Hong Kong penchant for prestige evident online
The fondness which Hong Kong residents have for luxury vehicles remains evident online upon examination of statistics from the Automotive - Manufacturers category of Hitwise Hong Kong. Although ranking trends towards popular luxury car manufacturer websites has dropped off slightly over the past 12 months, there remains a dominance in the top 20 websites.
Looking at Weekly rankings for the week ending 23/04/2005 by 'Visits', the number one website was Mercedes Benz USA (www.mbusa.com) which accounted for almost 5.5% of all traffic to the category for the week. Other Mercedes properties proved popular as well, with Mercedes-Benz Global (www.mercedes-benz.com) coming in at the 10th spot, while Mercedes-Benz Hong Kong (www.mercedes-benz.com.hk) ranked at 13.
Other manufacturers to feature include BMW, currently just outside the top ten and two Porsche websites, Porsche Centre Hong Kong (www.porsche.com.hk) and Porsche (www.porsche.com) ranking at numbers 7 and 14 respectively. Coveted Italian sports car maker Ferrari (www.ferrari.com) even makes an appearance at 16 edging out German prestige manufacturer Audi (www.audi.com.hk) at 17.
Currently the Automotive - Manufacturers category holds the interest of its visitors for an average of 4 minutes, 3 seconds which represents an increase of 29 seconds compared with last week. Only 16.2% of traffic to the 'Automotive - Manufacturers' category was directed at local sites.
Fast Mover - Asia-hotels.com
www.asiahotels.com
Position April 17, 2005 - 20
Position April 24, 2005 - 9
Positions Jumped - 11
Asia-hotels.com is a travel portal providing a facility for travellers to search, select and book their hotel requirements in the Asia-Pacific region. The site has experienced a considerable increase in traffic during recent weeks, with its Daily ranking in the Travel - Destinations and Accommodation category increasing to 9th on April 24. This represented an increase from the 20th position a week earlier. The increase in traffic was even more evident when compared to all Travel websites visited by Hong Kong Internet users, with a climb from 96 to 57 over the same time period.
The majority of traffic directed to Asia Hotels was directed from search engines, specifically Google. Google Hong Kong (www.google.com.hk) was responsible for 11.3% of traffic to the site and Google (www.google.com) delivered a further 8.96% for the week ending April 23.
Category Spotlight: Lifestyle - Family
This category includes sites on parenting, childhood development, family support and family issues (such as divorce, adoption and fertility). It also includes sites on genealogy. The data below is based on All sites, weekly rankings for the week ending 23/04/2005, ranked by 'Visits'.
Case Study
How a baseball team used Hitwise data to understand the difference between site traffic, industry trends and the factors connecting them.
A baseball team's website manager was enthusiastic about online traffic levels when their season started. Visits to their website increased and it seemed that their new advertising campaign was paying off. Using Hitwise 'Charting' to compare their performance against other sites in their industry told another story however.
Although the baseball team did receive an increase of traffic with the launch of the new season, so did all other websites in that industry. By viewing the Hitwise 'Rankings' and 'Charting' tools the marketing manager was able to instantly understand that sports-fantasy websites were dominating the category and taking market share away from traditional sports team sites.
Hitwise 'Search Term' data also revealed that "sports fantasy" was the fourth most popular searched on term in the online baseball category.
Only with Hitwise's timely and comprehensive data was the marketing manager able to:
- Gain insights into the online baseball industry and the behavior and preferences of visitors.
- Quickly and affordably monitor the effectiveness of advertising campaigns.
- Uncover new opportunities for content programming.
Media queries at Hitwise
If you are interested in using Hitwise content and statistics in publications and presentations, we encourage you to do so. Please source the content as "Hitwise Hong Kong - www.hitwise.com.hk".
Additionally - if you require assistance with statistics or content, please feel free to contact James Borg at james.borg@hitwise.com.
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Copyright Hitwise Pty Ltd, April 2005
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Hitwise Hong Kong Newsletter - April 2005
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