| Online Property Update |
Visits to Superannuation Websites Up as Rental Market Tightens
According to Hitwise, visits to the Business and Finance - Superannuation category by Australian Internet users were at a 12-month high in March 2007 amidst speculation that the current Australian housing rental crisis has been partly caused by a flight of investors to superannuation.
Hitwise Search Term data further indicate that while searches for 'houses for sale' appeared at a constant level during the March 2006 - March 2007 period, searches for 'rental properties' have steadily increased since June 2006 reflecting a competitive market for renters.
Renters Most Likely to Visit Property Websites
The Hitwise Lifestyle audience profiling tool indicates that users who indexed highest amongst websites in the online Property category belonged to the Mosaic Group, "Fashionably Wired". Earning high incomes, "Fashionably Wired" users commonly rent in the inner-city suburbs. Their index within the Property category increased from 127.4 to 132.56 in a 6-month period to 10 March 2007, indicating that a higher percentage of this group is becoming engaged with property research online as the rental market tightens.
New Entrants
Publishers are addressing the competitive rental market with new Property websites. myhome.com.au, a new Property website published by PBL and Microsoft, has risen to 10th position in the Business & Finance - Property category for the week ending 10 March 2007 with 1.21% share, after debuting 2 weeks ago at a ranking of #162.
Property.com.au, another newcomer in the category powered by realestate.com.au, ranked within the top 100 at the #61 position for the week ending 10 March 2007. realestate.com.au however, remained the leader in the online Property category with 33.87% share for the week ending 10 March 2007.
Following July when tax concessions for super change, property websites have the opportunity to capture potential interest in property development by optimising for search terms related to land, construction and housing sales.
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| Industry Search Term Report for Education - Reference |
The following report lists the most popular terms typed into a search engine over the 4 weeks ending 17/03/2007 that resulted in traffic to websites classified by Hitwise within the 'Education - Reference' industry.
For example, the most popular search term was 'wikipedia' representing 1.48% of all search terms that delivered users to websites classified by Hitwise in the 'Education - Reference' industry.
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| 1. |
wikipedia |
1.48 |
| 2. |
bom |
1.05 |
| 3. |
dictionary |
0.82 |
| 4. |
weather |
0.35 |
| 5. |
wiki |
0.22 |
| 6. |
thesaurus |
0.20 |
| 7. |
melbourne weather |
0.18 |
| 8. |
bureau of meteorology |
0.17 |
| 9. |
www.bom.gov.au |
0.16 |
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| Target Australia - www.target.com.au |
Target - the apparel, home and entertainment discount department store - experienced an increase in market share of over 210% amongst all Australian websites visited by Australian Internet users between 3 March and 12 March 2007.
The increased online activity was a result of a shopping frenzy after Target announced that they would be holding a sale of the exclusive Stella McCartney fashion range.
According to Hitwise demographic data, over 32% of visitors to www.target.com.au were between 25 and 34 years of age.
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| Shopping and Classifieds - Computers |
The computer category includes all sites and stores that focus on the sale of computer hardware, accessories and non-game related software. The data below is based on All sites » Weekly rankings for the week ending 17/03/2007 » Ranks by 'Visits'.
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| 55.7% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
56.53% |
| 2. |
Search Engines |
26.31% |
| 3. |
Shopping and Classifieds |
19.35% |
| 4. |
Software |
8.94% |
| 5. |
Computers |
8.86% |
| 6. |
Entertainment |
8.21% |
| 7. |
Hardware |
7.28% |
| 8. |
Business and Finance |
6.99% |
| 9. |
Net Communities and Chat |
5.39% |
| 10. |
Email Services |
5.19% |
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| 1. |
Computers and Internet |
44.56% |
| 2. |
Shopping and Classifieds |
20.86% |
| 3. |
Search Engines |
13.44% |
| 4. |
Business and Finance |
11.63% |
| 5. |
Computers |
11.08% |
| 6. |
Entertainment |
8.70% |
| 7. |
Software |
8.60% |
| 8. |
Hardware |
7.86% |
| 9. |
News and Media |
5.01% |
| 10. |
Net Communities and Chat |
4.86% |
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