| Online Shopping Increasingly Popular Amongst Singaporeans |
Visits to Shopping & Classifieds websites are on the steady increase, accounting for 3.52% of all online visits for the month of August 2008; an increase of 12.48% compared to September 2007.
While the growth is steady, Singapore lags behind other major markets around the world in using the advantages of online shopping.
An analysis of online Shopping & Classifieds usage in other markets measured by Hitwise indicates considerable potential for continued growth locally.
The UK and USA lead the way with the Shopping & Classifieds industry accounting for 9.50% and 9.62% of market share respectively. New Zealand and Australia follow with 7.93% and 6.05% share, while Hong Kong - the other key Asian retail destination held 3.29% of market share for the month of August 2008.
The table below highlights Singaporean online activity for the month of August 2008 and the 12-month change in market share recorded by various industries. The large growth in News & Media can be partly attributed to the Beijing Olympics and an increase in visits to News and Media - Print websites.
The chart illustrates the 12-month trends for each of the sub-categories within the Shopping & Classifieds industry. The decline in market share of Auctions is inversely proportional to the increase in Classifieds. The impact of the complete verticals (shops, cars, property and jobs) being added to ST701.com (www.st701.com) and the more recently launched Mocca.com (www.mocca.com) are the main contributors to the change in balance.
The strength of the traditional media companies - Singapore Press Holdings (ST701.com) and Mediacorp (Mocca.com) - have been able to drive substantial change in the market and use their promotional powers offline and through other online brands to quickly establish or further enhance these brands' performance.
In August, ST701.com was the leading website within the Shopping & Classifieds industry with 8.38% of all visits for the month, outranking eBay and eBay Singapore with a combined share of 7.84%. The recently launched Classifieds at Mocca.com currently sits at 23rd position with a share of 0.50% in its first month on the rankings.
Search Engines were responsible for driving 27.58% of traffic to the Shopping & Classifieds industry during the month of August. Of the top 100 search terms that drove traffic to the industry, 98% were brand-related, highlighting the importance of brand development and awareness online.
With the largest retail period of the year fast approaching, have you established your online strategy and tactics? Do you understand how competitor activity is affecting your market and how potential customers are finding their way to your competitors' websites? Use the Hitwise New Search Intelligence™ and Competitive Intelligence tools to maximise your sales this Christmas.
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| 1. |
Computers and Internet |
41.90% |
-2.82% |
| 2. |
Entertainment |
15.76% |
4.13% |
| 3. |
Business and Finance |
9.06% |
-6.00% |
| 4. |
News and Media |
6.49% |
31.94% |
| 5. |
Adult |
6.17% |
-3.81% |
| 6. |
Lifestyle |
6.01% |
-1.92% |
| 7. |
Education |
3.89% |
10.34% |
| 8. |
Shopping and Classifieds |
3.53% |
12.48% |
| 9. |
Sports |
3.43% |
9.39% |
| 10. |
Travel |
2.09% |
9.11% |
| 11. |
Government |
1.46% |
-12.32% |
| 12. |
Music |
1.08% |
4.84% |
| 13. |
Automotive |
0.73% |
6.44% |
| 14. |
Health and Medical |
0.53% |
-6.03% |
| 15. |
Aviation |
0.45% |
5.65% |
| 16. |
Food and Beverage |
0.39% |
10.48% |
| 17. |
Community |
0.20% |
32.35% |
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| Volkswagen Asia - www.vwasia.com |
The Volkswagen Asia website (www.vwasia.com) includes information about the various Volkswagen models, services, corporate information and a media centre with press releases. During the week ending 06/09/2008, Volkswagen Asia leaped 95 places and increased its market share by a staggering 5807% to become Singapore's number 3 Automotive website. Traffic to the Volkswagen continued to increase the following week ending 13/09/2008, with Volkswagen Asia ranking as Singapore's number 1 Automotive website.
During the week ending 06/09/2008, AsiaOne (www.asiaone.com) referred the majority of traffic to Volkswagen Asia, accounting for 63.19%. Other key traffic drivers included AsiaOne Forums (8.43%) and SGCarMart (5.32%).
Visitors spent an average of 7 minutes and 20 seconds on the Volkswagen Asia website the week ending 06/09/2008; which is significantly less than the Automotive industry average of 12 minutes, 9 seconds.
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| Lifestyle - Politics |
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The following report lists the most popular terms typed into a search engine over the 24 weeks ending 13/09/2008 that resulted in traffic to websites classified by Hitwise within the 'Lifestyle - Politics' industry. For example, the most popular search term was 'singapore democratic party' representing 3.80% of all search terms that delivered users to websites classified by Hitwise in the 'Lifestyle - Politics' industry.
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|
| 1. |
singapore democratic party |
3.80% |
| 2. |
obama |
2.24% |
| 3. |
sdp |
0.74% |
| 4. |
anwar ibrahim |
0.48% |
| 5. |
pap |
0.46% |
| 6. |
lim kiat siang |
0.43% |
| 7. |
cnn |
0.42% |
| 8. |
real clear politics |
0.37% |
| 9. |
sdp singapore |
0.31% |
| 10. |
barack obama |
0.30% |
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| Government - National |
This category includes all national government websites. The data below is based on All sites - Weekly rankings for the week ending 13/09/2008 - Ranks by 'Visits'.
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| 88.9% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
48.42% |
| 2. |
Search Engines |
26.97% |
| 3. |
Government |
20.76% |
| 4. |
National |
20.57% |
| 5. |
Business and Finance |
17.54% |
| 6. |
Portal Frontpages |
8.24% |
| 7. |
Employment and Training |
5.94% |
| 8. |
Social Networking and Forums |
5.55% |
| 9. |
Entertainment |
5.22% |
| 10. |
Email Services |
4.29% |
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|
|
| 1. |
Government |
30.75% |
| 2. |
National |
30.17% |
| 3. |
Computers and Internet |
23.04% |
| 4. |
Business and Finance |
16.29% |
| 5. |
Education |
6.84% |
| 6. |
Entertainment |
6.75% |
| 7. |
Search Engines |
5.46% |
| 8. |
Social Networking and Forums |
4.88% |
| 9. |
Travel |
4.67% |
| 10. |
News and Media |
4.53% |
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| Aéropostale Rockets up the Apparel & Accessories Rankings |
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Clothing brand Aéropostale (www.aeropostale.com) has skyrocketed up the ranks of Shopping & Classifieds - Apparel & Accessories websites. As of the week ending 06/09/2008, the Aéropostale website jumped 109 places to rank as Singapore's 13th most popular Apparel & Accessories website. Hitwise Clickstream data suggests that the majority of the traffic during this period came from LiveJournal (www.livejournal.com), which allows users to create their own online journal. Now you know.
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