| The 2007 Australian Election and Online Marketing |
As the 2007 Australian election kicks off, Hitwise, the leading online competitive intelligence service today announced insights into the online performance of www.kevin07.com and www.pm.gov.au, the respective primary websites of Kevin Rudd and John Howard.
Who is winning the online popularity vote?
As of 14 October 2007, the Kevin 07 website, which is specifically focused on the election, captured 155% more visits compared to John Howard's website, based on traffic to Australian websites. However this has not always been the case, as depicted in the chart below. Over the past three months, the top spot has interchanged seven times.
According to Tessa Court of Hitwise, "while online visits do not necessarily indicate actual votes, they are an excellent indicator of interest in specific policies, performance on television talk shows and overall campaign momentum."
How does each candidate's website attract visitors?
Interestingly, while both candidates are capturing relatively equal percentages of traffic from their political party and news and media websites, the Kevin 07 campaign has been successful in leveraging email campaigns and consumer generated media outlets such as Facebook and YouTube, while the Prime Minister's main website, which is substantially less focused on the election, dominates with search marketing.
Who is visiting each candidate's website?
While the election will be determined by voters' preferences in each seat, the following behavioural and attitudinal demographic analysis shows which MOSAIC™ lifestyle household segments frequent the Kevin 07 website and how this differs from the Prime Minister's website. With segments listed in order of affluence - "Leading Lifestyles" segment being the most affluent, www.kevin07.com attracts a higher percentage of visits from lower income Internet users than does the Prime Minister's website. In addition, Kevin 07 attracts a higher percentage of visits from thought leader segments "Fashionably Wired" and "Cultural and Informed". In contrast, www.pm.gov.au has a stronger hold on the "Family Room", "Domestic Appliance" and "Shades of Grey" segments which are comprised of upper and middle income families and older Australians.
As Tessa Court comments, "from this data, it is evident that Kevin Rudd is resonating with the intellectual influencers and lower income families. As the election progresses, it will be interesting to see if labor's election policies gain more traction amongst middle Australia as evidenced by the psychographic composition of visitors to each candidate's website."
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| 1. |
Leading Lifestyles |
1.03% |
4.61% |
81.79 |
| 2. |
Rewarding Faculties |
1.00% |
4.75% |
82.63 |
| 3. |
Family Room |
3.54% |
5.55% |
61.08 |
| 4. |
Fashionably Wired |
1.75% |
8.03% |
127.93 |
| 5. |
Cultural and Informed |
3.16% |
9.21% |
152.34 |
| 6. |
Domestic Appliance |
4.03% |
19.73% |
83.03 |
| 7. |
Subsistence Existence |
0.56% |
4.67% |
89.34 |
| 8. |
Eurasian Dreams |
1.01% |
2.38% |
70.26 |
| 9. |
Community Challenge |
1.83% |
19.62% |
110.27 |
| 10. |
Shades of Grey |
2.73% |
4.44% |
61.92 |
| 11. |
Town and Country |
7.15% |
17.01% |
172.48 |
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| Industry Search Terms Report for Entertainment - Movies |
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The following report lists the most popular terms typed into a search engine over the 4 weeks ending 20/10/2007 that resulted in traffic to websites classified by Hitwise within the 'Entertainment - Movies' industry. For example, the most popular search term was 'hoyts' representing 3.17% of all search terms that delivered users to websites classified by Hitwise in the 'Entertainment - Movies' industry.
|
|
| 1. |
hoyts |
3.17 |
| 2. |
greater union |
2.19 |
| 3. |
imdb |
1.32 |
| 4. |
village cinemas |
1.02 |
| 5. |
reading cinemas |
0.67 |
| 6. |
video ezy |
0.62 |
| 7. |
hoyts cinemas |
0.49 |
| 8. |
birch carroll and coyle |
0.45 |
| 9. |
hairspray |
0.44 |
| 10. |
village cinema |
0.35 |
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| Movember - www.movember.com |
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Movember (www.movember.com) is a yearly fundraising event held during November that raises awareness about male health issues and money for the Prostate Cancer Foundation. Leading up to event, Hitwise Australia reports that the Movember website has increased its market share of traffic by 146% in the Community - Organisations category for the week ending 20 October 2007. As a result Movember was the 4th most popular website in the Community - Organisations category moving up from its previous week's ranking of 18. Google Australia - www.google.com.au and Facebook - www.facebook.com were the 2 top websites referring traffic to Movember, accounting for 16.06% and 12.72% of market share respectively during the week of 20 October 2007.
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| The Young and the Restless – Most Popular TV Programme Website Amongst Upscale Women |
* Based on sites who have the greatest percentage of visits from women in the 'Leading Lifestyle' MOSAIC™ segment. The Leading Lifestyle household segment is characterized as representing the wealthiest families in the most exclusive suburbs.
|
| 1. |
The Young and the Restless |
www.theyoungandtherestless.com |
70.15% |
18.46% |
1 |
| 2. |
Shaq's Big FamilChallenge |
www.shaqsfamilychallenge.com |
72.43% |
8.77% |
0.49 |
| 3. |
Australia's Funniest Home Videos |
funniesthomevideos.ninemsn.com.au |
55.40% |
11.45% |
0.49 |
| 4. |
Inside Business |
www.abc.net.au/insidebusiness |
49.56% |
12.43% |
0.48 |
| 5. |
Planet Rock Evolution |
www.planetrockevolution.com |
74.16% |
7.98% |
0.46 |
| 6. |
Bob the Builder |
www.bobthebuilder.com |
71.45% |
8.26% |
0.46 |
| 7. |
Kerri-Anne Kennerley |
www.kerrianne.com.au |
74.78% |
7.87% |
0.45 |
| 8. |
Compass |
www.abc.net.au/compass |
62.33% |
9.42% |
0.45 |
| 9. |
BBC Homes |
www.bbc.co.uk/homes |
71.12% |
7.89% |
0.43 |
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| Shopping and Classifieds - Books |
This category includes sites whose primary focus is the sale of books, magazine and periodicals. It incorporates both online and offline vendors. The data below is based on All sites » Weekly rankings for the week ending 20/10/2007 » Ranks by 'Visits'.
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|
|
|
|
| 58.6% |
|
of traffic to this category was directed at domestic sites.
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|
|
| 1. |
Computers and Internet |
47.33% |
| 2. |
Search Engines |
32.33% |
| 3. |
Shopping and Classifieds |
22.66% |
| 4. |
Auctions |
8.87% |
| 5. |
Entertainment |
6.81% |
| 6. |
Books |
6.71% |
| 7. |
Net Communities and Chat |
6.11% |
| 8. |
Business and Finance |
5.78% |
| 9. |
News and Media |
5.34% |
| 10. |
Email Services |
4.45% |
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|
|
|
| 1. |
Shopping and Classifieds |
28.64% |
| 2. |
Computers and Internet |
22.18% |
| 3. |
Books |
13.59% |
| 4. |
Entertainment |
10.09% |
| 5. |
Business and Finance |
9.72% |
| 6. |
Search Engines |
8.35% |
| 7. |
News and Media |
7.07% |
| 8. |
Education |
5.89% |
| 9. |
Department Stores |
5.32% |
| 10. |
Lifestyle |
4.97% |
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