Neopets attracts more numbers amidst MTV acquisition
Hugely popular virtual pet site, Neopets (www.neopets.com) consolidated a greater audience share amongst Singapore web surfers in the lead up to MTV Network's announcement they had acquired Neopets Inc. The website for children and teens increased its market share of the Lifestyle parent category by a remarkable 62.6% between April 2 and June 11, 2005, retaining its leading position.
Neopets boasts a community of over 70 million virtual pet owners across the world and offers games, trading, auctions, greetings, messaging and other interactive features. The success of the website can be attributed to its rich content offering which effectively engages visitors. Users spent on average 26 minutes, 38 seconds on the website, compared to the all categories average of 8 minutes, 16 seconds, week ending June 18, 2005.
Hitwise Search Intelligence reveals popular variations on the search term 'neopets' for the past 24 weeks ending June 18, 2005: 'neopets games', 'neopets avatars', 'neopets-jelly', 'neopets shops' and 'neopets tips'.
Clickstream data on Neopets indicate popular games that attracted the same audience. Downstream websites included AdventureQuest (www.battleon.com), RuneScape (www.runescape.com), MiniClip.com (www.miniclip.com), Puzzle Pirates (www.puzzlepirates.com) and In-Depth Battlepedia (idb.finalhit.org).
Search Terms - Entertainment - Games
The following report lists the most popular terms typed into a search engine over the past 24 weeks ending 25/06/2005 that resulted in traffic to websites classified by Hitwise within the 'Entertainment - Games' industry. For example, the most popular search term was 'games' representing 1.55% of all search terms that delivered users to websites classified by Hitwise in the 'Entertainment - Games' industry.
| Search Term | Share (%) |
|---|
| 1. | games | 1.55 |
| 2. | neopets | 1.32 |
| 3. | runescape | 1.04 |
| 4. | battleon | 0.72 |
| 5. | pokemon | 0.62 |
| 6. | free games | 0.48 |
| 7. | neopet | 0.45 |
| 8. | www.neopets.com | 0.38 |
| 9. | yahoo games | 0.37 |
| 10. | miniclip | 0.36 |
Category Spotlight: IT & Internet
This category includes businesses providing IT solutions and web development services. The data below is based on All sites » Weekly rankings for the week ending 25/06/2005 » Ranks 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.
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Copyright Hitwise Pty Ltd, June 2005
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Hitwise Singapore Newsletter - June 2005
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