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Tsunami Blog Among 10 Most Popular Humanitarian Sites
Traffic to Humanitarian Sites up 180 Percent
With relief coming in from all over the world, U.S. citizens are embracing the Internet to support relief efforts for victims of the Asian Tsunami disaster. Hitwise data shows that the market share of U.S. visits to humanitarian Web sites skyrocketed 180 percent the week ending Jan. 1, 2005 versus the prior week. Humanitarian sites peaked on Dec. 30, 2004, when visits accounted for .096 percent of all daily Internet traffic.
"The surge of online responses to the Tsunami relief effort demonstrates a great concern from citizens," said Bill Tancer, vice president of research, Hitwise. "The data also underscore how important it is for humanitarian and charitable organizations to have scaleable interactive channels in place to handle massive influxes of users - to process donations and harness consumer sentiment."
News and Blog Sites Play Instrumental Support Role
An analysis of Hitwise clickstream data shows that news sites have played an immediate and instrumental role in informing Internet visitors where to donate funds. News sites directly referred 17.1 percent of traffic to Humanitarian sites for the week ending Jan. 1, 2005, compared to 5.5 percent during the prior week. Search engines and directories provided the most referrals at 29 percent (up from 20 percent the week prior).
The blog site Tsunami Help (tsunamihelp.blogspot.com) was the 10th most visited site in the Humanitarian Category, indicating that blogging is capable of expanding its influence into the realm of online fundraising. This site experienced an increase in market share of visits by 1,926 percent between Dec. 27 and Dec. 31, 2004.
Supersize Me! Diet Websites Peak Only Four Days into 2005
South Beach Diet Overtakes Atkins Online
Visits to diet, fitness and health sites increased 18 percent the first four days of 2005 versus the first four days of 2004. But after a rapid increase in visits over the past several days, levels peaked on the fourth day of 2005 and have already begun to drop.
"The popularity of dieting and fitness sites increased significantly this year, but the annual craze is not likely to last long," said Bill Tancer, vice president of research, Hitwise. "If last year is any indication, we'll start seeing mostly declines with some minor spikes until next year, when people renew their dieting vows."
In 2004 traffic to the dieting, fitness and health sites peaked for the year on Monday Jan. 5, claiming 0.15 percent of all Internet visits. It took only two weeks for last year's traffic levels to drop 28 percent from their peak.
- For the week ending Jan. 3, 2004, www.atkins.com was the second most visited diet Web site, claiming 5.29 percent of all visits in the dieting, fitness and health category. However, the site dropped to number 9 in the category for the week ending Jan. 1, 2005, claiming only 0.86 percent of category visits, down by 82.59 percent from 2004.
- The newer and less restrictive South Beach Diet has become increasingly popular in the past year, and visits to www.southbeachdiet.com were up 15.49 percent the week ending Jan. 1, 2005 versus the week ending Jan. 3, 2004.
Search Term Suggestion Report
Hitwise Search Intelligence data reveals the most popular search terms by brand, product and generic terms which resulted in visits to Health & Medical - Pharmaceutical websites for the 4 weeks ending Jan. 8, 2005. The results are ordered based on the volume of searches.
| Brands | Products | Generic |
|---|
| 1. | pfizer | cialis | herpes |
| 2. | johnson & johnson | wellbutrin | sex positions |
| 3. | johnson and johnson | paxil | genital herpes |
| 4. | merck | zoloft | depression |
| 5. | hollister | viagra | contact lenses |
| 6. | trojan condoms | cymbalta | schizophrenia |
| 7. | proctor and gamble | celebrex | sexual positions |
| 8. | genentech | levitra | condoms |
| 9. | eli lilly | effexor | acid reflux |
| 10. | cardinal health | strattera | rheumatoid arthritis |
Fast Mover - Delta Airlines
www.delta.com
Rank week ending December 18 - 287
Rank week ending January 8 - 92
Positions jumped - 195
On January 4, 2005 Delta Airlines introduced "SimpliFares", a new fare system that cuts ticket prices up to 50 percent. As a result, www.delta.com experienced an increase in market share of US visits of 183 percent, climbing up the ranks among Travel web sites - from number 12 (for the week ending December 18) to number 6 (week ending January 8). In the Hitwise Commercial Airlines category, Delta.com climbed to the number one position ahead of the Sout West Airlines web site.
The two sites contributing the majority of visits to Delta.com for the week ending Jan 8, 2005 were Google (7.8 percent) and Yahoo! Search (5.0 percent). Hitwise demographic data shows that the predominant demographic profile of visitors to Delta.com (for the 4 weeks ending January 8, 2004) were women (54 percent), aged 25 - 34 years (25 percent), from households with an income between $60,000 and $100,000 per year (32 percent). The states with the highest representation of visitors to www.delta.com were Georgia and Utah, two states in which Delta has a hub.
Category Spotlight: Lifestyle - Dating
This category includes any sites related to dating or relationships, including online advice columns and Internet personals services.
Hitwise at Work- Content Development
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.
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Copyright Hitwise Pty Ltd, January 2005
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Hitwise United States Newsletter - January 2005
Real-time competitive intelligence