| Al Gore: Entertainment for Environmental and Political Change |
Former US Vice President Al Gore was on the media circuit in Australia this month to promote his movie, An Inconvenient Truth which attempts to present all the scientific facts on global warming. Hitwise Australian data indicate a significant response by online users, with visits to the movie website spiking week ending September 9, 2006. Searches for 'climate warming' also increased considerably, suggesting success already in raising awareness amongst the public on environmental dangers.
Consumer Generated Media and Environmental Politics
In Al Gore's interview on the Andrew Denton show, Gore discusses the effect of consumer generated media on influencing social change, specifically empowering more individuals to take part in the political dialogue with the media they create.
A simple demonstration of this in Hitwise Clickstream data show that consumer video sharing website, YouTube.com was the 4th most visited website after climatecrisis.net, with 2.17% downstream market share. Social networking site, MySpace ranked third in upstream visits to climatecrisis.net, referring 3.43% of traffic for the week ending 09/09/2006 .
While Gore described the dangers of global warming as a moral not a political issue in his interview with Andrew Denton, he also called on political leaders in Australia to be more proactive in managing climate change. Hitwise US Search data in June this year showed a lift in searches for 'Al Gore' following the movie release there, suggesting a positive PR result for Gore.
Who is Al Gore's Campaign Influencing Online?
Hitwise Australia Lifestyle data show that climatecrisis.net attracts a high representation of users from Group B "Rewarding Faculties" - Monied and accomplished stable families in mid to outer districts and Group E "Cultural & Informed" - Educated and aesthetic singles and couples of moderate affluence.
While Group E is the Mosaic Group most likely to visit the Lifestyle - Politics category, Group B, "Rewarding Faculties" has a much lower representation in visits to Political websites, suggesting that the political component of Al Gore's environmental campaign is reaching this segment of Australian constituents through an entertainment channel.
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| Industry Search Term Report for Automotive - Recreation |
The following report lists the most popular terms typed into a search engine over the 4 weeks ending 23/09/2006 that resulted in traffic to websites classified by Hitwise within the 'Automotive - Recreation' industry. For example, the most popular search term was 'top gear' representing 1.82% of all search terms that delivered users to websites classified by Hitwise in the 'Automotive - Recreation' industry.
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| 1. |
top gear |
1.82 |
| 2. |
topgear |
0.27 |
| 3. |
ausrotary |
0.22 |
| 4. |
pimp my ride |
0.17 |
| 5. |
boostcruising |
0.16 |
| 6. |
ford forums |
0.16 |
| 7. |
unique cars |
0.15 |
| 8. |
peter brock |
0.15 |
| 9. |
nissan silvia |
0.14 |
| 10. |
burnouts |
0.14 |
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| The Crocodile Hunter - www.crocodilehunter.com |
Position Friday 1st September: 4,439
Position Tuesday 5th September: 104
Positions jumped: 4,335
The death of Steve Irwin on Monday 4th September resulted in a massive spike to The Crocodile Hunter website (www.crocodilehunter.com).
The Crocodile Hunter ranked 4,439 in All Categories Australian Sites on Friday September 1 and by Tuesday September 5, the day after Steve Irwin's death, the site ranked 104 - an increase of 4,335 positions. One week later, Monday September 11, the website still ranked 203, an indication of Steve Irwin's iconic status and the public's need to be informed and mourn for him. The website has not only ranked highly in Australia, but also rose to 119 in All Categories All websites in the US.
The most popular industries visited before The Crocodile Hunter for the week ending 09/09/2006 were Computers and Internet with 55.19% of marketshare (with Search Engines comprising 48.25%) and News and Media with 16.32% marketshare, which as an industry experienced a significant increase in marketshare and caused some particular websites load problems, slowness and even outages as a result of the online demand for news of the Steve Irwin tragedy. The top News and Media websites visited before The Crocodile Hunter for the week ending 09/09/2006 were News.com.au(www.news.com.au); Yahoo!7 News (au.news.yahoo.com) and the New York Times (www.nytimes.com).
Closely associated websites that have also seen and continue to see significant marketshare increases are Australia Zoo (www.australiazoo.com.au), the home of the Crocodile Hunter; Wildlife Warriors Worldwide (www.wildlifewarriors.org.au), a wildlife protection charity established by Steve and Terri Irwin in 2002; and, International Crocodile Rescue (www.internationalcrocodilerescue.com.au) a website providing information about the Irwin family and their rescuing of crocodiles.
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| Television - Fansites |
| This category includes fansites dedicated to television programmes, characters and forums. The data below is based on All sites » Weekly rankings for the week ending 23/09/2006 » Ranks by 'Visits'. |
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| 19.2% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
53.3% |
| 2. |
Computers and Internet - Search Engines |
35.1% |
| 3. |
Entertainment |
23.7% |
| 4. |
Television |
12.1% |
| 5. |
Computers and Internet - Net Communities and Chat |
7.9% |
| 6. |
News and Media |
5.4% |
| 7. |
Lifestyle |
4.4% |
| 8. |
Television - Networks and Channels |
4.0% |
| 9. |
Computers and Internet - Graphics and Clip Art |
3.6% |
| 10. |
Computers and Internet - Email Services |
3.3% |
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| 1. |
Computers and Internet |
31.8% |
| 2. |
Entertainment |
31.7% |
| 3. |
Television |
12.2% |
| 4. |
Computers and Internet - Net Communities and Chat |
10.4% |
| 5. |
Computers and Internet - Search Engines |
7.8% |
| 6. |
Entertainment - Multimedia |
6.3% |
| 7. |
Shopping and Classifieds |
6.0% |
| 8. |
News and Media |
5.9% |
| 9. |
Lifestyle |
4.8% |
| 10. |
Education |
3.6% |
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