Dragonair Online Traffic Surges During Summer Holidays
Hong Kong airline, Dragonair (www.dragonair.com) got off to a positive start to the busy holiday season, reporting a monthly passenger increase in July of 11.9%. According to Hitwise data, visits to the Dragonair website subsequently increased by 66.8% in the Aviation - Commercial Airlines category, week ending August 27, 2005, suggesting Dragonair will continue its momentum in travel bookings.
Dragonair's website ranked at 2nd position in the Aviation - Commercial Airlines category, week ending August 27, and held 15.85% market share. The top website in the category was Cathay Pacific (www.cathaypacific.com), which is an associate airline to Dragonair.
Dragonair serves 30 passenger destinations across Asia, including Beijing, Tokyo, Bangkok and Phuket. It sponsored the air travel of 50 underprivileged Hong Kong students taking part in the "Be A Champion" Study Tour to Beijing this summer.
Clickstream data for the month of July showed that the most visited website after Dragonair was Dragonair Holidays (www.kaholidays.com), where users can search for getaway resort packages and guided tours to historical cities in China.
Dragonair Holidays was Hong Kong's 15th most popular Travel - Agencies website for the week ending August 27, 2005.
Hitwise industry data measured an increase in the Aviation - Commercial airlines category of 5.2% for the week ending August 27, 2005. The Travel - Destinations and Accommodation category also surged by 21.6% against all categories.
Fast Mover - HK Food Expo
www.hkfoodexpo.com
Position August 13 - 465
Position July 2 - 4,505
Positions jumped - 4,040
The popular Hong Kong Food Expo held from August 11 to August 15 has rocketed up the Hitwise rankings in recent weeks.
Leaping some 4,000 places overall, the website ranked as high as #6 in the 'Food & Beverage' category for the week ending August 13. Enjoying its highest ranking for 12 months, the website held 4.82% market share of the heavily trafficked 'Food & Beverage' category.
In the same week, more than one in every five visitors were directed to www.hkfoodexpo.com by a local Yahoo! website (hk.yahoo.com & search.hk.yahoo.com).
During this period, users were browsing the website for an average of two minutes and seventeen seconds, up a total of 45 seconds from average session time figures gathered in June.
Category Spotlight: Computers and Internet - Electronics
This category lists websites that are focused on electronics products, including electronics manufacturers. The data below is based on All sites » Weekly rankings for the week ending 20/08/2005 » Ranks 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.
About this Newsletter
This monthly email Newsletter is designed to provide Hitwise subscribers with analysis of new developments, industry trends and competitive activity. The powerful real-time web intelligence capabilities of Hitwise and a continual flow of additional research findings make this an indispensable business resource.
You have received the Hitwise newsletter because you subscribed to our services, or a friend sent it to you. To unsubscribe from the Hitwise newsletter please click here.
Hitwise is strongly committed to your privacy rights and does not sell or give its list to third parties. To view the Hitwise Privacy Policy please click here.
Brought to you by the team at Hitwise Hong Kong - www.hitwise.com.hk.
Copyright Hitwise Pty Ltd, August 2005
| 
Hitwise Hong Kong Newsletter - August 2005
Real-time competitive intelligence
