| Twitter Up 518.2% in Australia - Is Twitter Relevant for Your Brand? |
Twitter, a micro-blogging platform that allows users to share short activity updates, has picked up significantly in Australian usage, with a 518.12% increase in web visits comparing the weeks ending 01/09/2007 and 30/08/2008. Hitwise Session Duration data suggests that use of Twitter is addictive, with an average visit time of 30 minutes 8 seconds, compared to the All Categories average of 11 minutes, 34 seconds.
Twitter allows users to share their collective knowledge, and can therefore act as a powerful platform for consumer advocacy - as users are wanting to discuss their experiences about various brands. While Twitter might not be the most appropriate marketing channel for all brands, it can serve as a fast communication tool when needed, as well as a barometer of consumer sentiment.
How can you determine the viability of Twitter and other social platforms for your marketing initiatives? One way is to assess the 'audience fit' between your websites. For example, marketers in the financial services space can determine the websites in their industry that have a close demographic alignment to Twitter, using the Hitwise Lifestyle Similarity Tool. Brands that attracted a close audience fit with Twitter included ING Australia, AMP My Portfolio, Bankrate, and Virgin Money Australia for the 12 weeks ending 30/08/2008.
While Twitter has yet to hit mainstream adoption, its influence on commercial industries is growing. For example, Twitter was responsible for 10.6 times more traffic delivered to the Banks & Financial Institutions industry the week ending 30/08/2008 compared to the same week the previous year.
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| Maximise Your Search Marketing Investments with Paid and Organic Reports |
By using the Paid and Organic reports available within the new Hitwise Search Intelligence™ tool, you can benchmark your paid search campaigns against your industry. For example, travel agencies can determine that paid search terms accounted for 1 in 4 searches conducted by Australian Internet users within the Travel - Agencies industry for the 4 weeks ending 13/09/2008. This compares to a paid search rate of 4.28% to websites within All Categories for the same period.
Additionally, you can see the paid and organic breakdown rates on specific search terms to identify cost-effective opportunities. For example, the term 'great wall of china' delivered more than six times the number of clicks delivered by 'china tours' to the Travel - Agencies industry for the 4 weeks ending 13/09/2008; but consisted of nearly all organic traffic, compared to a paid rate of 23.18% for 'china tours'. Travel - Agencies websites have the option of boosting the paid spend they allocate to 'great wall of china' where there is less competition for bids.
If you would like to discuss this product upgrade further, please contact Hitwise Customer Support, or visit the Hitwise University and review the
Hitwise New Search Intelligence™ - Client FAQ.
To learn more about Hitwise data and Paid and Organic Reports, download the Hitwise Search Intelligence™ Fact Sheet.
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| ABC Elections - www.abc.net.au/elections |
ABC Elections (www.abc.net.au/elections) provides coverage of local, state and federal elections in Australia. During the two weeks ending 13/09/2008, this fast moving website leaped 578 places to rank 53 in the News & Media industry. For the 12 weeks ending 13/09/2008, the highest percentage of traffic to ABC Elections came from WA (47%) and NSW (20%) due to interest in the Western Australian state election on 06/09/2008 and the NSW local government election on 13/09/2008.
During the week ending 13/09/2008, Google Australia (www.google.com.au) was the top website to refer visitors to ABC Elections. The top 3 websites visited after ABC Elections were Western Australian Electoral Commission (www.waec.wa.gov.au), ABC Online (www.abc.net.au), and ABC Blogs (blogs.abc.net.au).
The leading search term sending visits to ABC Elections was 'wa election results' during the 4 weeks ending 13/09/2008. Other popular search terms generating traffic to the website included 'isabelle redmond australia', 'abc elections' and 'anthony green'.
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| Sports - Soccer |
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The following report lists the most popular terms typed into a search engine over the 4 weeks ending 13/09/2008 that resulted in traffic to websites classified by Hitwise within the 'Sports - Soccer' industry. For example, the most popular search term was 'epl' representing 1.55% of all search terms that delivered users to websites classified by Hitwise in the 'Sports - Soccer' industry.
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| 1. |
epl |
1.55% |
| 2. |
the world game |
1.46% |
| 3. |
premier league |
1.29% |
| 4. |
a league |
1.09% |
| 5. |
soccernet |
1.05% |
| 6. |
four four two |
1.03% |
| 7. |
english premier league |
1.00% |
| 8. |
ffv |
0.91% |
| 9. |
football west |
0.83% |
| 10. |
football brisbane |
0.76% |
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| Sports - Horse Racing |
| This category encompasses all horse and harness racing related sports sites. The data below is based on All sites - Weekly rankings for the week ending 06/09/2008 - Ranks by 'Visits'. |
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| 95.8% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Sports |
39.62% |
| 2. |
Computers and Internet |
38.58% |
| 3. |
Entertainment |
26.75% |
| 4. |
Gambling |
23.61% |
| 5. |
Search Engines |
23.57% |
| 6. |
Sport Betting |
23.11% |
| 7. |
Horse Racing |
16.85% |
| 8. |
Portal Frontpages |
7.10% |
| 9. |
Business and Finance |
6.09% |
| 10. |
News and Media |
5.30% |
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| 1. |
Sports |
45.88% |
| 2. |
Entertainment |
30.56% |
| 3. |
Gambling |
25.82% |
| 4. |
Sport Betting |
24.96% |
| 5. |
Computers and Internet |
21.88% |
| 6. |
Horse Racing |
20.42% |
| 7. |
Search Engines |
8.57% |
| 8. |
Business and Finance |
8.43% |
| 9. |
News and Media |
5.98% |
| 10. |
Shopping and Classifieds |
4.17% |
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| Australian Idol’s Most Popular Contestant Online |
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Youngster Tom Williams appears to be amongst the most popular Australian Idol contestants this year, according to the search terms directing traffic to the Australian Idol website (www.australianidol.com.au) during the 4 weeks ending 06/09/2008. The search term 'tom williams australian idol' was the 6th most popular term referring traffic to the Australian Idol website, with searches for 'tom williams' and 'australian idol tom williams' appearing amongst the top 20. No other contestants appeared in the top 20; although searches for 'wes carr' appeared at number 26 for that week. Now you know.
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