| Hitwise NZ Social Networking Update |
'Bebo' leading social network and brand online
According to Hitwise New Zealand, Bebo continues to be the market leader in the Social Networking & Forums online industry with 16.87% share for the week ending 5 January 2008. Facebook followed closely at second position with 14.2% share.
Brand recognition of Bebo is extremely strong amongst New Zealand Internet users; 'bebo' was the top term out of 9,343,431 unique searches measured for the 24 weeks ending 5 January 2008, ahead of 'trademe' and 'youtube'. 'Bebo' was the leading search term for most of 2007.
The importance of Social Networking & Forums websites is indicated by their continued growth throughout 2007, reaching a 2-year market share high of 9.22% for the week ending 13 October 2007. Search Engines is now only marginally ahead of Social Networking & Forums, accounting for 10.09% and 8.28% share respectively for the week ending 5 January 2008. Social Networking & Forums significantly outranked web-based Email services with 4.98% share, suggesting that users prefer social networks as a channel for communication.
Social Networking & Forums websites attract high user-engagement, with session times well above the online average. Bebo had an average session duration of 26 minutes and 22 seconds for the week ending 5 January 2008, compared to websites across all categories, which had an an All Categories average of 11 minutes and 8 seconds. The average session time by New Zealand Internet users on Facebook was 17 minutes, 54 seconds and on MySpace it was 13 minutes and 54 seconds.
Hitwise Clickstream data indicates content areas of interest to social networking users. After visiting social networking websites, amongst the top 20 downstream industries for the week ending 5 January 2008, were News & Media, Shopping & Classifieds, Multimedia, Games, Photography, Education and Sports. Leveraging the content interests of users of social networks will become increasingly important for marketers, as standards for data portability on the Internet become established.
The sustained growth and high user-engagement of Social Networks & Forums websites in 2007 amongst New Zealand Internet users highlight significant marketing opportunities for businesses, government and NGOs in 2008. Engaging users across multiple online communication channels will be one of the major challenges for marketers.
|
| 1. |
Bebo |
www.bebo.com |
16.87% |
| 2. |
Facebook |
www.facebook.com |
14.20% |
| 3. |
YouTube |
www.youtube.com |
12.29% |
| 4. |
MySpace |
www.myspace.com |
3.83% |
| 5. |
SkyKiwi |
www.skykiwi.com |
2.09% |
| 6. |
6park.com |
www.6park.com |
1.67% |
| 7. |
Windows Live Spaces |
spaces.live.com |
1.49% |
| 8. |
Yeeyi |
www.yeeyi.com |
1.30% |
| 9. |
Orkut |
www.orkut.com |
1.17% |
| 10. |
Stumble Upon |
www.stumbleupon.com |
1.17% |
|
|
|
|
| Industry Search Terms Report for Business and Finance - IT and Internet |
The following report lists the most popular terms typed into a search engine over the 24 weeks ending 05/01/2008 that resulted in traffic to websites classified by Hitwise within the 'Business and Finance - IT and Internet' industry. For example, the most popular search term was 'mintshot' representing 2.27% of all search terms that delivered users to websites classified by Hitwise in the 'Business and Finance - IT and Internet' industry.
|
|
| 1. |
mintshot |
2.27% |
| 2. |
mintshot.co.nz |
0.59% |
| 3. |
paypal |
0.50% |
| 4. |
marapets |
0.39% |
| 5. |
mint shot |
0.32% |
| 6. |
anagram solver |
0.29% |
| 7. |
mintshot nz |
0.27% |
| 8. |
mt ruapehu |
0.27% |
| 9. |
www.mintshot.co.nz |
0.24% |
| 10. |
speed test |
0.22% |
|
|
|
|
|
| Get More Sitelinks |
Sitelinks are a great way to get search engine users to the most useful pages of your website very quickly. Sitelinks are the extra links you find at the bottom of some search results, and they mainly appear when searching for a particular brand.
For example, searching for 'CNN' in Google will return the results displayed below:
Google displays up to 8 sitelinks per search result. The sitelinks that Google chooses to display is dependant on a number of factors such as:
- the popularity of the pages
- the navigational structure of the website
- the number of backlinks to the website
- the text used by other websites to link to the website
- the way that pages within the website interlink
Businesses that do not have sitelinks may be lacking one or more of the factors mentioned here and as a result, they may find that people looking for their brand are ending up on competitor's websites.
If you search for your brand on Google, how many sitelinks does your website have?
To learn more about best practice search engine optimisation, download the white paper.
|
|
| The Low Down - www.thelowdown.co.nz |
The Low Down website experienced a significant increase in its market share of traffic (83390%) in December 2007 and was the 15th most popular Health and Medical website visited, moving up 3716 places from the previous month's rank of 3731. This website provides information, advice, guides and help on sex, nutrition, drugs and health issues. It acts as an educational tool for professionals and young adults.
The top website to refer traffic to The Low Down website in December was NZDating (www.nzdating.com), accounting for 18.21% of traffic, indicating possible affiliate marketing partnership with or advertising for The Low Down on the NZDating website. The most popular term typed into a search engine over the 12 weeks ending 29/12/2007 that resulted in traffic to The Low Down website was 'depression', representing 18.43% of all search traffic.
|
| Travel - Destinations and Accommodation |
| This category contains the websites of accommodation providers, such as hotels and hotel chains, even if these do not offer an online booking facility. This category also includes websites that facilitate the online booking of accommodation, including third-party websites that provide bookings for a range of accommodation providers. The data below is based on All sites » Weekly rankings for the week ending 05/01/2008 » Ranks by 'Visits'. |
|
|
|
|
|
| 58.6% |
|
of traffic to this category was directed at domestic sites.
|
|
|
|
|
| 1. |
Computers and Internet |
51.33% |
| 2. |
Search Engines |
41.77% |
| 3. |
Travel |
21.95% |
| 4. |
Destinations and Accommodation |
16.25% |
| 5. |
Business and Finance |
4.22% |
| 6. |
News and Media |
3.89% |
| 7. |
Shopping and Classifieds |
3.86% |
| 8. |
Entertainment |
3.50% |
| 9. |
Email Services |
3.23% |
| 10. |
Social Networking and Forums |
3.00% |
|
|
|
|
| 1. |
Travel |
38.68% |
| 2. |
Destinations and Accommodation |
25.20% |
| 3. |
Computers and Internet |
14.75% |
| 4. |
Business and Finance |
8.07% |
| 5. |
Search Engines |
5.98% |
| 6. |
Entertainment |
5.93% |
| 7. |
Transport |
4.85% |
| 8. |
Shopping and Classifieds |
4.67% |
| 9. |
News and Media |
4.38% |
| 10. |
Agencies |
2.84% |
|
|
|
|
