Barbie likes to shop, shoppers like Barbie
As the holiday season nears, online toy websites are increasing their share of total traffic from Singapore Internet users. For the week ending December 3, Toys and Hobbies retail websites attracted 0.16% of total traffic and 4.30% of traffic to Shopping and Classifieds websites. The average session duration for Toys and Hobbies websites during that week was 11 minutes 40 seconds, 4 minutes and 3 seconds longer than the average across all Shopping and Classifieds websites.
The Toys and Hobbies category is dominated by Mattel websites Barbie.com (www.barbie.com) and My Scene (www.myscene.com), which hold leading market share figures of 21.75% and 14.45%, respectively. The strong penetration of the 'barbie' brand is also borne out by Hitwise search term statistics. The term 'barbie' and variations on it are used in over 5.1% of searches successfully delivering traffic to websites in the Toys and Hobbies category. Detailed analysis on the search term 'barbie' shows that 56.60% of the time it successfully delivered traffic to Barbie.com, while Everything Girl (www.everythinggirl.com) and My Scene received traffic from 11.65% and 4.16% of searches for the term, respectively.
Local Singapore websites only hold a 16.1% share of traffic in a Toys and Hobbies category dominated by international brands. Two local sites making strong moves up the Hitwise rankings in early December were Little Genius Online (www.littlegeniusonline.com) and Toys 'R' Us - Singapore (www.toysrus.com.sg). Newly founded educational toy retailer, Little Genius Online, climbed to a rank of 11th in Toys and Hobbies, with a market share of 1.03% for the week ending December 3. Toys 'R' Us - Singapore climbed to a rank of 6th, with a market share of 2.75% for the week ending December 3.
Hitwise Clickstream statistics for the month of November show that Toys 'R' Us - Singapore attracts 9.94% of its traffic from Google Singapore (www.google.com.sg), 6.25% from Yahoo! Singapore Search (sg.search.yahoo.com), and 2.56% from its partner Amazon.com (www.amazon.com).
Shopping and Classifieds - Toys and Hobbies
The following report lists the most popular terms typed into a search engine over the 24 weeks ending 03/12/2005 that resulted in traffic to websites classified by Hitwise within the Shopping and Classifieds - Toys and Hobbies industry.
For example, the most popular search term was 'barbie' representing 3.34% of all search terms that delivered users to websites classified by Hitwise in the Shopping and Classifieds - Toys and Hobbies industry.
| Search Term | Share (%) |
|---|
| 1. | barbie | 3.34 |
| 2. | www.barbie.com | 1.22 |
| 3. | hello kitty | 0.76 |
| 4. | lego | 0.75 |
| 5. | barbie.com | 0.6 |
| 6. | star wars | 0.55 |
| 7. | sgcollect.com | 0.49 |
| 8. | precious moments | 0.49 |
| 9. | toys r us | 0.47 |
| 10. | action-hq.com | 0.43 |
Fast Mover - Jetstar Asia Airways
www.jetstarasia.com
Position week ending November 19: 175
Position week ending December 3: 117
Positions jumped: 58
The official website of Jetstar Asia Airways has been soaring recently in the rankings, claiming 117th position amongst all websites visited by Singapore Internet users, for the week ending December 3. This is a rise from 175th position in the week ending November 26, and 190th place for the week ending November 19.
The site provides a range of resources that attracts visitors including information on flight destinations, airfares, the Jetstar fleet, and company news. In week ending December 3, Jetstar Asia jumped to 3rd position in the Travel category, a two place increase from the week ending November of 26th. The site also made inroads in the Aviation category, claiming 2nd position by edging out Tiger Airways (www.tigerairways.com) which had held 2nd place for the previous three weeks.
While more visitors are accessing the Jetstar Asia website, they are also staying for longer, with the average visit time rising to 8 minutes 21 seconds this week, from 6 minutes 41 seconds in the the week ending November of 26th. A range of travel related websites appear in the clickstream of sites visited after Jetstar Asia for the month of November, with rivals Tiger Airways (www.tigerairways.com) accounting for 11.99% of traffic, Octopustravel-Asia.com (www.octopustravel-asia.com) with 6.99%, AirAsia.com (www.airasia.com) with 6.31%, and Valuair (www.valuair.com.sg) with 5.34%.
Category Spotlight: Lifestyle - Family
This category includes sites on parenting, childhood development, family support and family issues (such as divorce, adoption, fertility). It also includes sites on genealogy. The data below is based on All sites » Weekly rankings for the week ending 10/12/2005 » Ranks by 'Visits'.
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Copyright Hitwise Pty Ltd, December 2005
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Hitwise Singapore Newsletter - December 2005
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