Stormy Weather and Record Temperatures Measure up on Web
As volatile weather conditions hit Hong Kong in June and July, local Internet users flocked to the Hong Kong Observatory (www.hko.gov.hk) website to access the most recent weather updates and warnings issued by the observatory.
Visits to the observatory website spiked by a significant 61% on June 24 as rainstorms caused havoc. A further surge in online traffic of 37% was measured on July 19 as temperatures reached a high of 35.4 degrees for the year.
Users were given advanced warning of the storm and the likely chaotic traffic conditions. Later warnings during the heat wave were issued of the dangers of heatstroke, particularly for the elderly. Other notable features of the observatory website include real-time satellite images and a range of meteorological educational resources.
The Hong Kong Observatory website has remained popular since then and ranked recently as the top Education - Reference and Government HK SAR website, for the week ending July 23, 2005.
Hitwise Clickstream data reveal the top 5 News and Media websites to direct traffic to www.hko.gov.hk on June 24 are Yahoo! Hong Kong Weather (hk.weather.yahoo.com), Weather Underground of Hong Kong (www.weather.org.hk), Yahoo! Hong Kong News, (hk.news.yahoo.com), Apple Daily Online (appledaily.atnext.com) and Orisun (www.orisun.com).
Category Spotlight: Entertainment - Television
Any sites related to TV are listed in this category, including the official websites of TV shows, television stations, ratings guides, program TV production companies and cable information. The data below is based on All sites » Weekly rankings for the week ending 23/07/2005 » Ranks by 'Visits'.
Case Study
How a popular television talk show and a bank used Hitwise data to measure the effectiveness of Advertising & Promotions.
A popular television talk show website partnered with a leading bank website to give viewers the chance to win $1 Million dollars. To enter, viewers were directed via offline and online advertising, to a promotional website and asked to register within 24 hours.
In 24 hours, the promotional website jumped a massive 67 positions to become the 2nd most popular television program website in the Hitwise Television category - marking an increase of 775% in market share of visits.
With the Hitwise daily reporting tool, the television producers were able to instantly see the effects that both online and offline advertising had on traffic to their website, in relation to their competitors. In addition, the banking institution was able to see that through their affiliation with the promotion, they had achieved significant brand awareness by sponsoring this activity. Their competitors from all industries, could also benchmark the effects that the promotion had on the show's popularity, and subsequently, the website's popularity, the very next day!
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Copyright Hitwise Pty Ltd, July 2005
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Hitwise Hong Kong Newsletter - July 2005
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