Singapore Red Cross channels online support into Tsunami appeal
Following the Tsunami catastrophe in South-East Asia in December, generous Singaporeans sought out aid agencies on the Internet to offer their assistance. The Hitwise Community - Humanitarian category which includes websites that allow users to make donations to worthy causes, grew by a remarkable 483.95 percent for the week ending January 1, 2005.
The Singapore Red Cross website (www.redcross.org.sg) drew the overwhelming share of traffic to the Community - Humanitarian category with a market share of 32.43 percent. Tsunami Help (tsunamihelp.blogspot.com) was quickly established to provide news and information about resources, aid, donations and volunteer efforts for the Tsunami, and debuted at #4 with a market share of 4.56 percent. Users indicated a clear desire to use this site for up-to-date news with a bookmark statistic of 25.32 percent for the week ending January 8.
Hitwise Industry statistics indicate a measured response by Internet users to news of the event: Wednesday 29 December attracted the most traffic with 22 percent, three days after the Tsunami. The Community - Humanitarian category was however clearly shaken up by the increased visits with a weekly churn of 46 percent for the week ending January 1. The online presence of Singapore Red Cross displaced the previous top ranking website, The Hunger Site (www.hungersite.com).
Hitwise Search Terms data further supports that the Singapore Red Cross was the charity of choice with Singaporeans, with variations on "Singapore Red Cross" accounting for the Top 4 search terms for the Community - Humanitarian category.
Clickstream data confirms that users were in fact visiting the Singapore Red Cross website to make donations: DBS Internet Banking - Singapore (internet-banking.dbs.com.sg) which provides the banking facility for online contributions was the most popular downstream website with 11.32 percent traffic for the week ending January 1.
Yahoo! Search (search.yahoo.com) and Yahoo! Asia (asia.yahoo.com) were the key drivers of upstream traffic to the Singapore Red Cross site, with a total of 27.09 percent.
Category Spotlight: Community - Humanitarian
The Top 10 Community - Humanitarian websites for the week ending January 1, 2005:
Search Term Analysis
Hitwise Search Intelligence data reveals the most successful search term that directed users to websites within the 'Business and Finance - Business Information' category was 'exchange rate', representing 1.25% of all search terms.
The Top 10 Search Terms for the 'Business and Finance - Business Information' category over the last 24 weeks:
| Search Term | Share (%) |
|---|
| 1. | exchange rate | 1.25 |
| 2. | yahoo singapore finance | 0.60 |
| 3. | currency converter | 0.55 |
| 4. | business times | 0.54 |
| 5. | poems.com.sg | 0.50 |
| 6. | singapore stock exchange | 0.48 |
| 7. | exchange rates | 0.31 |
| 8. | commerceasia | 0.28 |
| 9. | currency exchange | 0.27 |
| 10. | nasdaq | 0.27 |
Fast Mover: ShareInvestor
www.shareinvestor.com
Position December 25, 2004 - 108
Position January 8 - 88
Positions jumped - 20
Despite the Asian Tsunami calamity, the Hitwise Business and Finance - Stocks and Shares category increased its market share across all categories by a significant 19.6 percent, between the weeks ending December 25 and January 8. Share Investor (www.shareinvestor.com), which provides a platform for the sharing of financial news, data and information similarly attracted an increased traffic volume of 15.38 percent for the same time period.
Hitwise Clickstream data indicates that the Phillips Online Electronic Mart System (www.poems.com.sg) website, which provides business information on stocks and shares as well as general buying and selling prices and information, was the key driver of upstream referrals to the Share Investor website, with a share of 10.52 percent for the week ending January 8. ListedCompany.com (www.listedcompany.com) which is an investor relations broadcast network featuring stock prices, IPOs and annual reports was the most popular website visited after Share Investor, attracting 7.51 percent of downstream traffic.
Users spent a significant amount of time on sites within the Business and Finance - Stocks and Shares category, with an average session duration of 8 minutes and 35 seconds for the week ending January 8. The Hitwise Local Competitive Index (LCI) indicated that users were predominantly interested in local sites, which attracted 73.4 percent of total traffic.
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Copyright Hitwise Pty Ltd, January 2005
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Hitwise Singapore Newsletter - January 2005
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