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Search Marketing Campaign Strategy White Paper Available Now
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Travel Insurance Growth
According to new Hitwise Search Intelligence data, the promise of a flourishing travel insurance industry in Singapore was indicated by a massive spike in Internet user queries for the search term 'travel insurance'. The term recorded a quarterly peak of 0.9% search term share across All Categories on February 5, 2005.
Interest in travel insurance precedes the National Association of Travel Agents Singapore (www.natas.org.sg) travel fair at Suntec Singapore, opening Friday 18 March 2005.
The National Association of Travel Agents of Singapore represents the majority of travel agents in Singapore and also counts in its membership travel-related organisations, such as insurance companies, hotels, airlines, attractions and training providers.
Visits to the National Association of Travel Agents Singapore (NATAS) website within the Hitwise Travel parent category increased by a remarkable 156.25% between weeks ending January 29, 2005 and March 12, 2005.
Member travel agency, Zuji Singapore (www.zuji.com.sg) dominates the Hitwise Travel - Agencies category with 17.05% market share for the week ending March 12, 2005.
The Top 5 websites to successfully receive traffic from the search term 'travel insurance' over a 24-week rolling period are NTUC Income Insurance Co-operative (www.income.com.sg), 8Links (www.8links.com), Misa Travel (www.airfare.com.sg), American International Group - Singapore (www.aig.com.sg), and DBS Bank (www.dbs.com.sg).
Prominent variations on the search term 'travel insurance' over a 24-week rolling period include: 'ntuc travel insurance' (20.15%), 'travel insurance singapore' (3.91%), 'aig travel insurance' (3.46%), 'aia travel insurance' (1.2%), and 'income travel insurance' (1.05%).
Search Engine Share data indicates that Google Singapore (www.google.com.sg) and Yahoo! Singapore Search (sg.search.yahoo.com) are the two most used search engines when searching for 'travel insurance' with respective shares of 34% and 32%.
Fast Mover - Lexus Singapore
www.lexus.com.sg
Position January 8, 2005 - 31
Position March 12, 2005 - 11
Positions jumped - 20
According to Hitwise ranking data, Lexus Singapore (www.lexus.com.sg) has attracted significant interest amongst Singapore Internet users since January 8 2005, increasing its market share in the Hitwise Automotive - Manufacturers category by an impressive 64%.
This follows a rise in consumer spending in motor vehicles as reported by the Singapore government (www.singstat.gov.sg), prompted by the lower COE premium in January 2005. The reduction of this tax was a heavy point of discussion on motoring forum, (motoring.asiaone.com.sg) as users debated the best time to buy a car.
Visits to Lexus Singapore over February were primarily directed by automotive dealership, Borneo Motors (www.borneomotors.com.sg) with 24.66%, Google Singapore (www.google.com.sg) with 7.53%, and Lexus parent company, Toyota (www.toyota.co.jp) with 5.48% of upstream share.
Search Term Analysis
The Top 10 Search Terms for the 'Shopping and Classifieds - House and Garden category over a 24-week rolling period:
| Search Term | Share (%) |
|---|
| 1. | ikea | 5.42 |
| 2. | ikea singapore | 2.42 |
| 3. | barang barang | 0.92 |
| 4. | spotlight | 0.74 |
| 5. | mothercare | 0.69 |
| 6. | furniture | 0.54 |
| 7. | tupperware | 0.43 |
| 8. | mattress | 0.36 |
| 9. | valentine's day | 0.36 |
| 10. | vhive | 0.36 |
Category Spotlight: Food and Beverage - Brands and Manufacturers
This subcategory is for manufacturers of food, drink or alcoholic drink brands. Wineries and breweries are included. Retailers are categorised in 'Shopping and Classifieds - Grocery and Alcohol'. Data below is based on All Sites, Weekly rankings for the week ending 12/03/2005, ranked by 'Visits'
Case Study
How a recruitment firm used Hitwise data to identify the best prospects for an affiliate partner relationship.
A Recruitment firm was looking to identify the best partner for its business and turned to Hitwise.
Using Hitwise 'Charting', our employment client noticed their main competitor increased their market share of visits in the Employment category. The client investigated why this occurred and discovered that the competitor had recently partnered with another leading employment site.
Over a 3 month period, the Hitwise charting tool revealed that the competitor enjoyed a 150% increase in market share of visits. In addition, by viewing the Hitwise 'Clickstream' report our client confirmed that the main driver of this growth was in fact the relationship with this new partner.
This data, only available from Hitwise, showed the recruitment firm that this affiliate relationship was not only successful for acquiring new customers, but was also able to sustain market share against competitors.
Armed with this information, the Marketing Manager was able to:
- Gain insight into their competitor's affiliate relationships and customer acquisition strategies.
- Measure the effectiveness of competitors affiliate strategies.
- Identify, evaluate and select potential affiliate partners for their own website in a more cost-effective and timely manner.
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 Singapore - sg.hitwise.com".
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.
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Copyright Hitwise Pty Ltd, March 2005
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Hitwise Singapore Newsletter - March 2005
Real-time competitive intelligence
