
Position February 1, 2005 - 447
Position February 2, 2005 - 151
Positions Jumped - 296
Text Media's purchase of independent news service Crikey created a lot of discussion both on and offline as traditional and new media evaluated its implications. News of the sale on February 2 saw traffic to the homepage increase significantly, causing the website to leap 296 places to become the 151st most popular Australian website overall and the 17th most popular Australian 'News & Media' website. Google Australia and Google Australia News directed a combined total of more than 15% of users to the site on the day.
Search Terms - Computers and Internet - Webcams
The following report lists the most popular terms typed into a search engine over the past 12 weeks ending 12/02/2005 that resulted in traffic to websites classified by Hitwise within the 'Computers and Internet - Webcams' industry. For example, the most popular search term was 'webcamnow' representing 4.14% of all search terms that delivered users to websites classified by Hitwise in the 'Computers and Internet - Webcams' industry.
| Search Term | Share (%) |
|---|
| 1. | webcamnow | 4.14 |
| 2. | anywebcam | 3.44 |
| 3. | webcam | 2.54 |
| 4. | seabreeze | 2.29 |
| 5. | imlive.com | 2.09 |
| 6. | www.webcamnow.com | 1.74 |
| 7. | web cams | 1.69 |
| 8. | webcams | 1.60 |
| 9. | jmeeting.com | 1.35 |
| 10. | coastalwatch | 1.20 |
Category Spotlight: Sports - AFL Football
This category encompasses the websites of football clubs and fans, as well as sites which provide anything related to Australian Rules Football. The data below is based on Weekly rankings for the week ending 19/02/2005 » Ranks by 'Visits'.
Case Study
How a popular television talk show and a bank used Hitwise data to measure the effectiveness of Advertising & Promotions.
A popular television talk show website partnered with a leading bank website to give viewers the chance to win $1 Million dollars. To enter, viewers were directed via offline and online advertising, to a promotional website and asked to register within 24 hours.
In 24 hours, the promotional website jumped a massive 67 positions to become the 2nd most popular television program website in the Hitwise Television category - marking an increase of 775% in market share of visits.
With the Hitwise daily reporting tool, the television producers were able to instantly see the effects that both online and offline advertising had on traffic to their website, in relation to their competitors. In addition, the banking institution was able to see that through their affiliation with the promotion, they had achieved significant brand awareness by sponsoring this activity. Their competitors from all industries, could also benchmark the effects that the promotion had on the show's popularity, and subsequently, the website's popularity, the very next day!
Media queries at Hitwise
If you are interested in using Hitwise content and statistics in publications and presentations, we encourage you to do so. Please source the content as "Hitwise Australia - www.hitwise.com.au".
Additionally - if you require assistance with statistics or content, please feel free to contact James Borg at james.borg@hitwise.com.
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Copyright Hitwise Pty Ltd, February 2005
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Hitwise Australia Newsletter - February 2005
Real-time competitive intelligence
