| House & Garden Highest Growth in Retail Sector |
From the Hitwise Intelligence Weblogs
Of the 21 online shopping verticals tracked by Hitwise in 2006, visits to House and Garden websites grew 45.58%. Behind this growth are demographic and traffic referral shifts that have taken place between 2005 and 2006.
Hitwise demographics data shows that for the 12 weeks ending 5 March 2005, male visits comprised 39.34% of visits to House & Garden websites and for the 12 weeks ending 20 December 2006, males represented 45.84% of traffic to these sites. Cricket Websites, which are dominated by male Internet users by 2 to 1, referred an increased traffic volume of 130.8% to the House & Garden category comparing December 2006 and December 2005 - helping to explain the demographic shift. Ashes sponsor and house and garden website Bunnings received a surge in upstream traffic from CricInfo.com in December 2006.
Another driver for increased traffic to the category is that that consumer needs in the House & Garden retail sector are being better-met by local vendor services. For example, local homewares store, Home Couture, that offers purchasing functionality online where other brands have stuck to a catalogue model, increased its market share by 66.8% comparing December 2006 to December 2005.
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| 1. |
House and Garden |
1.49% |
2.18% |
45.58% |
| 2. |
Office Supplies |
0.44% |
0.60% |
34.62% |
| 3. |
Department Stores |
5.78% |
7.78% |
34.58% |
| 4. |
Grocery and Alcohol |
1.03% |
1.33% |
28.43% |
| 5. |
Books |
4.67% |
5.91% |
26.52% |
| 6. |
Apparel and Accessories |
3.26% |
3.91% |
20.10% |
| 7. |
Computers |
6.95% |
8.21% |
18.12% |
| 8. |
Video and Games |
2.74% |
3.22% |
17.31% |
| 9. |
Appliances and Electronics |
3.88% |
4.55% |
17.29% |
| 10. |
Toys and Hobbies |
2.32% |
2.70% |
16.31% |
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| Industry Search Term Report for Sports - Tennis |
The following report lists the most popular terms typed into a search engine over the 4 weeks ending 20/01/2007 that resulted in traffic to websites classified by Hitwise within the 'Sports - Tennis' industry. For example, the most popular search term was 'australian open' representing 24.45% of all search terms that delivered users to websites classified by Hitwise in the 'Sports - Tennis' industry.
|
|
| 1. |
australian open |
24.45 |
| 2. |
australian open tennis |
7.35 |
| 3. |
hopman cup |
2.9 |
| 4. |
australian open 2007 |
2.45 |
| 5. |
australian tennis open |
1.44 |
| 6. |
tennis australia |
1.43 |
| 7. |
aus open |
1.37 |
| 8. |
tennis |
1.26 |
| 9. |
kooyong classic |
1.21 |
| 10. |
medibank international |
0.99 |
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| Savewater.com.au – www.savewater.com.au |
Position week ending 16th December: 5,347
Position week ending 6th January: 2,402
Positions jumped: 2,945
Savewater.com.au (www.savewater.com.au) aims to provide users with advice and tips on how to conserve water. With the introduction of heightened water restrictions nationwide over the New Year period, this site saw an increase in traffic.
Hitwise Australia data shows that for the week ending 16th December, Savewater.com.au was ranked 5,347 amongst Australian sites. Following the introduction of stricter water restrictions at the start of the new year, this rank jumped to 2,402 for the week ending 6th January.
The most popular website that users visited after Savewater.com.au was that of the Department of Sustainability and Environment (www.ourwater.vic.gov.au), with 9.67% of visitors heading to this site which also provides information on how to save water as well as details of restrictions for the week ending 13th January. Other popular downstream sites included those of water utility companies such as Yarra Valley Water (www.yarravalleywater.com.au), City West Water (www.citywestwater.com.au) and Barwon Water Victoria (www.barwonwater.vic.gov.au).
Popular search terms driving traffic to Savewater.com.au included "save water" (5.20%), "water saving" (4.59%) and "savewater" (2.75%) for the week ending 13 January 2006. 22.49% of this website's traffic represent visits from people in the Mosaic social group 'Domestic Appliance' who are described as being "reasonably educated and well informed" people living in "medium-density areas". As public education about water shortages increases, it will be interesting to see the shift in social groups accessing water saving websites.
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| Shopping & Classifieds – House and Garden |
This category includes sites and stores that sell various types of homeware products and products for the garden. The data below is based on All sites » Weekly rankings for the week ending 20/01/2007 » Ranks by 'Visits'.
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|
|
|
|
|
| 65.5% |
|
of traffic to this category was directed at domestic sites.
|
|
|
|
|
| 1. |
Computers and Internet |
53.3% |
| 2. |
Computers and Internet - Search Engines |
44.4% |
| 3. |
Shopping and Classifieds |
16.4% |
| 4. |
Business and Finance |
8.0% |
| 5. |
Lifestyle |
7.2% |
| 6. |
Shopping and Classifieds - House and Garden |
6.1% |
| 7. |
Entertainment |
4.4% |
| 8. |
Lifestyle - House and Garden |
4.3% |
| 9. |
News and Media |
3.3% |
| 10. |
Shopping and Classifieds - Auctions |
3.1% |
|
|
|
|
| 1. |
Shopping and Classifieds |
25.3% |
| 2. |
Computers and Internet |
20.2% |
| 3. |
Business and Finance |
13.6% |
| 4. |
Lifestyle |
11.8% |
| 5. |
Shopping and Classifieds - House and Garden |
11.2% |
| 6. |
Computers and Internet - Search Engines |
9.7% |
| 7. |
Lifestyle - House and Garden |
7.7% |
| 8. |
Entertainment |
6.5% |
| 9. |
News and Media |
4.5% |
| 10. |
Shopping and Classifieds - Auctions |
3.9% |
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