| Search Drives More Traffic to Restaurant Brands |
According to recent Hitwise research, search engines are playing an increasingly important role in how Singapore Internet users connect with restaurant brands online. Search Engine traffic accounted for 38.19% of upstream traffic to the Food and Beverage - Brands and Manufacturers category for the week ending 17 March 2007, a 31% increase within a 24-month time period. Shopping and Classifieds - Grocery and Alcohol received an even higher contribution from search, with 42.26% of their traffic from engines.
Several restaurant brands have also enjoyed a significant lift in searches for their brands, indicating increased brand awareness amongst consumers. While 'pizza hut' remained the leading search term in the Food and Beverages category, within the top 10 terms, 'mcdonald' had the highest growth rate in a 12-month period of 31.26%. 'sakae sushi', 'kfc' and 'canadian pizza' also grew at substantial rates of 29.69%, 27.35% and 23.15% respectively. As consumers are proactively searching for restaurant brands online, it lends further weight to the argument that online channels should be used to leverage brand building.
From a content perspective, there are several opportunities for restaurant advertisers to reach mainstream Singapore audiences online. Games websites held the highest sub-category share in Entertainment, accounting for 29.2% of visits for the week ending 17 March 2007. Multimedia, Gambling and Television were the next most popular online categories.
The uptake of online video in Singapore has been as ubiquitous as in global markets, with video sharing websites at a 12-month high week ending 17 March 2007 and enjoying a growth rate of 361% year-on-year. MSN Video enjoyed a surge in traffic during the week ending 17 March 2007 due to clickstream traffic from MySpace, and jumped to second position, behind YouTube, with 8.41% share amongst video sharing websites.
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| Industry Search Term Report for Sports - Brands |
The following report lists the most popular terms typed into a search engine over the 24 weeks ending 17/03/2007 that resulted in traffic to websites classified by Hitwise within the 'Sports - Brands' industry.
For example, the most popular search term was 'adidas' representing 7.62% of all search terms that delivered users to websites classified by Hitwise in the 'Sports - Brands' industry.
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| 1. |
adidas |
7.62 |
| 2. |
nike |
6.39 |
| 3. |
puma |
2.31 |
| 4. |
oakley |
2.06 |
| 5. |
billabong |
1.23 |
| 6. |
new balance |
1.13 |
| 7. |
converse |
1.08 |
| 8. |
adidas singapore |
0.93 |
| 9. |
nike singapore |
0.93 |
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| Zuji - www.zuji.com |
Zuji is a travel agency dedicated to Asia-Pacific travelers seeking their own unique journeys of discovery. The site contains planning tools, travel products and related links.
The Zuji Singapore website experienced an increase of over 81% amongst all All Singapore websites visited by Singaporean Internet users between weeks ending 13th January and 3rd March, 2007. Some of the most popular destinations recently searched before visiting the Zuji website were Bangkok, Langkawi, Malaysia and Taiwan.
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| 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'. The data below is based on All sites » Weekly rankings for the week ending 17/03/2007 » Ranks by 'Visits'. |
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| 68.8% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
59.01% |
| 2. |
Search Engines |
38.19% |
| 3. |
Food and Beverage |
12.12% |
| 4. |
Entertainment |
11.03% |
| 5. |
Brands and Manufacturers |
10.75% |
| 6. |
Restaurants and Catering |
10.52% |
| 7. |
Net Communities and Chat |
6.80% |
| 8. |
Portal Frontpages |
5.43% |
| 9. |
Email Services |
5.20% |
| 10. |
Games |
5.20% |
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|
|
| 1. |
Computers and Internet |
32.44% |
| 2. |
Food and Beverage |
21.63% |
| 3. |
Brands and Manufacturers |
18.65% |
| 4. |
Restaurants and Catering |
16.27% |
| 5. |
Entertainment |
12.30% |
| 6. |
Portal Frontpages |
9.62% |
| 7. |
Shopping and Classifieds |
9.03% |
| 8. |
Business and Finance |
8.93% |
| 9. |
Search Engines |
7.84% |
| 10. |
Rewards and Directories |
6.35% |
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