| What Canadians are Searching for Online |
Last week, we did a blog post on the top categories visited by Canadian internet users. We followed that up with a post looking at the number of words used in queries. To follow this theme, today we are posting on what Canadians are searching for online.
As we have seen in other markets, the highest volume terms are navigational, indicating that consumers are using search engines to navigate the Internet. For the most part, searchers have a clear idea of where they want to go and use search engines rather than their browser's address bar to find the desired website.
The highest volume generic search term was "games.
View the rest of this article.
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| Hitwise Canada - Search Analysis - Music - Bands and Artists |
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Hitwise Canada Search Intelligence™ data reveals the top search terms that drove traffic to the Music - Bands and Artists industry. The results are ordered based on the volume of traffic for the 12 weeks ending June 13, 2009.
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| 1. |
metallicabb |
2.26% |
| 2. |
t.i web page |
2.05% |
| 3. |
t.i's website |
1.64% |
| 4. |
james blunt |
1.23% |
| 5. |
paramore |
1.18% |
| 6. |
metallica |
1.11% |
| 7. |
eminem |
1.06% |
| 8. |
met on tour |
1.04% |
| 9. |
susan boyle |
0.99% |
| 10. |
lady gaga |
0.82% |
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| Rivals.com - www.rivals.com |
Rank week ending - June 6, 2009 - 495
Rank week ending - May 30, 2009 - 1,002
Positions jumped - 507
Rivals.com, a College Sports website, moved up 507 positions among all websites visited by U.S. Internet users (week ending June 6, 2009) to rank number 495 overall and number 16 in the Sports industry. Of the website's total traffic, 52 percent consisted of returning visitors. The top three websites, excluding email and chat, visited before Rivals.com were Yahoo!, Yahoo! Sports and Google.
The top DMA® (Designated Marketed Areas) of visitors to Rivals.comwere from Los Angeles, CA (11.70%), New York, NY (3.67%), and Orlando, FL (2.86%). The majority of visitors to the website were male (57%), aged 45-54 years (30%) with a household income of $60-$100K per year (39%) for the four weeks ending 06/06/09. Other websites with a similar demographic profile to that Rivals.com were Spike, ESPN and Google Maps.
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| Using Hitwise Lifestyle Data for Ad Spend Efficiency |
By using Hitwise Lifestyle data, marketers can ensure that online marketing dollars are being spent directly on the target audience for their brand or product. For example, marketers wishing to target high-earning, young families living in growth areas can profile the online habits of households in the Mosaic USA type "New Suburbia Families." This key segment is likely to visit websites in the Hitwise industries of Sports, Gambling and Children's Sites.
Marketers can then drill down and find websites for niche advertising opportunities. The table below shows the Children's Sites that attract the highest percentage of traffic from "New Suburbia Families. These include, Hasbro Monkeybar TV, BrainPOP and Build a Bear Ville (four weeks ending 06/06/09). This insight is invaluable for gaining a competitive edge over your direct competitors.
For Hitwise clients who would like to discuss this application further, please contact Hitwise Customer Support, or visit the Hitwise University and review the Hitwise Lifestyle Product Fact Sheet.
To learn more about Hitwise Lifestyle data, download the Hitwise Lifestyle Product Fact Sheet.
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| 1. |
Hasbro Monkeybar TV |
www.hasbro.com/monkeybartv |
14.12% |
1 |
| 2. |
BrainPOP |
www.brainpop.com |
11.96% |
0.85 |
| 3. |
Build a Bear Ville |
www.buildabearville.com |
10.87% |
0.77 |
| 4. |
Club Penguin |
www.clubpenguin.com |
10.48% |
0.74 |
| 5. |
Fact Monster |
www.factmonster.com |
9.71% |
0.69 |
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| Entertainment - Television |
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| 98.2% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
48.92% |
| 2. |
Computers and Internet - Search Engines |
20.66% |
| 3. |
Entertainment |
17.52% |
| 4. |
News and Media |
14.66% |
| 5. |
Computers and Internet - Portal Frontpages |
12.63% |
| 6. |
Entertainment - Television |
10.56% |
| 7. |
Computers and Internet - Email Services |
7.69% |
| 8. |
Computers and Internet - Social Networking and Forums |
6.64% |
| 9. |
Business and Finance |
5.56% |
| 10. |
Shopping and Classifieds |
5.15% |
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| 1. |
Computers and Internet |
25.38% |
| 2. |
Entertainment |
25.14% |
| 3. |
News and Media |
18.21% |
| 4. |
Entertainment - Television |
14.69% |
| 5. |
Sports |
9.27% |
| 6. |
Computers and Internet - Search Engines |
7.85% |
| 7. |
Shopping and Classifieds |
7.76% |
| 8. |
Lifestyle |
7.33% |
| 9. |
Business and Finance |
7.30% |
| 10. |
News and Media - Broadcast Media |
6.95% |
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| The Most Popular Weddings Websites for Women |
Using Hitwise Lifestyle, which incorporates MOSAIC® USA, a leading household segmentation system, you can identify the most popular sites in an industry that attract a specific segment. For example, the top three Weddings websites that attracted the largest percentage of women aged 25-34 in the "Affluent Urban Professionals" segment were WeddingChannel.com - Macy's, The Knot and WeddingChannel.com for the four weeks ending 06/06/2009. The Affluent Urban Professionals segment consists of affluent couples and singles who live in chic high-rise neighborhoods of major cities like New York, Chicago and Boston. Most residents are in their twenties and thirties, have college degrees and hold jobs as white-collar professionals. Members of this group enjoy trendy lifestyles and enjoy clubbing, skiing and tennis. These consumers purchase clothes and trendy furnishings at stores like Banana Republic, Williams-Sonoma and Crate & Barrel.
To learn more about Hitwise Lifestyle, contact Hitwise.
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| 1. |
WeddingChannel.com - Macy's |
macys.weddingchannel.com |
54.19% |
22.23% |
5.28% |
| 2. |
The Knot |
www.theknot.com |
54.72% |
38.35% |
3.02% |
| 3. |
WeddingChannel.com |
www.weddingchannel.com |
58.39% |
28.80% |
1.27% |
| 4. |
About.com - Marriage |
marriage.about.com |
58.23% |
17.42% |
1.72% |
| 5. |
David's Bridal |
www.davidsbridal.com |
62.35% |
41.34% |
0.67% |
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| Movie Tickets - Reconciling Web Visits with Box Office Dollars |
As we discovered in yesterday's post , the demographics of web visitors by site and industry are constantly changing. I ran into this same phenomenon this morning when analyzing visits to the top movie ticket sites (e.g. Fandango and Moviefone).
According to IMDb's Box Office Mojo, year-to-date box office revenue for 2009 at $4.6 billion, puts this year ahead of last by 10.7%.
View the rest of this blog post.
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