Rise in ‘Motor Insurance’ search
Following the increase in motor vehicle sales in Singapore since January 2005 as reported by the Singapore Government, Hitwise presents key data and analysis illustrating a positive offshoot into motor insurance. Search Intelligence confirms a 271% growth rate in the number of queries based on 'motor insurance' by Singapore consumers between weeks ending February 5 and March 12, 2005.
Consumer guides on what motorists should look out for when buying motor insurance policies was a key point highlighted by speaker, Ms Teo Swee Lian of Prudential Supervision, MAS (www.mas.gov.sg), at the Annual General Insurance Association of Singapore (www.gia.org.sg) Lunch on 30 March, 2005 at M Hotel, Singapore. The growth of the insurance industry in Singapore and its challenges was a focus of the speech.
Hitwise data supports the potential of the motor insurance industry in the context of Singapore's low insurance penetration rate: 'motor insurance' is the 19th most popular search term amongst Singapore Internet users over a 24-week rolling period ending April 9, 2005, with 0.44% volume share. Interestingly, this was ahead of public interest in 'health insurance' as the 27th most popular search term with 0.34%.
Search marketing opportunities on the term 'motor insurance' remains largely untapped. 8 Links Services (www.8links.com) holds the dominant volume share with 37%. Given that the success rate of all queries resulting in a visit to a website using 'motor insurance' is significantly high at 83.87%, this indicates a promising ROI on this term for SEM campaigns.
Generic variations on 'motor insurance' included 'motor car insurance', 'motor cycle insurance', and 'motor vehicle insurance'. Keyword Breakdown analysis shows that search phrases including 3 words were the most popular with 42.38% share.
Search Terms - Lifestyle - Religion
The Top 10 Search Terms for the 'Lifestyle - Religion' category for the past 24 weeks ending April 9, 2005
| Search Term | Share (%) |
|---|
| 1. | muis | 1.35 |
| 2. | city harvest church | 0.73 |
| 3. | bible | 0.63 |
| 4. | our daily bread | 0.54 |
| 5. | ymca | 0.54 |
| 6. | new creation church | 0.44 |
| 7. | salvation army | 0.42 |
| 8. | daily bread | 0.41 |
| 9. | city harvest | 0.38 |
| 10. | islam | 0.37 |
Fast Mover - FIFA World Cup
fifaworldcup.yahoo.com
Position April 2, 2005 - 13
Position March 5, 2005 - 74
Positions Jumped - 61
The official website for the FIFA World Cup jumped to 13 in the Sports - Soccer category for the week ending April 2, as users entered the ballot for the first round of ticket sales for the 2006 FIFA World Cup to be held in Germany. The market share of the site grew by a phenomenal 1746% between weeks ending March 19 and April 2.
Hitwise Clickstream data reveal significant sites driving upstream traffic during March. Singapore Pools (www.singaporepools.com.sg) contributed the most upstream traffic with 7.25%, while LiveScore.com (www.livescore.com), ESPN Soccernet (www.soccernet.com) and AsianBookie.com (www.asianbookie.com) provided 3.67%, 2.78% and 1.29% respectively.
For the purposes of Search marketing, Hiwise Search Intelligence data indicate that Singapore Internet users were more likely to query 'soccer' over 'football' with respective search term shares of 0.13% and 0.0033% for the week ending April 2.
Category Spotlight: Education - Institutions
The Institutions category includes the websites of all educational institutions and places people go to learn, such as universities, schools, kindergartens and TAFE colleges. It also includes the websites of any body dealing with official education administration. The data below is based on All sites, weekly rankings for the week ending 16/04/2005, ranked by 'Visits'.
Case Study
How a popular online food delivery service used Hitwise data to develop content and product offerings on their website.
An online food delivery service, which provides customers with a variety of cuisine choices, found that although the site was attracting many visitors, sales were not increasing accordingly.
Using Hitwise 'Clickstream' data, the food delivery service found that it was losing 15% of its visits to a variety of competitive websites - specifically 10% to Pizza Hut.
Hitwise 'Search Terms' data revealed that 28% of the top search terms in the online food industry were "pizza" related.
With these competitive and customer insights, the online food delivery service made several adjustments to its website to satisfy user demand, prevent churn and increase sales. Specifically, the site featured a pizza promotion on the home page, as well as an offer to accept any Pizza Hut coupon or promotion.
With Hitwise competitive insights the online food delivery service was able to diminish churn to Pizza Hut by 50%, and increase sales.
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.
You have received the Hitwise newsletter because you subscribed to our services, or a friend sent it to you. To change your details or 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 Singapore - sg.hitwise.com.
Copyright Hitwise Pty Ltd, April 2005
| 
Hitwise Singapore Newsletter - April 2005
Real-time competitive intelligence
